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2022/03/07
Report: Consumers tap social media for shopping
Report: Consumers tap social media for shopping | Studies: Americans want brands to take a stand on Russia | Podcast agencies fear demise of host-read ads
Created for ignoble.experiment@arconati.us | Web Version
A Bazaarvoice survey of 14,000 global consumers found 65% use social media for shopping inspiration, and 60% shop from influencer links and recommendations while 60% use brand content. Shopping via Facebook, Instagram, TikTok and Twitter tends to be spontaneous, while people actively seek inspiration on YouTube and Pinterest. Beauty products are the most shopped-for products on social media, followed by apparel and home goods.
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A Morning Consult survey found that 75% of Americans want brands to sever links to Russia, while a YouGov study revealed 82% want brands to cease doing business in Russia and 68% said they're more likely to purchase from brands donating revenue to fund humanitarian work in Ukraine. Marketing experts offer advice on how brands should respond to the war, including Bully Pulpit Interactive's Robert Gibbs, who says, "I don't think brands and companies can afford to be bystanders because they're a critical part of that unprecedented response."
Brands are gravitating toward dynamically served podcast ads over host-read promotions for automated efficiencies, targeting controls, simplified approval processes and reduced costs. Podcast agencies are worried the trend will lead to a cluttered media landscape and less seamless integration with content, and advocate for a more balanced approach that includes both host-read and dynamically inserted ads.
IKEA's Studio app, still in its beta phase, uses augmented reality to enable users to test furniture placement, pattern colors and other design elements to create an entire room plan, and Lowe's AR app lets customers determine whether a product is compatible with their home environment, learn how to use tools and get personal product recommendations. These are two examples highlighted by AR expert Roni Cerga, who highlights five brands that have excelled at integrating AR into marketing efforts.
Pepsi created a "Becoming a Popstar" contest that will feature eight contestants found on TikTok, who will compete each week by creating original tracks showcased in one-minute TikTok videos before weekly episodes run on MTV. TikTok users can vote for their favorites using #MTVPopstar, while the show's judges include Joe Jonas, Becky G and Sean Bankhead, and the winner will star in the Pepsi ad running during the MTV VMAs.
Facebook is requiring some users to enable Facebook Protect, a security feature initially introduced to keep elected officials from being hacked and now rolling out to people with high follower counts who are seen as facing elevated risk. Here is a look at the feature and the consequences for not enrolling.
Google is helping brands measure the role of online efforts in generating offline leads through an enhanced Google Ads tag. Brands can use the tool to determine when uploading lead data such as email addresses can be attributed back to a corresponding Google Ads campaign and measure offline transactions that originated from a website visitor or lead.
Creatopy analysis of two Pinterest campaigns with $2,000 budgets that ran for one month revealed that the static ad generally outperformed the video ad in areas such as clicks, impressions and CPC, while the video ad had a higher conversion rate. Researchers note video ads are best used for bottom and middle funnel efforts.
A video of a Ukrainian girl named Amelia singing "Let it Go" from the movie "Frozen" while sheltering in a bunker has attracted 6.6 million views on Twitter. Idina Menzel, the actress who played Elsa in the film, responded by tweeting, "We see you. We really, really see you."
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
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Experts urge all marketers -- those with ties to Ukraine and Russia and those without -- to be proactive and have a plan in place. The public expects it.
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