Performance Marketing vs Brand Marketing: What’s the Difference?
by Isabel Greenfield
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There was a lot to cover this week in marketing news. To make it easier for you to keep on top of the most important stories, we compiled a list of the many headlines that caught our eye.
This week in digital marketing news, a report by Radial reveals how the ongoing concerns over in-store shopping will eventually impact the holiday shopping season. Their survey found that shoppers do not intend to significantly change their holiday spend during the 2020 shopping season. However, many did express that they would be making changes to how they would be making purchases, with 66% indicating that they will increase their use of online shopping. This comes as no surprise – 2020 has been the year of e-commerce, with a 70% spike in online orders during April, and an increase of 218% YOY in May. Marketers should take advantage of this interest in digital storefronts, and consider how the increased online presence of shoppers should affect their marketing mixes.
Amazon is also making headlines with their expanded live TV integration, which will now include platforms like Youtube TV, Sling TV, and Hulu Live. This news comes with the data from a recent Conviva report, which reveals Amazon holds nearly 20% of Connected TV viewing time – making their platform second only to Roku. With 97% of brands intending to increase their ad budgets in CTV this year, marketers who look to the platforms that are performing the best in this rapidly changing channel will have the greatest chance of getting their CTV ads in front of the right eyes.
Here are the marketing headlines that caught our attention this week.
Even High Street Businesses Will Need to Go Digital After Lockdown – At the end of 2019, there were still many businesses steadfastly holding out from having a website, and even more of them didn’t feel the need for any kinds of digital marketing.
Survey Shows COVID-19 Impact Hasn’t Disrupted Consumer Holiday Shopping Plans – Despite the impact of COVID-19, shoppers do not plan to significantly change their holiday spend compared to 2019. However, 66% of shoppers anticipate they will increase their online purchases during the 2020 holiday season.
Marketers Increase Spend and Try New Tech During Coronavirus Pandemic – Most marketers are increasing ad spend and say that their adoption of new marketing technologies, put in place as a result of the coronavirus, are here to stay.
Why Agile Marketing is Key to Planning for an Unpredictable Future – According to a digital panel by The Drum, agile marketing has helped marketers navigate Covid-19 – but it shouldn’t be limited to times of crisis.
How to Achieve Brand Safety in Digital Advertising – Marketers across nearly every industry are looking to diversify their online advertising strategies, under constant worry that these traditional digital ad channels may become unreliable in time.
Amazon Fire TV Live Adds Virtual Pay TV Options from Sling, YouTube, and Hulu – Amazon’s Fire TV platform is expanding its live TV integration to include several key new services: YouTube TV, Sling TV, and Hulu’s live TV offering. The new services join previously available services, including Pluto TV and Prime Video Channels.
The Connected TV Future is Now – Brands follow their customers and thus media buying has boomed on the CTV marketplace. It’s evident that connected TV will take the baton from its linear predecessor and become the future host of video advertising.
How Amazon is Winning the War for CTV Attribution – When advertisers think of the cutting edge of OTT advertising, they’re probably not thinking of Amazon as much as they are Roku, Hulu or YouTube. Despite having great video products, Amazon up till now has not been presented as a source for great video inventory.
The Media Kitchen’s Samantha Stockman on OTT, CTV and The NewFronts – This year’s NewFronts, and UpFronts, were unprecedented not only for their virtual formats, but for the extraordinary context, as world events required scrambling to adjust marketing strategies and budgets on the fly.
What is the Future of SMS Marketing? – SMS marketing is now so ingrained in our lives that we don’t even pause to consider what life was like without it. Despite that, marketers still don’t regard the platform as highly as email or social media marketing.
Uber to Acquire Postmates for $2.65bn – Uber has reportedly agreed to acquire the US delivery service Postmates for $2.65bn as the ride-hailing giant seeks to strengthen its position within the US food delivery game.
Create TikTok Ads that Convert by Embracing the Platform’s Storytelling Style – For marketers looking into TikTok, in-feed ads are a great place to start since you can test and learn with a small budget. To get the best results, consider these guidelines.
Spotify and Omnicom Combine on $20m Podcast Advertising Deal – Spotify has joined forces with the Omnicom Media Group on a podcast advertising partnership that will enable clients of Omnicom’s Hearts & Science, OMD, and PHD agencies.
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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