Month: December 2023

Finding up-and-coming talent to partner with as well as trend spotting has long been crucial for marketers and agency execs who want their brands to be a part of culture in a way that keeps them relevant with young audiences. In recent months, that’s only gotten more important with the accelerated growth of influencer marketing, shifting content consumption habits and the continued fragmentation of the social media landscape.

Determining ways to get brands’ content to pop online has never been more difficult — social fragmentation is partially responsible for changing what viral means, after all. Brands that want to play in the space are having to adjust their workflows, according to agency execs, who say they’re working with clients to change approvals processes so that their speed from a potential piece of content to execution is significantly faster to make sure that they will release said content within a trend cycle. 

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In the wake of measurement woes and data privacy initiatives muddying digital targeting capabilities, a number of companies have pivoted to become less reliant on targeting customers via third-party cookies to generate quick sales via performance marketing. Instead, they’ve become more focused on boosting brand awareness to re-familiarize customers with their brand.

Airbnb is one of those companies that has made that pivot, moving up the marketing funnel to more brand awareness tactics to bring new customers to Airbnb, said Hiroki Asai, global head of marketing at Airbnb. Notably, the company has recently been grappling with local government efforts to squash short term rentals and consumer backlash over increased pricing. In the midst of those things, the company is looking to carve out its own share of voice and better own its brand narrative.

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We’re hitting the heart of the holiday shopping season, and as brands take this time to up their marketing on TikTok and Amazon, the story looks a bit different for Google. While brands and retailers still see Google as an important part of their marketing strategy during the holidays and throughout the rest of the year, it’s possible that Google’s value to marketers has already peaked.

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The end of widespread tracking is likely still a year off. So, do marketers start exhaling in relief? 

Well, it’s a matter of perspective. Some are navigating these waters pretty well by updating their ad tech partners and changing their measurement plans. On the flip side, there are others who are still figuring out how to tackle the issue. And then there are those who are just not dealing with it at all.

In other words, marketers are in the same place they were when Google first said it would eliminate third-party cookies back in 2020: still divided and uncertain about the best path forward.

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A jury in San Francisco unanimously found that Google stifled competition for its app store. A judge will now decide on what fixes to require at the company, but appeals could delay the impact of the case for years.

A House Judiciary draft would gut the crucial intelligence tool and leave the U.S. vulnerable to another terrorist attack.

Stellantis warns of layoffs in the Midwest owing to the Golden State’s electric-vehicle mandate.

His slow delivery of key weapons has hurt Kyiv’s military progress.

A jury convicts two labor bosses of stealing from union coffers.

The terror group managed to shock the Jewish state out of its disunity and complacency.