Performance Marketing vs Brand Marketing: What’s the Difference?
by Isabel Greenfield
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To make it easier for you to stay on top of the most important headlines this week, we have compiled a list of the articles every marketer should be reading.
In digital marketing news, the changing behavior of consumers has shifted how brands and their customers communicate. This has created a need for marketers to update their strategies, to better cut through the noise and appeal to their customer base. A recent report from Innovid has shed some light on how marketers can do just that. In their 2020 Consumer Attitudes on Personalized Advertising, Innovid explains why personalized advertising will make all the difference in ensuring that a customer’s experience with a brand is positive and results in high-performing campaigns. According to the report, 43% of customers want the online ads they are served to be personalised, and 31% increased their loyalty to brands that utilized personalized ads. Marketers who haven’t incorporated personalization and targeting tools such as geolocation, interests, and beliefs into their ad campaigns are missing out on reaching those customers who want to be served relevant ads during these tumultuous times.
Connected TV has also been making headlines as an advertising channel – especially when it comes to the upcoming US elections. TV has been a key platform for political campaigns for the last few decades, and that continues to be the case. However, with the increased adoption of streaming platforms among potential voters, many campaigns are looking to advertise on Connected TV in order to make sure their messages are heard. In a recent study from Magnite, the results show that 40% of persuadable voters are not cable subscribers, while 70% have an ad-supported streaming TV service. This change in voter behavior, along with the superior targeting and performance capabilities of Connected TV, has made this channel an even more attractive option for political campaigns looking to make an impact.
Here is the rest of the marketing news that caught our eye this week.
Attention Retailers: Digital Ads Must Be Personalized – Amid the COVID-19 pandemic, and with states in various stages of reopening, it has become more important than ever to ensure that advertising is personalized to meet the moment the consumer is experiencing.
5 Fundamental Shifts That Are Shaping Search & Digital Marketing – Businesses are rapidly transitioning their digital marketing strategies during the pandemic. Here are some of the changes marketers must pay attention to.
7 Digital Marketing Techniques for Business Owners in 2020 – In the wake of the coronavirus pandemic, digital marketing has become more important than ever before. However, just like many other things in life, digital marketing has been changing, and businesses have to keep up with the trends.
‘Sleeping giant’: How Google stands to shake up the connected TV platform war – Google introduced a new user interface called Google TV to make the Chromecast a more fully functional CTV device – reintroducing Google as a legitimate threat to Amazon and Roku in the CTV market.
Connected TV Can Learn Measurement From Mobile: DoubleVerify’s McLaughlin – Brands want to advertise in CTV environments, and publishers are eager to earn higher CPMs. But, for that opportunity to reach its potential, the industry is going to have to give both parties the marketing metrics they need to prove effectiveness.
Heading Into The Final Stretch, Political Advertisers Are Relying More On Connected TV – As the 2020 election enters its remaining weeks, candidates continue to invest in television ads – including connected TV. CTV combines the targeting capability of digital media with the awareness attributes of traditional television.
The TV viewership shift and what it means for advertisers – As part of IAB UK’s Guide to Digital Innovation 2020, Samsung Ads look at changing TV viewing habits and draw on latest research to explore how advertisers can utilize this data to inform Connected TV strategies.
6 Mobile Marketing Tips that Help Your Business Grow – For marketers to grow their businesses, they need to meet their customers where they are. That’s why mobile marketing is crucial. Here are 6 tips you should try.
How to Use Social Media Data to Boost Content Marketing Strategy – Social media is a brilliant way of boosting content. The data from social media can be used to build a top-notch marketing strategy. Here is some advice to help you on your way.
8 common (but fixable) mistakes in corporate social ad strategies – Despite its widespread use, many companies still get social marketing wrong. Here are some common mistakes found in most corporate social ad strategies, and how companies can do better and achieve their desired results.
DoorDash debuts DoorDash for Work, its corporate product suite – Food delivery service DoorDash has debuted a workforce-focused product suite aimed at limiting the damage to the hospitality sector caused by the COVID-19 pandemic.
Google rolls out household sounds accessibility feature – Google has introduced a useful feature for the hearing impaired – and those with headphones in – that provides an alert when there’s an important sound in your household.
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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