Mediaboss Marketing

Thursday 26-10-2023 11:19

The latest global PPC report by DataFeedWatch.com reveals a 7 percentage point drop in the use of search-based channels by advertisers in 2023. This shift is accompanied by a rise in social media channels such as TikTok and Facebook. These changes have significant implications for PPC advertising strategies in the five largest retail sectors, the company said.

Datafeed.coms Multichannel Marketing Report 2023 gathered data from over 16,000 online stores from over 60 countries and across 20 major industries. It found that search-based channels have declined by more than 7 percentage points, while social media channels have increased by over 3 percentage points for eCommerce advertising.The shift is attributed to a decrease in overall ads from 2022 to 2023, and a transfer of budgets to social channels.

Moving to social media is a global trend, said Jacques van der Wilt, General Manager of Feed Marketing at DataFeedWatch.com. In this case, pay-per-click advertising is following customers reactively. The most impressive growth can be seen with TikTok, but most large social channels have increased their advertising shares at the expense of the Search channels like Google or Bing.

Social commerce is expected to grow three times faster than traditional eCommerce, doubling its current value by 2026, according to a new study by Accenture. It is also projected to increase to $2.9 trillion by 2026 (Statista), more than doubling its current value. Affiliate channels remain a fairly underexplored type of advertising. At the moment, 11 per cent of all advertisers use this type of advertising.

Although the overarching trend shows a decline in the use of search channels by retail advertisers in favour of social channels, there are still large differences in each industry. Fashion retailers are increasingly turning to Google, with its share rising from 41.4 per cent in 2022 to 47.5 per cent in 2023. This suggests a growing preference for proven advertising platforms. TikTok has also gained traction as a significant advertising platform for this industry. Over the course of the last year, advertisers have doubled their use of TikTok in their advertising strategies.

The electronics sector is becoming more open to personalized advertising, with custom channels,increasing its share from 25 per cent to 29 per cent between 2022 and 2023. In the Furniture industry, Google Shopping has become the top choice for advertisers, growing from 30.5 per cent in 2022 to 38.6 per cent in Q2 2023.

In the Health & Beauty sector, mainstream channels like Google Shopping and Facebook are becoming more popular, with Google Shopping's share increasing by over 11 percentage points between 2022 and 2023. Custom channels have seen a decline of almost 10 percentage points which means that custom channels may not be the right choice for the Health & Beauty sector. TikTok is climbing the list of popular channels for this sector. From the beginning of 2022 to Q2 2023, its usage among Health & Beauty merchants grew 5x.

Read more:
PPC ads: search in decline, social on the rise report - MobileMarketing Magazine

Over the last year-and-a-half, Uber worked with creators across TikTok accounts for its various services, including its ride share and Uber Eats. But Uber is looking to fine tune how it broadcasts those messages by moving those brands under a singular TikTok account to build a cohesive brand image on the platform.

Uber worked with influencer marketing platform Grin to do so. Financial details of the partnership were not immediately available.

It felt like more of an opportunity to combine both of [those] stories into this one lifestyle story that people can relate to in different ways, said Phil Rosario, global social media lead of TikTok at Uber. The idea is that using Uber, youre not only going places or ordering things on Uber Eats. The goal here is to help people relate to the concept of going anywhere and getting anything with Uber.

Aside from unifying the approach, the brand is using TikTok as a way to build connections with a diverse audience via collaborations with content creators in an increasingly fragmented social environment.

Rather than hiring high-profile celebrities, notable personalities or influencers, Uber has opted to target content creators, according to Rosario. Doing so allows the brand to maintain control over the creative process in-house. Currently, Uber works with 10 content creators focused on various niches including comedy, food and travel. It did not say how much they were paid.

Rosario is using his own past experience as a content creator to inform his approach with creators for the brand. Rather than contacting an agency or legal team, he has direct communication with the creators. By not exerting excessive micromanagement on its creators, Uber is looking to foster a more collaborative and organic content creation process with creators who have deep knowledge of TikTok.

