Greetings!
Welcome to our July issue of Key Notes - Marketing Keys' monthly newsletter! As we begin the 2nd half of 2021, we hope your business is lighting up the sky like a 4th of July fireworks show! Key Notes is an informative, quick read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently.
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Are you searching for ROI?
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As the pandemic motivated businesses to advertise online, Google search advertising prices have increased immensely. Cost-per-clicks are what an advertiser pays to generate one click on a paid Google search result. According to Ryan Garrow, Director of Partnerships and Client Solutions at Logical Positions, a brand saw an increase of 159% on CPCs, while the revenue generated from its search advertising increased only 5%. This means the cost to the brand increased more than 500% when comparing how much the brand spends on advertising versus the return it sees.
In March, a report from GroupM showed that search advertising spending grew 1.8% year-over-year in 2020, and that search advertising spend is expected to grow 19.3% in 2021. However, it’s not just search advertising that is increasing. Advertisers are increasing budgets in all types of online ads. Amazon ad prices increased 50% year-over-year in May, according to Bloomberg News. Additionally, Facebook’s ad prices are rising too, according to Tinuiti's Taylor. While large corporations will continue to pay no matter the increase, smaller retailers in e-commerce have to spend more to drive growth.
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Is this politically correct?
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From privacy issues to the spread of false information, Facebook has dealt with it all. However, in an effort to bring more advertisers to the site, Facebook is testing the ability for advertisers to block accounts that are likely to share offending posts.
Facebook’s plan to clean up News Feed for brands involves categorizing up to 1.8 billion daily users for their “propensity” to share political posts and then giving advertisers the option to avoid targeting those accounts. Recently, Facebook began an “alpha” test to offer “topic exclusions” for a select group of advertisers.
Facebook has been criticized for the level of disinformation and hate speech circulating on the service. Thus, brands started demanding ways to ensure sponsored posts do not appear adjacent to objectionable content. Now, Facebook can analyze tens of millions of users’ accounts, and block ones that are deemed unsuitable for brands that want to avoid “news and politics.”
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Is my campaign influencing?
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Influencer marketing campaigns have been all the rage in the past couple of years. However, the inability to accurately track them has held back some brands from participating in all the fun. It has always been difficult to prove a return on investment. That is now changing. Recently, Instagram has been testing a native affiliate tool that could solve the problem at hand. The tool directly tracks how many people are specifically purchasing products from which influencers, adding a new level of commerce understanding for brands.
Instagram’s new affiliate tool is being tested both in-feed posts and in Stories. Influencers working with brands to tag products in their posts or Stories will lead shoppers to an in-platform checkout. Thus, all sales happen within the Instagram app. When using affiliate tags in-feed or Stories, marketers will be able to see insights under the Commerce Manager insights section on Facebook, under “affiliate” in the “promotions” tab. Brands and merchants will be able to see both the overall performance of their affiliate creator campaigns and insights at the creator level, with all insights customized by time period. Brands and merchants will be able to see product detailed page views, estimated commissions to be paid to influencers, and orders and sales attributed to affiliate posts. At the creator level, sellers will be able to see the number of posts creators have used their product tags in, the number of orders they’ve driven, sales they’ve driven, and their estimated commission payout.
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Disney to be upfront about streaming
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It’s no surprise to us that the TV landscape continues to shift towards streaming. That has been the trend recently. During this upfront season, Disney saw more than 40% of its total ad commitments in this year’s negotiations go toward digital and streaming. Both Disney and NBCUniversal saw increased demand in this year’s ad haggle. Disney reported a double-digit increase in the cost to reach 1,000 viewers, an industry standard known as CPMs, across all broadcast dayparts, cable, and all major sports, which includes College Football, National Football Association, and National Basketball Association. In addition, Disney reported a double-digit increase in volume.
Disney’s popularity this year was also due to its ability to reach more diverse audiences. This was a point they made sure to prioritize at Disney’s upfront pitch last month. Disney highlighted new opportunities to partner with brands with the goal to reach more diverse audiences and speak more authentically to diverse communities.
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Yes, but will my tweet come out blue?
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Twitter is finally unveiling its long-awaited subscription service, Twitter Blue. The product will cost $2.99 a month for access to tools including the ability to “undo” a post before it goes out publicly, organize bookmarked tweets into folders, and more easily read long tweet threads. Subscribers will also get faster service for customer-support claims, can choose from new app colors, and will have the ability to modify the Twitter app icon on iOS devices.
This new addition could help Twitter diversify its business. The company makes more than 85% of its revenue from advertising, with the remainder coming from its data licensing business. Last year, Twitter’s sales fell 19%, but with Twitter Blue the social network could rely on a more consistent revenue stream.
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Here is a recent highlight from Marketing Keys' blog page. Please start following our blogs and let us know what you think.
Get the latest insight here!
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Get help from 'The Mouse'!
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In my previous life, I worked for many media companies including the one headed by the Mouse. During my 20 year executive run with media companies, I had noticed that if an advertiser wasn't properly represented with a media expert helping them with their media planning and buying, then that company was at a disadvantage. Thus, I created a company to provide a solution to that problem.
Marketing Keys was formed in July, 2007 to more than level the negotiation playing field between advertisers and media companies. We enabled advertisers to have a major leg up in the process.
We targeted Presidents, CEOs, Regional Managers, Marketing Directors, CMOs etc. of small and mid-sized businesses. We then went to market with our 'key' differentiator and mission. During the last decade, the company has grown from 2 clients in 2010 to presently close to 20.
To find out if we can help build on the results that you had started and eliminate the inherent disadvantages of buying media on your own, please reach out to us at [email protected].
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What do you get when you combine your favorite Chicagoland radio stations, legendary personalities while staying focused on the beverage cart on one of Chicagoland's most esteemed golf courses? You get the most exciting golf and social event of the summer - The Links & Drinks Open at Klein Creek Golf Club! Register here!
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Share a plate of Hooters' Go Boneless Combo with your friends and family. The ten boneless wings AND a side of curly fries combo are at a special low price every Wednesday!
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Are you Socially Challenged?
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During my 14 years as a business owner, I have discovered there are many companies out there that are challenged with the task of managing their social media.
It may be that they are confused over the platforms that they should use, the content they should post, how to boost that content and/or the time or lack thereof that goes into managing their social media platforms.
As a Social Media partner of ours, our Social Media expert will manage and strategize daily on your sites. We will also coordinate all communication so there are no surprises while all of your initiatives are scheduled accordingly.
For more information, please contact Marketing Keys at (312) 291-4630 or you can email us HERE!
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Fill up your Lead Generation funnel!
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In the days of Mad Men, creativity was everything. The goal was for a brand to be the most creative creating a tag line to resonate with the audience. Now, creativity takes a back seat to targeting through data and reaching your target synergistically through multiple mediums with an integrated marketing campaign.
Find out how Marketing Keys can help generate (on average) an incremental 30-35% more in leads and/or conversions through our system.
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