Marketing Midday - August 22, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. A new study from YouGov reveals which countries rely most heavily on social media platforms for news content.
2. PepsiCo, The Hershey Company, and Lexus are among brands jumping into marketing on Twitch, a live streaming platform that continues to gain traction.
3. 68% of B2B buyers said they selected their winning vendor because the vendor demonstrated a stronger knowledge of their company and its needs.
4. Two updates to Google snippets: first, product review page snippets will now feature pros and cons of the product. Second, quoted search snippets will feature content directly from a web page.
5. Being in a good mood makes consumers more likely to pay more, so marketers need to focus on reaching consumers in a positive context.
1. Indonesia and Vietnam Rely Most Heavily on Social Media for News
A new study from YouGov reveals which countries rely on social media platforms for news. Indonesia and Vietnam take the two highest spots with 67% of people in these countries using social media as their primary news source. The U.S. ranked 23rd on the list with 31% of people relying on social media for news. This data can help global marketers determine where their target audience is most active.
2. Live Streaming Platform Twitch is Growing in Popularity
Twitch is an online platform for live streaming that marketers should keep their eye on. Twitch is primarily used for gamers to watch and perform live play-throughs and commentary; however, there are a variety of other stream categories, including talk shows, cooking shows, sporting events, and gaming conventions.
According to Hubspot, 79% of Twitch users are male, 37% between the ages of 18 and 24. 21% of Twitch traffic comes from the U.S., making it the highest represented country on the platform.
Big brands like PepsiCo, The Hershey Company, Lexus, and UberEats have leveraged Twitch through influencer marketing, content marketing, and lead generation. If your target audience fits with Twitch’s primary market, the platform could be a great asset for you too, especially if you’re looking to leverage influencer marketing. Influencers have a very loyal fan base and can use their following to expand your audience by endorsing your brand.
3. B2B Buyers Choose Vendors Who Understand Their Needs
Marketing-Charts reported that 68% of B2B buyers chose their winning vendor because the vendor demonstrated stronger knowledge of the buyer’s company and its needs. Web-search was found to be the number one source used by buyers to find solutions, proving that SEO should be a priority for B2B marketers. After search, vendor websites were the next most cited source.
When making a purchase decision, buyers look for several features on a potential vendors website:
- easy access to content that speaks directly to their company
- easy access to pricing and competitive information.
- content that speaks directly to and demonstrates expertise around the needs of the industry
B2B marketers should ensure their website checks all three boxes to convert more leads into sales.
4. Google Snippets Received Two Updates, According to Search Engine Journal
On product review pages, the items’ pros and cons will now appear in the search snippet. Google has provided documentation on how to add “pros and cons” structured data to products, and if this data is not provided, Google will attempt to display it automatically.
Another update was made to quote searches. When a user puts quotes around a word or phrase in a query, the snippet will contain an excerpt of text from the page where the quote appears. On desktop, the quoted text will be bolded in the snippet. This update affects how results are displayed in Google but does not affect how webpages are ranked. It is too early to determine if this change will impact click-through rates.
5. Consumer Feelings Impact Purchase Decisions
In a recent opinion piece for Marketing Week, Richard Shotton and Will Hanmer-Lloyd explore the impact of consumer feelings on purchasing decisions, as well as how much buyers are willing to spend. When feeling upbeat, consumers are more optimistic about the value they will get from products and less pessimistic about the opportunity cost of spending money.
Additionally, when feeling excited, people easily attribute that feeling to something other than the actual stimulus. So, if marketers can make their brand that “other thing,” your customers will consider your brand exciting. With this data in mind, marketers should prioritize positive experiences when interacting with current and prospective customers.
Keep Up With the Latest Digital Marketing Headlines
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Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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