The 3rd party cookie may soon be remembered as little more than an archaic framework from which true resonance between brand and interested parties was forged.
On August 27, 2019, Google published the results of a detailed study wherein they removed tracking or cookie features from the test group, to observe the impact on advertising and the general user experience. Amongst other things they noted that, “We saw a 21% increase in user clicks to close an ad by the treatment group (who encountered non-personalized ads). When prompted with a list of reasons why they wanted to stop seeing an ad, there was a 21% increase in user clicks on the reason “Not interested in this ad” and a 29% increase in user clicks on the reason “Seen this ad multiple times”.
Closer inspection of marketing technology and methodology have surged since Google’s press release of January 14 this year, cementing their suspected turn around on the use of 3rd-party tracking cookies. Many global advertisers have begun to lament the loss of such cookies as Google’s own research showed that, “users without cookies generate at least 37.5%, and up to 66% less revenue.” But the digital marketing industry has had a long time to prepare for the inevitable disappearance of 3rd-party cookies, and they won’t entirely vanish from the scene until 2022.
The point, quite besides any privacy concerns, is that cookie-based marketing hasn’t been the most effective methodology for some time now. Advertising agencies in-the-know have moved on to more technologically advanced and less invasive processes to secure mutual relevance between companies and the browsing public. The truth is that cookies weren’t all that they were cracked up to be in the first place. While they were certainly better than the digital equivalent of cold calling, there was ample room for improvement.
Combining SQREEM’s groundbreaking technology with TMI’s many years of advertising expertise is simply a natural fit and one which is already showing seismic shifts in profitability for clients and accuracy for consumers. Mercedes-Benz South Africa enjoyed an engagement rate of 30% (outperforming Google’s display benchmark of 0.36% by 8000%). They acquired so many relevant, qualified leads that the call-centre requested the campaign be paused while they catch up.
SQREEM has built an AI platform able to grasp behavior, context, and logic, at levels of scale and complexity vastly beyond human capability and turned the process of identifying, targeting, engaging, and converting over three billion consumers across the world into a fully automated science. The AI is able to identify links and associations among vast, unstructured digital activities across any platform and determine macro-behavioral normalcy versus micro-behavioral abnormality.
The results are undeniable. 30% of static display ad impressions are typically lost to bots but SQREEM requires swipe interactions which guarantee a 100% human audience. The Google display click through rate is 0.36% while SQREEM delivers an entry CTR of 2%. Digital advertising is delivered via the ChannelSQREEM Brand Pod, similar in structure to a display banner ad, only leagues apart.
For the TMI Collective and SQREEM the future of marketing won’t be decided in 2022 by the forced disappearance of 3rd party cookies, these companies have already moved beyond and will continue to carry the torch into a bright future under the banner of Channel SQREEM.
It should go without saying that YouTube is the ideal platform on which to post video content. That being said, if you’re starting up your very own YouTube channel it’s important for you to accumulate a significant amount of followers in order to stand out from your competitors. Here are some ways in which you can effectively build up a following on YouTube.
A well-planned SEO strategy is an effective means of gaining traffic and subscribers, so be sure to optimise your YouTube channel if you want more people to find it. Your first move should be to perform some solid keyword research for your channel, perhaps using YouTube’s search function as a tool. With it, you can type in keywords you’d like to use in order to find out what other people are currently talking about. You can also use Google Ads to do keyword research. Once you’ve found the right keywords, include them naturally within your YouTube content. Try adding subtitles to your videos in order for the algorithm to categorise those videos based on their transcripts.
A great way to keep people interested in your content is to produce it on a regular basis. Your follower base is only just getting used to you, and a consistent output of impactful video content is sure to keep them hooked. You might want to start by producing channel trailers on a regular basis in order to catch the eye of your intended audience. It’s also a good idea to create a visible content schedule on your profile. Once people start to come across your channel and become invested in it, there’s a great chance that they’ll carry on coming back if you stick to that schedule. If you need to make any changes to your channel, then be open about it to your followers. This way, they won’t be deterred.
Interacting with your audience through your content is an effective way of keeping them interested in your channel. An example would be adding a call to action (CTA) at the end of your videos, perhaps asking whoever’s watching to subscribe to your channel in order to enjoy more of your content.
