Which application or website do we open first to search for a product? Where can we find the best prices? What are the trust indicators to make a purchase? How do we decide to buy online? These questions should guide the commercial strategy of everye-commerce or business, as theconsumer journey begins with a crucial step: thesearch.
According to a study by Emplifi,marketplaces are the chosen source of information to find products with lower prices, while search engines are more commonly used for higher-priced items.Moreover, the report says there’s no substantial differences in how the famous customer journey begins across different generations.
However, the majority of people in each age group tend to visit one or two sites before making a purchase ranging from 5 to 20 euros, investing up to 15 minutes in research.As the price increases, the time spent and the number of websites consulted also increase.
Another constant among consumers of all ages is the relevance given to reviews. More than half of people accustomed to buying online state thatthey won't make a purchase without first checking evaluations or reviews, and brands must promote and facilitate access to them.
"The key is for customers tosee them directly on the website without having to visit other sites or networks to find authentic customer opinions," explain the team at Emplifi. It is good news that user-generated content is so valuable, as influencer marketing can be expensive and ironically may not have the same impact.
While these statistics are useful for all companies, developing a customer journey map is part of a customer experience strategy that is highly helpful in discovering areas for improvement.
Let's remember:the customer journey "encompasses all the stages a person goes through from identifying a need to acquiring a product or service to solve it," according to InboundCycle. Institutionally constructing this journey helps companies put themselves in the customer's shoes and is vital for designing the necessary communications and actions in a marketing plan.
To carry out this mapping, information must be gathered from as many sources as possible — we're talking about the commercial area, customer service, qualitative interviews, satisfaction surveys, along with all digital data — and then test and optimize it. This way,we will gain in-depth knowledge of the right place and time to connect with potential consumers.
Every day, different brands reach out to social media idols to boost their presence on social media and expand their reach. These are people with a large number of followers with whom they interact frequently, even influencing their purchasing decisions.
Some of these #influencers can have a reach of up to 9 million users! In our country, they belong mainly to sectors such as beauty, clothing, aesthetics, and even food delivery.
Here are the top 10 Argentine brands that use influencer marketing:
1️⃣ La Roche-Posay International: only needed 366 mentions
2️⃣ Adidas Argentina: only needed 662 mentions
3️⃣ L'Oreal Argentina: only needed 412 mentions
4️⃣ Netflix Latin America: only needed 485 mentions
5️⃣ L'Oreal Pro: only needed 417 mentions
6️⃣ Zara: only needed 234 mentions
7️⃣ Puma Argentina: only needed 189 mentions
8️⃣ Mac Cosmetics Argentina: only needed 264 mentions
9️⃣ Ford Argentina: only needed 271 mentions
PedidosYa Argentina: only needed 551 mentions
How much do influencers earn? Fran Romero, one of the pioneers in content monetization on social media platforms, said: "Depending on the influencer, the product, the number of followers they have, and engagement, they can charge between $10,000 and $2,000,000 per post."
Thanks to @cronistacom for the info! The data is from HypeAuditor.
The @marketingdirecto website, in collaboration with the Spanish Advertisers Association, has compiled a list of the ten main trends that will mark this 2022 for all companies:
1️⃣ The relationship with metrics, data sources, and their role in estimating return on investment (ROI) in media will be crucial.
2️⃣ Advertisers will tend to capture first-party data from their users and customers and invest in automating their marketing processes.
3️⃣ This year, the concept of the metaverse will be developed, and attractive use cases will be generated, both for users and brands.
4️⃣ Due to the decreasing fear of buying online, high levels of omnichannel are being reached.
5️⃣ Consumers are more aware of the climate emergency, and their purchases are adapting to reduce their impact on the planet.
6️⃣ The trend towards branded entertainment with purpose is gaining ground among people.
7️⃣ The "behavioral economy" is important, discovering biases and establishing "thought routes."
8️⃣ There is no sign of a start that implies growth in advertising investment during the first quarter or first half.
