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All The News Fit For Subs https://ift.tt/IR9cxlY Late last year I published one of my favorite "Red, White & Blog" columns. It correlated two pieces of disconnected trend data: the rise of internet access penetration; and the decline of the world population living in a democracy. If you haven't read it, you should, because my main point was that it has been the ability of unsavory actors to so easily spread misinformation that has dumbed the world down and contributed to an erosion in support for democracies. Today, I'd like to add another correlation: the erosion of advertising support for news media brands. It struck me when I was looking through a release of a new report from the World Advertising Research Center (WARC) for its latest advertising forecast, which included a line item on news publishing brands. advertisement advertisement WARC estimates that over a four-year period they will lose nearly two percentage points of advertising share, falling to just 3.7% of total ad spending in 2023. Interestingly, the erosion of their advertising is happening faster in print than for digital outlets, though their share of both mediums is quite small. That's noteworthy for many reasons, including the fact that news publishing brands were among the ad industry's earliest media, and they sustained themselves throughout the 20th Century's media industrial revolution, including the rise of broadcasting (both radio and TV), satellite, cable, a variety of intermediary technologies that didn't take hold, and ultimately online and mobile media. At least until the turning of the last century when the economics of news media essentially imploded, because the ubiquity of digital access meant that the value of any news story essentially went to nil the minute it got disseminated. Obviously, a few really great news publishing brands have adapted and even thrived, including The New York Times, The Washington Post, The Wall Street Journal, and some other big metropolitan and nation-leading newspaper brands. A few digital native ones have done okay too, but without signaling them out, I think that the success of some of those may have done more harm than good in terms of the flow of misinformation and the decay of democracies. It's one of the reasons I pay to subscribe to so many newspapers, because I better than many subscribers understand the importance their subscription models play in an era of advertising erosion. Today I'm adding a paid subscription to The Hartford Courant, because as a Connecticut resident, I think it's important to sustain what they do. I hope some of you will do the same with your favorite local, national and global news publishing brands, because, well, just look at the advertising trend lines. And then look at the one for people living in a democracy. Mobile Marketing via MediaPost.com: mobile https://ift.tt/VPYlFNR August 24, 2022 at 11:59AM
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GroupM Sees eCommerce Slowdown, Says It Will Impact Advertising And Media Spending https://ift.tt/6RywGz8 As they prepare to release a big ecommerce report, GroupM’s business intelligence team late last week spent some time discussing the meaning of mixed results for second quarter and July data reported by various countries and big retail companies, as well as its implications for advertising and media spending. “[It] has an impact on media and advertising, because there is a very direct relationship between spending on advertising from many of these companies – especially on digital platforms – and [it’s] coming down,” GroupM Global President of Business Intelligence Brian Wieser said during the team’s weekly “This Week Next Week” podcast. He and colleague Kate Scott-Dawkins spent a fair amount of time during the episode discussing the varying definitions of ecommerce and retail sales by different nations and companies, but the overall theme was that the second quarter and July 2022 have suffered by tough comparisons to the same periods last year, in which ecommerce sales surged following the COVID-19 pandemic, as well as the acceleration of various marketers’ “digital transformation” initiatives. advertisement advertisement “In many countries, ecommerce is growing slower than retail right now,” Wieser summed up, as he and Scott-Dawkins described how the penetration level of ecommerce varies so much among nations based on how they define and account for it. The same thing for big retailers, several of which – Walmart, Target, Home Depot and Lowe's – reported second quarter ecommerce sales that, so far, appear to be holding up in the high single-digit or low double-digit growth range. The agency’s business intelligence team discussed the difficulty defining what is pure in-store retail vs. pure-play ecommerce in a way that was reminiscent to a discussion they had earlier this year about the difficulty defining the “line items” that are used to build GroupM’s overall advertising spending forecasts. Among other things, they described the “blurry” nature of consumer behavior in retail purchases, including occasions when consumers are in a store browsing simultaneously in-person as well as on their mobile devices, but then end up making a purchase on their phone and picking it up in person. “Is that ecommece os is that retail,” Wieser asked, adding that the blurry nature of those consumer shopping behaviors means, “Omnichannel strategies are going to be dominant in finding different ways to connect with people.” Lastly, as important as GroupM’s break down of retail and ecommerce sales may be, Wieser reminded his audience that they still represent only a fraction of total consumer purchasing – and presumably brand marketing – behavior. “Many people look at retail sales data as some sort of proxy for what a consumer is doing or is not doing,” Wieser said, adding, “We also have to remind everyone that activity is still much smaller than total spending by consumers on services.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/VPYlFNR August 24, 2022 at 11:02AM
