Tag: Marketers

How marketers can advance personalized marketing across the digital advertising ecosystem

In modern media, personalization will become increasingly critical in connecting audiences with content and advertising that best align with their interests and preferences. For brands seeking 1:1 relationships with new consumers, quality audience data has become critical as the digital landscape expands and channel engagement fragments. This is particularly relevant across two fronts: traditional digital media across computer and mobile and connected TV (CTV1).

While the lines between these two environments are blurring, they currently exist independent from one another, which means that marketers need to understand how each is structured and evolving so they can best navigate the intricacies to best capitalize on the promise of personalization.

The digital advertising ecosystem is fundamentally different for CTV than it is for other platforms.

  • In browser-based digital media, marketers have used third-party cookies for audience-specific digital engagement for more than 20 years. Now, as the industry moves away from cookies, Nielsen is prepared to use other identifiers such as hashed emails (HEMs) or any other ubiquitous identifiers that the industry uses, as there is no single universal identifier that the ecosystem has adopted that is a true replacement for cookies. Nielsen is recommending the use of HEMs for digital measurement as it is a non-proprietary identifier that can be generated without integrating with other third-party systems.
  • In video-based CTV, marketers use a combination of first-party identifiers, unique device IDs and/or household IP addresses for audience-specific advertising.

While complex and evolving, these environments become significantly more navigable for marketers when they have person-based measurement data to tap into for their campaign efforts.

Foundational differences aside, traditional digital media and CTV are similar in that they offer the same value proposition to marketers: a direct means of communicating with specific audiences. While many throughout the industry expected media spending across traditional

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24 Facebook Statistics Marketers Should Know in 2024 [Updated]

Know whether your target audience is still on Facebook? Or if you should keep investing in Facebook ads? Staying on top of the latest Facebook statistics will give you the insights you need to update your Facebook marketing strategy.

Even after all this time, Facebook continues to be the most popular social media platform with the largest user base across all platforms. Understanding statistics around its usage, demographics, marketing uses and more can help inform your marketing strategy.

So without further ado, let’s dig in.

Top 3 Facebook stats every marketer should know

Facebook usage statistics

Over the years, Facebook has become almost synonymous with social media. It continues to be the biggest social media platform and is widely popular on a global scale. Here are some of the key Facebook usage statistics to understand its popularity and inform your Facebook marketing strategy:

1. Facebook hit 3 billion monthly active users in 2023

By Q4 of 2023, monthly active users on the platform had grown to 3.065 billion after reaching the 3 billion user milestone in Q2 of 2023. Although adoption has slowed down, monthly usage is still seeing an upward trend. If your marketing efforts are also feeling stagnant, download our Facebook marketing template to reinvigorate your strategy.

A line graph showing Facebook's monthly users growing quarterly since Q3 2008 through Q4 2023.

2. Americans spend about 30.9 minutes on the platform daily

On average, American users spend about 30.9 minutes on Facebook daily. This puts it ahead of other leading platforms such as X, Instagram and even TikTok. These numbers suggest that the platform is still seeing a high level of engagement from its user base.

Facebook user statistics

Facebook may have billions of users, but how are these people using the platform? Let’s look at a few vital Facebook user statistics to find out:

3. Over two-third of all monthly users are

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Instagram Statistics Marketers Should Know in 2024 [Updated]

You may be constantly monitoring your Instagram performance. But your brand’s numbers alone aren’t enough to give you a complete picture. You need to stay updated with the latest Instagram statistics to understand industry benchmarks and trends.

Staying on top of the latest social media stats will help you anticipate changes and fine-tune your strategy accordingly. This is particularly true for a platform like Instagram, which evolves rapidly with new features.

So let’s take a look at some of the top Instagram stats that will inform your strategy for 2024.

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Instagram user statistics

Understanding how people perceive and use the platform will help you understand the best way to connect with them. This will help you develop Instagram best practices to implement in your strategy. These Instagram user statistics can give you a better look:

1. Almost every Instagram user uses the app alongside other platforms

According to data from Kepios, only 0.2% of Instagram users are unique to the platform. A large number of users use it alongside other social media platforms such as Facebook (80.8%), YouTube (77.4%) and TikTok (52.8%). That means having a solid cross-platform marketing strategy is crucial for your brand to succeed.

2. Posting/sharing photos or videos continues to be the top activity

In previous years, people were largely using Instagram to post or share photos and videos. The numbers aren’t changing much in 2024 with the Kepios report showing that 70.4% of users are using the platform for this reason. This indicates a desire for users to be creative and express themselves.

3. People are seeking entertainment on the platform

The same report shows that people are increasingly using the platform for entertainment. Looking for funny or entertaining content was the second most popular activity, with 64.8% of users engaging in

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Marketers & Influencers Optimistic About AI’s Impact On Advertising, New Study Suggests

An online survey, consisting of 1,235 influencers and 73 marketers, indicates a rising trend in AI adoption. However, concerns about the growing technology persist.