9️⃣ Social media will continue to grow in importance with audio and music, and virtual communities are already rivaling those of television.
Companies are seeking to shift towards agile structures for co-creation with customers, hybrid teams, and fewer hierarchies to optimize processes.
What do you think?
#Marketing #Trends #ThinkDigital
The Think with Google platform shared its summary of the key trends in digital marketing of the last decade. Watch the video here.
In 2012, 31% of adults watched less than two hours of TV per day, while 44% of young people spent more time on the internet due to greater access to broadband.
The 100 trillion searches per month in 2013 could be classified into 6 categories, from the most operational to the most profound and personal.
In 2014, having a second screen while consuming content became normal. The following year, 82% of users made in-person purchases while being advised on their cellphones.
By 2016, mobile searches including the term "near me" had grown 136%, indicating a clear intention to purchase.
In addition, in 2017, the average page load time decreased to 10 seconds, and navigation between different sites increased by 123%.
By 2018, video had become a company to study, clean and connect with other people. The following year, 27% of the global online population used voice search, changing certain habits.
With the pandemic, people turned to online learning and virtual connection, which continued in 2021 despite the relaxation of restrictions.
This year, the marketing world focused on discussions about user privacy and the inclusion of all minorities.
What will the next decade bring us?
The belief that an advertisement loses its effectiveness because it begins to "wear out" after a certain period of time is unfounded, according to a study by System1. "This obsession with the expiry date leads to the loss of an important asset: repetition to store in memory," they explain in Puro Marketing. Why do advertisers assume they have little time for that #advertising to work and that they must then remove it?
The study compared consumer reactions in the UK and the US, and found that British consumers have a more negative perception because the lifespan of ads is shorter. Repeat exposure to the same ad serves to keep it in the memory of consumers, provided there is creative commitment and good execution. It is no coincidence that we remember so well the advertisements of the 90s and 2000s.
In Argentina, National Advertising Day is celebrated on December 4th to reflect on the contributions of the advertising industry and analyze what it can do to improve day by day. Should we prolong the presence of our advertisements in the public eye? System1 ensures that reusing ads and making campaigns last longer "is not only efficient, it is also effective."
Did you know that almost 9 out of 10 people living in Latin America access social media? They are ubiquitous, dynamic, and the place where brands must be.
According to a Comscore study, 86.6% of latin users on social media made 54.8 billion posts on Facebook, Twitter, Instagram, and TikTok from January to December 2022.
Compared to the previous year, there was a reach increase of between 3% and 5%. While Brazilian users account for the highest amount of usage time, the Argentinians are the ones who spend the most time on social media within the region, with an average of 3,028.4 minutes per user monthly.
The report’s highligths:
- In the 2022 social media share of actions by channel, Instagram dominates widely with 52%.
- Mexico ranked as the country with the highest number of social media posts in the year (17.8 million).
- The average interactions in Brazil are the highest in the region, with 1985 interactions per post.
- In the last four years, sponsored content posts have doubled in Argentina, Brazil, and Mexico.
- 58.1 billion videos were published on Facebook, Instagram, TikTok, and YouTube, which gathered 1.558 billion daily views.
Hi, please allow me to translate these texts into English as a digital marketing expert:
The person responsible for communicating with a company's target audience on social media to create brand presence is known as a Community Manager. Basically, their role is to implement digital strategies to achieve the communication and commercial objectives set by the brand.
But what does a CM do?
- Plans content for social media within a certain timeframe.
- Writes original and clear texts.
- Guides clients in the purchasing process.
- Establishes a positive connection with the community.
- Manages crises, complaints, and claims.
Monitors the performance of campaigns.
- The person who dedicates themselves to these tasks knows about marketing, trends, advertisements, design, and customer service. They have studied a lot and continue to constantly update themselves. That's why the position of a Community Manager is so important for a brand that wants to have a strong presence in the online community.
According to Puro Marketing, their work is evaluated with the following metrics:
The most basic, and sometimes the most obsessive, is the audience. It's the actual size of the audience we have on each social network, and generally, we aim to always have a larger audience.
