Mediaboss Marketing

This year, TikTok has quickly started to move out of the experimental bucket and is now becoming a staple of the social spending pie, according to media buyers, who say that they expect more ad dollars to flow to the app this year.

With the future of the app in the United States no longer a question and the sale to Oracle shelved, that stability has marketers more comfortable committing additional ad dollars to the short-form video app. Buyers said improvements to its e-commerce capabilities like its partnership with Shopify as well as new e-commerce-focused ad units like a dynamic catalog ad unit thats currently in beta are swaying marketers to spend more on the app.

In 2020, marketers were wary of the stability of TikTok, said Madelyn Lydon, associate director, public relations and social media at OH Partners. It seemed like a big risk to invest dollars without knowing the future of the app. However, weve seen users are spending more time on TikTok than Facebook, and it is crucial for marketers to provide those users with content. Otherwise, they risk getting left behind.

Without the perceived risk, the overall perception of TikTok has shifted dramatically over the last 12 months, and in doing so shaped marketers sentiments, according to marketers and media buyers. This year, TikTok seems to be a social partner that clients ask for, versus us having to push to get test budgets in 2019 and 2020, explained Carrie Dino, head of media for Mekanism.

Brands have shifted from viewing them as that fun/experimental platform to one of the big players, said Brendan Gahan, partner and chief social officer at Mekanism. As a result, weve been doing a lot of planning around ongoing content strategies. Clients are investing (or considering investing) in creating a community versus just doing one off activations like branded hashtag challenges or influencer partnerships.

However, TikTok has yet to become a staple like Instagram and Facebook, but the momentum is there, added Gahan. You can see how it could happen soon.

While media spend on TikTok varies by brands, buyers say its still a minimal portion of the budget allocated to social platforms. Katya Constantine, CEO of performance marketing agency Digishop Girl, said that direct-to-consumer brands she works with now allocate roughly 5% of the social budget toward the app versus roughly 75% toward Facebook and Instagram.

TikToks investment to make ads more shoppable and push further into e-commerce has the potential to help the app become more of a priority in ad budgets, according to buyers. Constantine said that new e-commerce-focus ad units have clients eyeing the platform more and more.

If they continue enhancing advertising platform at the same rate as last 12 months then TikTok has a strong place at the table to be 20% of the mix, said Constantine, adding that currently it represents roughly 5% of the media mix. Thats especially true for brands that are going after younger consumers.

Buyers expect marketers to continue to spend more on the platform this year, particularly as advertisers look to diversify their media mix due to an overreliance on Facebook and Instagram when it comes to social channels.

That said, as the platform continues to gain ground, buyers say advertisers will have to invest in creating content specific for TikToks highly engaged audience, who is not as apt to interact with material thats not native to the app experience. Even so, buyers expect brands to continue to lean into TikTok as the burgeoning app, which AppAnnie expects to hit 1.2 billion monthly active users this year, is where consumers are spending more time.

TikTok is the new beauty haul, a more dynamic unboxing opportunity, the virtual makeup counter or live runway, and it puts the tools in the hands of its users, said Jess Richards, evp managing director, commerce at Havas Media. Brands can gain a lot by finding ways to enable this experience in a meaningful, authentic way.

https://digiday.com/?p=396421

Here is the original post:
The momentum is there: In 2021, marketers are starting to see TikTok as a staple of the social budget - Digiday

Movie production houses are expected to tap social media and digital influencers ahead of film releases this year, reducing dependence on billboards, celebrities and television advertising.

Digital spends would be 50-100% higher than pre-covid levels, with social media engagement, contests and influencer marketing taking the lead, as per the studio executives currently preparing their slate of films for release.

Some impact of covid has been positive in the sense that consumption patterns of audiences have changed and they are more device-friendly now. That fact should lead marketing campaigns," said Gaurav Verma, chief operating officer of Red Chillies Entertainment, which releases Abhishek Bachchan-starrer Bob Biswas later this year.

People are reacting more to social media, and even news breaks on digital platforms nowadays, Verma said, adding it only makes sense that the media mix will change to afford greater spends on digital.

Siddharth Anand Kumar, vice-president of films and television at Saregama India that owns a boutique studio Yoodlee Films, said digital promotion will be in favour not just because most audiences are still at home, but because segments are easier to target this way.

Film trailers were already releasing on YouTube, but now theres greater focus on new-age influencers across Instagram, Twitter, Facebook and short video apps. Meanwhile, television with the exception of some reality shows and sports programming, should see 15% lower spends, according to Kumar, while news channels are losing because of the recent controversy over viewership ratings. Out-of-home avenues such as billboards are on the backburner, too.

The cost of influencer marketing alone may have gone up by 100%, which is far more effective in spreading word-of-mouth in a controllable way," Kumar said. Digital could make up nearly 60-70% of movie marketing budgets now, he added.

Mint had earlier reported that many social media influencers have tripled their pay rates over 2020, commanding anything between 3 lakh and 5 lakh per Instagram post. A typical Instagram user who was spending an hour on the app per day now uses it for three to four hours, prompting them to follow more people, and boost opportunities for brands to monetize. With traditional advertising options like billboards making no sense in the protracted lockdown and no buzz around bigger celebrities, companies have tapped into the influencer base.

Marketing has gone fully digital during the covid-19 pandemic, Harikrishnan Pillai, CEO and co-founder of digital agency TheSmallBigIdea said.

From zoom press conferences to fan-meets, the entire marketing narrative pivots on the actor and the production houses social and digital strength.

