New Buying Personas, The Value of Streaming, & More | Weekly Marketing News

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This week, there was a lot of industry news for markets to follow. To make it easier to see it all in one place, we created this roundup of the top stories that caught our attention. 

In digital marketing news, many brands are getting their holiday season campaigns ready to go. But consumer buying habits shifted dramatically this year, permanently altering how they spend their money, live, and work. This means that retailers and brands will have to work harder than ever to navigate the shopping habits emerging this year. Luckily, Adweek has a breakdown of the top buying personas for brands to remember. One of these personas, the Hybrid Hopper, is just as likely to shop online as in store, and retailers need to be prepared to meet them in both places. The Newly-Online Nervous Nelly on the other hand, is reluctant to shop in store during the pandemic, and will be especially conscious about supporting brands that pay attention to all the little details, from intuitive web interfaces to smart and safe logistics.

And in Connected TV News, new research is revealing that streaming is growing in importance for the lives of many consumers. In a new survey from Criteo, their results show increased viewing time on Connected TV and a growing impact of streaming on purchasing decisions. Many of those surveyed are reporting spending more time viewing content on Connected TV than ever – 63% spending more time streaming since the start of the pandemic, and 36% spend more than 10 hours a week watching streaming services. These consumers also highlighted how much they value streaming services, with 69% saying streaming was a better value for their money than cable TV, and 64% saying that the content was more entertaining. 

Check out our list below to see the rest of this week’s marketing news. 

DIGITAL

Types of Digital Marketing Strategies and How to Use Them – There are different types of digital marketing strategies you can implement to achieve your digital business goals. 

To Reach Vaccine Holdouts, Scientists Take a Page From Digital Marketing – Public-health researchers seeking new ways to persuade vaccine holdouts to take coronavirus shots are turning to the strategies of the digital marketing industry to figure out how to win over the reluctant. 

The Shopper Personas of the 2021 Holiday Season – The pandemic seemingly continues to have aftershock effects on the nation at large, permanently alerting consumer views and habits on everything from how they choose to spend their money, where they want to live, how they want to work and more.

How to Prepare Your Digital Marketing Strategy for 2022 – It feels like we just started planning our marketing strategy for 2021, but here we are, getting ready for 2022. If you’re like most people, your goal is to start the new year strong with robust marketing strategies designed to help you secure more leads, sales, and engagement. 

Personalization Is a Long-term Commitment – When done right, personalization is about treating each customer differently, gently suggesting suitable products and offers based on collected data.

8 Key Digital Marketing Metrics – The digital age has made it necessary to employ highly scientific methodologies informed by very keen insights gained from the measurement of specific marketing metrics to track and predict business trends and patterns. 

CONNECTED TV & STREAMING

Viewers Say Streaming Is a Better Value Than Cable – New research found that 69% of consumers felt that streaming was a better value for their money than cable TV; 64% said the content was more entertaining.

How Will Streamers Keep Their Pandemic-Era Viewers? – Binge-watching took on a whole new meaning during the first year of the Covid-19 pandemic.  

What’s next for TV advertising? Four changes that will drive the industry forward – How will television evolve as a marketing and advertising channel by the end of the 2020s? And what can brands and agencies do right now to ensure they’re ahead of the curve?

MNTN CEO Mark Douglas Keeps Ads Creative In The World of Connected TV  – As the world of Connected TV advertising continues to grow, the developing field begs the question: will CTV ad spending slow any time soon?

Digital Advertising Headwinds to Fuel the Takeoff of Connected TV – While the crumbling third-party cookie diminishes advertisers’ ability to reach target audiences across the digital ecosystem, the CTV space has a valuable opportunity to evolve to meet advertisers’ needs.

You Finished Upfronts. How Well Is Your CTV Strategy Going To Work? – Media buyers increased their ad spend on connected TV (CTV) during this year’s upfronts by almost 50%, according to eMarketer, making the $4.5 billion of CTV spend a watershed moment in the media landscape. 

MOBILE

TikTok expands Shopping features, and adds autocaptions to creator content – New features include first-party integration, enabling merchants to tap into a full commerce experience with the capability to upload products and manage everything from shipping to fulfilment and point of purchase. 

WPP, Snap Partner on Augmented Reality – Ad giant WPP and Snap Inc. opened the doors to The AR Lab, a global partnership aimed at helping brands use augmented reality to build and deliver immersive experiences for consumers. 

Clubhouse Unveils 4 New Features – Social audio application Clubhouse shared progress with some of its existing features Thursday and introduced four new ones. 

TikTok Reveals Partnerships, New Ad Solutions at TikTok World – TikTok detailed several partnerships and solutions at its TikTok World virtual event Tuesday aimed at helping brands buy ads on its platform, measure the success of their campaigns and scale the campaigns that are performing the best.

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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