Industry Quick Links for the week of January 13:
Influencer marketing has moved out of the nascent stage and has become “a pillar of the marketing mix,” and firms such as Revolve and Estee Lauder are realizing “the potential of integrated influencer marketing,” writes Louise Roberts. She also predicts an increase in influencer campaign testing to enhance promotional refinements and more long-term instead of one-off activations.
Blue Fountain Media’s Brian Byer outlines “emerging trends” that should now form an integral part of digital marketing strategies, including the adoption of artificial intelligence, voice search optimization and adapting for 5G. “Think personalized, location based, real-time ads centered on your consumption or behavior patterns being the new norm,” he writes.
EMarketer estimates Pinterest usage increased 9.1% in 2019 and is predicting 86 million users in 2020, while Snapchat is expected to capture 83.1 million users. “While Snapchat has a young core audience that it caters to, Pinterest has a more universal appeal, and it’s made significant gains in a wide range of age groups,” says Nazmul Islam, eMarketer junior analyst.
Facebook users skew female and live in urban areas, while Instagram users also tend to be female and Twitter users tend to be male. Kayla Carmicheal takes a deep dive into the demographics of these and other platforms, including Snapchat, TikTok, YouTube, Reddit and LinkedIn, to help marketers maximize their return on investment.
Artificial intelligence holds promise in enhancing media buying and campaign design and implementation, but some agency execs are finding it’s adding work tasks and brands are having mixed results in setting up their own AI systems, writes Kristina Monllos. She points to Facebook and Google as platforms that are making strides in integrating artificial intelligence into the media buying process to help brands boost efficiencies.