Marketers discuss the social commerce benefits of TikTok with its viral shopping capabilities spurred by hashtags such as #TikTokMadeMeBuyIt, but explain why platforms like Facebook and Instagram are still the major drivers of social shopping. The main takeaway is that TikTok is very much a user-led arena where brands have to be quick to capitalize on organic content, while paid promotions work well on Instagram and Facebook.
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Content Marketing's Robert Rose discusses how advertising icon David Ogilvy made "deliberate mistakes" and launched rejected marketing efforts to challenge collective thinking that sometimes yielded surprising results. Rose encourages content marketers to follow Ogilvy's lead to test core instincts with low-risk efforts.
Good COVID-19 protocols attracted 42% of Generation Z shoppers to brands, a Qualtrics report reveals, and knowledge of brand values among the group exceeds that among Baby Boomers by nearly three times. Negative experiences are also more likely to upset members of Gen Z than those of any other generation.
Brands that ensure digital experiences are accessible by people with physical and cognitive disabilities can tap into a base of 1 billion consumers, while honoring diversity commitments, avoiding legal risks and winning new business, suggests Gina Bhawalkar, a Forrester principal analyst. Bhawalkar offers a five-step plan to help brands embark on a digital accessibility strategy.
How to Align Marketing and Sales — And Why It Matters To You Discover the keys to marketing and sales alignment, and learn how it can lead to closing more deals, driving greater revenue, and building long-term customer relationships — at the individual and account level. Watch the webinar.
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Grey created a campaign for Frank's RedHot that's inviting consumers to share images of the bones from their chicken wings to earn a spoof cryptocurrency called Bonecoin, and whoever garners the most will win the brand's nonfungible token and an edible version, named the eNFT. The brand's "Wing Wagon" will visit New York City with former NFL quarterback Eli Manning giving away Frank's RedHot Wings, and comedian and actor Eric Andre is supporting the push on social.
Jay Bavishi, Twitter's head of quadrennial events, highlights platform opportunities and support for brands juggling activations around events slated just months apart, such as the delayed 2020 Summer Olympic Games, the 2022 Winter Olympics, the Super Bowl and FIFA Men's World Cup. For example, Bavishi expects brands to tap into Twitter Spaces and its premium pre-roll video option Twitter Amplify during the Olympics.
Spotify published its rules regarding permissible platform content and will add an advisory to podcasts related to the coronavirus that drives listeners to an information hub with pandemic-related information. The move follows backlash regarding podcaster Joe Rogan's COVID-19-related content that drove Neil Young and Joni Mitchell to remove their music from the platform.
Tech, media and finance firms were the primary drivers of US podcast ad spending in 2021, which reached $590 million, a 21% increase over 2020, according to MediaRadar. Midroll ads represented 55% of the spending, followed by pre-roll ads (26%) and post-roll ads (19%), and 30-second spots accounted for 42% of the promotions.
A blind pitbull named Arnold has captured the heart of TikTok with a video that's attracted 22 million views and 5.3 million likes. The clip shows Arnold's delight at finding a ball all by himself in the park.
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
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The way a brand shows up on TikTok has to be so authentic that if you do anything so aggressive in a paid world, anything that is too coordinated, it doesn't work for the platform, that's the power of TikTok.
Amy Lanzi, commerce practice lead North America at Publicis Groupe, as quoted by Ad Age
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