Performance Marketing vs Brand Marketing: What’s the Difference?
by Isabel Greenfield
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There’s a lot to stay on top of, but don’t worry we’ve got you covered. Here’s what’s been making waves in the marketing industry this week.
Business 2 Business recommends incorporating a more integrated approach into marketing strategies, helping you to stay on top of the changing needs and behaviour of consumers during these tumultuous times. Smart Brief also suggests that marketers take advantage of the ecommerce capabilities of mobile devices when planning out their next campaigns. With the recent launch of Facebook Shops, many believe that social commerce will increase in popularity as consumers increasingly turn to their mobile devices for shopping and socializing. And in Connected TV news, ClickZ reports that both content consumption and ad spend on CTV have been climbing while the ad budgets for traditional TV have declined over the last few months. CTV has been the least affected channel during the COVID19 lockdown, and marketers would do well to follow the lead of other brands by adopting it into their plans for the remainder of the year.
Here are the rest of the marketing headlines that caught our eye in the last few days.
Messenger launches a new chat plugin for business websites to reach non-Facebook customers – Facebook is making it easier for businesses to leverage its Messenger service on their own websites. The company in November 2017 first launched a new customer chat plugin that required visitors to be logged into Facebook, limiting adoption. Today, that’s changing.
Google Ads Advertisers Can Now Capture Leads From YouTube – Google is bringing lead form extensions to ads on YouTube, allowing advertisers to capture leads while people watch videos.
Trends That Will Continue to Stay Relevant in Digital Marketing – Digital marketing has changed immensely in the last decade. Consumers are becoming pickier in terms of what they spend their time reading or viewing. Certain trends like that focus on in-depth content in a variety of forms will continue to flourish.
Understanding channel capability for better digital marketing strategy – Fundamental to creating any digital marketing strategy is a firm understanding of what it is that channels do and who they can reach.
Emerging trends in digital marketing post-COVID-19 – With a nearly 100 percent increase in online sales in India, businesses and entrepreneurs now realise that the shift might be more formidable and long-term than they ever thought.
How connected TV measurement proves its performance marketing potential – Proper measurement on CTV not only shows its value over linear TV advertising, it showcases its performance marketing bonafides.
CTV is where the viewers go and advertisers should follow – Massive popularity translated into the explosive surge in CTV media buying, and now both content consumption on CTV and ad spend are climbing while the ad budgets on traditional television are decreasing.
CTV spending sees strong growth amid broader revenue decline – The Trade Desk, one of the largest demand-side platforms (DSPs), reported its Q2 earnings last week, offering a glimpse into the state of programmatic advertising.
Riding The Streaming Wave To Reach Audiences At Scale – Until recently, advertisers have relied heavily on linear TV and social media to reach large, highly engaged audiences. To navigate our new landscape, brands must look for new options that offer control, flexibility and scale, and CTV offers just that.
Roku Sees 42% Revenue Growth, Monthly Accounts Now Total 43 Million – Roku continues to post strong business metrics, beating many estimates for its second-quarter reporting period — including 42% year-over-year growth.
Getting social ads right in the new era of digital marketing – As COVID-19 has moved much of the world online, consumers are spending more time on social media, forcing marketing teams to reconsider their advertising strategies.
The untapped potential for OTT and mobile – App developers and advertisers can’t afford to ignore video streaming, with revenue in the space set to reach $30.4 billion by 2024 and big players like Disney and Amazon betting big.
Instagram Reels: the next big thing in social? – Instagram has now launched a TikTok-like short-form video service called Instagram Reels. It is not clear whether this launch is a direct result of TikTok’s sudden success, but it is likely to be a huge hit with Instagram’s users.
The future of e-commerce is social media – The recent launch of Facebook Shops is taking on Amazon and Google by blending e-commerce with the world’s biggest social media platform.
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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