Marketing - Social

Marketers should use all the tools of social to connect with their audiences

At the end of 2017, Adobe published a report showing that almost two-thirds (62 percent) of marketers planned to take all their programmatic media buying in-house by 2022, with the remaining 38 percent planning to take some elements of programmatic under direct control in the same period. A 2018 ANA report showed a similar effect from in-housing. The ANA's "The Continued Rise of the In-house Agency" report, which replicated and updated similar studies from 2013 and 2008, found that the number of advertisers with in-house agencies has grown substantially, standing today at 78 percent of brands, compared to 58 percent five years ago and just 42 percent a decade back. Sixty-five percent of advertisers said that the in-house agency workload had grown "substantially" in the past year.

Finding the right balance when serving personalized content to consumers can be tricky. But marketers that do this successfully understand that fostering better communication with their target audience is key.

The Facebook Cambridge Analytica revelations changed the way people in the US think about online privacy. And it should come as no surprise that many have grown wary over the mishandling of personal information.

Fewer people in the US are accessing social networking sites via computers, with the majority of users now exclusively on mobile devices. We forecast that 51.7% of US social network users will be mobile-only in 2019.

MGH, a full-service restaurant marketing agency, announced the results of a study that examined how influential a brand's social media marketing can be when it comes to driving restaurant trial and customer loyalty.

A significant number of retailers in North America are now working with influencers as part of their marketing strategy. According to polling by Retail TouchPoints for referral marketing platform Extole, 31% of retailers said they have worked with brand advocates to become influencers, 30% used microinfluencers and 28% used paid celebrity influencers.