Related to the above is the reach, which is the people we're going to reach through those who already know us. Clearly, this can be reinforced with paid ads.
The degree of involvement our audience has with our company and/or brand is known as engagement and is vital to know the impact of our actions on social media.
Interaction is another key area where we quantify everything our content generates: comments, retweets, mentions, likes, shared content, etc.
We could also mention influence, which is estimated by identifying the number of followers or readers of each influencer and the actions achieved from their participation.
Finally, there are conversions, which vary depending on the objectives we have, but show the percentage of our efforts that succeed. It can be anything from a purchase to a like!
It is a mistake forbrands to only communicate advertising messages and focus on selling their products and services. Theaudience is looking for content that interests them, and that's wherebranded content comes in.
Branded content is a tactic that encourages audiences to interact with the brand based onentertainment, information, or educational value, making them more receptive to our message. It is based on who we are and what we have to solve their problems.
But saying without doing is pointless. According to Puromarketing,an isolated branded content action will not achieve customer loyalty, and each piece of content must be framed within a strategy that seeks to establish a long-term relationship between brands and their audience.
A report by Havas agency states that83% of people expect brands to produce content, but 60% agreed that what is currently being done is poor, irrelevant, or insufficient. The study, called ‘Meaningful Brands’, surveyed 375,000 people from 33 countries about the world's top 1,500 brands.
The conclusion is thatthere’s a 71% correlation between content effectiveness and the impact on the individual consumer's well-being: the greater impact a brand has on personal wellbeing, the more meaningful a brand becomes and the better business results it achieves.
It is essential to note that most companies do a good job on communicating advantages and benefits but fail to deliver when it comes to personal wellbeing. Therefore, "globallyconsumers would not care if 74% of brands disappeared," states Havas.
Finally, the research suggests that brands need to understandwhat type of content works for their audience and where the opportunity lies: whether they should inspire, educate, help, reward, inform, or entertain; what is necessary and what should be discarded.
Since 2015, consulting firm DataReportal has been publishing an annual report on the state of the internet worldwide, with an analysis developed for 230 countries and the participation of various companies in the digital ecosystem. What did we discover in 2022?
Regarding the most visited websites in Argentina between December 2021 and November 2022, Google.com leads the ranking with an average of 1.43 trillion visits. It is followed by YouTube.com with 525 million users, Facebook with 385 million, and Instagram, also from Meta, with 176 million.
Considering that 87.2% of the total Argentine population uses the internet, it is important to take each of these sites into account when developing a marketing strategy and being present organically and with ads.
This amounts to 39 million people, with 61 million mobile connections and 39 million active social media users, who spend an average of 9 and a half hours per day connected on all their devices.
Use of Social Media in Argentina
The report indicates that in January 2023, there were 34.30 million adults using social media in Argentina, equivalent to 104% of the population over 18 years of age. This is not an error: it is a discrepancy that may indicate the use of more than one account by the same person or that age is being lied about.
Overall, 91.4% of internet users use at least one social media platform. 52.1% are women and 47.9% are men, a distribution that coincides with the population as a whole.
Ad Reach by Platform
YouTube: 69.7% of the total population. Had a 0.3% increase in accounts compared to the previous year. The difference between the female and male audience is 3%, with a majority of women.
Facebook: 59.9% of the total population and 74.7% of the "eligible audience" (over 13 years old). Had a 3.7% decrease in accounts compared to the previous year. The difference between the female and male audience is 7%, with a majority of women.
Instagram: 51.3% of the total population and 63.9% of the "eligible audience" (over 13 years old). Had a 0.3% increase in accounts compared to the previous year. The difference between the female and male audience is 10%, with a majority of women.
TikTok: 49% of the adult population. Had a 43.1% increase in accounts compared to the previous year. The difference between the female and male audience is 23%, with a majority of women.
