Navigating a Downturn, Netflix-Microsoft Deal, & More | Weekly Marketing News

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There is always a lot of breaking news for marketers to sift through. Luckily, we created this roundup so you can see it all in one place.

In digital marketing news, the recent economic uncertainty has made many brands eager to get started on their plans for if the economy goes sideways. According to a new article from AdAge, all hope is not yet lost, with consumers still expected to continue spending, thanks to 60% of U.S. consumers increasing their personal savings over the last two years. The source has a few recommendations for brands looking to navigate the potential downturn, including boosting trust, pivoting to value, mastering loyalty and maximizing efficiency. Check out the article here to learn more. 

In Connected TV news, Netflix has been making waves recently with their announcement that they will be including an ad-supported tier to their subscription lineup by the end of the year. This week, they made it clear exactly how they intend to make this plan a reality—teaming up with Microsoft to build the infrastructure of the additions to their platform. While this decision may have come as a shock to some in the industry, Adweek recently broke down why it makes a lot of sense for the streaming giant. While Google and Freewheel were initially in the running, Google owns YouTube and FreeWheel is owned by Comcast. Microsoft, on the other hand, is not an overt Netflix competitor. 

Continue reading the roundup below to see the rest of the stories that caught our eye.

DIGITAL

Digital Marketing Trends for 2022 – Digital marketing success requires a unique mix of data scientists and creative marketers. Here’s how to help those teams do their best work.

Your Brand’s Sustainability Story Can Build Trust – Sustainability isn’t a new concept, awareness of it has been steadily increasing over the years—and what was once thought of as inconvenient, yet necessary, adjustments to everyday life has become a social movement of lifestyle reconstruction.

7 Signs Your Digital Marketing Strategy Isn’t Working Anymore – There comes a time to let things go and make way for a new digital marketing plan. Here’s a look at seven common signs it’s time to break up with your digital strategy and start something new.

Surviving a Recession—How Brands Can Drive Growth During a Downturn – By focusing on messaging, value, loyalty and measurement, marketers can strengthen ties with new and existing shoppers. 

Ways To Integrate Artificial Intelligence Into Your Digital Marketing Strategy – AI is also having a significant impact on the digital marketing sector. Many companies are utilizing artificial intelligence to improve their digital marketing strategies, allowing for more specific targeting and personalized customer interactions. 

Make Your Business Resilient With First-Party Data – Marketers need to develop strategies to respectfully gather and use customer data. To stay competitive in this new era of digital advertising and ads ecosystem, businesses need to take a holistic, innovative approach.  

CONNECTED TV & STREAMING 

Why Netflix Chose Microsoft for an ‘Upset’ Ad Tech Win – In a plot twist fit for an episode of “Stranger Things,” Netflix chose Microsoft as an advertising partner to build the ad-supported version of the streaming service, leaving ad industry watchers slightly surprised.

Netflix Announces Tudum Event Day After Microsoft Ad Deal – Netflix this September will host its second annual Tudum fan event, which could prove to be an Upfront-esque testing ground for the platform ahead of its official entrance into the ad sales market. 

Cannes You Dig It? An Analysis of 2022 Cannes Lions Winners – This year’s Cannes Lions Festival of Creativity celebrated ads that prioritized empathy and authenticity in a dangerous time, and brands can learn a thing or two from the winning ad creative.

Streaming Channels Look to Intercept NFL’s Sunday Ticket – The landscape of sports media rights is changing and leagues continue to follow their audiences where they prefer to watch. While the NFL made early moves to sell Thursday Night Football distribution rights to Amazon way back in 2017, they aren’t done yet.

How To Break Through The Noise And Win The Streaming Race – With the combination of digital’s precision targeting and measurement along with the premium visual medium of TV, advertisers are eager to reach consumers across connected channels. ​

Disney Teams With the Trade Desk To Boost Connected TV Ad Business – Disney and The Trade Desk, the media-buying platform that works with advertisers to bid for digital ad inventory, have a new deal to work together in Connected TV and to apply new post-cookie ad technology to target commercials to viewers.

MOBILE

TikTok Livestream Shopping Is a Hard Sell for Creators – There are strong signs that livestream shopping is not among the platform’s strengths. Marketers say the live-shopping genre faces challenges, even beyond TikTok, for a number of reasons.

Can Biometric Data Deliver More Nuanced Mass Marketing? – Remembering passwords may be a thing of the past as Apple rolls out passkeys, but interest in biometrics reaches beyond authentication.

Tips For Writing Social Media Interaction Posts That Get Noticed – Creating engaging social media posts is more important than ever. Learn about the tips that can take your posts to the next level.

If Your Brand Writes, Write Twitter Notes – Twitter Notes, an in-platform long-form tool, is a new home for Twitter users to blog, newsletter, diary, or write whatever they’d like without the constraints of a single tweet. 

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.