Bi-Weekly News Digest on Digital Marketing – 09/20/20
Marketing News with Youtube, Social Media & Gen Z
The year continues to bring unexpected events. As the nation reels from the death of Supreme Court Justice Ginsberg, the ongoing political tension, social unrest, and pandemic make the atmosphere that much more fragile. Adlucent remains prepared to guide our partners in managing the effect on the ecommerce and digital marketing space. To stay up-to-date as we publish the latest news, sign up for our email newsletter.
YouTube is growing in usage (up 80% YoY) and is an essential tool for developing a brand. It is the second most popular search engine and social platform behind Google and Facebook. Also, the way Google shows ads is proven to be effective and has huge funnel potential. YouTube ads capture engaged viewers and allow brands to approach audiences strategically. Furthermore, YouTube videos can proactively create demand for brands and are ideal for conversion funnel marketing to generate awareness, consideration, or conversions.
YouTube has a skippable in-stream option of advertising called TrueView. There is a TrueView solution for awareness called TrueView for Reach (aims to increase impressions and reach); TrueView for consideration is called TrueView In-stream (aims to optimize views), and TrueView for conversions is called TrueView for Action (aims to improve conversions). The different formats play before, during, or after YouTube videos, and generally are skippable after six seconds.
Our team provided tips to best utilize TrueView for Action and strategic audience targeting. First, separate campaigns by brand familiarity, dividing customers familiar with products from those who aren’t (it takes more time to convert unfamiliar customers). Then, add relevant conversion action sets like add-to-cart or sign-up tools. Also, take advantage of TrueView for Action enhancements and improvements like Google Merchant integration, site link extensions, lead forms, and video action campaigns. Then match audiences with videos and retarget those who watched specific videos with search engine marketing.
Facebook has launched Campus, a nod to Facebook’s start as a platform for college students. Campus is being piloted at thirty universities where the users can interact within their respective schools only. To access Campus, students must provide an edu email address and graduation date. Only then can they create profiles and add details such as a major and minor. Campus connects students directly with their peers, and the platform includes Campus directories, news feeds, groups, events, etc. There’s no Instagram integration for the app at this time.
Trump has tentatively approved the Oracle and Walmart TikTok deal. The two companies plan to own a combined 20% of the new TikTok entity, while ByteDance would still own close to 80% of the company. However, because 40% of ByteDance is owned by U.S. investors, TikTok Global says it would still be majority American-owned.
It remains unclear how this deal addresses the original executive order that instigated the conversation around a TikTok ban in the U.S., as “the foreign control issue does not go away,” according to an anonymous former CFIUS official.
Generation Z, consumers aged 13 to 24, have been long criticized for their short attention span. However, they show a higher recall of two-second skippable ads than other age groups. Marketers can capitalize on Gen Zers’ shorter attention span, higher recall, and faster cognitive processing by communicating messages earlier. Snap highlighted these findings in a broader effort to showcase the benefits of Snapchat to marketers. Adlucent also analyzed the differences in marketing to various generations, and the data can help brands capture the $1.2 trillion of Generation Z spending power.
We’ve gone over some of the most important digital marketing news amid the changing ecommerce landscape today. Continue to visit the Adlucent website for ongoing information and updates.