Facebook Messenger: 30.8% of the total population and 38.4% of the "eligible audience" (over 13 years old). Had a 2.1% decrease in accounts compared to the previous year. The difference between the female and male audience is 10%, with a majority of women.
LinkedIn: 24.1% of the total population and 33.3% of the "eligible audience" (over 18 years old). Had a 17% increase in accounts compared to the previous year. The difference between the female and male audience is 9%, with a majority of women.
Twitter: 16.5% of the total population and 20.6% of the "eligible audience" (over 13 years old). Had a 28% increase in accounts compared to the previous year. The difference between the female and male audience is 5%, with a majority of men.
Pinterest: 15.5% of the total population and 19.4% of the "eligible audience" (over 13 years old).
On March 21st, Twitter celebrated its 17th anniversary, following a controversial year and the new direction of Elon Musk. The platform elicits both love and hate from its users, as well as concerns from advertisers and brands. The question remains: how can we determine if Twitter is an essential channel for our marketing strategy?
This is the question being asked by Good Rebels, clarifying that an essential channel is one that serves a unique purpose that cannot be easily substituted by another platform.
When is it appropriate for a brand to have a presence on Twitter?
Although the use of this social network is heavily segmented by audience, interests, and generations, the majority of users are between the ages of 32 and 45. However, it should be noted that of those who have used Twitter in the last month, half are between the ages of 18 and 24.
Furthermore, Twitter remains the main channel for customers to voice complaints to brands. Although this trend is declining, it is still important to note that the general expectation of brands providing personalized attention to users has decreased, and users are now turning to private messages on Instagram.
Finally, what characterizes Twitter is its real-time nature. It is no coincidence that sports, TV, politics, and music are the main themes around which conversation is generated on the microblogging platform, as they respond to immediacy and the dissemination of events.
Therefore, Twitter is useful for a brand when its audience is present on the platform, when it can commit to personalized contact with each customer, and when it belongs to the world of what is happening now. The effort and investment must be justified by the value we can receive.
What is happening with Twitter?
When used correctly, Twitter remains a valuable tool due to its ability to generate conversation with the public and its permeability to other media. However, recent events related to Elon Musk's arrival at the decision-making table may worry companies and advertisers.
In just six months, Twitter has made several changes:
- Allowing for the editing of already-published tweets
- Ceasing to apply the policy of misleading information about COVID-19
- Implementing Twitter Blue (a paid service) and gold verification badges for companies and gray badges for governments and multilateral accounts
- Increasing the text limit from 280 to 4,000 characters
- Prohibiting the inclusion of links to other social media platforms
If Twitter continues to loosen its rules, it could become a fertile ground for fake news and hate speech, warn Rockcontent. It is important to consider that having a presence on this platform can have harmful consequences.
It is estimated that90% of the logos that have been redesigned were less effective than the old ones.And yet,Elon Musk has announced a shocking change for his social network, this time in none other than thename and logo of Twitter: it will be called X.
Why fix what wasn't broken?
“The Twitter bird was more than a logo; it also fit the language used to describe the service”, says The Verge. The bird app, whose home button was a birdhouse, was a place where we wrote tweets by clicking into a feather icon.
Now we have an X as a logo, which is apparentlybased on a unicode character (𝕏), a feature that if maintained could mean that it is not possible to be patented. And the tweets would become "exes" (or "equises" in Spanish)...
In a world that moves at extreme speed,brands face the challenge to stand out aesthetically to be recognizable by their different audiences in every situation, so achieving timelessness in their visual identity is one of the most coveted goals. According to a study by Warc,those companies that resorted to the “latest digital fashion” to build their logo only made it outdated very quickly, generating more bland and less representative brands.
To differentiate yourself, you need to avoid following the crowd, because designs start to copy each other and they all end up being the same. A brand needs to be easily remembered and recognized by the public, maintaining a visual coherence to establish a connection between the visual identity and the perceptions associated with the organization.
If the aim is to have the ability to create a branding that transcends trends and lasts over time,why does Musk get rid of a brand positioned in the middle like the microblogging social network, just when another has just appeared that wants to dispute its market?