Rosarios highlights of Ubers collaborations with creators include when a creator used an Uber Eats bag as a going out accessory; another where a creator tasted dumplings; as well as having creators spotlight local and small restaurants across the world that uses the Uber Eats platform for customer orders.

It is important to work directly with creators when there is a trend that may not be relevant in 48 hours when it happens and to check with them to see if they have the bandwidth and are willing to create a video to support that trend, said Rosario.

As a result of the strategy, Ubers TikTok followers surpassed 850,000 followers in September 2023; the brand had over 150,000 followers one month after launching on TikTok in June 2022, according to the social intelligence platform Brandwatch. The data also showed that its organic video content has garnered 35 million views and its videos have 3.7 million organic video likes.

It is unclear how much of Ubers advertising budget is allocated to these efforts as Rosario declined to share budget specifics. According to Vivvix, with paid social from Pathmatics, Uber has spent a little over $98 million on advertising so far in 2023, down from $184 million in 2022. The data also showed that the majority of the spend was allocated to digital displays on social media apps Facebook, Instagram, and X (formerly known as Twitter) and digital OOH throughout 2023.

Madison Rogers, creative strategist at the ad agency Fuse Create said that Ubers TikTok strategy involves a systematic approach of experimentation, aimed at identifying the most effective content types. Rogers added that strategy is characterized by a continuous process of testing, learning, and adapting, enabling Uber to refine its content and make it more distinct and engaging.

Engaging with micro-influencers that have more niche, dedicated audiences in addition to TikTok stars that help them more with overall mass awareness, said Rogers. By building up a roster of influencers, it allows each audience category to feel heard and makes their feed look diverse and rich in content.

https://digiday.com/?p=523431

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Inside Uber's strategy with content creators to amplify its organic ... - Digiday

Jamal Murray is one of the key pieces in the Denver Nuggets rotation. In fact, he was the main guard that helped the Nuggets become the 2022-23 NBA champions.

While he has struggled from injuries as of late, Murray has successfully completed his comeback from a serious ACL injury he suffered back in the 2021-22 season. All his success has helped Murray amass a net worth of $25 million.

But while we know Murrays basketball career is on the rise, it seems like his life on the court has been mysterious, including his dating life. For this piece, lets get to know more about Jamal Murrays girlfriend Harper Hempel.

Jamal Murrays girlfriend is Harper Hempel. Harper Hempel was born on Aug. 31, 1997, in Union, Ky. She attended Larry A. Ryle High School.

Here, Hemel also started her amateur volleyball career. She wrapped up her high-school stint with Team Leadership Awards and district MVP honors in 2011. For her efforts, Hempel was a three-time All-State player by the Kentucky Volleyball Coaches Association.

After graduating from high school, Hempel decided to attend the Gatton School of Business at the University of Kentucky and majored in marketing and digital media. At the same time, Hempel also decided to play for the Kentucky womens volleyball team.

Hempel reportedly suited up for the Wildcats in 2016. During that year, Hempel accumulated a total of 46 assists during the season.

In fact, she registered a career-high 45 assists in the game against Marquette University alone. Another memorable game for Hempel was when she tallied a career-high five digs in a game against the University of Minnesota-Crookston.

After graduating with a degree in marketing and digital media, Hempel eventually pursued a career as a social media manager. She works as a Social Media Community Manager for Fact & Fiction. Fact & Fiction is a company that helps other firms improve their brandings.

On the other hand, Hempel also works for social marketing agency All Social Jessie. Here, she serves as the agencys Social Media Marketing Manager.

Aside from being a social media manager, Hempel is also an avid photographer. In fact, she founded her own photography company called Harper Hempel Photography.

As seen on her Instagram account, Hempel has captured plenty of her clients memories behind the camera. These memories include family birthday celebrations, weddings, parties, and etc.

In her website, Hempel explained more about her firms goals by saying I enjoy capturing special moments in personalized sessions with individuals and groups. My specialties include senior pictures, family portraits, couples, kids, and groups of friends.

