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An Election Year in Marketing
The 2024 election year on planet Earth will be full of surprises and it certainly won’t be cheap. Publishers will be the first to benefit, as they shore up their strained budgets with spending by political candidates. Big Tech will be next, followed by agencies of all stripes.
What is surprising to me is the attitude of American voters towards the juxtaposition of brands with politics. A full 72% of Republicans take telegram advertising service prefer no political affiliation in business, while only 38% of Democrats prefer political no-logos on their products.
So does the American left want to polarize and engage more areas of life in politics (which is actually quite consistent with Marxism)?
I personally advise marketers against this path. Numerous examples from the past year clearly show that marketing should stay away from politics.
In addition to all this, deepfakes, which are becoming indistinguishable from reality, will play a huge role in online communication this year. You can hear about this in my conversation with Mariusz Tarnaski: Will artificial intelligence affect the election results ?
This is going to be a weird year in marketing.
Contents:
- 4 marketing problems during the election period
- Artists demand protection from AI
- Absolut returns to Coachella
- OOH British Airways from above
- Beyoncé sings ode to Levi’s
- YouTube is more user friendly
- LinkedIn wants to be like TikTok
- Discord with ads for gamers
- The composer of “The White Lotus” creates for Barril
- Shorts
- Weekly Tool
4 marketing problems during the election period
In a report published by Forrester Research, we find four areas that pose a challenge for marketers in an election year:
- Rising media costs; Advertising costs are why online stores don’t use web-push technology expected to increase by 13% compared to the 2020 elections. In addition to political campaigns, the 2024 Summer Olympics in Paris will take place in the second half of the year, which will significantly affect the cost of advertising.
- Political affiliations that challenge brand loyalty; The election year environment will be even more polarized, leaving brands unsure how to proceed. According to Forrester research, 72% of Republicans surveyed said they would prefer brands not to actively engage in politics, compared with 38% of Democrats surveyed.
- Changing rules on AI in political china data advertising and beyond; One problem with new technology is that it can catch on so quickly that regulators won’t be able to keep up.
- The use of new technologies like deepfakes; Deepfakes and generative AI are sure to play a big role in the election season. According to the research firm, it’s a time when PR teams should be using media monitoring tools, and a good reason to create a fast-acting task force to put out fires in the bud.
The World After Vertical Video
The media is writing about the new TikTok Notes product as a copy of Instagram or Pinterest. However, it seems to me that it is simply an attempt to pull. ByteDance’s not-so-successful Lemon8 initiative into the main TikTok ecosystem to fill it with users.
I personally started to make sure that anything telegram blast that isn’t vertical video is slowly becoming niche content that will be marginalized over time. I became convinced of that after what happened with Twitter — vertical video is out there at every turn and it’s very easy to fall into the trap of scrolling through moving images.
TikTok Launches New App That Looks a Lot Like Instagram
The TikTok Notes app has been made available for download on the AppStore and Google Play for a limited number of users in Australia and Canada. After reviewing the advertising materials, it is hard not to notice the similarity to the solutions we know from Instagram. On the other hand, when entering the home page, we feel like we are browsing Pinterest.
Heinz teams up with Mattel to create pink Barbiecue sauce
Barbiemania continues! Heinz has teamed up with Mattel to create a pink sauce called Heinz Classic Barbiecue Sauce, and that’s not a typo! From now on, Barbie fans will be able to have a Barbiecue instead of a classic barbecue.
Interestingly, the campaign began in August last year with an innocent post. The brand’s Instagram, where recipients were asked about open science round-up: january 2024 their dream product. Logitech wants you to use AI
The brand introduces its own way of invoking ChataGPT, called Logi AI Prompt Builder. Thanks to dedicated buttons on the mouse and keyboard, users can easily activate artificial intelligence functions. This solution launches the china data chatbot and suggests ready-made prompt suggestions that may be useful to the user.
The strangest company in the world
Everything is strange in OpenAI. The company is registered not as a classic business, but as a configuration of organizations. Where one is non-profit and the other is supposed to seek profit, but in a limited scope.
