The Weekly Marketing Roundup: 23/06/19

This Weekly Marketing Roundup: 23/06/19 we discuss How to market to (the elusive) Gen Z, Spying on your competition (without them knowing) and The State of video consumption in Australia. #marketingnews #sydneydigitalmarketing #digitalmarketing #weeklymarketingroundup Thank you for tuning into this week’s digital marketing roundup. Here we talk about the latest news, challenges, and opportunities affecting the digital marketing landscape today, curated by Sydney Digital Marketing. Join the conversation in the comments below.

Here’s everything you need to know about marketing to Gen Z

GEN Z represents the next big challenge for marketers. This emerging customer cohort (the eldest turn 22 this year) already have a spending power estimated between US$29 and US$143 billion and so understanding their behaviour is fast becoming essential for brands that want to capture and maintain their attention. Capturing this will allow them to shape your marketing strategy and can help connect you to the next generation of customer.

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They have short attention spans

Marketers have a split second to capture Gen Z’s attention. For social media marketers, this means investing in original and instantly engaging visuals that can stop them mid-scroll. A 2018 Pew study found that 44 percent of teens say they go online “several times a day”. Combined with the 45 percent of those online “almost constantly“, this means that that 9 out of 10 teens are online multiple times a day.

Social media is life

With 75 percent of Gen-Z naming the mobile phone their device of choice – and the majority spending around three hours per day on social media – a mobile-first marketing strategy is essential. Instagram’s steps towards eCommerce provide a big opportunity here. Shopping tags in images and the “swipe up” option in Stories both tap into Gen Z’s expectation of instant information, and work to maximise their attention before it’s lost.

They’re slow to trust

Criteo’s Gen Z report showed that 62 percent of Gen Z prefer ads which ‘bring value to their lives’. It’ll not only encourage them to spend more time with your content, but they’ll appreciate the fact that you’ve earned the right to advertise to them. But with brands only representing 10 percent of Gen Z’s followed accounts, marketers can’t expect to gain access to their social circles on their own. Influencers can help bridge this gap – Gen Z looks to influencers as trusted peers: They are 1.3x more likely to purchase a product recommended by an influencer than by a traditional TV or movie celebrity.   Weekly-marketing-roundup-23/07/19   Influencers also tap into their cautious reliance on reviews – 78 percent of Gen Z have read a review when buying a product in the past 30 days. For more Gen Z insights, download Vamp’s ‘Understanding and Marketing to Gen Z’ report here.

7 Ways to Monitor Your Competitors’ Content Strategy

Monitoring your competitors’ content efforts is an essential step for brands developing their own content marketing strategy. Finding out what works for a competitor will enable proactive brands to gain insights about the type of content their audience might also respond to, and the broader needs and demands within their niche.

1. Sign up to receive email updates

According to a survey by BtoB Magazine, 59% of marketers say that email is the most effective channel for generating revenue. By signing up to a competitors’ email list, marketing teams can learn more about the company’s culture, business news, seasonal campaigns, types of content and frequency of publishing content, and how their competition addresses their target audience.

2. Analyse video content

A recent study by Cisco suggests that by the end of 2019, 81% of consumer Internet traffic will be video. Engagement is a good indicator of content performance. Check to see which videos have the most views, evaluate target keywords in the video title and description, and document anything noteworthy. Plus subscribe to competitors’ YouTube channels in order to get alerts for new videos.

3. Track social media presence

Most companies are now active on several social media channels. Among various measures, you can observe the tone of their posts, the images they use, and the effectiveness of their overall social media strategy. A useful tool to monitor a competitor’s social activity is Rival IQ. This tool helps companies see how quickly competitors are gaining followers, how often they post, their average engagement rate, and their most successful posts.

 

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4. Review top-performing content

Brands can also learn about their competitors’ content strategy by looking at their best-performing content. Social shares are one of the best, and easiest metrics to evaluate this content – you can use a tool like Buzzsumo, for example, to find and analyse a top-performing blog post for any competitor or topic.

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5. Identify the best keywords to target

Selecting the right keywords for your content can dramatically increase the chances of a company’s website appearing in relevant search results. Ahrefs helps marketing teams monitor their competitors by revealing associated keywords, data on search volume, and the keyword proficiency for top-performing posts.   Weekly-marketing-roundup-23/07/19

6. Attend competitors’ webinars

Sixty-one percent of content marketers use webinars as part of their content marketing strategy. Webinars often delve deeper into a particular topic, and through this, brands can find out what interests their competitors’ audience and the specific angles they take.

