MARKETING MAYHEM + MORE
“Discouragement and failure are two of the surest stepping stones to success.” – Dale Carnegie
Let’s start with some:
From Forbes Daily:
BUSTED: Netflix announced it would finally begin its widely-anticipated crackdown on password sharing in the U.S., telling users an “account is for use by one household.” The streaming service is one of the first to disallow password sharing; as of February, Netflix said 100 million households share their passwords.
AT IT AGAIN: Among his many plans, Twitter owner Elon Musk has said he wants to turn the social media platform into an “everything app”—and there’s a good blueprint for that concept in Tencent’s WeChat. It has 1.3 billion monthly active users, mainly in China, and has evolved from a simple messaging app when it launched in 2011 to a super app where people can make payments, book flight tickets, play games and even hail a cab.
From Stacked Marketer:
AF: Validation for something I’ve been preaching FORever.
It’s become quite common to jump into a marketing meeting with a client that wants to “try making some YouTube videos.”
Either way, if you want to know whether YouTube is actually a viable channel, here are some question to ask yourself—or your client:
Are we ready to post videos with relentless consistency? The philosophy of “trying out a couple videos” won’t work on YouTube. Odds are, your first videos will flop—and the closest thing to a proven playbook for succeeding on YouTube is consistency. So consider whether you’re ready for a serious commitment.
Are we okay with results being delayed by months… or years? It’s extremely unlikely your YouTube channel will go viral immediately. In most cases, you’ll have to wait for months, or even years, before you start seeing real traction.
How big of an audience do we need for this to be successful? If you’re selling a high-ticket item, you may not actually need viral videos or millions of views to succeed. The inverse is true if you’re selling something at a low price point.
From Ad Age:
PELOTON SEEKS COMEBACK WITH BRAND REFRESH UNDER NEW CMO—BEHIND THE STRATEGY
The company is striving to be a more accessible fitness brand.
Also, check out the new Apple commercial for Health privacy. Love it!
AF: What’s old is new. What comes around, goes around:
From Digiday:
Why some advertisers are reconsidering old school marketing channels
In light of the digital boom, online advertising costs have gone up and data privacy initiatives have obscured measurement, rendering the current digital ad landscape expensive and murky.
As a result, some startup advertisers are returning to traditional ad channels, like direct mail and out-of-home billboards, with an eye on diversifying their media spend and discovering new ways to get in front of shoppers.
“There was way too much of a shift one way [toward direct response marketing] with this promise and belief of a silver bullet that everything was measurable, we’d be able to create hyper-personalized [ads],” said Julie Levine, svp of strategy and comms planning at ad agency Barkley…
Direct mail in particular has drawn attention from brands, namely startups and direct-to-consumer players like pet health company Fuzzy and bedding and lifestyle brand Parachute, which are both spending more on the channel. OOH too has become a focal point for some advertisers, especially in the wake of the pandemic.
That’s not to say the pendulum is expected to swing back entirely to traditional marketing tactics, especially in a world that’s becoming increasingly digitized. Worldwide, digital ad spend is expected to exceed $626 billion this year, accounting for more than 67% of total media spend and up 10.5% from last year’s $567 billion total, according to Insider Intelligence.
How marketers are reaching audiences on second screens through CTV
With consumers’ attention increasingly divided by numerous and often equally important devices, marketers are pursuing solutions to reach audiences on multiple screens.
According to recent research on second screens, 84% of U.S. adults multitask and browse the internet on one device while watching TV on an in-home screen at least “sometimes.” More than half use second screens “often” or “always.” The devices used as their second screen vary across smartphones, tablets, laptops and desktops.
Meanwhile, watching television now includes more than linear TV. Pixilate states that 94% of U.S. households are directly reachable by programmatic connected TV ads. Highly targeted, unskippable and trackable, these ads are delivered via IP-enabled devices, such as a desktop, mobile, gaming consoles, streaming devices and smart TVs. This abundance of channels and devices presents challenges and opportunities for marketers seeking to engage with multitasking audiences.
“Before, it seemed like you had to be in one specific place to share a message,” said Ruby Resendez, digital marketing director at Stirista. “Now, with so many devices, we’ve really honed it down to two things: what is the messaging, and what is the audience?”
Brands and agencies are using CTV alongside other omnichannel tactics, including geo-targeting and email marketing, to reach consumers across multiple screens. The outcomes include increased traffic, higher engagement and solutions for unifying a fragmented TV landscape.
How geo-targeted CTV ads successfully drove traffic to a brand’s website
CTV has proven an effective way to target audiences precisely and cut through the ad clutter consumers experience across screens.
IYKYK:
Holy Smokes! Are lawyers afraid of losing their job to much, much cheaper AI options? Maybe not yet, but it is coming!
One-click buying increased spending by 28% and items sold by 36%. Product returns stayed stable - add the BUY NOW button!
Do more quality things and less quantity. Figure it out!
Now you know what to buy at Trader Joe’s.
Obsessed with this. Can’t wait to watch the documentary. My SIL thinks I’m nuts.
Summer fun with GOLDBELLY! Three awesome things to order for a special dinner with family and friends. The High Tider, Austin BBQ for 8 for the Win or Gimme S’More!
Walmart has figured out another revenue stream and it’s working pretty well.
I love following this private chef so much! What a great new way to get easy recipes!
Going to see these guys this week and can’t wait!
“Never take off your socks!” A Flight Attendant’s 12 Etiquette Rules