OpenAI CEO Sam Altman owns no shares and pays himself almost no salary. He was forced out of the company for several days by his board. Which includes telegram marketing many people from outside the industry. He was then reinstated as CEO after some employees said they were moving to Microsoft without Altman.
OpenAI has just had its founder Ilya Sutskever leave the company, and he did so the day after it unveiled its impressive new GPT-4o model.
Altman can give an interview on a podcast that lasts over an hour, and after listening to it you realize that he managed to say nothing during those several dozen minutes.
New better ChatGPT-4o!
In recent days, OpenAI has announced an update to its popular. ChataGPT which will be available for free to all users. The new model is a big step towards creating much more natural human-computer interaction.
When working with English text or code, GPT-4o matches the performance of GPT-4 Turbo, with a significant improvement when working with non-English text.
The Ordinary Ditches Influencers and Celebrities
In its latest outdoor campaign, the popular cosmetics brand promotes its products based on science, forgoing the involvement of famous names.
The clean aesthetic cleverly fits into a promising year ahead for scientific publishing current wellness communication that promotes a simplified approach to beauty.
Google is testing a new AI search engine!
Thanks to AI the result will no longer be a list of links. But a ready made answer to the question asked. The search engine is supposed to china data generate text independently. In the blink of an eye based on source content from pages related to a given topic.
Another one is supposed to be the ability to enter long complicated queries. Currently, you can enter even a few lines of text in Google, but the search results are not always satisfactory.
Capricious Google
Today we had a webinar planned about phasing out 3rd party cookies. The topic is important. Over 400 people signed up. However, we canceled the meeting because Google (I don’t know how many times) changed its plans for one of the oldest technologies on the internet. The new version is that cookies are still…
We are postponing the webinar for two weeks and invite you again. Although cookies remain, the dynamics of changes in analytical technologies take telegram advertising service are high and we still believe that the market needs to be educated about it.
The whole situation is worth commenting on, though. What comes to mind is definitely the issue of Google’s disproportionate power over the economic layer of the internet. It is our marketing ecosystem that currently allows most websites to exist, and Google, through the Chrome browser, is a powerful gatekeeper of this ecosystem.
The capriciousness of this “guardian” is, in my opinion, the best proof that it is time to reflect on his power and perhaps finally change something.
Contents:
- Google withdraws from cookie revolution
- Influencer Protection Package
- Athletes want to be influencers too
- AI will guide your career
- Premier League in the metaverse
- Video beats TV
- Balloon ride with Apple glasses
- Tired of advertising
- Škoda educates future drivers
- Twitter Super Targeting
- Shorts
- Weekly Tool
- Knowledge from the blog
Google withdraws from cookie revolution
Cookies will survive, however.
Google announced Monday that it was abandoning plans to phase out third-party cookies in its Chrome browser. The twist is surprising. The company had been working for more than four years to eliminate tracking cookies as part of its controversial Privacy Sandbox initiative.
So will marketers win and users lose? Not quite. Google has announced a new feature in Chrome that will allow users to make informed choices about their privacy while browsing the web—with the ability to change those choices at any time.
The announcement comes just three months after a previous announcement that third-party cookies would be phased out early next year.
📰 The Hacker News
📰 The Privacy Sandbox
Influencer Protection Package
Influencers are, on the one hand, a marketing superweapon, and on the other – an image minefield.
Celebrities can reach target groups with exceptional effectiveness, but sometimes their temperaments get the better of them. Their controversial statements or behaviors can affect the reputation of brands, exposing them to real financial losses.
The problem was noticed by the New York advertising agency Ogilvy. The company introduced “Influence Shield” to its offer – a service for managing the risks associated with working with celebrities and micro-celebrities.
“Influence Shield” includes verification of influencers for image risk, 24/7 social media monitoring and a dedicated team to put out image fires.
The service is also intended for influencers who fear that their instinct for self-preservation may fail them.