Murray and Hempel met back in college when they both attended Kentucky. Afterwards, Hempel seemed to be supportive of Murrays NBA career, while she also accomplished plenty of things in her own career as a photographer and social media manager. Given that Murray and Hempel prefer to keep their lives private, little to no information is known about their relationship.

However, in 2018, Hempel did share her skills behind the camera by featuring Murray doing a confident jumper that awfully missed.

Although Murray and Hempel have been private about their relationship, things ultimately went south after Murray claimed his phone was hacked. In 2021, the hacker seemed to have gained control of the NBA champions Instagram account.

But even worse, a sexually explicit video featuring Hempel and Murray was posted on his Instagram storywithout their consent, according to a report by Heavy. The leaked video ultimately threw fans into a frenzy for the wrong reasons.

Since then, both Murray and Hempel have apologized to the public, after they were both at the center of controversy. Furthermore, the couple also pleaded to sports fans to delete the video.

On Twitter, Murray posted, First and foremost I would like to apologize to my fans. My account has been hacked, currently working on the issue. Thanks.

In the same platform, Hempel whose account is now deactivated said If you have the video please delete it.

Fortunately, the chaos eventually dissolved for the couple. Although there have also been rumors that Murray and Hempel have gone their separate ways since then, no official source has yet to confirm the status of their relationship. However, there are rumors that both Murray and Hempel are no longer together, given that the latter was in Italy while Murray celebrated after capturing his first NBA championship.

Nevertheless, this is all the information that we have on Jamal Murrays girlfriend Harper Hempel.

See more here:
Is Jamal Murray still dating Harper Hempel? - ClutchPoints

Photo courtesy of Sanook.

Recent statistics from this year reveal that only 62% of the Thai population engage in sufficient physical activities, while over 38% dont. To encourage an active lifestyle, Social Marketing Thaihealth (SMT) and its network have endorsed running as an affordable and accessible form of exercise.

SMT and the Thai Health Day Run believe that running can pave the way for a healthier and more active lifestyle, both physically and mentally. Running not only improves physical health but also releases endorphins, promoting happiness and well-being.

Many individuals use running as a means to discover new aspects of life and escape from persistent problems such as stress and grief.

Hence, this year, the SMT and the Thai Health Day Run continue to promote the culture of running with the concept Run towards a new lifestyle together, READY TO MOVE ON.

The campaign encourages people to run and motivates them to rise and start running through a series of advertisements. The campaign suggests that no matter how you run, just start running, and your life will improve.

The series of adverts also addresses several concerns that many potential runners may have, such as lack of time, nearby running locations, running alone, familiarity with the running location, and lack of enjoyment.

Everyone Can Run

The campaign also features various running locations that many people may be familiar with, as well as new locations that many people may not have considered yet. The campaign series Everyone Can Run can be followed up on.

The campaign hopes to encourage society members who see the media to overlook the questions that prevent physical activities and use running to step into a new lifestyle together, reported Sanook.

Those who do not know where to start running can start with SMT at the Thai Health Day Run. This annual running event, organized by SMT, will be held at the Rama 8 Bridge on Sunday, November 5.

Those who like to run near home can follow the 15 Minute Nearby Park project. This project, a collaboration between SMT, Bangkok and the capitals governor, Chadchart Sittipunt, encourages running around the house.

The Nearby Park Project opens opportunities for people of all genders and ages to access relaxation and exercise areas within 15 minutes.

To follow interesting campaign information and good activities from SMT, please follow: Facebook: Social Marketing Thaihealth by SMT Line: @thaihealththailand Tiktok: @thaihealth Youtube: SocialMarketingTH Website: Social Marketing for the community

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Thailand's fitness deficit: Running endorsed to get the nation moving - Thaiger

Columbus, OH As the political noise leading up to national elections in 2024 begins its long crescendo, many American investors are nervously considering implications for their investment portfolios. Regardless of political affiliation, nearly half (45%) of investors believe the results of the 2024 U.S. federal (presidential and congressional) elections will have a bigger impact on their retirement plans and portfolios than market performance, according to Nationwides ninth annual Advisor Authority survey, powered by the Nationwide Retirement Institute.

