Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
This week we're breaking down:
The Highlights:
Digging into a breakdown of the marketing industry trends in H1 2022
The Watercooler:
Digging into how TikTok and Instagram are encroaching on Google's search engine empire
#MarketingTwitter
Diving into three Tweets about 6 ways to step away from being an on-sale brand, 25 ways to check your CRO strategy, and an example of a successful strategy to make an early impact with TikTok ads
WRAPPING UP H1 2022 IN MARKETING
Time continues to escape us as we passed the first half of 2022 at the end of June. While it feels like we can't keep up, let's take a look at my key takeaways and most interesting finds from Marketing Dive's H1 by the Numbers report.
56% of budgets are spent in online areas
90% of people are more likely to remember an ad if it is funny
Media owners’ are expecting $534B in revenues from digital formats (search, social, video, banners, digital audio)
18% of consumers are excited about the metaverse, while 21% are concerned about the impact the metaverse might have
67% of advertisers report prioritizing paid social media more than in 2021
1.6B The number of TikTok users worldwide
Main takeaway? Nothing is changing from the grand scheme of marketing in 2022, everything is evolving faster than we can imagine. Just as time passes quickly, so are the trends and platforms that turn customers on and off. This is why keeping up to date with your industry's audience platform usage and top-performing campaigns is so important. Be on top of what's working so you don't have to guess along the way. Read the full report for more insights and sources.
ARE YOU RANKING WHERE GEN Z IS SEARCHING?
Could TikTok become a search engine? For many, it already is. 🔎
According to Google's internal studies, nearly 40% of Gen Z prefers searching on #TikTok and #Instagram over #Google Search and Maps.
It's no secret that people of all ages are spending a significant amount of time on TikTok but this insight into search-related behaviour is something worth keeping an eye on from a strategy perspective.
What does this mean for marketers?
🔎 We’re past the point of questioning whether TikTok has potential as a search engine. Users have decided and are increasingly turning to TikTok for their information needs.
💤 As humans, we have become lazy and many tend to default toward visual experiences – demonstrating how short attention spans contribute to the popularity of TikTok search.
🧠 It also comes down to learning styles, as some retain information better when presented in a visual format vs. traditional reading.
⌛ Speed kills and while people can get visual and textual information on Google, it requires multiple clicks and scouring several pieces of content to get what you need.
All of this said Google isn't going to sit back – they have plans to make its search engine appeal to a younger audience, including the ability for a user to pan their camera over an area and "instantly glean insights about multiple objects in a wider scene."
Time will tell how this plays out but in the meantime, grab your popcorn – this is going to be fascinating to watch. 👀
Do you have friends who'd love to know what's working outside their own four walls across the digital marketing landscape so they can be more effective?
Give them your unique referral link and you can get:
-2.png?upscale=true&width=1160&upscale=true&name=newsletter_header%20(1)-2.png)