Promote your channel
If you’re serious about your YouTube channel gaining traction, then make sure you promote it on other social media platforms. By sharing your videos on platforms such as Facebook and Twitter you are increasing awareness of your channel. If your posts are tantalizing enough, then there’s a good chance of people clicking through to your YouTube channel and subscribing. In addition, if people start commenting on your social media posts and on your YouTube channel itself, then you have a better opportunity to engage with them by answering their questions and taking an interest in their opinions. It’s a valuable way to increase their confidence in you and get them onto your side.
YouTube is an indispensable platform for creators of video content. If you want to gain a YouTube following, then make sure content is properly optimised, produced on a regular basis and interactive. Also remember to promote your content on other platforms such as Facebook and Twitter and engage with your audience at all times. If you do all this, then you’ll quickly see your list of subscribers grow.
It’s a fact that where consumers go, marketers will follow. Television, radio, and newspapers used to be the most popular channels to reach audiences, even though the marketing opportunities were somewhat limited. While the beloved television hasn’t lost it’s glow with consumers, TV sets alone are no longer enough to feed their craving for content. The advancement of digital devices means consumers are now constantly distracted by TV, social media, online content, and more.
With this killer combo comes a new challenge: a consumer’s interactions are becoming shorter as multiple devices often demand their attention at once. As such, brands that want to build an omnipresent online footprint must spread their marketing collateral across a range of channels in a way that engages and captures consumers’ interest.
Google, in collaboration with Sterling Brands and Ipsos, recently released a report “The New Multi-screen World: Understanding Cross-platform Consumer Behavior,” in which they tracked the behaviour of the always-on consumer. They uncovered that 90 percent of the time is spent on screen-based devices such as smartphones, computers, tablets, or television. The other 10 percent is devoted to traditional media such as newspapers or magazines.
However, when it comes to individual sessions, consumers spend on average 26 minutes more watching TV than looking at their smartphone. Below is a breakdown of the amount of time devoted to different device categories.
17 minutes on smartphones
30 minutes on tablets
39 minutes on computers
43 minutes on TV
These timeframes may seem enough to get your message across but remember consumers visit several websites and switch TV channels where many other brands are vying for their attention. This means that when delivering content, brands will have to make every minute count. In content marketing, for example, every article should boil down to the first five seconds as this is a crucial time during which readers decide whether or not to leave the page. Content should therefore be to the point, be meaningful, use catchy headlines, and be visually appealing, especially for smartphone users who are likely to scan through content.
Beyond time spent, the report also uncovered what consumers are looking for on each device, which will further help brands distributing the right content to the right channel. For example:
Computers are used to search for information (and are typically used at home).
Smartphones are used for more bite-sized content consumption — and to keep people connected.
Tablets are used for entertainment purposes such as browsing the net and playing games.
Brands looking to incite consumer interest at all times, regardless of intent and device usage, should take advantage of the multiscreen trend, which is divided into sequential usage and simultaneous usage. Ninety percent of consumers use multiple screens sequentially in order to reach a specific goal, with the top activities per device being:
According to the report, most sequential users start with a smartphone then move on to a PC or a tablet, although fewer people prefer the latter route.
For simultaneous device users, the most common screen combinations are smartphone and television (81%), smartphone and laptop/PC (66%), and laptop/PC and TV (66%). The top activities per device category are:
These trends show that consumers have different needs and preferences when interacting with content. Identifying the channels customers most prominently cycle through is an effective way to connect with customers where they already are. Investing in a single channel might get clicks, but buyers of today require more fluidity with their content consumption. They might hear an ad on TV as they get dressed in the morning, watch the ad on their smartphone as they take the train to work, then visit your online store on their PC during their lunch hour.
And with all the distractions that come with multi screen usage, it’s important to make content easily to discover, share, and save for future use. They might not have time to read a blog post they accidentally stumbled upon during the day, but there should be a way for them to come back to it as they lie in bed that night, even if they use a different device.
Your audiences are everywhere and so should your content be.
Video content is a beneficial tool for any marketer. It’s a worthwhile means of sharing your brand’s message with your audience in an engaging, informative and visually stimulating manner. Video can be especially beneficial for demand generation content. Demand generation refers to the aim of targeted marketing programs to drive awareness around and interest in a brand’s products or services. Here are three reasons why video can be so important for demand generation content.