In addition to general pessimism regarding the elections impact on retirement prospects, investors fear the impact of new policy and opposing party rule on the U.S. economy. Nearly one in three (32%) investors believe the economy will plunge into a recession within 12 months if the political party with which they least align gains more power in the 2024 federal elections. Roughly the same percentage (31%) believe the party they least align with gaining more power in office will negatively impact their future finances, and 31% believe their taxes will increase within 12 months.

As we get closer to the 2024 election, were going to see more messaging and campaign ads that portray worst case scenarios, creating anxiety in investors that can lead to short-sighted, emotional decisions, said Eric Henderson, President of Nationwide Annuity. Its important for investors to not get caught up in the what ifs, and instead focus on what they can control. A proactive step would be having a conversation with their advisor or financial professional and establishing a long-term plan or revisiting the plan they already have in place to ensure it remains aligned with their goals regardless of which party takes control in Washington.

Recession fears are strong across party lines Some issues are viewed differently across party lines. More than half (57%) of investors who identify as Democrats say market performance will have a bigger impact on their retirement plans and portfolios than the results of the 2024 election, compared to 47% of investors who identify as Republicans.

However, Republicans tend to brace for election results more than their Democrat counterparts. More than two thirds (68%) of Republican investors believe the outcome of a presidential election will have a direct, immediate and lasting impact on the performance of the stock market, compared to 57% of Democratic investors. Independent investors are the least concerned with election results; fewer than half (40%) feel the results of next years election will have a bigger impact on their retirement plans and portfolios than market volatility the lowest of the three primary political demographic groups.

While its natural to feel the party you support will deliver the best economic outcome, history tells us that these instincts can be blown out of proportion, said Mark Hackett, Chief of Investment Research for Nationwide. Remember that election results in either partys favor have historically had little impact on future investment returns. Thats why its important to apply a strong filter to election news coverage to maintain an objective understanding of the events shaping our world. Its best to stay focused on the fundamental drivers of investment performance (e.g., company earnings, revenue growth, profit margins, etc.) and leadinindicators of economic conditions.

Older investors are more fearful The general fear of a recession is magnified for those closest to retirement ahead of next years election, as any wrong decision could have a lasting impact on how they live through retirement. Pre-retiree investors (defined as non-retired investors aged 55-65) are more concerned about an impending economic recession (50%) than investors overall (41%). Pre-retirees and those already in retirement are more concerned about inflation than investors overall (66%, 66% vs. 61%, respectively).

As a result, pre-retirees are planning to be more conservative with their assets than other investors perhaps because they dont have the time to recoup losses. One third (33%) of pre-retiree investors are managing their investments more conservatively in anticipation of next years election, compared to just 31% of all non-retired investors. In addition, just 12% of pre-retirees and 4% of retired investors plan to invest more aggressively in anticipation of next years election.

Economic fears spur changes to spending As campaigning and political punditry ramp up, economic factors are still top of mind for those saving for retirement.

Overall, investors who are not retired see inflation (47%), an increased cost of living (42%), and a potential recession (31%) as the greatest long-term challenges to their retirement portfolios. To compensate, they are changing their spending and investing habits, including making adjustments to cut spending and ensure a timely retirement.

To save more for retirement in the current environment, one third (33%) of investors are avoiding unnecessary expenses, such as vacations, jewelry, and shopping sprees over the next 12 months. A quarter (25%) of non-retired investors also say they will need to work longer to save money for retirement in case Social Security runs out of money, a hard reality that is projected in 10 years, according to the most recent Social Security Trustees Report.

Despite pulling back spending and adjusting investments as political pressures and economic turbulence collide, investors are entering election season on a cautiously optimistic note. Recession fears remain elevated but are down slightly from last year four in five (80%) investors are now concerned about a U.S. recession in the next 12 months, compared to 85% in 2022. Four in ten (40%) of all investors and 32% of pre-retirees describe their financial outlook for the next 12 months as optimistic.

