Volume 1, Edition 26

#TuesdayTrivia

Which country is poised to become the world’s third-largest economy by 2030?

80+ Content Tips

Industry thought leaders share more than 80 tips to help marketers nail content marketing in 2023. Their advice spans the use of AI and other tech for content creation, how to create content with flexible resources, the best platforms for distribution, the best content formats and the most effective ways to engage audiences.

Read the tips here.

#ProQuote

"Kids these days!” – It’s an exclamatory remark that typically has negative connotations. But my prediction – and hope – is that brands will double down on their efforts to engage with Gen Z in all the right ways. This generation is filled with smart, tech-savvy, hard-working, and influential consumers who you shouldn’t approach in the same way you’d market to other generations. I believe smart brands will take note of their content preferences (think visual!), their preferred social channels, and their desire to connect with like-minded communities. Do it right, and you can build long-lasting, loyal relationships. Do it wrong, and you likely won’t get a second chance.

Stephanie Stahl

General Management

Content Marketing Institute

Share Your Story

Showcase your ideas and discuss what’s on your mind by being a guest columnist in our weekly newsletter! With a reach of over 20,000 weekly readers and an average open rate of 20%, you’ll get the attention of industry leaders directly.

#FunFact

49% of consumers say they will likely become repeat buyers after a personalized shopping experience. 

Source: Twilio Segment

Search Advertising is Shifting

Though the ad industry has had a notoriously difficult year, search advertising is well positioned to grow in the years to come. On the consumer side, however, search behaviors are shifting, which could spell danger for those who don’t innovate.

Here are five insights from Insider Intelligence on how search is changing:

Search’s share grows

After a huge spike in 2021, US search ad spending growth slowed down a bit this year, though it will remain in the double digits through 2023. Marketers will continue to allocate more of their budgets on paid search through 2026, when it will account for 30% of total media ad spending.

Google’s got the top spot for the moment

When it comes to search, Google is king. This year, its ad revenues will total over $137 billion, representing a whopping 56.1% of total search ad spending.

Amazon is coming

While Google still reigns, Amazon is coming for its crown. Insider Intelligence has predicted that the ecommerce giant will rake in $24.4 billion in ad revenues next year, growing its share of total ad spending to nearly 25%.

Search behaviors are changing

Amazon has an edge over Google in one way: almost two-thirds of US consumers begin their online shopping search on the retailer’s platform as compared to 49% who do so on a search engine. Social media platforms are getting into the search mix too including YouTube, Facebook, Instagram, and TikTok. 

Are people ready for the next new thing?

One of the ways Google has attempted to enhance its search offerings is by making its feed more visual. In an August 2022 survey, only 8% of US adults reported they currently use visual search retail shopping technology, while 41% said they were either somewhat or very interested in doing so.

Need help with Search Advertising?

#FGStory

Art Designed Exclusively for the International Space Station

Artwork that can exist only in outer space, entitled ‘Impossible Object’, came to life aboard the International Space Station recently. A doctor of physics worked with an artist to devise a sculpture whereby liquid water travels on a tapestry of brass rods and tubes - but only when there is an absence of gravity

Without gravity to direct the water downward, it sticks to the ladder-like metallic structure, and makes bubbles of varying size, whereas on Earth, the water simply dribbles away.

Watch the video.

What We’re Reading

This is why every team needs a KPI for joy

Mobile as a driver of retail sales in 5 charts

That’s Not All, Folks: How Looney Tunes Is Growing Its Following on TikTok

15 Ways the B2B Influencer Marketing Industry is Changing [Infographic]

Share what you’re reading by tweeting #FGreads or DM us.

Retail Trends Forecast 2023

From COVID to inflation, brick-and-mortar retail faced dramatic pressures in recent years while constantly adapting to new constraints and proving its continued relevance. Now, with 2022 almost behind us, Place.AI has released their predictions for what may be in store in 2023:

• Retail Media Networks: Using properties to create a media network that can drive increased revenues for retailers and landlords.
• Tenant Diversity: The definition of what belongs in a retail center is changing, and with this blurring of traditional tenancy perspectives come powerful opportunities. 
• Format Evolutions: Retail is being defined by a push to flexibility, from the overall size of stores, to the things being sold in them, and in the places where they are located. From shop-in-shop concepts to adjusting store footprints to drive more exciting innovations and/or reach different audiences, the shift is on and its impact will be significant. 
• Dining Resilience: COVID and inflation have challenged many dining chains, QSRs, and food retailers and they will need to continue overcoming these obstacles.
• Migration: Migration patterns are settling, which is enabling companies to better understand which shifts were longer-lasting and those that were more a 'flash in the pan'.
• Office: Office work was fundamentally disrupted during COVID, and while a comeback has certainly occurred, in-office work is still far from where they were pre-pandemic. While virtual work’s impact will clearly last, the true magnitude is still unclear, however the long-term effects of the shift to hybrid and remote work should become far clearer in the coming year. In short, the 'new normal' is not here yet, but we should be able to define it in 2023. 

Took a photo that you are proud of?

Send it along and our team will select amongst those submitted to be featured in our next newsletter.

Photo by: Anna C.

The #TuesdayTrivia answer is India.

According to estimates by S&P Global and Morgan Stanley, India will overtake Japan and Germany to become the third-largest economy by 2030. Morgan Stanley says conditions like offshoring, manufacturing investments, and the country’s advanced digital infrastructure will all help fuel its economic boom.