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Digital-First: Why B2B Marketers Need Digital Asset Management (DAM) More Than Ever https://ift.tt/lOPYsU1 The pandemic has ushered in a new digital-first era for B2B brands, complete with an ever-deeper and more complex ocean of digital assets — but how can today’s organizations and marketing teams keep track of this influx of online content? Before the pandemic, digital asset management systems — DAM for short — were mostly seen as either a luxury that could be afforded only by large global corporations or as an über-nerdy technology used by musty librarians or professional photographers and videographers. Earlier this year however, Adobe’s Digital Trends Report revealed that nine out of ten business leaders said customers are now digital first, with 54 percent planning to spend more on customer data technology and 52 percent expecting to increase spending on customer experience management systems. B2B buyers have increasingly brought online whatever offline processes they still had in place, and research data from Salesforce has shown that 52 percent of B2B sellers expect more than half of their revenue to come from digital channels in the next two years. As more of the B2B ecosystem has shifted to digital-first operations, marketers can now see more benefits than ever from using a DAM system, from the speed and agility of digital asset delivery to optimized online content management and more. It comes as no surprise that the market for DAM solutions has rapidly grown, with the global DAM market valued at $4.7 billion in 2021, and expected to reach $13.4 billion by 2027, according to data from IMARC. Let’s take a look at some of the leading reasons why B2B marketers need digital asset management more than ever in a digital-first playing field. [bctt tweet="“As more of the B2B ecosystem has shifted to digital-first operations, marketers can now see more benefits than ever from using a digital asset management (DAM) system.” — Lane R. Ellis @lanerellis" username="toprank"] 1 — Digital-First Produces Mountains of Online ContentDigital assets are comprised of any computer files, stored anywhere — whether on your phone, tablet, desktop, network, or in the cloud. DAM software runs either on a local computer network or in the cloud, and has been built to pull in and make it easy to organize an unlimited number of files — all the digital assets that organizations are creating and using daily in our digital-first environment. The more complex your marketing strategies and the structure of your organization are, the bigger the benefits of using DAM software can be, especially over time, as the advantages of having conveniently managed digital assets pile up. In today’s digital-first marketing world, some of the greatest gains can come from increased workflow efficiency, and this is where DAM systems generally shine. B2B firms that use a modern DAM system have immediate access to all their digital assets, with nothing getting lost in un-indexed folders or in data that is stranded on individual laptops — all helping to save untold amounts of time compared to firms that don’t use DAM software. A proper DAM tool also helps B2B firms when it comes time to conduct an asset inventory, either for data analysis, capital investment tracking, or other purposes — an example of how organizations can find benefits from a DAM system that go far beyond public-facing marketing efforts.2 — Digital-First Requires Faster Delivery & ResponseMarketing campaigns, especially in the B2B realm, often involve many people and multiple teams, consisting of a complex variety of images, document files, videos, and other digital assets. Additionally, tracking multiple versions of files — with varieties specifically created for each social media platform involved in a campaign — can quickly get complicated, and many firms either use a cobbled together approach that may be known only to a few people in the organization, or end up bouncing around from one software solution to another. At the same time, B2B customers now want the information they need as quickly as possible, which means that organizations that have a smoothly-running DAM in place are generally better equipped to get best-answer content published online faster than those that don’t. Some of the top DAM solutions also offer transparent and robust import and export routines, so that organizations aren’t locked-in to one DAM environment with their digital assets held hostage, unable to easily migrate to other solutions if needed. Digital-first marketing benefits from using DAM through increased efficiency and time savings, which result in quicker content publishing times and ultimately more satisfied audiences. The type of savvy content management offered