Advisors empathize with investor concerns Financial advisors understand the fears that can stem from changes in Washington and can help investors navigate through it. Like investors, financial advisors view inflation (46%) as the most immediate challenge to their clients retirement portfolios. However, they are not immune to a partisan bias; 38% believe the stock market will be volatile for the 12 months following the election if the party they least align with gains more power after next years federal elections.

In the face of volatility spurred on by partisan noise and a potential exchange of power in Washington, advisors still maintain a more balanced, nuanced view of the election than their clients, in part because many have designed long-term strategies to protect them against volatility. Despite election jitters, most advisors (56%) believe staying the course i.e., not changing their clients investment strategies is the best course of action in an election year.

With this approach in mind, advisors are recommending and implementing their strategies accordingly. Almost all (96%) currently have a strategy in place to help their clients protect their assets against market risk, an increase from 92% in the last 12 months.

Annuities (80% vs. 78%), diversification and noncorrelated assets (72% vs. 57%), and liquid alternatives such as mutual funds or ETFs (54% vs. 31%) all saw at least a slight increase as solutions used by advisors to help their clients protect their assets against market risk in the last year.

While elections are important, and its good to be engaged in our democratic process, making emotional decisions based on what you think will happen runs the risk of derailing your retirement goals, said Henderson. Advisors and financial professionals should seize the opportunity to engage with their clients to reinforce the importance of sticking to their long-term plan. Another way to address client anxiety is to help them understand the value of protection solutions, like annuities, that guarantee income in retirement and guard against market volatility regardless of who ends up winning the election.

For additional insights on this survey data, see our infographic.

Nationwides ninth annual Advisor Authority study powered by the Nationwide Retirement Institute explores critical issues confronting advisors, financial professionals and individual investorsand the innovative techniques that they need to succeed in todays complex market.

About Advisor Authority: Methodology The research was conducted online within the U.S. by The Harris Poll on behalf of Nationwide from August 14-30, 2023, among 507 advisors and financial professionals and 2,404 investors ages 18+ with investable assets (IA) of $10K+. Advisors and financial professionals included 274 RIAs, 196 broker-dealers, 143 wirehouse and 52 other financial professionals. Among the investors, there were 636 Mass Affluent (IA of $100K-$499K), 529 Emerging High Net Worth (IA of $500K-$999K), 402 High Net Worth (IA of $1M-$4.99M) and 219 Ultra High Net Worth (IA of $5M+), as well as 618 investors with $10K to less than $100K investable assets (Less affluent). Investors included a subset of 464 pre-retirees age 55-65 who are not retired.

Raw data from advisors were not weighted and are therefore only representative of the individuals who completed the survey. Investor data are weighted where necessary by education, age by gender, race/ethnicity, region, marital status, household size, employment, household income, investable assets, and propensity to be online to bring them in line with their actual proportions in the population. To ensure the investor sample was representative, the data were initially weighted separately for those with investable assets of $10K to less than $100K and those with $100K+ and then post-weighted/combined into a total investor group. Data for the subset of pre-retirees age 55-65 who are not retired were weighted separately as needed by education, age by gender, race/ethnicity, region, marital status, household size, employment, household income, investable assets and propensity to be online.

Respondents for this survey were selected from among those who have agreed to participate in our surveys. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within + 2.7 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest. The sample data for the subset of pre-retirees age 55-65 who are not retired is accurate to within + 5.6 percentage points using a 95% confidence level.

All sample surveys and polls, whether or not they use probability sampling, are subject to other multiple sources of error which are most often not possible to quantify or estimate, including, but not limited to coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments.

About The Harris Poll The Harris Poll is one of the longest running surveys in the U.S. tracking public opinion, motivations and social sentiment since 1963 that is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. We work with clients in three primary areas: building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Our mission is to provide insights and advisory to help leaders make the best decisions possible. To learn more, please visitwww.theharrispoll.com.

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Nearly Half of Investors Believe the 2024 Election Will Have a ... - Nationwide Newsroom