Video Content Can Be Benchmarked
Many video content platforms feature analytics that help to measure how well that video content is performing. YouTube Analytics is perhaps the most prominent example given how predominant YouTube is among video content sites. The data read by analytics tools such as this can include the number of times a video has been viewed and how long that video was viewed for. Video analytics tools are particularly useful for measuring audience engagement, but it can be difficult for brands to assess the impact of their video content when compared with content produced by their competitors.
Enter benchmarking, a great way for companies to measure just how effectively their marketing plans are progressing against competitors in their relevant industries. Many platforms feature benchmarking analytics, including Google Analytics. Benchmarking is particularly effective when it comes to video content given how prevalent and effective video marketing has become. By making use of benchmarking analytics, a brand can ascertain what metrics are important to creating an effective video marketing strategy. Plus, a brand can assess industry standards in order to find out what elements of their strategy need to be improved.
Video Can Improve Existing Technology
Biju Muduli explains how marketers have a lot to deal with when it comes to producing video campaigns and mentions the almost overwhelming amount of technologies and data insights available to them. The amount can be so overwhelming that it can at times be hard to know which tools are necessary for the creation of an intelligible video strategy. Muduli explains that, by adding video to their current marketing technologies, marketers will be more able to “focus on the creativity that’s driving video content instead of the execution and analytics reporting details.” They will be able to create, optimise and keep track of campaigns from within one application, while also having just one dashboard on which they can collate all necessary information across various campaigns. As Muduli specifies, “it is essential that video be scaled, delivered and measured with just a few clicks.”
Quality Over Quantity
The quality of both your leads and your content go hand in hand with each other. Being at once an engaging, immersive and compelling means of marketing a brand, video content can represent the type of marketing quality that results in leads that are more qualified. This is why brands should harness the power of video content when formulating their marketing strategies.
Video is a powerful tool to make use of within the multifaceted field of marketing. It’s particularly beneficial when used as part of content strategies that are aimed at building awareness around a brand. It can be easily benchmarked, it’s effective in improving existing technologies, and it’s great for producing high-quality content.
The coronavirus pandemic is shaking the global economy, impacting the confidence, shopping behaviour, and social activities of consumers everywhere. With millions of people around the world under lockdown or ordered to stay home, a recent survey by McKinsey appealed to consumers’ concerns about the disruption to their daily lives and their overall outlook of the future. The survey tracked consumer sentiment throughout several countries including the USA, UK, Australia, and South Africa.
A snapshot of the global sentiment revealed that Japan has the highest level of concern about their economic recovery, with only 6% of respondents having a positive outlook. China, which is making great strides in the battle against the outbreak, had the most positive attitude towards the situation, with 53% of respondents anticipating economic recovery.
Even though people tend to spend less money on discretionary purchases during the crisis, the survey observed an uptick in spending in certain countries, most likely attributed to panic buying and stocking up on essential products. Online shopping increased globally as physical stores shut down and people are ordered to stay home, however, this trend has not come close to offsetting the overall reduction in spending.
In South Africa, confidence levels about the economy are low – only 28% of respondents are optimistic about an economic rebound. Consumers say they are planning to cut back across all spending categories during the April lockdown, except on groceries and home entertainment.
Consumers also revealed which shopping channels they plan to use when purchasing goods during the crisis, divided between online and in-store: with home entertainment, books, magazines, and newspapers likely to be consumed online while they’ll likely go in-store for groceries, food takeaways, household supplies, personal care products, skincare and makeup, footwear, accessories, jewellery, furniture and appliances, fitness and wellness apparel, alcohol, and tobacco.
With more time spent at home these days, it’s no surprise that South African consumers project considerable behaviour changes. The table below shows how they were planning to allocate their time to home activities that will help them get through the tough days ahead.
Spend less time
Stay the same
Spend more time
Cooking at home
Texting, chatting, messaging
Using social media
Reading news online
Watching movies or shows
Watching live news
Watching video content
Reading fiction/ non-fiction
Playing video games
Reading physical newspapers
Online shopping for groceries
McKinsey’s report shows that the coronavirus pandemic is causing disruption and uncertainty in all aspects of daily life, from work and finances to socialising and travel. By sharing these stats on how people are adjusting their shopping and online habits, we hope you’ll find some useful insights that will help you connect with customers and keep your Search and Display, and Social marketing strategies relevant during the current turmoil.