How marketers can improve the social experience | Driving holistic personalization with predictive modeling | Digital marketers adjust strategies amid Roe v. Wade ruling
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Social media is the preferred communication channel with brands for all US consumer age groups, with Instagram and TikTok favored by Generation Z and Facebook is the place to find Generation X, according to a report from Emplifi and Harris Interactive. The study explores how consumers are using social media to interact with brands while making purchases, and finds a gap between high customer experience expectations from consumers and what's actually delivered to them by brands.
New Research on Sustainable Travel Read new global research from Expedia Group Media Solutions that spotlights increasing consumer interest, motivations, and key decision drivers for sustainable tourism. Learn insights to help your brand rebuild for the future. Download study
Predictive modeling can help determine personal preferences that can be used to develop reactive and holistic personalized marketing through all engagement channels, writes Stephen Yu, president of Willow Data Strategy. Yu explores advanced stages of personalization and the value of developing a "persona menu," and notes, "It is all about gradual improvements, steadily converting 'unknowns' to 'potentials.'"
The US Supreme Court's decision to pass abortion rights legislation to states has driven some digital marketers to evaluate paid and organic social content and adjust keyword blocklists, while others have temporarily suspended online efforts, say advertising and agency executives. Mediassociates' Tim Lathrop says client caution and sensitivity have become ingrained following events such as the Russian invasion of Ukraine.
AdScale Chief Marketing Officer Amir Levi highlights five ways to maximize SMS messaging. Levi's advice includes focusing on daytime outreach, examining your customer base to gauge responsiveness, employing a conversational tone with relevant information, and using "short and simple yet highly relevant" messaging and calls to action.
Report: Worldwide Ad Spending 2022 Worldwide ad spending growth will begin its long deceleration back to normalcy this year. However, regional and country-level results will differ considerably, as will the revenue increases for the world's largest digital ad publishers. What do these forecasts mean for marketers around the world? Get the report.
Coca-Cola's latest collaboration in its "Creations" campaign features a limited-edition strawberry and watermelon flavor created with electronic music producer Marshmello, with package design from Forpeople. The campaign, created by Gut, includes packaging QR codes that direct people to the brand's digital Creations hub and a takeover of Marshmello's Twitch channel.
The Meta Pro Team is replacing the Facebook Marketing Experts program to offer small- and medium-sized businesses three types of live support for those who advertise on a Meta platform: marketing, technical and general support. In addition, Facebook is launching a Creator Collaborations tool that is designed to make it easier for multiple creators to work on the same content and receive credit for their work.
A new $3.99 subscription service from Snap gives users exclusive access to features such as story rewatch statistics and icon style changes. The new tier is available in the United States and eight other countries, and Snap plans to expand it.
Research conducted by Kantar for Taboola shows that 59% of people shown native videos on the open web rated them favorably versus 51% for those on video platforms and 50% for social media. The study also found that video ads on a mix of native and social media achieved the highest online ad awareness, followed by native and video platforms.
The Twitter account for Lake Superior trended nationally on Tuesday, attracting more than 117,000 likes for a tweet that read, "This lake vehemently stands with women having the right to choose." Actor and activist George Takei and Michigan Gov. Gretchen Whitmer were among the many to interact with Lake Superior, and the account has shot up from around 40,000 followers to more than 190,000.
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
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Social continues to pull away as the consumers' choice, and the companies that will succeed are those who follow their customers' lead and embrace social as well.
Shellie Vornhagen, chief experience officer at Emplifi, as quoted by SmartBrief/Marketing
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