📰Archive
📰 Financial News
Athletes want to be influencers too
Despite the image risk associated with this form of marketing, budgets for influencing are growing. The ranks of influencers are also growing. Increasingly, their ranks are being filled by athletes who are just starting to build their recognition.
Collaborations with emerging celebrities are usually different from deals with big-name stars: they are shorter-term and focused on specific channels, particularly Instagram or TikTok.
An example of such activities are sponsorship agreements signed by brands with university athletes in the US. This form of cooperation has been possible since the so-called NIL deal – a decision of the US Supreme Court in 2021, allowing 2016 survey: get to know the results! athletes to earn money from their name, image and likeness.
Since then, companies like McDonald’s, Microsoft, PepsiCo, Berkshire Hathaway, Amazon and Unilever have decided to use the social media potential of young athletes.
The latest example of such a partnership is the deal signed by Under Armour with twins Haley and Hanna Cavinder. The Miami Hurricanes basketball players will be brand ambassadors for the next three years.
“Athletes are now acting as content creators,” says Sophie Berman, head of influencer marketing at Havas Play UK.
📰 DigiDay
📰 Harvard Business Review
AI will guide your career
LinkedIn is fighting for users with artificial intelligence. The platform has begun to use the potential of AI to provide personalized career advice.
Candidates browsing job offers will learn more about the terms of employment at a given company, the requirements they should meet, and ways to increase their chances of a positive recruitment result. For now, the function is available in English, but it will soon be expanded to other language versions.
Another interesting novelty on the platform are games and logic puzzles. The fun is demanding and stimulates the gray cells – which always increases the chance of professional success.
Innovations are supposed to be a way to database d increase user engagement and, as a result, platform turnover. LinkedIn, despite the increase in traffic, has been noticing a decline in advertising revenues for some time and is looking for ways to break the negative trend.
📰 Financial Times
Premier League in the metaverse
The path to global recognition leads through the metaverse. This is the assumption of Manchester City, which has ambitions to become a global brand and uses Fortnite to achieve this goal. The British club, as the first Premier League team, launched its own “experience” on the platform as part of the so-called creative mode (Fortnite Creative).
The game, titled “The Ladder,” is a one-on-one competition where players climb up virtual arenas, and Manchester City’s head of esports believes the creation has long-term potential and allows the brand to enter the Fortnite ecosystem in an “organic” way.
The Epic Games-owned platform is not a metaverse in the strict sense, but offers virtual spaces where users can interact, attend live events and create their own content.
Non-standard channels in performance marketing
Schemas in marketing are working less and less. As audience expectations and the diversity of new media grow, creativity and the optimal composition of the media mix become increasingly important. We suggest how to use non-standard formats to “boost” performance campaigns.
Marketing hates monotony. Following the beaten path works for a while. Companies that want to improve their results should pave new telegram blast paths and test less typical solutions. One way to break away from patterns in the key sales area of performance is to use non-standard channels in the media mix, such as DOOH, retail media, in-game advertising, AR ads or various formats in horizontal portals.
Performance mainstream vs non-standard channels
Performance marketing focuses on effects. It does not focus (although it does not exclude them) on long-term actions, such as improving the image or building organic traffic. The basic goal is immediate and measurable “specifics”: acquiring new leads, increasing user engagement or simply sales.
These are channels that provide wide reach, precise targeting, and considerable efficiency in achieving measurable results. At least in favorable circumstances. The final results depend on, among other things, budget, user base, skillful campaign optimization, and its creativity.
The advertising “mainstream” has huge advantages. It also has some disadvantages. It is very crowded, which translates into such burdens as:
- higher campaign costs, e.g. per-click rates in the case of CPC billing,
- greater difficulty in standing out from the crowd,
- limited personalization for niche topics and narrow audiences,
- greater difficulty in generating engagement (excessive advertising in popular channels discourages interaction),
- the risk of advertising blindness for a similar reason as in the above point,
- -less trust of the user, who is flooded with advertisements of varying credibility.
