THIS WEEK IN MARKETING – July 15th, 2019
I used to run this show on my personal YouTube Channel years back, but have brought it back due to popular demand. This time, I’ll be publishing all the videos and blog roundups here, on my personal platforms.
With that being said…Welcome to the FIRST edition of This Week In Marketing, where we cover the need to know news and articles from around the marketing and tech world.
All analysis and insights are included in the video below. This page is to round up the links for further reading. Watch the video!!
Twitter’s ad platform is picking up steam with marketers.
Revenue is up 18%, total ad engagements up 23%, cost-per-engagement down 4%. Twitter’s ad platform doesn’t have the best reputation, mainly because the costs to advertise are much cheaper and “more effective” on Facebook. However, advertisers looking to scale with new newsfeed style inventory (Facebook is sold out) and test different targeting / real time engagement ads, Twitter is a great option.
YouTube caters to influencers by adding Channel Memberships, Super Stickers and more merchandising partners.
YouTube understands the power of attention is heavily tied to influencers wanting to use the platform. By offering new monetization options they’re investing in their creator community. As marketers, this means more engagement and opportunities to partner with YouTube creators.
Facebook competes with YouTube by adding a slew of features geared towards creators.
New options to drive revenue with Brand Collaborations, subscription generated revenue options, new creator studio tools and pre roll ads now in videos. Facebook also clearly understands the importance of having influential content creators use their platform. For marketers, this means much needed new ad inventory in new spaces.
Twitter ArtHouse launches to give brands more access to creators and influencers.
Twitter users spent 24% more time with an ad from a creator on the platform versus an ad directly from the brand. ArtHouse looks to facilitate the relationship between brands and influencers through a global team of content strategists, digital producers and influencer marketing specialists and offer video editing and live broadcasting services.
LinkedIn updates Campaign Manager, adds brand awareness, conversion campaign options.
The ad platform gives you a number of new campaign options including:
- Brand awareness campaigns. Top funnel ads that are charged by impressions (CPMs).
- Enhanced Website Conversion capabilities. You can create campaigns that are optimized for specific actions on your website, like purchases, downloads or event registrations.
- Ads for LinkedIn Talent Solutions customers. Giving HR and recruitment professionals the ability to runs ads aimed at delivering more completed job applications via either LinkedIn or the customer’s website
Instagram to start offering ads in the “explore feed”.
These ads will NOT be available in the grid, but instead after a users clicks on an image and explores more, similar to Facebook’s in feed video offering.
Yelp ranks for 92% of local queries
In a study ran by Fresh Chalk, they found that Yelp listings ranked incredibly well for “local searches” (i.e. Miami dry cleaning). This is pretty astounding data, but not overly surprising. I’ve been saying for years that if true SEO success isn’t about your website, it’s about optimizing the listings that users care about. The algorithm is clearly telling us Google users like Yelp listings in these search results, so pay more attention your Yelp page!
Forecast predicts 31 million Americans will ‘shop’ on their smart speakers in 2019
While shopping does NOT equal purchasing, this is still data we need to pay attention to as search marketers. There’s no denying the rising impact of voice search, devices and multiple platforms outside of Google (Amazon, Apple) that hold market share with voice search.
Grow Your Agency
- 500+ video trainings
- Private Slack Channel
- SOPs + templates