Managing Editor Lisa Jenkins highlights social media marketing predictions for 2020 from 12 experts, including general and platform-specific trends, along with tips to boost marketing efficiencies. The highlights include:
decreased Facebook ads due to rising rates,
increased popularity of Facebook and Instagram Stories,
personalized customer experiences becoming a requisite practice,
the rise of micro-engagements on Instagram and
increased use of artificial intelligence to humanize brands.
Content marketing is a great way to boost brand engagement, but communication pros often struggle with the best way to present relevant messaging from a third-party source, writes Onclusive's Dan Beltramo. He contends the best way to master "marketing ventriloquism" is to focus on what you can control, such as investor relations, utilize "media monitoring systems" and "amplify your best earned media."
Melanie Cohn, Dunkin' Brands' senior brand engagement manager, discusses video content produced by influencers and how the company is increasing engagement on YouTube and Instagram. She also talks about brand safety as a priority and the emergence of newer players, such as TikTok, Facebook Watch, IGTV and Snapchat.
Brands now have access to Twitter Brand Surveys, a new tool that provides details regarding campaign performance for managed accounts in the US, Brazil, Canada, Japan and the UK. The platform uses an attribution model to recognize a promoted tweet or in-stream video ad "responsible for high and low brand lift, which helps marketers hone their creative strategy for the future," and learn "how the frequency of their ad exposure affects brand metrics or understand the lift in message association for their brand and its competitors," the company says in a blog post.
Procter & Gamble's Secret brand has launched an Instagram campaign to support "Women-Owned Wednesdays," which features a directory on its Instagram page showcasing 100 female-owned businesses across the US. The push includes pinned Instagram Stories showcasing female-owned businesses in select cities, and shoppable videos encouraging users to buy from women-owned businesses based in Cincinnati, where P&G is based.
McCann's two-minute animated holiday spot for Chick-fil-A tells the story of a young girl, whose family is too busy to help her build a snowman, being led into a magical world behind a grandfather clock where she discovers "The Time Shop" and a man who teaches her about "Together Time" and gives her a certificate that she takes back home that gifts "1 hour to make the best snowman ever." The campaign includes a dedicated site where people can customize Time Cards as gifts and a free Time Shop pop-up in New York City.
Folgers is rolling out advertising that offers a more chaotic spin on its classic "The Best Part of Wakin' Up" jingle with videos depicting singers randomly appearing during awkward morning moments. The Publicis Groupe's PSOne campaign will include broadcast and online video as well as digital banners and digital radio ads.
Consumer tech's top influencers and trailblazers are poised to share their expertise and industry insights on resilience tech, smart cities, sports tech and more at CES 2020. With 300+ sessions that touch on every topic arising from the show floor, CES conference programming gives you the big picture, the future landscape and a deeper understanding of emerging technologies that are defining the tech market in the coming year. Explore the CES conference program.