by DAM systems can save marketing teams 13 days annually per staff member, according to report data from Canto. The same research found that 41 percent of marketers said that digital filing inefficiencies had caused delayed project releases, and 54 percent revealed that they experienced frustration with inefficient filing systems — each an example of why more B2B firms are implementing DAM solutions in their digital-first content creation and publishing workflows. [bctt tweet="“Digital-first marketing benefits from using DAM through increased efficiency and time savings, which result in quicker content publishing times and ultimately more satisfied audiences.” — Lane R. Ellis @lanerellis" username="toprank"]3 — All Digital-First Content Formats Get a Boost with DAMWhether you’re dealing with content destined for traditional video or still imagery, or material meant for emerging social media platforms such as the metaverse and BeReal, a DAM system is more than up to the task of organizing all your organization’s digital assets. As with static digital assets, a powerful DAM system easily ingests and organizes video content, augmented or virtual reality files, and more — putting it all at the fingertips of each person in an organization who needs it, from video editor to social media manager to corporate executives. An additional benefit of a top-notch DAM solution is the ability to surface hidden, overlooked, or forgotten content in an organization’s archives, which can then be put to use where appropriate, oftentimes avoiding time-consuming efforts to re-do work that has already been completed but can’t easily be found. Re-purposing content on social platforms in digital-first initiatives can have a new lease on life when every digital asset can easily come into play and be creatively combined in new ways, thanks to the indexing and searching features of a powerful DAM system. For B2B marketers, the shift to always-on marketing is a perfect match to meeting the demands of digital-first customers, and here the advantages of a DAM solution shine brightly, removing many of the bottlenecks slowing down traditional marketing, by offering easy and swift access to a firm’s entire digital asset archive.Boost Your Digital-First Muscles with DAMvia GIPHY In the new digital-first B2B marketing era, having the organizational muscle of a digital asset management system is more important than ever, and we hope that this brief look at some of the reasons why has been helpful. To learn more about DAM systems for B2B marketers, be sure to also check out our "Why B2B Marketers Should Give a DAM: Top Tips on Digital Asset Management," and "Why Digital Asset Management Matters in B2B Marketing." A DAM system is just one tool in the B2B marketer's digital tool-bag, yet one that successful organizations will increasingly omit at their peril as we head towards 2023. More than ever before, creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why more brands are choosing to work with a top digital marketing agency such as TopRank Marketing. Reach out to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and many others.The post Digital-First: Why B2B Marketers Need Digital Asset Management (DAM) More Than Ever appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/GkIdsnF August 24, 2022 at 06:08AM
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a16z Invests $56 Million In 'Ready Player Me' Metaverse Avatar Platform https://ift.tt/43eBRrM Ready Player Me, a cross-game avatar platform that allows users to explore virtual worlds with one consistent identity, closed a $56 million Series B round led by Web3-enthusiast investment firm Andreessen Horowitz (a16z). Generally, Ready Player Me provides developers an avatar system that allows teams to focus on creating worlds and experiences. The company also says it provides distribution through its network, and opens new revenue opportunities through interoperable avatar asset sales and cross-game economy. “An open metaverse with millions of interlinked experiences, rather than a few large walled gardens, will drive better user experience, creator experience and economics,” the company said in a recent statement. “An open marketplace of avatar assets will increase the size of the market and allow developers in the metaverse to increase their revenues.” advertisement advertisement More than 3,000 Web2 and Web3 apps are integrated into Ready Player Me, including VRChat, Spatial, Somnium Space, RTFKT, and more. The company has also been working with individual creators and fashion brands like Adidas, New Balance, Dior and Warner Brothers to enable cross-game avatar assets across the metaverse. Once focused on building avatar systems and tech for enterprise customers like Tencent, Verizon, and HTC, Ready Player Me has been growing over the past eight years into a platform with over 20,000 face scans used to develop a deep-learning solution to render realistic faces from a single 2D photo. “What will unlock the true metaverse experience is interoperability between games, worlds and applications and a consistent identity for users across all experiences,” said Timmu Tõke, co-founder and CEO of Ready Player Me. “We think it's essential for virtual worlds users to create an avatar they love and buy avatar skins and accessories that work across the metaverse and are not stuck in one game. This infusion of funds will allow Ready Player Me to continue