Digital Agency Recommendations, TV Advertising Trends, & More | Weekly Marketing News

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Every week there is a lot of industry news that marketers have to stay on top of. That’s why we created this roundup of the top headlines, to make it even easier to see it all in one place. 

In digital marketing news, the digital space has become an increasingly lucrative industry over the past few years. But how can agencies stand out from the crowd in a world inundated with competition? Adweek has some recommendations—starting with cultivating a position as an expert in the digital space. People are more likely to be drawn to companies and brands that they see as knowledgeable, and by writing great content, getting published in established publications, and collaborating with influencers, you are more likely to win business. Agencies can also work to differentiate themselves from the competition by going after specific types of clients, or providing a unique spin on classic services. By establishing your agency as a niche player in the digital advertising space, you are more likely to capture audiences looking for specific offerings. 

And in Connected TV News, 2022 is destined to become a transformative year for television advertising. Consumers have been spreading their watching habits to a number of devices and platforms, including Connected TV. AdAge recently covered a few of the emerging trends that marketers will have to be aware of in order to reach potential customers in this evolving space. The first is adjusting expectations around audience planning and measurement. Right now, the proliferation of cookieless data targeting means that higher value audiences can be defined however an advertiser desires. Ultimately, it’s more important to note how well a campaign performed for specific targets than it is for a general audience. AdAge also covered the growing fragmentation of the TV advertising industry. To stay top-of-mind for consumers, advertisers will need to be increasingly fluid when it comes to formats and make sure to plan comprehensive omni-channel strategies. 

For the rest of the marketing news from this week, keep reading the list below. 

DIGITAL

Brands Need a Data-Driven Approach to Inclusive Advertising – Diverse and inclusive advertising isn’t a substitute for diverse and inclusive workplaces. But it still matters a great deal.  

The 4 Pillars of Successful Digital Transformations – The key to cutting through the confusion is to see that digital transformation is not a single thing, but a multi-faceted journey with differing goals depending on your industry and digital maturity.  

Digital Marketing is Crowded, So How Can Your Agency Dominate? – The high earning potential of the digital marketing industry has led to an interesting side effect; the online world is inundated with an overabundance of digital marketing agencies. With so much direct competition, how can your digital marketing agency stand out? 

Building a Persona Menu for Effective Messaging – The most important thing to remember when pursuing holistic personalization is that the effort is about the customers—not the brand, channel or product. If you don’t know much about your customer, how could you pamper them? 

Digital Marketing Experts Share Tips for Lead Generation Success – Digital marketing is one of the most effective ways of reaching new customers and converting leads. With plenty of opportunities to create tailored content suited to the target audience, a solid strategy should be a priority for all businesses looking to boost leads.

B-to-B Behavioral Intent’s Evolving – In our connected world where most b-to-b interactions happen online, marketers with access to the most actionable prospecting insights have a huge advantage. However, the quality of intent data varies greatly between providers. 

CONNECTED TV & STREAMING

QR Codes Promise Ad Interactivity Boost With Growth of Connected TV – Instead of dismissing QR codes as a faddish technology, some brands are exploring more use cases for the tech to bridge their marketing across digital and physical worlds.

Toto, We’re Not in Kansas Anymore: Why Advertisers are Taking the Road Less Traveled – The new year is as much about breaking tradition than it is about resolution-making, and it’s safe to say that advertisers are searching for that magic formula that’s going to make an impact.

3 Emerging Trends in a Converging TV Marketplace – As consumer behavior made a decisive shift over the past 18 months, we find ourselves in a world where viewing TV content across multiple types of screens, subscriptions and delivery methods is the standard mode of operation.

NBCU Shifts Peacock Focus From Free to Paid Tier – During the company’s fourth-quarter earnings call today, NBCUniversal broke out its streaming service’s subscriber numbers in greater detail than ever before.

Social Media Marketers Need Fresh Tactics for Posting on CTV Apps – CTV is giving social media marketers a new channel to consider as big names like Facebook and TikTok are now appearing in apps on smart TVs. But even though CTV extends the reach of their campaigns, marketing via TV-based social media apps calls for a new strategy. 

Discovery Latest Upfront Week Presenter to Set In-Person Plans – Three years after it first announced plans to relocate its annual New York upfront presentation for marketers to May’s upfront week, Discovery will finally be joining its colleagues as part of the event. 

Takeaways from CES 2022: Welcome to the Future of TV+Video – Connected TV is on fire—and the energy around this fast-growing channel in digital advertising was palpable at CES 2022. 

MOBILE

Twitter and Brands Deal With Olympic, World Cup Calendar Chaos – People who work on quadrennial events such as the Olympic Games and the World Cup tend to grow accustomed to the circadian rhythm-like predictability of their schedules. But for Jay Bavishi and his colleagues at Twitter, that rhythm has been completely thrown off.

Apple’s Services Segment Hits Record $19.5B as Company Shakes up Mobile Advertising – Advertising remains a comparatively small part of Apple’s business, but the iPhone maker has steadily built out infrastructure on this front at a time when its policy changes are impacting the ad performance of other digital platforms.   

What Does the Customer of 2022 Want? A Blended Experience, of Course – Throughout the pandemic, we witnessed a multitude of consumer behavioural shifts and with this, a newfound confidence from customers across all demographics to manage their finances and household bills digitally.

Super-Apps, Hyper-Personalization And Traversing The Metaverse: 2022 Mobile Predictions – This year looks set to be packed full of industry innovations and huge improvements to smartphone technology. But companies will need to be agile and move quickly in responding to cutting-edge developments or risk losing large segments of the market.

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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