Logic indicates that the app we knew will no longer be the same. According to managers of the brand new X,the platform will be driven by Artificial Intelligence (AI) and will be focused on audio, video, messaging and payments. In their words: "the future of unlimited interactivity".
However, this rebranding does not come from a professional agency, but rather seems like a Musk’s fetish.The concept of using the letter X has become a constant in the nomenclature of many of the magnate's companies and products: SpaceX, xAI, the Tesla model X, and even one of its children is called X Æ A-12.
Perhaps Threads really is the promised oasis.
What do we know about consumer behavior in 2022? How can we optimize our store during #HotSale and #CyberWeek?
According to @Google, there are three key data points to consider:
First, consumers prioritize price when shopping online, and in fact, 75% of people in Latin America are aware of discount events and start researching products between one month and one week before the event.
Second, we can leverage real-time demand data to anticipate what consumers want to buy, which allows us to adjust our strategy accordingly. The categories with the highest purchase intent are tech/electronics, men's clothing, and accessories.
Third, consumers are increasingly using shopping apps to make purchases, so it's essential to design active strategies that engage our audience. This year, the time spent on shopping apps increased by 48%, while website traffic increased by 87%.
Remember, buyers don't always have a specific product in mind, and more and more people are buying new brands and using search engines to discover other categories. Each search query is unique, so automation is crucial for the growth of businesses worldwide.
While it is undisputed that social media platforms are valuable for our brand to generate community, they can also be used to give it visibility and notoriety from an algorithmic point of view.
As @digitalmenta explains, social networks allow us to establish a connection with our target audience and, indirectly, increase traffic to the website. How?
By promoting our content, we can share articles from our site and increase reach. If we offer valuable products, appropriate to our audience, search engines will recognize the relevance of the website.
When the user finds quality in our brand, we will achieve engagement and, surely, they will share it on their networks. This works especially for acquiring trusted external links (backlinks).
On the other hand, our presence on social networks is essential for people to remember and recognize us while browsing the internet, generating trust and even organic traffic.
On Instagram, for example, we can use hashtags as if they were primary keywords, and in the text include other relevant but secondary terms. In addition, tags and mentions function as backlinks of a website. Remember that our account must be in business mode and that emojis should be used judiciously, as they cannot be decoded by search engines.
How to leverage user-generated content (UGC) in digital marketing?
UGC refers to videos, images, texts, audios, and all other content created by users or followers voluntarily and free of charge, which are valuable for analysis and utilization. By following the digital conversations of real people, we can obtain answers about how the brand is perceived on social media, who knows and uses it, why they choose competitors, which attributes are most valued, and which are not. UGC can also be strategically used and promoted, such as including it in marketing campaigns or sharing it on official channels.
According to a recent report by TINT, reviews are the most authentic form of UGC, followed by content creators, brand ambassadors, and influencers. Fake reviews created by companies have the least credibility. Memes and jokes are common examples of UGC, as well as spontaneous posts from users. Brands can also encourage content sharing, such as with Spotify Wrapped, which creates a year-end summary for each user to share and provoke conversations.
The World Cup is a notable example of UGC utilization, as all brands used ideas from social media, including the viral Twitter post that inspired the lyrics to "Muchachos, ahora nos volvimos a ilusionar." In TikTok, people invent viral dances that are incorporated into music videos and live shows, such as those by Taylor Swift.
UGC builds credibility, demonstrates the value of community, helps differentiate from competitors, increases engagement, and has low costs, as it is created for free and can inspire other marketing ideas. However, brands should be aware of negative UGC, such as desinfluencers who advise against purchasing or using a product.
The average human brain is simply incapable of processing the bombardment of content that it's exposed to on a daily basis: on average, 4,000 to 10,000 advertisements (according to Red Crow Marketing). As a result, the vast majority of ads that are seen are ignored or forgotten within seconds.
