Holiday Season Buying Behavior, Streaming Audience Data, & More | Weekly Marketing News
by Frankie Karrer
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There is a lot to cover this week in digital marketing news. So to make it easier for you to keep on top of the most important stories, we compiled a list of interesting headlines that caught our attention.
This year has seen a lot of change in the world of marketing, and many are working to meet consumers where they are: online. A recent Salesforce survey found that marketers are pushing to update their digital strategies to fit this new data landscape. According to the survey, 84% of respondents say customer expectations are changing their digital initiatives, and 34% are still struggling to improve their marketing tactics and strategies. Marketers are also looking to change how their measure success – 78% report they have changed or reprioritized their KPIs. Salesforce found that the highest-growing KPIs include customer referral rates, customer acquisition costs, and content engagement.
And in Connected TV news, streaming usage is continuing to grow at a rapid pace, and major networks are taking notice. An article from Media Post reports that Krishan Bhatia, president/Chief Business Officer for global advertising and partnerships for NBCUniversal, expressed that while currently their TV consumers spend 70% of their time with linear and 30% with digital video, they expect that number to change. In fact, NBCUniversal anticipates that a year and a half from now that ratio will be closer to 50-50. And according to Media Post, NBCU isn’t alone in this thinking. In fact, many TV networks are suggesting that marketers shift around 20-30% of the linear budgets into streaming for the next year.
For the rest of the marketing news that made headlines this week, check out our roundup below.
What’s Your Strategy for Thriving in a First-Party Data World? – First-party data has become more important than ever to provide the experiences consumers expect and welcome. Marketers need to better understand who these people (not devices) are and how they can be served beyond demographics.
How Digital Marketing KPIs Have Shifted Amid the Pandemic – Marketers who have spent the last year navigating the pandemic say they have been working to meet consumers where they are, which is increasingly online.
Marketers Are Mistaking Information for Intimacy – Though the amount of data available to marketers has increased exponentially over time, our ability to extract insight from said data has only marginally increased. This paradox amounts to a simple—yet significant—oversight on behalf of most marketers.
How to Create a Digital Marketing Funnel – With the rise of new-age tech and consumer startups, there is no limit on the ways you can get attention from people. We have click-based ads, YouTube ads, banner ads, story ads and so on. But at the same time, digital marketing is also getting more challenging.
Performance Marketing Focus Remains On Video, Search – With more companies prioritizing performance-based strategies, it’s critical to optimize your efforts across every stage of the buyer’s journey.
The Trade Desk Sees 50% Jump in Connected TV Advertisers – The company strikes a bullish tone on Google’s decision to continue support of third-party cookies in its second-quarter earnings report.
What Do Performance Marketers Really Want? – CTV has changed the advertising game for good – and the strategies and measurement methods of yesterday won’t cut it tomorrow.
YouTube Sets TV Data Deals with Comscore, Parrot Analytics – Comscore said it will be incorporating YouTube TV measurement into its cross-platform service, so it can provide marketers with data on how audiences are consuming content on the platform across desktop, mobile and Connected TV.
Will Streaming TV Usage Equal Linear TV By Next Year? – Some think digital streaming apps are not changing the game quickly. Streaming usage is growing so fast that NBC believes it could equal linear TV usage sometime in late 2022.
NBC Sports Rebrands Digital and Consumer Business Division – Now that the Olympics have concluded, NBC Sports is taking the wraps off its new sports technology division, NBC Sports Next.
How to Optimize Your Mobile Shelf Presence – Mobile ecommerce was forecast by eMarketer to reach $248 billion in 2020, amounting to 45% of total U.S. ecommerce sales. For marketers, this should be a wake-up call.
Improve Your Mobile Marketing Strategy With These 4 Tools for Video – Your audiences are attracted to compelling visual content, which can greatly improve your following and visibility. And luckily, it’s now easier than ever to create professional eye-catching videos for mobile.
How Apple’s Privacy Update Impacts Mobile App Advertising – iPhone privacy changes are affecting companies like Zynga, which said its advertising has been less effective.
TalkTalk Study Reveals Effectiveness of In-Game Ads – Broadband provider TalkTalk has released the results of a study into the effectiveness of in-game advertising.
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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