Marketing Midday - September 12, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. 40% of young people are searching TikTok instead of Google. Could TikTok replace the search juggernaut?
2. Native post scheduling is coming to LinkedIn, allowing users to schedule their post for a specific time on the platform.
3. 72% of US businesses are B2B; according to Marketing Week, the next 100 years will be all about B2B marketing.
4. With the rise of TikTok, you might think Gen Z has vacated all other social media apps, but Facebook still boasts the most active Gen Z users.
5. 57% of consumers say they are unlikely to buy from a brand that doesn’t respond to reviews. How should your brand respond to positive and negative reviews?
1. Could TikTok Replace Google as a Search Engine?
Nearly 40% of young people use TikTok and Instagram as their first stop for searching. Does this mean TikTok could replace Google?
According to Moz, TikTok is taking market share from Google in the areas of food, gardening, and travel. Users can scroll through content that answers their queries on TikTok without having to open multiple tabs or return to a search results page, and this may be a reason young people prefer social media to Google. Social proof abounds on TikTok! Likes, views, and comments are visible for anyone to see, another reason young people use it for searches related to food and travel.
For marketers in certain industries, TikTok may be the perfect platform to reach your target audience through short-form video.
2. LinkedIn Is Working On a Native Post Scheduler
According to Social Media Today, LinkedIn is working on a native post scheduling option that will allow users to schedule posts directly within the post composer. While users can currently schedule LinkedIn posts on third-party social media management apps, native posting and scheduling is more reliable and provides accurate post previews.
LinkedIn hasn’t announced when the scheduling feature will be rolled out, but you can bet this will impact LinkedIn marketing strategies for most users.
3. B2B Marketing Will Champion B2C in the Next 100 Years
In the last 100 years, marketers were tasked with making vacuum cleaners popular, making a washing machine seem simple, and making car insurance funny. The growth of B2C companies during the last century can be attributed to marketers. According to a recent opinion piece from Marketing Week, the next 100 years are going to be all about B2B brands. 72% of businesses in the United States are B2B companies, with B2B sales over 9 trillion each year.
The fastest growing companies don’t sell consumer products, they sell workflow management solutions and cyber-security software. Engineers once needed marketers to make vacuum cleaners popular, now they need marketers to make robotic process automation popular – along with thousands of other B2B products and services in the market.
4. Does TikTok REALLY Claim the Gen Z Demographic?
Monthly active users and daily active users are two of the most common social media platform metrics. But should marketers look beyond these numbers?
With the rise of TikTok, it may come as a surprise that Facebook still boasts the highest number of monthly active users in the Gen Z demographic, according to Social Media Today. However, just because Gen Z is logging into Facebook doesn’t mean they are engaging with content and viewing ads. Marketers should be more concerned with time spent in the app and engagement from users than number of monthly active users.
It may also surprise you to know that young Gen X and older millennials spend 25% more time on social media than Gen Z. Marketers should dig a little deeper than just monthly active users when deciding the best platform to reach their target markets.
5. Consumers Rarely Buy From Brands That Don't Respond to Reviews
According to Crazy Egg, 57% of consumers say they are unlikely to buy from a brand that doesn’t respond to reviews. However, responding to reviews takes time and resources, and negative reviews are difficult to navigate! Where should businesses start?
- Monitor multiple channels. A user can leave reviews in multiple places.
- When responding, acknowledge the problem and make your response specific to the reviewers issue. Show that you care. This is important to win over the upset customer and to show potential customers that you take care of problems. Fix the issue with action. Tell the customer how you fixed the problem.
- Be organized in your approach. A canned response will seem insincere, but having an outline for answers will ensure you won’t miss any part of a great response. A good outline includes an apology, an acknowledgement of the problem, thanking the customer, offering a workaround where possible, and/ or managing a handoff to the right team.
People are more likely to leave a negative review after a bad experience than a positive review after a good experience, so it’s important to generate positive reviews by asking your customers for feedback.
Keep Up With the Latest Digital Marketing Headlines
Those are our top 5 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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