7. Monitor changes to a competitor’s site

Lastly, brands should monitor their competitors’ website or blog for any significant changes in design or messaging. For example, marketers need to know if a competitor launches a new product or service, while tracking their approach to messaging is also helpful. It’s important to evaluate the competitor’s overall content experience.

Facebook Publishes New, In-Depth Report on the State of Video Consumption in Australia

As video consumption behaviours shift, its fairly clear that traditional broadcasters are in a steady decline, and that online platforms and ‘on-demand’ options are taking up more space in the video market. But how significant is the video consumption shift, and what do marketers really need to be aware of in this process? That’s what Facebook sought to find out with its new report. In order to establish the true significance of the changing tide of modern video consumption, Facebook commissioned PwC to conduct an extensive research report on viewing habits in Australia, and where attention is shifting. Weekly-marketing-roundup-23/07/19   As you can see, in terms of relative attention, online providers fare particularly well – however that’s not a direct comparison when it comes to promotion, given that traditional TV outlets have ad breaks built-in, which consumers are more used to sitting through. On Netflix, there are no ads (for now), while on Facebook, Instagram and YouTube, ads are either skippable, and/or limited to minimise disruption. So while they may hold attention, they are not as lucrative for advertisers. But that might not matter, considering the significance of the shift. Additionally, there are notes on how long people are spending on each platform, based on self-reported estimates.   Weekly-marketing-roundup-23/07/19   As you can see, there’s a lot to take in here, a heap of valuable insights for digital marketers – and each of these categories is broken down by demographic, and beyond in the full 52-page report.

10 Social Media Statistics You Need to Know in 2019

Social media usage continues to grow, as social platforms reach into new regions and become an even bigger part of day-to-day life. So how significant is social media in 2019? That’s what this infographic from the team at Oberlo is all about. The listing below includes insights into overall social media usage, platform-specific trends, popularity by demographic group, and more. If you’re looking to get a better handle on the ‘why’ of social media for your business, this graphic will help, while it may also inform your overall strategic planning.   10 Social Media Statistics You Need to Know in 2019 Weekly-marketing-roundup-23/07/19 Weekly-marketing-roundup-23/07/19 Weekly-marketing-roundup-23/07/19 Weekly-marketing-roundup-23/07/19 Weekly-marketing-roundup-23/07/19 Weekly-marketing-roundup-23/07/19 Weekly-marketing-roundup-23/07/19

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The strategic role of digital marketing in improving the buyer journey

MARKETING analysts suggest that consumers who research online and purchase offline spend 36 percent more than those who do not do online research. Today’s consumer journey is more dynamic than ever with digital formats being integrated along the way, which gives marketers many touch points to influence consumer decisions. After all, Calvin Klein CMO Marie Gulin-Merle did say that “50 percent of sales are digitally influenced” and reiterated that this statistic applies to all industries.   Weekly-marketing-roundup-23/07/19

 

Keeping up with consumers

To continually keep up to date with consumers in this digital age, businesses will need to be digital-savvy. That is exactly what the New York Times did in 2011 as its consumers switched from burying their noses into newspapers to getting glued to their smartphones. The company is one of the few pre-digital brands that successfully transformed its business structure to suit the rise of digital. As a result, the publication now has 4.3 million paying subscribers.

Don’t just get data, get closer

Weekly-marketing-roundup-23/07/19   Walmart uses data insights from the back-end to improve the experience it provides to consumers. Consumers can add up the cost of their shopping lists before they are physically present at the store. When they are there, they can simply interact with the app’s ‘store assistant’ that will guide them to the right aisles. As consumers grow to become more informed in the digital era, businesses will no longer ‘sell’ but flex marketing tactics that boost the ‘buying’ process instead. Every touch point along the consumer journey is an opportunity for marketers to influence consumer decision. It is like an infinity band, really, where businesses need to constantly empower their consumers at strategic touch points, from discovery to post-purchase, to draw them in and keep them engaged. Thanks for tuning in to this week’s marketing roundup for Marketers and Business Owners alike. Make sure to follow our company channel for more updates every Friday Lunchtime (AEST).