MARKETING MAYHEM + MORE
“Authenticity is a collection of choices that we have to make every day. It's about the choice to show up and be real. The choice to be honest. The choice to let our true selves be seen.” Brene Brown
Hello. Happy Monday, er, Tuesday. Hope everyone had a good Labor Day not laboring. Let’s talk marketing:
From Marketing Dive
AF: This is fascinating. Pay attention Gen X. Pay Attention.
Gen Z is more likely to be OK with targeted ads — here’s what the numbers say
Shopping habits of the younger cohort differ significantly from baby boomers.
As cookies head toward the exit door and consumer privacy remains at the forefront of marketing discussions, it has become increasingly important to get a pulse on digital tactics like targeted ads that can turn off some consumers. In a piece of potentially good news for marketers, new research suggests that younger consumers may be more comfortable with targeted advertising, and in fact may prefer it.
Compared to older consumers, Gen Zers are three times as likely to allow tracking when presented with prompts such as those for Apple’s App Tracking Transparency, according to research from Tinuiti. Approximately 37% of Gen Z consumers allowed tracking in order to see more relevant advertising, with the remaining 43% opting out. For baby boomers, the vast majority opted out.
How Gen Z consumers protect themselves online is also dramatically different when compared to baby boomers. Gen Z consumers were less likely to clear their browser cookies (41% vs. 59%) or to use an ad blocker (27% vs. 32%). However, Gen Z consumers were more likely to use a VPN (32% vs. 27%).
“[A] piece that stood out was how much more likely Gen Zers are to say they prefer to allow tracking in order to receive relevant ads compared to older cohorts, as well as how much less likely Gen Zers are to take actions like clearing cookies and deploying ad blockers,” said Andy Taylor, vice president of research at Tinuiti, in emailed remarks to Marketing Dive.
From Red Website Design
AF: I’m getting a lot out of ChatGPT and found this infographic helpful. Are you playing around with it yet? Better check it out. Why? Your kids will be experts. You need to know what the hell-o they will be talking about/doing! Also, it’s just very, very interesting.
This is a chart showing that you can ask ChatGPT to write in a specific tone. This is helpful for writing emails, letters - anything. See my list below this.
I use chatGPT for many things and find it super helpful and kind of funny. It’s never 100% what I’m looking for which is why I don’t feel guilty using it. It still takes a lot of proofing and writing on your own. Here is an interesting list on how regular people can use chatGPT (for other than marketing.). You can access more detail here.
In other marketing news and while I don’t totally get it but love the innovation…
From Marketing Communication News:
This Billboard on a Deserted Island is Just Meant to be Discovered
Premium wine brand Silk & Spice kick off the launch of a new awareness campaign across North America with a billboard installation on a deserted island.
‘Meant to be Discovered’ pays homage to the long standing historical connection between the USA and Portugal.
Digital, social and point of sale executions across North America.
Installation and film are a retrospective nod to the curious Portuguese who ventured across the Atlantic Ocean in the 15th century, keen to get to know their new world neighbours in North America.
Created by Lisbon-based independent agency Stream and Tough Guy.
Other elements of the ‘Meant to be Discovered’ campaign are digital, social and point of sale activations. A film which runs on digital and YouTube, Facebook and Instagram channels shows the billboard installed on the island, just waiting to be discovered. It’s a retrospective nod to the adventurous Portuguese sailors who ventured across the Atlantic Ocean in the 15th century, driven by the curiosity to connect with their new world neighbours in North America.
From Daily Carnage:
GOT YOUR BACK
JanSport is “Always With You” in this authentic back-to-school campaign, which highlights the backpack that is as iconic as its fanbase is diverse.
This strategy, campaign, ad - everything is hitting right! I love it.
From Stacked Marketer:
TikTok sponsored content engagement is out-muscling rivals while YouTube formats “eat” themselves
Think it’s hard getting clicks on your ads?
Imagine being the social media platform responsible for making CTRs happen…
Looks like TikTok holds the championship belt: One study suggests the platform is beating YouTube and Instagram when it comes to branded content engagement.
To put that into perspective, mega influencers—or creators with at least 1M followers—had the following engagement rates:
Instagram: 0.23%
YouTube: 1.6%
TikTok: 5.2%
Which means that if you measure the success of your ads by metrics such as likes, comments, shares, and saves—TikTok will give you the biggest bang for your buck.
But don’t give up on the other big players: Instagram still has a huge reach, especially among younger demographics.
And YouTube boasts creator perks and huge communities. However…
YouTube may have a different problem: It appears that Shorts—a format created to rival TikTok—might actually pose risk of “cannibalizing” its core, long-form content.
Apparently some senior staff members at YouTube are afraid that long-form content is “dying out” at the expense of more popular, consumable Shorts. And with it, its biggest ad revenue.
Yep, it’s a dogfight out there in the short form video ads competition.
And we’re guessing you can use all the help you can get…
From Stacked Marketer:
Walmart banks on its third-party marketplace
“It ain’t a party if there ain’t a third-party.” —Walmart, probably.
Looks like Walmart is serious about growing its third-party marketplace, going by the invite-only Walmart Marketplace Seller Summit in Vegas.
So intriguing: Walmart may lag behind the likes of Amazon, but it’s working to convince more sellers to use its fulfillment service by:
Increasing the number of brand shops on its website.
Adding an option that helps you fulfill big, bulky items like canoes, items that come in multiple packages, and more.
Might come in handy if you’re selling unusual items or simply looking for another potentially lucrative platform for e-commerce.
Oh, hell no. No way.
Simply Genius!
Stop the screaming.
So proud of our local meat market in Lake Tomahawk! Best in Wisconsin says Food & Wine.
Making soon
Ordered for Girls Night at the Lake. Yum x2
Action beats overthinking. Every time.
Love this sh*t! I EAT IT UP!
Didn’t do much this weekend. Here’s a glimpse of us hanging out on boat.
Seriously, I thought this place was an outdoor outfitter, like LL Bean. I was way off. Don’t tell anyone. Geez.
Have a great week!!