scaling the avatar system to make it more flexible for developers, create new tools to help developers monetize with avatar assets, and build tools for individual creators to take part of the cross-game avatar marketplace,” Tõke added. Jonathan Lai, general partner at Andreessen Horowitz, said that he and others at a16z have been impressed by Ready Player Me’s “blend of developer empathy and technical chops” and is “well on its way to building the interoperable identity protocol for the open metaverse.” Aside from a16z, notable investors in Ready Player Me include David Baszucki, co-founder of Roblox, Justin Kan, co-founder of Twitch, Sebastian Knutsson & Riccardo Zacconi, King Games co-founders, sports and entertainment company Endeavor, Kevin Hart’s Hartbeat Ventures, the D’Amelio family, and more. Ready Player Me runs across desktop, web, and mobile and is available to developers through a SDK (software development kit) and API (application programming interface). Mobile Marketing via MediaPost.com: mobile https://ift.tt/XpF2rDA August 23, 2022 at 05:01PM
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Scavenger Hunt For Rold Gold Pretzels Yields Real Gold Bars https://ift.tt/bC0s5tG Mining the nexus of Rold Gold pretzels and nostalgic entertainment can produce real gold. They come together under the banner of “Gold Hunters”—billed as a consumer scavenger hunt to mark 106-year-old Rold Gold’s appearance in classic movies, television sitcoms and sporting events. The Frito-Lay brand chose actor Joel McHale to kick off the limited-time campaign by posting a clue on digital platforms regarding a movie in which he and Rold Gold both appeared. People could guess the movie title and post it on social media for the chance to win one of 60, one-ounce gold bars. “Rold Gold has been a part of snacking occasions for over 100 years, and a part of pop culture for that whole time as well,” John Watts, senior director of marketing at Frito-Lay, tells Marketing Daily. advertisement advertisement This month, the campaign appeared on Manhattan streets in the form of mobile out-of-home placements containing more clues and directing people to the brand’s website for contest entries. “New York has played such a huge role in TV shows and movies for decades. And a lot of those have got Rold Gold in them,” says Watts. “So we thought there was this crazy intersection between this really iconic geography and iconic, classic pretzel brand.” The value of each gold bar prize will depend on the market price of gold after the contest ends on Sept. 11. “It will be somewhere around $1,800 to $2,000.” As of last week, there had been more than 10,000 entries. A billboard on the back of a truck carrying clues and a website URL alternated this month between Manhattan’s Chinatown and the Upper West Side, “where there’s an iconic diner centerpiece from a 90’s sitcom.” Our guess: Sounds like Tom’s Restaurant from “Seinfeld,” whose George Costanza character was a big fan of Rold Gold. Mobile Marketing via MediaPost.com: mobile https://ift.tt/XpF2rDA August 23, 2022 at 04:03PM
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Facebook Agrees To $37.5M Location Privacy Settlement https://ift.tt/YMcuNf6 Facebook has agreed to pay $37.5 million to settle a class-action lawsuit alleging that the company collected users' IP addresses, which offer general information about location, in violation of a prior privacy policy. The company, now named Meta Platforms, disclosed in June that it had agreed to settle the litigation, but the terms weren't made public until Monday. The settlement agreement specifies that Facebook does not admit to doing anything wrong. The agreement, which has not yet been approved by U.S. District Court Judge James Donato in San Francisco, allows people who used Facebook between January 30, 2015 and April 18, 2018 and who turned off location services on Android or Apple mobile devices to submit claims for a portion of the settlement fund. If granted final approval, the deal will resolve a legal battle dating to 2018, when users including Brendan Lundy and Myriah Watkins alleged that Facebook collected their IP addresses, which provided estimated locations, then deployed “enhanced tracking methodologies” to more precisely pinpoint geolocation. advertisement advertisement Lundy, Watkins and others raised a host of claims against Facebook, including that it allegedly violated a privacy policy in effect between 2015 and April of 2018. That policy said Facebook would not collect location data without users' consent. In April of 2018, Facebook revised its policy to disclose that it collects people's IP addresses, which can offer broad information about users' locations, such as their cities. Facebook unsuccessfully urged Donato to dismiss the claims for numerous reasons. Among others, the company contended that Lundy, Watkins and the others couldn't show they were harmed by the alleged data collection. “None of the plaintiffs actually allege that they were ever in a city that they wanted to keep confidential from Facebook, much less that Facebook in fact identified that city while a plaintiff was there,” Facebook argued in papers filed last year. “This renders the assertion of harm entirely speculative.” Last September, Donato rejected Facebook's argument and allowed the lawsuit to proceed. Mobile Marketing via MediaPost.com: mobile https://ift.tt/XpF2rDA August 23, 2022 at 02:13PM
