An Ignoble Experiment: Content marketing demand up, but potential not yet met

Created for ignoble.experiment@arconati.us | Web Version

August 31, 2021

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The Big Story

Content marketing demand up, but potential not yet met

(Pixabay)

According to a Lucidpress study, 85% of marketers say content marketing demand has risen during the past 12 months, but the study points to four problem areas that are preventing marketers from realizing its potential. For example, 77% say that off-brand content creation is a concern, and just 27% are able to consistently measure content marketing's return on investment.

Full Story: MediaPost Communications (free registration) (8/30)

	How to Adapt Your Marketing in the Consumer Privacy Era The ever-evolving rules of consumer privacy require us to change how we engage with customers. In this eBook, we explore the new customer engagement model: one that abides by consumer concerns regarding data privacy, but also enables them to deliver relevant, real-time, personalized messaging. Download Now.

Connecting & Collaborating

How to master multicultural social media marketing

Brands that want to reach more of the world's 4.2 billion internet users should take a multilingual approach to social marketing, The Spanish Group CEO Salvador Ordorica writes. The key to success is avoiding awkward literal translations and focusing on localizing posts and ads, using metaphors and humor relevant to a specific culture, Ordorica writes.

Full Story: Forbes (tiered subscription model) (8/30)

4 influencer types to consider

Decryption Founder DeJuan Wright highlights categories of influencers that play individual roles in the marketing mix such as the Great Hang, which includes people who are universally loved and rarely controversial such as celebrities Tina Fey and Paul Rudd. Smarties like Elon Musk and Oprah Winfrey "are known and trusted primarily for their intellect and maturity," while Rebels like Kanye West and Lady Gaga work best for edgy brands.

Full Story: Business 2 Community (8/27)

Using TikTok for influencer marketing

(Pixabay)

In a guide to marketing with influencers on TikTok, columnist Andres Munoz provides an insight into how it works, and what you can expect to pay. Munoz explores the different factors behind the recommended content feed and steps for starting your own campaign, which includes finding your influencers and how to track performance.

Full Story: Business 2 Community (8/30)

	How to build trust and win customers Brands have the delicate task of considering consumer data privacy concerns while also delivering relevant content. To be successful, they must be proactive in communicating a necessary value exchange for the collection, analysis and use of first-party data or get left behind. But how? Register for the webinar to find out.

Marketer Moments

Tic Tac sparks social engagement with space launch

(Tic Tac USA/Twitter)

Ferrero-owned Tic Tac recently launched a Tic Tac-shaped vessel into space for 175 minutes carrying 100 packs of the candy and a screen featuring fan tweets. The stunt yielded a 1,057% boost in social media interaction after being announced in June, and the brand will send fans the 100 packs, which consist of three flavors in limited-edition packaging.

Full Story: Adweek (8/27)

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Platform News

It's time for holiday prep on Facebook and Instagram

Facebook suggests brands prepare for holiday shopping by updating catalog data on the main site and Instagram, tagging purchasable products in posts and creating custom collections with at least eight items each. The social media platform is also testing a Preferred Shop designation for brands "offering consistent shopping experiences," in addition to an existing label for Black-owned businesses.

Full Story: Social Media Today (8/30)

Advertisers lose Facebook ad expert with D'Arcy's departure
Ad Age (tiered subscription model) (8/30)

TikTok's parent company acquires VR headset-maker Pico
CNBC (8/30)

Measurement Matters

Survey: 69% of TikTok users follow creators

(Pixabay)

A TikTok survey of 7,000-plus global users, conducted in collaboration with Kantar, reveals 46% of respondents spend time on the platform without distractions, compared with 37% of respondents who say the same about other social platforms. The survey also shows 69% of respondents follow creators, while 25% of respondents have researched or purchased a product after watching a TikTok post.

Full Story: Social Media Today (8/30)

Social Shareable

Lil Nas X befriends Tony Hawk after blood marketing spat

(Lil Nas X/Twitter)

Lil Nas X sent the phrase "nah he tweakin" viral when he challenged the positive reaction to Tony Hawk's use of his blood into a kateboard design for Liquid Death, in comparison to the negativity and lawsuit that resulted from the rapper's blood-infused "Satan Shoes." But, in a sign there's no hard feelings, the rapper tweeted a video that's so far attracted 2.9 million views and shows him morphing into Hawk while skateboarding.

Full Story: The Drum (free registration) (8/31)

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