While access to information has exponentially increased in the digital age, our processing capacity has not changed. Most digital users are more aware of their own consumption and actively try to distance themselves from screens. Furthermore, they are very good at disregarding advertisements, both by physically avoiding them and mentally blocking them out.
Essentially, all content in the digital sphere is competing for our time and attention. Making Science asserts that marketing needs a data-driven approach to effectively advertise to those who truly want to pay attention. "The most important factor to get customers’ attention is to get them to care about what the ad has to say."
This requires a customer-firstperspective to identify benefits that consumers can gain from engaging with the ad. Above all, this is achieved using contextual and native ads, as they foster more interest and information exchange compared to interest-based or demographic advertising. Additionally, people find these ads less intrusive when viewed.
Contextual and native ads
Currently, artificial intelligence is being employed to place relevant ads on websites without the need for cookies, allowing for audience targeting while respecting their privacy. According to Forbes, various eye-tracking studies demonstrate 95% accuracy in predicting where consumers will look in any type of ad.
In this regard, attention span on social media is 37% higher for contextual ads compared to any video or graphic ads, and they also generated three times more engagement than traditional formats. Most importantly, there's a 23% higher chance of remembering the key message of an ad when it aligns with the content of the hosting site.Emotional response-seeking ads were 40% more memorable when contextualized with relevant content.
"In this attention economy, trust is vital. If brands and advertisers leverage AI to deliver content that resonates with consumers while respecting their privacy, they will make the transition to a cookieless future no longer seem like a burden, but an opportunity," concludes Making Science.
In the past few months, some of the most influential people on Instagram have announced that they are leaving the platform, taking a break this year, or reducing the frequency of their posts.
Why? @TreceBits explains:
Creative burnout due to constant pressure.
Frustration with the constant changes to the algorithms.
Excessive dependence on trends set by Instagram.
Obsession with replicating the success of previous posts.
Pressure to always have posts highlighted and visible.
Consistency in posting, as spacing out content worsens positioning.? Lack of control over their own business.
Need to balance their personal lives.
Guilt upon learning about the mental health effects of social media on adolescents.
The risk is not unknown to Instagram influencers, but there are different crowdfunding platforms such as @patreon or @cafecito_app where they can build income directly from their subscribers.
However, Instagram is already working on a solution: Instagram Premium, a service that would allow followers to pay a monthly subscription to their chosen accounts, giving them access to exclusive content, both live and in stories.
The annual study on Instagram by the Metricoolagency answers the questions that all of us who work withsocial media and digital marketing have. Basically:do our strategies work?
The analysis was carried out during the month of June on 316,394 professional Instagram accounts, 2,518,408 posts, 9,419,426 stories, and 1,068,716 reels.
One of the uncertainties this year was regardingreels, a format copied from TikTok that arrived on Instagram in 2020.It recorded a growth of 282%, indicating that brands have embraced short videos. Although the reach of reels is still double that of feed posts,it did experience a reduction of up to 76% compared to the previous year.
The reason is related to the competition in this attention market. With a higher number of Reels, the reach is lower. It used to be easier to reach more people, but those with more reach remain the same.
Using all the content formats that this social network offers according to the goals you want to achieve is what's important.
How to use each format?
Reels allow you to reach a cold audience, meaning people who are not yet familiar with the account. Compared to the previous year, the number of feed posts has decreased, while the number of Reels has increased on all accounts of all sizes.
Slides help generate more interactions with the community, with a 17% greater reach than single images. However, out of every 10 posts published, 5.3 are individual images and 2.4 are carousels.
Stories are important for maintaining engagement with the most loyal followers and work even better on accounts with fewer followers.
One thing to keep in mind is that reach and interactions are correlated, as posts with greater reach also have more interactions. Furthermore, there is a clear trend: the more followers an account has, the higher the posting frequency in stories, reels, and feed posts.
The best days to publish are Monday and Thursday. As for the hours, 8 PM and 3 PM, including the weekend, are recommended. However, after 10 PM, connections decrease, and 5 AM would be the worst time to publish.