The benefits of expanding your media mix are actually the opposite of the above list. Presence in niche channels is associated with, among other things:
- lower costs,
- greater ease of standing out from the competition,
- the ability to reach narrower audiences, build trust, increase engagement, etc., etc.
Non-standard channels are a very broad category, and one that is also growing dynamically. It is developing along with new media, formats, platforms and technologies. For a brief review, we have selected several channels that are enjoying growing popularity and have considerable potential in acquiring customers from suitably narrowly defined areas – also on the Polish market.
Digital out of home (DOOH)
Digital out of home (DOOH) is simply digital outdoor advertising (or more precisely: “out of home”), broadcast both in outdoor and closed spaces. It is one of the youngest advertising channels, which includes many formats.
Example DOOH campaign locations include:
- places in public space: squares, streets, gas stations, airports,
- public transport: screens in buses, trams, metro, at bus stops,
- shopping malls: screens in corridors, at checkouts, in elevators,
- points of sale: shop windows, screens inside shops,
- catering outlets: bars, cafes, restaurants,
- event venues: concert halls, conference rooms, stadiums.
DOOH campaigns have a number of advantages:
- provide the ability to reach a mass audience offline,
- and at the same time, they enable advertising to be directed to specific target groups depending on location, time or other factors (e.g. weather or specific events),
- they attract attention and are harder to ignore than classic “ads” in “social media”,
- some DOOH media enable interaction, increasing user engagement,
- DOOH also allows you to track campaign effectiveness and analyze audience data.
“Outdoor” digital is rapidly gaining market share. The cumulative annual growth rate of this channel is estimated at over 13%. In Poland, DOOH’s share in saturate with communication media the outdoor advertising market increased from 5.4% in 2017 to 15.2% in 2021.
Retail media
Retail media allows advertisers to reach consumers where they are making purchase decisions, which increases campaign effectiveness. An additional benefit is data on consumer behavior, which can be used to optimize marketing activities and even more effective targeting.
Empik Ads
Empik launched its advertising platform in the fall of 2022. The service allows customers to run independent advertising campaigns in two variants: sponsored product and sponsored brand.
Both types of campaigns are settled in the CPC model. The Empik Ads platform allows you to monitor the effectiveness of advertising activities, including by checking the number of visitors and buyers and comparing the results of broadcasts from both categories.
The advertiser creates a campaign, specifies the budget, keywords, product groups, and ad format. When a user types in a keyword or browses database d products, Amazon’s system runs an auction, and the ad that bids the highest per click and meets certain quality criteria wins. The winning ad is displayed in the appropriate position in the search results or on the product page.
Amazon Ads currently offers eight products and ad formats. The most popular are:
- Sponsored Products: Product ads appear in search results or on product pages.
- Sponsored Brands: Display and video ads that appear above, next to, or within shopping search results,
- Sponsored Display: Display ads that appear on product pages or category detail pages, both on Amazon and other Amazon-owned sites such as Twitch and IMDb.
Facebook vs Google: Which Platform Will Provide You with a Better Campaign?
Facebook and Google are the largest online advertising providers. How do they differ from each other and what exactly do they offer advertisers?
Google and Facebook are brands that need no introduction. The former has been synonymous with the internet search engine for over twenty years (it controls over 90 percent of the market). The latter has lost some of its share to competitors in recent years, but it remains the number one social media. In addition, the “properties” of both giants extend far beyond their original areas of operation.
Alphabet’s empire (Google’s parent company) includes a range of online services and tools, including YouTube, a video platform with (virtually) nonexistent competition. Meta, the owner of Facebook, also owns Instagram, the most popular photo platform, and WhatsApp, the most popular instant messaging app.
The number of interconnected services offered by both giants provides them with significant business synergy, but also translates into benefits telegram marketing for advertisers. Both companies collect huge amounts of data from various sources on user preferences and behaviors. This information allows for precise targeting and increases the effectiveness of reaching potential customers.
