A New Era of Retail, Pandemic TV Personalities, & More | Weekly Marketing News

4 Min Read

This week saw plenty of marketing news for ad industry professionals to stay on top of. Here are some of the stories that made headlines. 

In digital marketing news, as we move towards a full reopening after the pandemic, retail is looking like it will enter a new era of transformation. Many people took advantage of the ability to online shop over the past year, and recent report from Mckinsey found that 73% of U.S. consumers have changed stores, brands or the way the shop. But that has the potential to change change – the report also found that 91% of shoppers miss the in-store shopping experience. Marketers will have to stay ahead of the game by adapting their strategies to reach potential customers wherever they are as the retail industry moves towards a new normal.

And in Connected TV news, the pandemic has changed the way many viewers watch their favorite shows. As a result, the entertainment industry is attempting to better understand these changes to better understand new consumer preferences. According to Adweek, there are a few “pandemic personas” for marketers to know. These include everything from ‘Background Bob,’ who always has the TV on and never likes to be without the background noise of a laugh track, and ‘Surfer Suzy,’ who wants to be able to explore the many options out there in the world of streaming TV, but also expects to be rewarded with good content for her efforts. In order to make the most of the many Connected TV users out there, Adweek recommends marketers take the time to fully understand the desires of consumers to best cater to their individual needs. 

Check out the rest of the articles that made an impact this week below. 

DIGITAL

5 Reasons Why Video Production Is The Best Form Of Digital Marketing – A killer digital marketing strategy must focus on video content if it wants to make waves in the industry. Read on to find out how your digital strategy can be improved by incorporating video content as soon as possible.  

The Role of SEO in the Modern-Day Enterprise Martech Stack – SEO has become a pivotal source of information across the enterprise. Learn about the importance of SEO in modern-day martech stacks here.

For Retail, Expect Reboot, Not Return To Usual – With the future of consumer experiences at stake, retailers must reexamine the prevailing approaches that have defined omnichannel retail for the past decade.

CONNECTED TV & STREAMING

These Are the New Pandemic TV Personalities – Who are the new “pandemic personas” of entertainment viewing? Let’s explore what these characters might look like, and why the streaming TV industry needs to not only be aware of them, but also cater to them, as it prepares for what’s next. 

Connected TV Has A Hidden Champion: Gaming – Connected TV (CTV) is largely associated with streaming services. It is not hard to see why. When people buy an Apple TV or a Roku box, a Samsung smart TV or an Amazon Fire TV stick, it’s usually to watch the content provided by Netflix, Disney+ and Hulu.

AT&T-Discovery Announce Merger, Reshaping Media Landscape – AT&T and Discovery have officially announced a merger that will once again reshape the media landscape.

Roku and YouTube Are Battling for Your Precious TV Data – Connected TV advertising brought in $9 billion last year and is poised to grow as more viewers shift from cable to streaming.

TV’s Scheduling Challenge: We Watch In An On-Demand Age – TV scheduling has always been a key task of TV networks executives when it comes to prime-time entertainment. What happens now in a mostly on-demand world of TV and movie non-sports entertainment?

MOBILE

How To Drive Meaningful Sales On TikTok – TikTok has become a staple for brands. With more than 1 billion monthly users, the platform has been a gold mine. And with campaigns starting at $50 per day, it’s accessible for most marketers. Here’s more about recent updates to TikTok advertising.

Why should you use a chatbot in your mobile marketing strategy? – Soti Vayena, Senior Digital Marketing Manager at WayMore, looks at the part chatbots can play in an effective mobile strategy.  

Twitter Changes Image Crop & More Digital Marketing News – The SEJ team discusses how Twitter feeds will soon be full of larger images, Yelp’s new features for advertisers, and YouTube’s new tools for creators.

WE’LL KEEP YOU UP-TO-DATE

That’s it for the roundup this week, next week we’ll be back with another list of what’s making news in marketing.

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