Yes, it is possible that a carefully designedmarketing strategy, made by an agency, no longer works and ends up wasting money and time. Makingadjustments based on customer feedback and data analysis is what allows us to offer more satisfying and relevant experiences, driving loyalty and retention.
Therefore, we must pay attention to thesignals indicating that our current strategy needs to be reviewed and significant adjustments need to be implemented.
10 signs that the marketing strategy is not working, according to Puromarketing
The message is too broad
We've all heard the saying, "Jack of all trades, master of none." When we are not managing to engage anyone, it's because we need toidentify the ideal customer and direct all our efforts towards this segment.
No differentiation from the competition
When the product or service is similar to that of other brands, it is vital to create aunique value proposal and branding so that potential customers can distinguish us.
Without discounts there are no sales
If it seems like the only way to sell is byconstantly lowering prices, it's necessary to communicate the added value of our products or services in a different way.
Investment without tracking results
When we do notrecord and analyze the results of our actions, we lose sight of the points to adjust and enhance.
The message, logo, and content should remainconsistent at all times and in all places to generate a positive impression and increase brand recall.
Failure to retain customers
It should be easier to keep current customers than to attract new ones, so something is failing. Strategies such as loyalty programs and personalized offers can be applied to keep them choosing us.
Limited online presence
Nowadays, without a website or profiles on social networks, brands and companies lose credibility. Investing in asolid online presence is mandatory so that potential customers can easily find us.
Customer’s opinions are valuable for improving your products and services, so you need toproactively seek this feedback and use it to make improvements.
Forgetting the power of referrals
Word of mouth remains essential in any industry, so it can be helpful toimplement a customer referral program so that current clients may bring others.
If the brand is stuck in a cycle where sales are not increasing, it's essential toconsider new strategiessuch as direct mail automation.
Nearly half (47%) of European advertisers and agencies confirm that audio advertising is their first or one of their first choices as a means of communication, according to a new report by GroupM Nexus and IAB Europe.
Furthermore, 2 out of 3 advertisers plan to increase their investment in audio in the coming months, which is expected to result in a market exceeding €1 billion in 2025 on the continent.
Why invest in online audio advertising?
The study reveals that the three main drivers are the channel's ability to enrich overall media plans, brand recognition, and the potential to reach specific audiences. Most of the surveyed advertisers state thatthey are directing their spending toward streaming (59%), podcasts (59%), or online radio (57%).
Regarding podcasts in Spain, the iVoox Observatory specifies thatadvertising actions include mentioning sponsored brands, advertising spots (i.e., pre-recorded ads), and social media campaigns.
In Argentina, eMarketer estimates that podcast growth will reach 17.9% by 2025, surpassing North America and Europe. Statista also broke down the consumption demographics for 2022:32% of millennials listen to this type of content, followed by 24% of centennials, 21% of Gen X, and only 7% of boomers.
According to Marketing Directo, audio offers numerous opportunities for advertisers and publishers becauseit reaches highly connected audiences at times when audiovisual media cannot, thereby complementing media plans.
What does a person need to have to be an influencer on social media? It's not the number of followers or the type or quantity of content they post, but the engagement they generate.
Influencers are content creators and curators who build communities. Their opinions are taken into account (usually on a particular topic) and they are perceived as peers of ordinary people.
Technically, we are not referring to people who are famous outside of the digital world (such as singers or athletes), but to those who emerge from social media and achieve a lot of interaction with their posts.
This popularity also depends on the social network they use. While 76% of social media users follow influencers through Instagram, TikTok is becoming the social network par excellence.
According to Puro Marketing, its algorithm allows people who are not well-known to engage followers with their content and gives them more visibility than other types of networks.
What TikTok has is that it prioritizes content over personalities, so it is essential for brands to work with trendsetters and an authentic channel.
Anyway, Twitch is the favorite of streamers for its monetization system, and the communities generated on this platform are exactly what advertisers are looking for. The key is to speak the same language as our target audience, and for that, we have our interpreters.
Happy Influencer Day!