Marketing magic takes place through Google Ads and Facebook Ads – the largest digital advertising networks in the world. They are an indispensable tool for performance campaigns.
What exactly do both brands offer their customers?
Facebook vs Google: Basic Features and Differences
When allocating an advertising budget, you can’t rely solely on numbers. In addition to parameters (e.g. average CTR for a given network, average CPC for an industry, etc.) and other hard data, it’s important to understand the specifics of a given ecosystem and the related user behavior. Facebook and Google differ fundamentally in this respect.
Facebook
Facebook is primarily a social network. It is therefore mainly used to maintain relationships, share events from private life and exchange information and opinions. An important element of Facebook is fan pages. Companies, organizations, celebrities and other types of users use them to communicate with their “followers”. The third important component of the Facebook ecosystem are groups focused on specific topics. The fourth, dynamically developing element is Facebook Marketplace – a platform that allows users to buy and sell products directly within the service. The Marketplace offers a wide range of categories, from household goods to vehicles, which makes it not only a place for transactions between users, but also an attractive advertising space for companies. In general, Facebook is primarily about interaction. Often lively and emotional – and therefore building fertile ground for advertising messages.
The most popular content format on Facebook is posts. They can include graphics, photos, videos, or text alone. A separate medium is reels and stories. The former are short, maximum 90-second videos that users can share publicly or with friends. The latter consist of maximum 15-second video materials or 5-second photos that are available for 24 hours from the time of publication.
Facebook, like other social media, is an environment where users spend a relatively large amount of time. Although the global average is only 33 minutes per day, in practice a large portion of users spend much longer on the site. Usually, however, these are short sessions repeated several times a day to check the news.
Google
Google’s function is much narrower. It is simply a tool for searching for information on all sorts of topics. Content is served primarily in the form of search results. However, in recent years Google has implemented a number of new formats in its SERPs (search engine results page) that shorten the user’s path to the answer (which is, by the way, the subject of disputes with the actual content providers, i.e. the owners of the source pages). Some of them come from Google itself, others are based on content provided by the publishers of the pages.
Facebook vs Google: Targeting Methods
Facebook and Google also differ significantly in terms of advertising targeting. This includes the methodology, tools, and data sources used to match ads to audiences. There are also some similarities.
Facebook Advertising Targeting
Facebook primarily uses demographic data that users provide in their profiles (age, gender, education, marital status, etc.). The second key group of data concerns interests and behaviors. Users generously share this information with the service through reactions, comments, content they follow and share, membership in specific groups, etc. In addition, there are relationships and interactions with friends, locations, purchase history, and a number of other parameters.
Companies can also try to reach audiences they have already had contact with. In this case, advertisers can use sources of information such a 2016 with more free content as customer lists, website or app traffic, or activity on Facebook or other Meta platforms for (re)targeting. Advertisers can set up to 500 so-called custom audiences per ad account based on parameters such as time spent on the site, frequency of visits, clicks on promotional banners, newsletter sign-ups, and more.
Google Ads for e-commerce include:
Product Ads, also known as Google Shopping, Product Listing Ads, or simply PLAs, are campaigns designed to promote products on the Google Search Network (usually in the “Shopping” section) and on partner sites. PLAs include a product image, price, and store name.
Dynamic Ads (DSA)
Dynamic Search Ads (DSA), or dynamic ads, are a format that generates ads automatically based on the content on the advertiser’s website. They consist of a headline and a short text. They do not require specifying keywords, which saves a lot of work – especially for large online stores.
DemandGen Advertising
The purpose of DemandGen ads is to generate demand. Using placements within YouTube, Gmail, and Discover cards, they help create database d purchase needs. They are most often used at the top of the purchase funnel. Currently, DemandGen is the only type of Google Ads campaign in which we can use lookalike-based targeting.
YouTube video advertising
YouTube campaigns are also one of the formats offered by Google Ads. It allows for an attractive presentation of products and increased engagement of the recipient. Available formats include TrueView (skippable after 5 seconds) and Bumper Ads (up to 6 seconds long).