Blurring Boundaries Between Marketing Models, CTV Viewing Time, & More | Weekly Marketing News

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In the world of digital marketing, it’s always important to be on top of industry headlines so you don’t fall behind the times. Luckily, there are plenty of sources that help you do just that. This week, Adweek covered the blurring line between B2B and B2C marketing, highlighting a few areas where marketers may find these models overlap. These areas include topics such as the increasing prevalence of technology in digital marketing, and the overlap of data and creativity when it comes to developing strategies. Connected TV advertising also made news this week, with a new report from Conviva revealing that YouTube audiences watch for longer on CTV devices. This channel has become increasingly important for YouTube and other online video platforms this year, due to the rapid rise in streaming adoption for consumers and advertisers alike. 

Those stories and many more have been especially useful to marketers looking to follow the industry updates from this week. Here are some of the articles in marketing news that grabbed our attention.

DIGITAL

B-to-B and B-to-C Boundaries Are Blurring. Here’s What It Means for Marketers – Today, the distinction between B2B and B2C is much less important. From a marketer’s perspective, many of the same principles and strategies now apply equally. And B2B is rapidly catching up in terms of customer focus, creative innovation and digital savviness.

Digital Marketing Team’s Must Do List for Web Accessibility – For most people, the internet is vital infrastructure, serving as the centerpiece of how they work, play, collaborate, and connect.

Consumer Attitudes to Travel Are All Over the Map – Like everything else in the “new normal,” it’s not quite back to the way it used to be. According to a recent travel report, only 33% of U.S. travelers say they are ready to go again.  

10 Marketing Trends to Watch in the Second Half of 2021 – As companies prepare for the rollercoaster of holidays that mark the end of the year (Halloween, Thanksgiving & Black Friday, and Christmas & New Year), it is important to outline and explain some of the marketing trends that will prove helpful. 

CONNECTED TV & STREAMING

YouTube Audiences Watch for Longer on Connected TV – Audiences watch YouTube content for longer when watching on connected TV devices, according to data from streaming analytics company Conviva.

Netflix Doubles Down on International Content Strategy – Recently, Netflix has seemed to signal their commitment to making local-language programming a central tenet of its global programming strategy. Less than a year later, that effort is paying off in a big way. 

Connected TV Is The New, Now Frontier for TV Buyers – There is already an opportunity to target more than 200 million people every month on CTV – and it can be done leveraging strategies linear TV advertising hasn’t been able to deliver. 

Samsung Explains Why 40% of TV Ad Budgets Should go to Streaming – As streaming keeps growing and accounting for more time spent viewing, Samsung Ads is recommending a big shift to ensure advertisers keep reaching their desired audiences.

“SmokeScreen” Apps Defraud CTV Advertisers Out of Millions – Late last week, DoubleVerify’s Fraud Lab released a report detailing a new Connected TV scam – one that cheated advertisers out of $6 million in just a few months.

NBA Finals, Olympics Fuel Broadcast, Streaming Share Gains – The Summer Olympics ratings were down dramatically, but the Olympics did give a boost to broadcast and streaming viewing in July. 

MOBILE

8 TikTok Power Features & Benefits for Digital Marketers – Why should you invest resources and budget into a TikTok strategy? Here are 8 great reasons that might convince you. 

Telemedicine Comes of Age During the Pandemic – One positive thing to come out of the pandemic is the widespread use of telehealth apps and websites to meet virtually with their doctors. In addition, the emergence of telemedicine has offered patients alternatives to visiting a health care facility to receive proper care.

Striking Gold With Mobile Marketing Ahead Of The Holiday Season – These next few months are a critical time for retailers to engage and convert loyal customers beyond this holiday season alone, but they must start preparing now. 

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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