![Marketing Campaign Priorities [Report]](https://bersondeanstevens.com/wp-content/uploads/2020/02/Marketing-Campaigns-1024x538-1.jpeg)
by bersondev | Feb 5, 2020 | Email Marketing, search, Social Media
In their push towards digital marketing and advertising, marketers’ priorities seem to be more digital than traditional forms of media, according to the new Nielsen report. For example, respondents cited audience targeting – for which digital is highly touted – as their top campaign priority this year.
Ad creative is the second-most prominent priority for the more than 350 brand and agency executives surveyed. This is followed by audience reach – one of the traditional benefits of legacy mass media.
MarketingCharts’ latest US Media Audience Demographics report shows that radio and TV continue to have the widest weekly reach among US adults.
Surprisingly, data quality is only a marketing campaign priority for 28% of respondents. That’s despite companies relying more and more on data to help with various business decisions as well as to assist in other priorities like audience targeting and personalization.
Paid Media Effectiveness vs ROI Confidence
Nielsen’s survey found that search was perceived to be the most effective paid digital channel. This may relate to the priority being placed on audience targeting, search engine marketing strategies are often informed by such tools.
Other paid digital media perceived to be effective include video (online/mobile) and social media, while emerging channels such as streaming audio and podcasts are perceived to be less effective for now, potentially due to lower adoption or time with which to prove themselves.
Nielsen’s report does point out that the perceived effectiveness of a channel does not necessarily mean that marketers are confident that they are able to measure its ROI. For example, marketers are more confident in their ability to measure the ROI of email than of video or social media, yet they show less confidence in email’s effectiveness than in those other channels.
As such, businesses appear willing to continue investing in digital channels that may not be performing up to snuff or at least that they cannot necessarily prove are as effective as they think. Budgets may be following perceptions rather than reality: even though marketers are not very confident that they know how to measure ROI for many digital channels, most still expect to see their budget increase for the media they believe to be effective.
On the other hand, budgets for what may be considered tried and true traditional channels are expected to either remain the same or decrease in the next 12 months. Per the report, channels such as linear TV, radio or print have been around for much longer, and their effectiveness is not a guarantee that budgets will increase. Consciously or not, marketers seem to hold traditional channels to a higher standard.
Download the full report.
About the Data: Results are based on data collected via newsletter and follow-up emails in 2019 for a sample of 363 respondents; 247 brand executives and 116 agency executives. The majority of respondents (74%) were based in the US.
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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.
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by bersondev | Jan 10, 2020 | Advertising, Digital marketing, Marketing, marketing automation, Marketing Strategy, Social Media, Video, Video Marketing
With the end of 2019, it’s time for B2B marketers to look towards 2020 and determine the goals and strategies they’ll use to achieve them. In a recent report, B2B marketing professionals have listed converting leads to customers and increasing sales leads as their top two marketing objectives in the coming year. But how will these objectives be achieved?
Nearly half (47%) of respondents say they will use personalization strategies in 2020, while another 42% will be exploring account-based Marketing (ABM). Although ABM is still a new approach for some, another report indicates that a majority of B2B marketers have been using this strategy, in some variation, for at least 6 months.
Video marketing is another strategy some two-fifths (41%) of the B2B marketing professionals surveyed say they will try next year. Video was tagged as one of the main B2B trends for this year, so it seems that those marketers yet to incorporate it into their arsenal will do so next year.
Marketers are also planning to use other strategies including AI and automation (36%), influencer marketing (27%) and programmatic advertising (19%). Others are exploring newer strategies such as conversational marketing (chatbots; 33%) and podcasts or live streaming (22%). And, although B2B advertising spend allocated for mobile has continued to fall short of that for desktop, 17% of respondents say they will try a mobile-first strategy.
LinkedIn Tops The List for B2B Social Media
Even though marketers are looking into new approaches to achieve their objectives, certain channels, like social media, remain part of their efforts. Nearly half (48%) of respondents say they use paid social media and have seen ROI from it.
When it comes to social media channels, LinkedIn tops the list, with 86% respondents saying they use the channel the most. Prior research has found that LinkedIn is one of the most preferred channels for content consumption for B2B buyers.
Instagram is 5th on the list of most used social media channels for these B2B marketers, with only 3 in 10 respondents (31%) using the platform. Instagram is actually ranked first by respondents among social media channels when looking at engagement, beating out both Facebook and LinkedIn.
Check out the full report.
About the Data:Â Findings are based on a survey of 100 marketing professionals.
Need help with your 2020 marketing strategies? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.
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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.
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by bersondev | Sep 25, 2019 | Advertising, Digital marketing, Marketing, marketing technology, Messaging, Promotions, Social Media, Video Marketing
It’s been one year since the Chinese-owned TikTok video app launched in the US, and the app has exploded into a cultural force.
Much of the app’s popularity in the beginning could be attributed to its hashtag challenges, in which users film themselves lip-syncing or dancing to short audio clips about trending hashtags. The short clips can originate from anywhere: it might be a snippet from a song (which can go on to live in a Spotify playlist of popular TikTok songs), the audio from a Vine (RIP), or a clip from a viral YouTube video. The best challenges might get edited into TikTok compilations on YouTube. It’s all part of a beautiful content circle of life.