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Gen Z To Marketers: Ditch The Persona https://ift.tt/sxn652h Marketers loves to create personas -- those data bios and photos that personify target consumers as if they were political candidates. We think personas humanize our research, pinpoint the bull’s-eye for media, and demonstrate we understand our consumers. Yet Gen Z, the 68 million 10- to 24-year-olds who comprise every marketer’s dreamscape for lifetime customers, defy our characterizations. Gen Z-ers influences $150 billion/year, roughly one-fifth of all consumer spending. They set cultural trends in fashion, music, entertainment, and technology. They are the vanguard of popular commerce. Nearly half of Gen Z-ers are non-Caucasian; one in four is Hispanic, one in six is Black, and one in five has an immigrant parent. A recent Gallup survey found that 21% of Gen Z-ers identify as lesbian, gay, bisexual, or transgender -- nearly four times the rate of older U.S. adults. As the first generation to grow up with the Internet, they have incredibly diverse habits in technology, social platforms, and media usage. advertisement advertisement Try to capture such diversity in a few personas at your peril. This points to the broader challenge of any marketing persona that may misrepresent an audience. Here’s a quiz: How you would illustrate the “persona” for football fans, dish soap buyers, or stock investors? Did you conceive Middle Class Charlie, Busy Mom Mary, and White Collar Weston? Well, women now account for 46% of Super Bowl viewers; 45% of grocery store trips are made by men; and women and minorities now account for one in three high-net-worth investors. Those silly personas were off by a demographic mile. It’s time to toss personas and instead design campaigns with matrices of demographics and corresponding modalities. Plot the 25 or so major types of your future customers on a grid that defines the modes in which they enter heightened interest for your product. Then match each mode with data signals that can be picked up from search, mobile apps, travel patterns or contextual alignment. Plan media for these touchpoints, and you can match communications to the ways real people engage with your brand. It’s fun to pack marketing plans with photos of consumer personas, but we end up selling fictions to ourselves. Gen Z is showing us we need to systematically recognize and satisfy the behavioral diversity of all our present and future consumers. Mobile Marketing via MediaPost.com: mobile https://ift.tt/XpF2rDA August 23, 2022 at 01:20PM
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The Tricky Timing Of Being Amazed By The Future https://ift.tt/e23zbkZ When I was a kid, the future was a big deal. The animated TV show “The Jetsons” was introduced in 1962. We were in the thick of the space race. Science was doing amazing things. What the future might look like was the theme of fairs and exhibits around the world, including my little corner of the world in western Canada. I remember going to an exhibit about the Amazing World of Tomorrow at the Calgary Stampede when I was 7 or 8, so either in 1968 or 1969. Walt Disney was also a big fan of the future. That’s why you have Tomorrowland at California's Disneyland and Epcot at Florida's Disneyworld. Disney said of the former, "Tomorrow can be a wonderful age. Our scientists today are opening the doors of the Space Age to achievements that will benefit our children and generations to come. The Tomorrowland attractions have been designed to give you an opportunity to participate in adventures that are a living blueprint of our future." But the biggest problem with Tomorrowland was that the future kept becoming the present -- and, in doing so, it became no big deal. The first Tomorrowland opened in 1955, and the “future” it envisioned was 1986. From 1955 forward, Disney has continually tried to keep Tomorrowland from becoming Yesterdayland. It was an example of just how short the shelf life of “Tomorrow” actually is. advertisement advertisement For example, in 1957, the Monsanto House of the Future was introduced in California’s Tomorrowland. The things that amazed then were microwave ovens and television remote controls. The amazement factor on these two things didn’t last very long. But even so, they lasted longer than the Viewliner – “the fastest miniature train in the world.” That Tomorrowland attraction lasted just one year. And then there was the videophone. In the 1950s and ‘60s, we were fascinated by idea of having a video call with someone. I remember seeing a videophone demonstrated at the fair I went to as a kid. It was probably the AT&T Picturephone, which was introduced at the 1964 New York World’s Fair. We were all suitably amazed. But the Picturephone wasn’t really new. Bell Labs had been working on it since 1927. A large screen videophone was shown in Charlie Chaplin’s 1936 film “Modern Times.” Even with this decades-long runup, when AT&T tried to make it commercially viable in 1970, it was a dismal flop. The failure of the 1970s videophone just shows how fragile the timing is with trying to bring the future to today. If it’s too soon, everyone is scared to adopt it. If it’s too late, it’s boring. More than anything, our appreciation of the future comes down to a matter of luck. Here are a few more examples. Yesterday, I got a call on my mobile when I couldn’t get to my phone, so I answered it on my Apple