Why advertisers need to keep spending in a recession and other effectiveness insights from Analytic Partners
TLDR
- Brands that cut their marketing budgets during a recession leave themselves at a long-term disadvantage, according to research by Analytic Partners, the data and analytic solutions provider.
Brief
Advertisers often repeat a strategic error whenever a recession, or simply the threat of one, arises. This suggestion was premised on hard data from the “ROI Genome” project, a research effort from Analytic Partners that draws on its work with 1,000+ brands in more than 50 countries over two decades. Collectively, these initiatives involve marketing spend worth hundreds of billions in dollar terms. A related learning emerged from comparing upper-funnel initiatives, which prioritize long-term outcomes like brand awareness, and lower-funnel endeavors, where immediate sales are the main goal.
- Read the full article from WARC
TikTok Tests Dedicated Shopping Feed with Users in Indonesia
TLDR
- With TikTok’s parent company ByteDance coming under increased revenue pressure, you can expect to see more eCommerce integrations coming to TikTok very soon, as a means to capitalize on the app’s key opportunity.
Brief
TikTok is now trying out a specific shopping segment, with as much UI priority as its main content streams. There’s also a shopping cart icon in the top right, so you can add items to purchase as you scroll, which points, as noted, to the next evolution for the world-beating video app. TikTok’s been moving in this direction for a while, which essentially follows the same development process that ByteDance has used for the Chinese version of the app, called ‘Douyin’.
- Read the full article from SocialMediaToday
How YouTube’s brewing TikTok rivalry could impact mobile video strategies
TLDR
- Recently surpassing 1.5 billion users, YouTube Shorts gives marketers another platform to engage consumers, though audience differences should be taken into account.
Brief
Google this month revealed that YouTube Shorts has 1.5 billion viewers every month, making the short-video service one of the biggest rivals to TikTok worldwide. YouTube introduced its short-video format less than two years ago as TikTok, which is owned by Chinese tech giant ByteDance, emerged as the fastest-growing social media platform worldwide. As the platforms compete for the attention of viewers and the loyalty of content creators, marketers have more choices in the ways they reach consumers.
- Read the full article from Marketing Dive