Technically, TikTok has been around for longer than a year, just in different forms. Its creator, Chinese startup ByteDance, has been operating the short-form video app Douyin since 2016. There was also Musical.ly, an app with the same creative, silly energy that ByteDance purchased in 2017. But it wasn’t until last August that Musical.ly was relaunched as TikTok for the rest of the world. TikTok promoted the #posechallenge to get people started, writing, “OK, you got 15 seconds and 6 poses to make an impression,” and teens dove right in.
TikTok has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling several advertising capabilities.
To reach a a younger audience, TikTok announced a multiyear partnership in early September with the National Football League (NFL). Tom Brady, the six-time Super Bowl-winning quarterback of the New England Patriots, posted for the first time on his TikTok account, sharing highlights from his first week of the season.
Brady and the NFL join other US brands that are hoping to reach younger consumers through TikTok. Below is an overview of TikTok’s current ad offerings and some of its biggest brand partnerships to date.
Ad Formats
Though the video app has yet to roll out all its ad capabilities—such as augmented reality lenses and full-screen video ads, as listed on its website—some early adopters are testing select formats.
Brands like Guess and Chipotle Mexican Grill have partnered with TikTok on sponsored “Hashtag Challenges,” which placed branded hashtags on the app’s Discover page. Food delivery app Grubhub was testing video ads on TikTok as early as January 2019, and fashion retailer Hollister Co. ran a series of in-feed video ads last spring. TikTok has also become a popular platform for influencer marketing, especially for brands looking to work with the platform’s up-and-coming video creators.
TikTok confirmed that its hashtag unit was still the only ad product officially available in the US, but it is conducting early experiments with other models. Last month, sponsored hashtags were expanded under the name Hashtag Challenge Plus and now include a shoppable component within the app.
NFL
TikTok announced a multiyear partnership with the NFL that will allow third-party brands to sponsor content on the NFL’s TikTok account. When the announcement was made prior to the 2019 season, the NFL began posting using the hashtag #WeReady. Although the NFL told AdAge that it did not pay to promote the hashtag, the organization plans to use the Hashtag Challenge feature in the future. The NFL also hopes to generate user engagement by inviting fans to create TikTok-centric content to support their favorite teams and players.
Ralph Lauren
As the official outfitter of the US Open Tennis Championships, Ralph Lauren was one of the first brands to use TikTok’s shoppable Hashtag Challenge Plus feature to show off its collection for the 2019 tournament. The challenge asked TikTok users to post a video wearing Ralph Lauren products using the hashtag #WinningRL. At the end of the contest, creators of the top three videos with the highest engagement were awarded free US Open gear.
Macy’s
The department store kicked off the back-to-school shopping season by bringing its omnichannel “All Brand New” campaign to TikTok using the platform’s Hashtag Challenge. The challenge encouraged students to post videos wearing back-to-school outfits, and if users tapped on the hashtag, a “Shop Now” prompt appeared above Macy’s official videos linking to its website.
Kroger
For its own back-to-school campaign, Kroger became the one of the first brands to use TikTok’s shoppable Hashtag Challenge Plus feature. The grocery chain promoted its #TransformUrDorm campaign, which encouraged college students to show off their decorated dorm rooms. Similar to Macy’s, the campaign allowed users to tap on the sponsored hashtag, which led to a separate Explore tab showcasing Kroger products and direct links to its ecommerce channel.
Chipotle
One of TikTok’s most notable US partnerships was with Chipotle, which worked with the video platform twice on hashtag challenges. For Cinco de Mayo, the restaurant chain asked fans to post their best “lid flip”—where users flipped an aluminum dish lid onto a Chipotle plate and then used the hashtag #ChipotleLidFlip—to promote its free delivery offer. The brand went viral on TikTok in August when it announced a new challenge, #GuacDance, which became TikTok’s highest-performing branded challenge in the US.
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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.
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by bersondev | Feb 8, 2014 | Social Media
Running a contest is a great way to build buzz and engagement around your brand. While people may not always respond to a text update, event or display ad in their timelines, they’re definitely more likely to click on something that offers them a fun and tangible incentive.
To get your started, here are 12 great contest ideas from Antavo:
Take your marketing to the next level. Call 877.447.0134 today.
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by bersondev | Jan 3, 2014 | Social Media
Art Center College of Design 2 Day Workshop – January 18 and 19, 2014, 10:00 am to 4:00 pm.
Instructor: Lori Berson
Register at http://www.artcenter.edu/acn
Build Your Business with LinkedIn, Twitter, YouTube, and Facebook.
Social media marketing today is vastly different that it was even last year. New channels, platforms, technologies, and devices have led to the expectation of engaging, relevant, and personalized experiences.
Whether you are just starting out or have a well-defined social marketing plan, social media knowledge is essential.
Learn how to: develop a strategy, optimize, integrate, manage, and measure your social channels.
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by bersondev | Jan 3, 2014 | Social Media
These days when planning a company social strategy, the number of social media tools can be overwhelming. It’s not enough to have a presence on Twitter, LinkedIn and Facebook. To benefit from social media, companies need to optimize their use and be truly engaging. Here are 25 great tools to get you and your team started. The 5 categories are: Social Listening Tools, Social Conversation Tools, Social Marketing Tools, Social Analytics and Social Influencer Tools.
Is your organization using any of these tools? Which ones do you find to be the most effective?
Infographic via Social Media Strategies Summit.
Take your social media marketing to the next level. Call 877.447.0134 now.