Watch. My father-in-law happened to be with me. “You answered the phone on your watch? Now I’ve seen everything!” He was amazed, but for me it was commonplace. Then, if we backtrack to 1946, when the comic book character Dick Tracy introduced his wrist radio, it was almost unimaginably cool. Well, it was unimaginable to everyone but inventor Al Gross, who had actually built such a device. That’s where Tracy’s creator, Chester Gould, got the idea from. And then there’s teleconferencing. Today, in our post-COVID world, Zoom meetings are the norm, even mundane. But the technology we today take for granted has been 150 years in the making. It was in the 1870’s Bell Labs (again) first came up with the idea of transmitting both an image and audio over wire, according to a TechTarget post. In the 1950s, H.M. (research patients were usually known only by their initials) was a patient who suffered from epilepsy. He underwent an experimental surgery that removed several parts of his brain, including his entire hippocampus, which is vital for memory. In that surgery, H.M. not only lost his past, but he also became unable to imagine the future. Since then, functional MRI studies have found that the same parts of the brain are involved in both retrieving memories and in imagining the future. In both these instances, the brain creates a scene. If it’s in the past, we relive a memory, oftenn with questionable fidelity to what actually happened. Our memories are notoriously creative at filling in gaps in our memory with things we just make up. And if it’s in the future, we prelive the scene, using what we know to build what the future might look like. How amazing the future is to us depends on the gap between what we know and what we’re able to imagine. The bigger the gap that we’re able to manage, the more we’re amazed. But as the future becomes today, the gap narrows dramatically, and the amazement drops accordingly. Adoption of new technologies depends in part on being able to squeeze through this rapidly narrowing window. If the window is too big, we aren’t willing to take on the risks involved. If the window is too small, there’s not enough of an advantage for us to adopt the future technology. Even with this challenge of timing, the future is relentless. It comes to us in wave after wave, passing from being amazing to boring. In the process, we sometimes have to look back to realize how far we’ve come. I was thinking about that and about the 7-year-old boy I was, looking at the Picturephone at the Calgary Stampede in 1968. As amazing as it seemed to me at the time, how could I possibly imagine the world I live in today, a little over a half-century later? Mobile Marketing via MediaPost.com: mobile https://ift.tt/XpF2rDA August 23, 2022 at 11:18AM
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Growth Marketing, Programmatic Misunderstood By Marketers https://ift.tt/dyaFj60 Programmatic is an easy channel to turn on. Brands turn it on at the top of the funnel, but do not consider how it impacts the entire journey, according to Sam Huston, chief strategy officer at 3Q/Dept. 3Q was acquired by Dept, an international network of digital agencies based in Amsterdam, in late May. “It’s too much programmatic in absence of other channels,” Huston says. “Marketers are over-relying on programmatic, and do not turn on other channels like digital out-of-home or connected TV.” Growth marketing requires search, social, influencer marketing, and other media channels, Huston says. As the delta between brand and performance continues to erode, obstacles that keep marketers from understanding how growth marketing operate force marketers to work under legacy models and stifle growth. The growth marketing agency 3Q/Dept in February fielded a 2022 Market Survey across the U.S., which asked 400 business-to-business marketers in Healthcare, Retail, Technology, and Financial Services how they approach the fact customers no longer take time to research before purchase. advertisement advertisement The data shows that consumers now move from research to purchase in an instant. The data looks at what prompts consumers to make fast decisions, and how marketers should address this change. Some of the most telling results of the survey suggest that 76% of marketers do not embrace a growth marketing mindset, and brands rely too much on programmatic to drive awareness. The data suggests that marketers looking for a competitive edge should be diversifying into connected television (CTV), out-of-home (OOH), and mobile apps. “Maturity is based on industry,” Huston said. “It requires a new and different way of budgeting and potential spend. … Having the necessary resources also is important.” Only 24% of respondents have a growth marketing mindset, Houston said. Companies have strong brand and performance teams, but many have not made the transition to bring the teams together and consider the dollar spent at the front of the journey, and the dollar spent at the end of the journey, he said. Huston said marketers used to talk about in-house vs. Agency, but having the correct resources in-house is an important tool to power this growth strategy. It requires marketers to consider brand, in-house and agency combined. Growth marketing requires a full-funnel approach, combining upper-funnel brand and mid-to-bottom funnel marketing strategies. It also requires data management, where insights are constantly collected and