Global advertising investment is expected to rise 3.6% this year, an increase from 3.1% in 2017, powered by digital growth that will reach $220.3 billion, with mobile taking a $121.1 billion share, per Dentsu Aegis Network. Digital ad spend will surpass TV, at 38.3% of the total share compared with 35.5%, respectively, and social media will account for 23.5% of digital ad investment.
Facebook's algorithm update to prioritize user content above that of brands and media outlets in its News Feed is the "final nail in the existing coffin" of organic reach for advertisers, says AnalogFolk's Doug Baker. Agency execs say the move will lead to more paid ads, with advertisers having to deliver higher-quality creative.
Coca-Cola is reviving its "First Taste" strategy with a new spot for Coke Zero Sugar in the UK. The latest campaign includes a presence in multiple channels, including TV, digital, out of home and social.
Facebook's news feed update, which prioritizes social interactions and posts among friends on the platform while de-emphasizing content from brands and media, will increase the problem of consumers living in social bubbles where everyone shares the same opinions, Callum Borchers writes. The strategy does make business sense though, since an added comfort level may prompt users to spend longer in their feeds and be exposed to more paid ads, he writes.
PR pro Stephanie Vermillion suggests the best ways to develop a more welcoming workplace culture, including polling employees to see what types of team-building activities they most enjoy. She also suggests creating a team devoted to planning activities that employees prefer to help reinforce culture, but leaders should make sure there is still a focus on work as well as fun.
Developing technologies such as artificial intelligence and blockchain that are making waves elsewhere can also be used to enhance programmatic ad buying. That's according to IBM CMO Michelle Peluso, who explores the possibilities in an interview.
Bud Light, Coors Light and Miller Lite were America's top-selling beers in 2017, the first time in history that the US' three biggest sellers were low-calorie domestic brews. Rounding out the top five were Budweiser and Corona.
The rise of voice-enabled devices is prompting brands to create sonic identities; for example Visa's new digital sound plays every time a customer makes a payment, and 83% of customers feel positively about the brand as a result, Katie Richards writes. "We are now in a currency of language and sound, as opposed to screens," Pandora's Lauren Nagel says.
Small business owners must develop social strategies that incorporate influencers to nurture prospects on their buying journey with informative, valuable content, Leanne Hoagland-Smith writes. Marketers must identify how social has disrupted their target buyer's journey and adapt their marketing and sales strategies accordingly, she writes.
Influencer strategies driven by using key opinion leaders are a must-have for business-to-business marketers, and Kimberly Whitler examines three brands seeing success with this approach in China. The case studies show that partnering with key opinion leaders boosts brand awareness, enhances a brand's reputation and delivers improved results at lower costs than traditional marketing tactics.
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