Most marketers and influencers are willing to integrate artificial intelligence (AI) into their work, as revealed by a new study released by micro-influencer platform SocialPubli today.

Fielded in September, the ‘AI in Influencer Marketing 2023’ study polled 1,235 influencers and 73 marketers from Europe and the Americas to assess how AI is impacting and reshaping the industry.

The study coincides with what some experts have termed the “AI Revolution,” between the release of ChatGPT one year ago and the emergence of federal regulations, like President Biden’s new, sweeping executive order.

Despite being in its infancy, AI has already influenced essential aspects of influencer marketing, ranging from content creation to influencer discovery, campaign performance measurement, and analytics.

SocialPubli’s research reveals the current concerns and hopes of marketers and influencers alike.

Key findings

  • 71% of influencers regard AI as an opportunity for growth and success rather than a threat to the industry. Meanwhile, 52% of influencers incorporate AI into their work.
  • Nearly 30% of influencers follow or engage with virtual influencers

  • 82% of marketers view AI as an opportunity for growth and success, with 76% using AI in their work.

  • 62% of marketers are open to collaborating with virtual influencers, but only 28% have reported working with them, of which 22% reported positive outcomes.

  • AI’s main use applications comprise brainstorming

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39 Emotions Digital Marketers Can Use In Advertising

In a previous article, How To Make A Video Go Viral, I mentioned research that shows videos that evoked the emotion of hilarity, inspiration, astonishment, and exhilaration tended to be shared the most. People shared videos that elicited “high-arousal” or intense emotions twice as much as ones that elicited “low-arousal” or moderate emotions.”

For the past few months, I’ve been searching for a new way to categorize emotions and I stumbled across a post on LinkedIn that said, “Here it is! The DAIVID Field Guide to Emotions in Advertising with each of the DAIVID 39 emotions.”

The LinkedIn post said,

“As every good creative knows, make people feel something and it will have an effect on brand and sales.”

So, I downloaded their field guide and read all 56 pages in one sitting – like a whodunit. It even opens with a killer quotation by Jonathan Haidt,

“The rational mind thinks it’s the Oval Office when actually it’s the press office.”

The field guide draws from research conducted at the University of California, Berkeley; Stanford University; and the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.

The field guide categorizes 39 emotions into 6 “emotional cohorts”  and acknowledges,

“Emotions in advertising are nothing new. Intuitively, gifted storytellers have taken us through lows and highs to make us feel good and well disposed towards brands through the years.”

It explains, “What we have lacked up to this point though, is a clear codification. Whether something is ’emotional’ or not has often been decided subjectively and with the poor emotional lexicon that we humans have.”

And it concludes, “That’s why we have the DAIVID 39, which gives us a common language to communicate this through the advertising process and brief with feeling.”

So, here is

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What ad-free social media could mean for marketers and advertisers

Social media behemoths like TikTok and Meta are testing ad-free, subscription tiers outside of the U.S., inching closer to the idea of users paying for their social media accounts. While it could open an alternative stream of revenue for the platforms, it could spell trouble for small businesses and startups reliant on social media targeted ads, agency execs say.

“Obviously, if you’re not able to have targeted ads, you’re really going to hurt small businesses or local businesses who really count on that ad targeting to raise awareness,” said Jeff MacDonald, social strategy director at Mekanism.

Earlier this month, Meta revealed plans to charge European users a $14 monthly subscription fee to access Instagram unless they allow Meta to use their personal information for targeted ads. Said plans come on the heels of EU regulators’ data privacy crackdowns. (Read a refresher on Meta’s record-breaking privacy fine in Europe here.) Meta declined to be interviewed for this article. 

Meanwhile, TikTok confirmed it was testing an ad-free subscription tier outside of the U.S. for $4.99. At the moment, there are no plans to test it in the U.S. and reportedly only applies to ads served by TikTok as opposed to influencer marketing campaigns. In a request for comment, TikTok confirmed said testing and that there were no plans to pursue it in the U.S. The social media platform did not disclose further details. 

Historically, platforms, like Meta, that offer targeted advertising, were a startup, direct-to-consumer and other small business advertisers’ go-to to drive sales and brand awareness. Facebook and Instagram offered smaller brands a way to quickly scale and reach a massive audience. To keep small businesses engaged, and the dollars flowing, Meta launched initiatives, like Facebook Community Boost in 2017, a 30-city program to boost small business’ digital skills.

The two

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Marketers Won’t Invest in X Alternative Without Witnessing Benefits

  • The social media landscape is increasingly fragmented due to new and upcoming platforms like Threads and Mastodon.
  • So, what do marketers think of trying out new social media platforms?
  • Capterra’s recent Social Media Landscape Survey tried to find the answer.