used to measure the health of the business, build engaging creative, and optimize marketing strategy to drive broader company goals, according to the report. The research found that 75% of survey respondents invest in analytics, while 68% invest in strategy and planning and 50% invest in creative growth drivers. Respondents then were asked to select three areas in which they will or have invested in 2022. These options included both performance and growth metrics. Performance metrics based on intent and conversion and are related specifically to a singular channel such as webpage visits, cost per acquisition, open rates, and click-through rates. Growth metrics take a much broader look at how well a brand is doing. These include measurements such as churn rates, lifetime customer value, brand reputation, and market share gains, according to the report. Some 49% of respondents said they use performance metrics, tracking performance of specific channels and activity-based metrics, such as clicks and conversions. About 48% said they use growth metric such as loyalty and retention metrics, churn rates and lifetime customer value, while 46% use growth metrics like market share gains and preference from competitors. Mobile Marketing via MediaPost.com: mobile https://ift.tt/XpF2rDA August 23, 2022 at 10:26AM
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Media Professionals Disconnected From Consumers' Views On Protecting Data, IAS Study Finds https://ift.tt/qP9aJU5 Media professionals are not in sync with consumers when it comes to their understanding of data privacy policies, the degree of concern about how policies will impact work, and what organizations are doing to navigate these changes. While consumers agree that data privacy is a priority, only 50% feel confident in the security of their online data when browsing the web, according to the study released Monday by Integral Ad Science (IAS). About 62% of media experts agree that an understanding of data privacy is a priority this year, and 89% say privacy related to personally identifiable information (PII) is top of mind for bran IAS conducted the 2022 Future of Privacy-First Advertising Report in partnership with research firm YouGov. The report aggregates findings from 1,131 consumers and 346 digital media experts on their perspectives regarding online data and privacy policy changes, the future of ad targeting and how media quality solutions can empower marketers to deliver. advertisement advertisement Only 53% of media professionals are familiar with browser-level cookie deprecation, while 52% are familiar with regulatory issues like GDPR, and 45% are familiar with device-level Apple Identifier for Advertisers (IDFA). Most media experts are concerned about changing policies impacting their ability to plan for their digital media buys, with 89% citing privacy related to PII, 88% pointing to cookie deprecation, and 87% related to IDFA. Still, 48% say privacy policies will mostly impact social platforms, followed by 36% who cite mobile, 34% who cite ecommerce, 27% who point to search, 26% who cite outcomes measurement, and more. The data shows consumers have “substantial concerns” about the security of their personal information online, lack of awareness of data privacy legislation to regulate the collection and use of their personal data, and high levels of discomfort with their online data being used for advertising purposes. More than half of consumers -- at 57%% -- say they are uncomfortable or very uncomfortable with seeing targeted ads for a particular brand after interacting with or talking about the brand. Some 72% of consumers say they have conducted a search on an engine for a brand or product and saw that brand’s advertisement shortly after. About 68% say they have visited a brand’s website and saw that brand’s advertising shortly after, and 61% talked about a brand/product and saw that brand’s advertising shortly after. The report also looks at how brands are currently navigating cookie depreciation through contextual, privacy-first advertising strategies that target consumers without using personal data. Some 55% of consumers are unaware of any data privacy legislation that regulates the collection and use of personal data, and 67% of consumers agree that they are more vigilant about their online data and privacy than ever before. Interestingly, consumers mostly place the onus on themselves for keeping their personal data secure. Some 52% say they are responsible, 40% believe the website or app is responsible, and 75% believe the government is responsible. When asked to site the online activities done in the last 30 days to protect their privacy online, 52% said cleared browser history, 51% said cleared browser cookies, 49% said used privacy mode when browsing, 45% said adjusted privacy permissions and setting, and 38% said used an ad blocker. About 41% say they do not want to share data, but when they do, 34% said they are most coforatble with sharing the data with shopping sites. Followed by 26% with video streaming sites, 24% with social media platforms, 20% with audio streaming sites, 18% travel sites, and 16% email or messaging sites. Still, 30% are concerned about email hacks, 24% about data misuse by financial institutions, and 15% by political warfare. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Vi3DroP August 22, 2022 at 01:20PM |
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