Marketing Midday - July 25, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Google launched “Ads Creative Studio,” which allows advertisers to dynamically change ads aimed at multiple audiences and demographics.
2. Instagram is testing a new “Live Producer” tool that allows broadcasters to go live from desktop streaming software. Additionally, Instagram announced payments in chat for small businesses.
3. SEOs often push website owners to continually create more content, but research suggests consolidating content could be more beneficial for websites experiencing ranking declines.
4. According to a new study from Twitter, 92% of people actively seek out comments about brands, products, or services on social media.
5. 1 in 3 B2B brands surveyed in a recent study report their influencer marketing has led to increased sales and revenue.
1. Google Launched “Ads Creative Studio” Globally
According to Search Engine Land, Google launched Ads Creative Studio globally. The new feature allows advertisers to create multiple versions of a single display or video ad. Ads can be customized for different audiences, locations, languages, or contexts. In early testing, PepsiCo used Ads Creator Studio to customize their ads based on different contexts like house parties, barbeques, and sporting events. The team said the process was, “Smoother and more efficient.”
Advertisers can export images from the Ads Creator Studio asset library to the Google Ads asset library, which will make it easier to find the best image for an ad.
2. Instagram’s Live Producer Tool Will Allow Broadcasters To Go Live From Desktop
Instagram posting has been exclusive to mobile devices since the creation of the platform. However, according to Tech Crunch, Instagram is testing a Live Producer tool that allows broadcasters to go live from the desktop, using streaming software such as OBS, Streamyard, or Streamlabs. Until this point, live streams were limited to just a phone camera, but this integration will allow creators to stream from studios and use additional production features like multiple cameras, external microphones, and graphics. To use the Live Producer tool, broadcasters must stream through a partnered streaming service.
In other Instagram news, Search Engine Land reported that Instagram has added payments for small businesses in Instagram chat. A user can send a message to an Instagram business they are interested in buying from. The business initiates a payment link where the user can make a purchase, track the order, and ask questions. Many users reach out via Instagram chat when interested in making a purchase, so having payment directly integrated will likely increase sales.
3. Content Consolidation Battles Ranking Declines
Websites experience performance and ranking declines for numerous reasons, such as changes to the search engine results page. According to Search Engine Land, content consolidation is one solution to performance declines!
Content consolidation is the process of merging different pieces of content, such as blog posts, articles, or landing pages built for SEO, into a single cohesive article. Some data sources to help determine if you should consolidate and what you should consolidate are: analytics tools for pageviews, entrances, and exits, Google Search Console, and your rank tracking tool of choice.
By auditing and consolidating pages, or page elements, value propositions can be strengthened, performance can be improved, and pages can better align with what Google is serving on Page 1.
4. 92% of People Seek Out Comments About Brands on Social Media
Publicis and Twitter released a new study called #LetsTalkShop in which they surveyed 9,600 consumers on 6 leading social media platforms about how social media affects their shopping habits.
- 92% said they actively seek out comments about brands, products, or services on social media
- 68% said their impression of a brand was changed because of brand conversation. The study also found that conversation around a brand is most impactful in the early stages of the purchase journey. Surprisingly, good brand conversation is more likely to be remembered than bad, which is great news for businesses.
- 60% of purchasers who recalled a conversation on Twitter said the conversation made them much more likely to consider the product they ended up buying. This data confirms that it’s important for brands to be active on social media and to encourage and engage in conversation about their brand.
5. 1 in 3 Brands Report Success With Influencer Marketing
Top Rank Marketing released their 2022 B2B Influencer Marketing Report. 1 in 3 B2B brands reported that their influencer marketing led to increased sales and revenue, and 86% consider their influencer marketing to be successful. Who are the influencers these brands are working with?
- 77% work with industry experts and analysts
- 55% work with executives from their own company
- 48% work with niche experts
- 47% work with customers
Employee social media shares tend to get 8x more engagement and 561% of the reach that brand messages do! However, investing in influencer marketing doesn’t come cheap. 73% of those spending under 50 thousand dollars said their influencer marketing was not successful, but those spending over 100 thousand dollars reported their influencer marketing was successful.
Influencer marketing is becoming increasingly popular for B2B companies, but lack of strategy and budget seem to be major setbacks.
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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