The HM DL

Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.

If you'd like more customized and specific media guidance for your business and situation, we're ready to help.
  Volume 6 Issue 16
April 23, 2021
42 Digital Marketing Trends You Can’t Ignore in 2021
Today, these innovative digital marketing trends are among the top priorities for most business owners in 2021.


The DL: One of the marketing trends on an upswing in 2021 is Artificial Intelligence (AI). AI is a huge opportunity for brands to bring their product to life in front of the customer's eyes. AI allows for obtaining or sustaining a competitive advantage over other brands by 84%. It has immense capabilities including the capacity to analyze consumer behavior and search patterns. It also can utilize data pulled from social media platforms and blog posts to help businesses better understand how customers find their products and services.
The State of SEO in 2021
Whether mobile or desktop, global or local, Google is widely used by consumers. The search giant is the top referrer on the web, and search remains a reliable marketing channel for growing a business. 


The DL: It is no surprise that search remains the digital giant on the web. Investing in an SEO strategy for your business website just might be crucial in 2021. The search engine landscape has changed drastically over the past couple of years and we are here to keep you up to date on the latest statistics. You might be shocked to find out that 68% of online experiences begin with a search engine and 39% of purchasers are influenced by a relevant search. Still not convinced? SEO drives 1000% more traffic than organic social media! These are just a couple of search engine facts to keep in mind when building your website strategy for 2021.
Why Brands Are About To Drop Into Streaming Audio In A Big Way
At least 500 people tuned in to a Clubhouse room at one point on Tuesday to listen to the sizzle of bacon.


The DL: If the idea of logging onto an audio app to listen to IHOP stream the sounds of sizzling bacon appeals to you, then the newest and most exclusive audio app Clubhouse may be the perfect fit for your next marketing plan. So far, the audio app has had a hard time appealing to traditional marketers because of the lack of formal advertising capabilities. However, for advertisers who are willing to try something new and open their minds, Clubhouse could be worth the risk. 
Linear TV Means Antiquated Media Planning
Over the decades both consumers and products have vastly diversified, and targeting capabilities have advanced dramatically, but the actual basis for buying and selling has remained unchanged.


The DL: It was 1930 when television advertising began, and at that time TV households totaled to barely 200. Today, television has morphed tremendously and now has over 128 million TV households. As TV became monetized, the demand for measurement began. Age and gender quickly became the metrics to target consumers. As progress came and targeting capabilities advanced, the way the industry has planned television has remained the same. And unfortunately, it has made buying less effective and efficient than its digital counterpart. Data is everything. But with the rise of the Connected TV landscape, strides for a cross-measurement other than a CPM has been making its way through the media industry. There are several companies out there working to advance this measurement, but there is no agreed upon industry standard as of yet. Cross-platform measurement would advance linear TV buying greatly. Hoffmann Murtaugh continues to research all possibilities and in the meantime continue to customize our approach to planning to help address these challenges.
Twitter Launches Initial Test of 'Professional Profiles' for Brands and Creators
Twitter is now officially launching a live test of its new 'Professional Profiles', which will provide a new way for brands to present themselves on the platform, with dedicated tools and features aligned specifically with work use.


The DL: The live test of Twitter Professional Profiles is here. These profiles will serve as a new tool for businesses, non-profits, publishers, and creators to display specific information about their business directly on their Twitter profiles. The initial test group is small; however, Twitter plans to expand this group to more Professional Profiles in the coming months.

These profiles showcase additional details including addresses, contact information, an updated layout, and more. Creating these separate business profiles opens up a wide range of new opportunities for those in the Twitter space. While this feature is still in its early days, there is immense room for growth in the future.
Around The Town...
Our President, Shea Murtaugh had the opportunity to sit down with the American Advertising Federation of Pittsburgh to discuss how our agency has adapted over the past year. To watch the interview in full, click here.
Stay safe and healthy everyone!
If you would like to pick our brains on how to navigate the evolving integrated media landscape during this time,
we'd be happy to help.

Hoffmann Murtaugh
 Pittsburgh, PA 15212 (412)741-8618
Hoffmann Murtaugh is an integrated media planning and buying agency based in Pittsburgh, PA with offices in Cleveland, OH and Rochester, NY. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients.