Marketing Midday - December 5, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
three top headlines:
1. A new report from Pew Research found that 9% of teens say social media has a negative effect on them. What can marketers do to make social media a more positive experience?
2. We all know Flo from Progressive and the Geico Gecko! Have you considered creating a brand character for your brand?
3. Brand building is just as important in B2B marketing as it is in B2C; however, convincing the CEO and CFO to invest in B2B brand building poses a challenge for most marketers.
1. Social Media Negatively Affects Teens
According to Top Rank Marketing, AI-generated content is playing an increasing role in our lives and in search. With AI writing tools such as Jasper, Writesonic, Article Forge, Ink, and WordAI, as well as the recent introduction of AI image-generating tools such as DALL-E, Make-A-Scene, Stability AI, and Canva, we are seeing an increase in the amount of AI-generated content living on the web.
Stock image giant Getty is taking a stand against AI-generated imagery, while Shutterstock announced a partnership with OpenAI to offer AI image generation.
Amid the AI flood, Google representatives are urging creators to focus on content that is primarily crafted by people and not AI.
2. Should You Consider a Brand Character?
TikTok trends come and go, leaving many brands in the dust struggling to identify and use trends before they’re outdated. Hubspot put together some tips on finding TikTok trends.
- Use the discover tab to scroll through popular sounds, hashtags, and topics.
- Use the “For You” page. However, this page is unique for every user and won’t always show trends. If you see a video with hundreds of thousands of likes or views, dig a bit to see if it’s related to a particular trend.
- Use the search tab. Before you start typing in the search bar, TikTok auto-populates suggested searches based on trending topics.
- Follow the hashtag Trend Alert to ensure you see the latest trends. Creating TikToks that follow the latest trends will increase your brand’s reach.
3. Brand Building is Essential for B2B & B2C Marketing
According to Marketing Dive, roughly half of U.S. brands have frozen, or reduced, media spending in reaction to inflation and supply chain issues. However, some regions aren’t as pinched as the U.S., with only 28% of German brands and 14% of French brands reporting a pullback.
Consumers have yet to cut back on key categories like Consumer-Packaged Goods, even though prices have continued to rise. Cost of living increases in Japan have yet to dissuade shoppers, with only a third of advertisers making budget cuts. Australia reported 56% of brands feel the negative impact of inflation.
Keep Up With the Latest Digital Marketing Headlines
Those are our top 3 stories of the week! Follow us on LinkedIn, YouTube, and Instagram to stay up-to-date with our newest episodes.
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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