The social media landscape is heating up, with multiple platforms like Threads entering the scene and competing for user acquisition. Simultaneously, the landscape is getting increasingly fragmented. In this scenario, marketers need to navigate various platforms and decide on the right one that can help them optimize their budgets and gain more user attention.

So, what do marketers think about trying various social media platforms for professional use, especially new entrants like Threads? Capterra’s Social Media Landscape Survey tried to find out the answer.

Here are a few insights from the study and what to look for when considering new platforms.

See more: How To Build a Profitable Social Media Marketing Funnel

Marketers Adopt Multiple Strategies To Invest in Social Platforms

In the world of social media, where audiences go, companies and marketers usually follow. With users spread across platforms, marketers have adopted different strategies to allocate their social media budgets. Regarding how their companies allocate budgets and resources to social media platforms, 53% of marketers said they allocated resources fairly evenly across multiple platforms. On the other hand, 47% focused a significant proportion of their budgets on one or two main platforms.

The decision to allocate resources on multiple or a selected few platforms depends on several factors, such as goals, platform dynamics and features, and available resources.

Important features of social media platforms when it comes to marketing

The most important features of social media platforms when it comes to marketing

Source: Capterra’s 2023 Social Media Landscape SurveyOpens a new window

That said, there are pros and cons associated with each approach.

Pros and cons of allocating resources

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Marketers’ Guide to Google’s Next Generation AI-Powered Ads

The Gist

  • Google is putting AI front and center. With enhancements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE).
  • Google Ads now offers an AI-powered chat. A feature that simplifies the process of starting a new ad campaign by providing suggestions and ideas in a chat-like experience.
  • Google is bringing generative AI to Performance Max. Allowing users to create and scale custom assets easily and introducing new goals for customer acquisition and reengagement. 

For years artificial intelligence has been subtly pulling strings in the background of Google ads, serving as the secret sauce behind many successful campaigns. But like a stagehand stepping into the limelight, Google is thrusting its AI from the wings to center stage as the company unveiled a slew of generative AI innovations during its annual Google Marketing Live event, yesterday.

With a goal to “significantly transform” the landscape of digital marketing, company officials announced plans to “bring AI front and center” with enhancements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE) in Search Labs.

Enhancements that, according to Google Ads VP Jerry Dischler, will “bring AI front and center, making it the best tool in your marketing toolkit.”

On the heels of Google I/O — the company’s annual developer conference that took place earlier this month — Google Marketing Live took place May 23 and is aimed at advertisers, marketers and businesses who use Google’s suite of marketing tools and features announcements about new advertising products and updates to existing services.

So, what’s the big news? Let’s take a look.

Related Article: PaLM 2 and More: Google Unveils Latest AI Advances at This Year’s I/O Conference

Google Ads Unveils AI-Powered Chat Feature

Sometimes starting a new ad campaign feels complicated and overwhelming — but a new

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2 out of 3 Marketers Deficiency Confidence in Media Promoting and Advertising and marketing System

New CMO Council Exploration, in Collaboration with NCSolutions, Reveals Shortcomings in Driving Income Carry and Other Results ThroughAdvertising

The CMO Council launched its most current investigate report “Optimizing Results in Media Marketing”, finding that 2 in 3 advertising leaders are not incredibly self-assured in their recent media advertising and promoting system to efficiently create vital results these as winning and retaining clients, expanding manufacturer loyalty, enhancing CX, amongst other individuals.

Some added vital conclusions consist of:

  • 80 per cent of entrepreneurs say media marketing and marketing is possibly particularly (37 p.c) or really (43 per cent) essential in successful customers
  • 52 percent of entrepreneurs say media promoting and promoting is both really (16 %) or pretty (36 per cent) critical in retaining customers
  • 49 p.c of self-confident marketers say they complete in-flight campaign optimization properly in contrast to 20 % of not-so-assured entrepreneurs
  • 42 percent of self-assured entrepreneurs say they accomplish properly in driving regular campaign benefits, in contrast to 28 percent of not-so-self-confident entrepreneurs
  • 83 p.c of marketers say optimizing media and audience for in-flight strategies is possibly really (40 p.c) or extremely (43 per cent) vital

You can study the complete press release describing this new investigate from the CMO Council and can download the paper listed here.

2 OUT OF  3 Entrepreneurs Lack Self-assurance IN MEDIA Marketing and advertising AND Promoting Strategy

New CMO Council Research, in Collaboration with NCSolutions, Reveals Shortcomings in Driving Profits Raise and Other Outcomes ThroughAdvertising

SAN JOSE, Calif. (January 11, 2023) – The media internet marketing and promotion landscape has become a great deal more fragmented, unpredictable and broad with the rise of electronic channels. The volume of consumer choices, heightened expectations for personalization, and the require to optimize centered on actual-time info insights make taking care of campaigns and achieving

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