Production houses upping their digital game. Gone are the days when firms appeared on the marketing landscape only during film releases and went back into hiding after that. Production houses are strengthening their digital presence and trying to build influencing narratives for a loyal audience set," Pillai added.

Studios, however, are staying cautious while not cutting corners.

We have to balance our spends right now between possible profits and the need to get the message out," said Pradeep Dwivedi, CEO, India Eros STX Global Corporation that has films like Haathi Mere Saathi (Hindi), Kaadan (Tamil) and Aranya (Telugu) slated for release. Dwivedi was referring to the possibly slow return of people to cinemas in the first few weeks. While companies may deploy only 80-90% of their marketing budgets to start with right now, they will get into full gear by August going full throttle into the festive season which will be big for the movies this year," he said.

Subscribe to Mint Newsletters

* Enter a valid email

* Thank you for subscribing to our newsletter.

Read more:
Bollywood production houses to tap social media, influencer marketing to boost films - Mint

The Center for Excellence in Public Health (CEPH) had a strong presence at the annual meeting of SNAP-Ed implementing agents. The Association of SNAP Nutrition Education Administrators (ASNNA) hosts this event each year to position agents from across the US to discuss emerging policy issues and share best practices. The event was held virtually from February 1-3.

Not surprisingly, this years conference offered a significant focus on public health approaches to alleviating hunger during the pandemic. Another recurring theme was equity in programming and planning.

CEPH Senior Research Associates Pamela Bruno, MPH, and Kira Rodriguez, MHS, presented on their work, as did Obesity Prevention Coordinator Hannah Ruhl, MPH, and Emily Estell, RDN, MPH, a nutrition educator from UNEs Coastal Healthy Communities Coalition at the College of Osteopathic Medicine.

Collectively, these UNE professionals highlighted their work in social marketing and media, program evaluation, COVID-19s impact on program delivery, and virtual training strategies. They also participated in panel presentations highlighting their recent research and practice collaborations with academic peers from partner universities, sharing lessons learned and emerging evidence.

UNE implements Maine SNAP-Ed through a contract with Maines Office for Family Independence with funding from the US Department of Agriculture. The program addresses food insecurity and obesity prevention in low-resource communities across the state.

See the article here:
UNE attendees contribute to national SNAP-Ed conference - University of New England

Following the recent successes of Stockport Homes Groups marketing & PR department who not only run the communications for Stockport Homes and their Group of companies but many similar organisations the company have formalised their external marketing service ready for expansion, under the new name Home Marketing.

The new division is intended to help Stockport Homes Group to branch out into more commercial projects and inspire property and place companies to focus on social impact and be more community-led. The team that are posed for expansion are looking to take on new work in the following areas: local authorities, housing associations, charities, partnerships and private companies working within the built environment.

As well as being part of Stockport Homes Ltd which is a not-for-profit organisation, the team offering full-service marketing, communications & PR are proud to be social impact marketers, they will offer marketing-led social contribution support to a clients community when they choose to work with them.

The teams current clients include: Let Us: The Greater Manchester Ethical Lettings Agency, Shropshire Town and Rural Housing & Athena MCR. From strategy development to acting as an in-house team on behalf of other companies, the team behind Home offer a plug-in experience that covers every aspect of communications a company could need.

On February 14th 2021, the team secured a new contract to develop the marketing and comms for Pure Innovations, the Greater Manchester charity who work with many people that face challenges due to disability or health related issues, through many avenues including workshops and cafes Pure Innovations aim to support people to live improved and independent lifestyles.

Stockport Homes Group is an umbrella organisation overseeing companies dedicated to meeting housing and social needs including Stockport Homes, Three Sixty, Viaduct Housing Partnership and more all of the trailblazing companies and brands under this umbrella have the target of transforming lives for the people of Greater Manchester.

Home Marketing or Marketing by Home as the services website and social media handle is called, is a service name only and the team will operate under Stockport Homes Ltd.

Here is the original post:
Stockport Homes Group launch new innovative marketing arm which will focus on social impact - Business Up North

A study carried out by the University of Stirling during May through August last year was published earlier this week. It has raised questions around how effective measures put in place by pubs were in reducing the transmission rate of Covid-19.

It was led by Professor Niamh Fitzgerald, director of the University of Stirlings Institute for Social Marketing and Health.

The study itself explored and observed business practices and behaviours of customers and staff in licensed premises in summer 2020 with a hope of understanding if and how COVID-19 transmission risks could be managed in settings where alcohol is served, commented Fitzgerald.

Business owners and representatives were interviewed before premises opened again in order to obtain a first hand account of the difficulties that were to be faced. These included the layout changes made to pubs and bars and the use of personal protective equipment (PPE).

Businesses expressed an intention to work within the guidance, but there were commercial and practical challenges to making this a reality, said Fitzgerald.

Common problems included: Staff not wearing PPE, or with the management of toilets, queues and other pinch points.

It was also noted that the upkeep of rules and regulations was especially difficult when customers were intoxicated. Other risks such as combinations of singing, shouting or playing music, mixing between groups and a lack of social distancing were noted in many premises; with no staff intervention happening in the majority of establishments.

It was concluded that even with the tireless work put in by premise operators and government guidance, potentially significant risks of COVID-19 transmission persisted in at least a substantial minority of observed bars.

In the face of this, however, comments were also made on the hardships faced by many in the hospitality sector due to the persistent closures, and that attention needs to be paid to employee hardship and ownership patterns in the sector.

Feature image credit: BBC

Like Loading...

Related

Original post:
Study released on effectiveness of measures used to reduce Covid-19 transmission in pubs - Brig Newspaper