Marketing Midday - July 18, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Google released Ads Editor 2.1 with 13 new features.
2. Twitter launched an initial test of collaborative Tweets, allowing two users to co-Tweet together.
3. Could BEO be the new SEO? A recent study explains how marketers can grow their business through brain engine optimization.
4. 62% of consumers say a brand will lose their loyalty by delivering un-personalized experiences, according to a new report.
5. ROI from advertising and media can be improved by 50% with an ideal budget according to Neilson. 50% of marketers aren’t spending enough within a channel to maximum ROI.
1. Google’s Ads Editor 2.1 Has 13 New Features
According to Search Engine Land, Google released Ads Editor 2.1 with 13 new features. The updates will help marketers manage their Google Ads campaigns more affectively. One of the most notable features – new recommendation types.
Ads Editor will recommend several factors to improve campaigns, such as setting a target cost per action and upgrading local campaigns to Performance Max. New features also include warning dialogues, validating budget and bid strategy, video conversion campaigns with shopping, URL expansion, and custom lead form questions.
2. Twitter Launched an Initial Collaborative Tweets Test
Many social media platforms have added co-creation in recent months, allowing two accounts to collaborate on a post. Social Media Today reported that Twitter is the latest to try out collaborative content with "co-tweets."
Co-tweets allow one user to create a tweet and invite an account to contribute. The co-creation feature was first introduced on TikTok with Duets, and Facebook and Instagram have added co-creation in recent months as well. For Twitter users, co-tweets could be handy for influencer collaboration and cross promotions.
Co-tweets are not widely available, and Twitter hasn’t provided any specific information on who currently has access. If the initial testing shows promise, it may become a new option for all.
3. Research Suggests BEO Could Replace SEO
New research from the B2B Institute and Professor Jenni Romaniuk explains how marketers can grow their businesses through brain engine optimization (BEO). Marketing Week reported that BEO could be the new SEO. Every year, companies invest billions of dollars in SEO, but this new research shows that a brand must be remembered in a buying situation for the buyer to choose that brand over another.
Like SEO, BEO still attempts to link your brand with a keyword – a mental keyword. To determine what those mental keywords are for your industry, Marketing Week recommends surveying buyers then prioritizing the mental keywords that best align with your brand.
If your company isn’t remembered in a buying situation, a conversion is unlikely. According to this research, memory generation is the best form of lead generation.
4. Personalization is Key to Delighting Customers
According to Smart Brief, personalization is key for marketers to delight customers. Twilio’s third annual State of Personalization Report found that 62% of consumers say brands will lose their loyalty for delivering un-personalized experiences, an increase from 45% last year. The report also found that 49% of consumers become repeat buyers after a personalized shopping experience.
Coca Cola has "Share a Coke" bottles with individual names on them. Welch’s has customizable fruit snack boxes that include personal messages. But consumers aren’t only expecting customizable options when it comes to products, they are expecting a personal shopping experience. Brands can use personalization to collect valuable first-party data on their consumers, who are more willing to share their data if they see a benefit for themselves. Adobe’s Tory Bunker said, “Personalization is an opportunity to drive revenue growth, increase customer satisfaction, and build customer loyalty.”
5. 50% of Marketers Are Not Spending Enough to Maximize ROI
Marketing Dive detailed highlights on the first ever Neilson ROI Report, which found that 50 percent of marketers are not spending enough in a channel to get maximum return on investment. The report calls it the 50-50-50 Gap: 50% of media plans are under-invested by a median of 50%, but ROI can be improved by 50% with an ideal budget.
The report also found that social media delivers 1.7x the ROI of television, but it sees less than one-third the spend of TV. Podcast ads, influencer marketing, and branded content can deliver over 70% in brand recall. The report also found that overspending isn’t as problematic as underspending. Nielsen noted, media spend should be between 1 and 9% of a company’s total revenue.
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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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