Marketing Must Reads 2

Be Careful Where & Who Your Budget Goes To...

Author

Danny Denhard
October 04, 2022

Happy Tuesday!

This week as every week, we have seen numerous shifts, this week is going to be dominated by unpicking the consumer shifts, particularly around the impact of Q3 and the big changes in consumer spending habits. This week's marketing media narrative is doom and gloom (hiring freezes, lack of spending, stock drops etc) alongside the mass changes coming in 2023.

My promise to you, this newsletter will give you more and smarter signals, less noise!

The theme of this week in the Marketing Must Reads newsletter is: direct advertising options are being built by large merchants to move away from Google and Facebook ad monolopies and be careful with where and who you trust your budget with.

Must Read Articles

Why Ads Are Being Removed & Its Impact - Here is the ugly truth ads are being removed because they are an expense and often Marketing teams just cannot justify the spend (even with all of the data available).

https://link.vox.com/view/62f26f7c76502f01840bf3abhdn23.1u4/cbd2d3fd

Marketing Spends - Constant Channel Change…Is It Now Google Vs TikTok 👊 - We are seeing ad spends being taken from one channel and moved to another, TikTok, Apple and Amazon have all benefited from this in the last 24 months, Google wants it back and is going to double down in shorts knowing what creators want cash and advertisers want safe places to spend

As TikTok Continues to Grow, Its Biggest Competition May Be Google

While it may seem like TikTok may be the app to beat, the quick rise of similar copycat competitors from Google and Meta shows that the company still has a long way to go.

https://cheddar.com/media/as-tiktok-continues-to-grow-its-biggest-competition-may-be-google?utm_source=n2k&utm_medium=email

Smart Play - Podcasters Getting Into Ads For Podcast Downloads 🎧 - Go where the audience is and drive a seamless download, many other industries wouldn’t do this, lesson: learn how the system works, learn to leverage parts and scale up

Bloomberg - Are you a robot?

https://www.bloomberg.com/news/articles/2022-09-27/inside-podcasters-explosive-audience-growth?leadSource=uverify%20wall

Leverage Human Behaviour - We ❤️ Quizzes - Yes JCPenny is using online quizzes to drive loyalty, and smart ideas as we love free games, the important hook many miss out on is the reward for your customer's loyalty!

How JCPenney is using online quizzes to drive loyalty

In an attempt to win more shopping trips, department store JCPenney is asking customers what they want via online quizzes.

https://www.modernretail.co/marketing/how-jcpenney-is-using-online-quizzes-to-drive-loyalty/?utm_campaign=mrdis&utm_medium=email&utm_source=mrdaily&utm_content=092822

Consumer App Spend Down 5% ❌  Not to overstate the impact of possible recessions in US and UK markets, consumer spending dropped. With prime day 2 coming, black friday and cyber Monday (and the obvious Christmas spends) expect this is shift

Consumer spending on apps drops almost 5% in Q3 2022

Consumers are spending less in apps Source: Sensor Tower Consumers continue to spend less on in-app purchases, subscriptions as well as premium apps according to the latest data from Sensor Tower. Overall spending dropped 4.8% in Q3 2022 to $31.6 billion. The results are hardly surprising given the rising fears over inflation and economic worries as well as harsher privacy regulations. App revenues take a hit on App Store and Google Play Revenues on the App Store fell 2.3% to $21.2 billion but they were still twice as high as those on Google Play where revenues dropped a sharper 9.6% to $10.4 billion. Global app downloads drop for game and non-game apps Source: Sensor Tower First-time downloads fell almost 1% on both app stores to

https://www.businessofapps.com/news/consumer-spending-on-apps-drops-almost-5-in-q3-2022/?vgo_ee=14GILPUGsMRyy%2F9KNrT3GhwUnRnlmwiuCIJkd9A7F3A%3D

A New Google? 😕 - Anything connecting information Google has been after for 24 years now. This is a great look at what Google’s next move is being a rich answer engine (all consuming data and serving the most relevant ads)

Google is trying to reinvent search — by being more than a search engine

The future of Google is more visual, more proactive, and more interested in helping you find new stuff — kind of like TikTok.

https://t.co/Y0NzmLd9vO?ssr=true

Kim K's Crypto Winter 💰 - This video shows you old vs new. FYI #ad isn't clear enough for the SEC, be careful with what you promote and how you use others influence to. The disconnect is where governments and regulators and influential stars (from influencers to creators to reality stars up to TV & film stars) have very different ideas of what disclaimers. Crypto, betting and adult products are going to a minefield for many to operate in for the next

& I add comment to Marketing Beat’s article on impact of recent large rebranding exercises by John Lewis, SodaStream & GoCompare

Make or break: Are rebrands really worth the hassle?

Marketing Beat asks the experts for their verdict on some recent rebrands to find out whether or not they are a hit or a resounding miss.

https://www.marketing-beat.co.uk/2022/09/29/rebrand-marketing-beat/

Remember to share MMR (copy and paste mmr.beehiiv.com) with your team and colleagues and I'll see you with next week's breakdown.

Thanks,

Danny Denhard -- Marketing Coach & Growth Advisor