The HM DL
Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
If you'd like more customized and specific media guidance for your business and situation, we're ready to help.
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More Than Half Of Consumers Will Turn To Social Media For Holiday Shopping This Year |
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A seismic shift saw consumers flock from brick-and-mortar stores to social media platforms, e-commerce apps and streaming services at staggering rates, which meant that brands had to completely rethink strategies and optimize their marketing mix to meet consumers where they were in the moment.
The DL: As with many other things, the COVID-era has created shifts in consumer buying habits with fewer people going into stores for their needs, causing many brands to rethink their overall strategies. Even as restrictions lift, many consumers plan to continue shopping and interacting with brands online, further validating that a strong digital presence is more important than ever. Social media has seen the biggest shift though, with shopping through social channels expected to grow nearly 12% in 2021, and more and more consumers using social media to discover new brands. Brands will need to continue to look for unique opportunities to set themselves apart and keep them ahead of the game in a digital world.
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TikTok Shares New Insights Into Why People Use The App, And How It Celebrates Authenticity |
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Can you quantify authenticity and joy, and how, exactly, would you measure that, in terms of a social network?
The DL: In recent research conducted by Facebook themselves, reports confirmed the negative impacts Instagram has on teenagers, especially young girls. In a generation where social media has encouraged the distribution of filtered and altered content, TikTok continues to stand out as a platform full of authenticity. After partnering with Nielsen to better understand the perception of the app, results confirmed that TikTok’s content feels genuine, honest, and real. Much like the content itself, users felt the same towards the ads they viewed. The study also captured globally, 31% of TikTok users found the content and app as uplifting while an average of 77% felt that the platform is where they can express themselves openly. With this, many companies are now looking to TikTok as a platform to better connect with their consumers on a genuine and real level.
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A rebranding that positions Facebook, Instagram, WhatsApp and other holdings under a new umbrella will be rolled out later this month.
The DL: Facebook is metaverse? After facing months of scandal and controversy Facebook is set to reveal a corporate rebranding at its annual Connect conference on October 28th.
Rebranding Facebook would also affect Instagram and WhatsApp with the hope to combat the negative perceptions that Facebook has been operating under the theme that profit is most important even if it’s to the detriment of the good of the public. It will be interesting to see whether it’s simply an aesthetic change or whether true change within Facebook’s corporate philosophy will occur. Stay tuned until October 28th.
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Compared to January 2020, out-of-stock messages rose 172% heading into the holiday season, according to Adobe.
The DL: Amazon, Target, and Walmart are just a few of the retailers jump-starting Christmas shopping this year in the wake of predicted shipping delays and product shortages.
Between November 1 and December 31, U.S online holiday shopping is expected to reach $207 billion- a new record. Adobe is predicting fewer discounts this season because of the supply chain shortages we are facing. Out-of-stock messages have risen 172% from January 2020- heading into the holiday season. Adobe has tracked 18 categories and of those apparel has the highest out-of-stock levels today, followed by sporting goods, baby products, and electronics. It will be interesting to see how advertisers tackle the new challenges of this year’s holiday shopping landscape.
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Instagram Will Enable Users To Upload Photos and Videos Via Desktop From This Week |
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It’s been a long time coming, but finally, Instagram has announced that it’s adding image and video posting functionality from the desktop version of the platform as of October 21st, providing a more centralized way for social media managers to maintain their IG presence.
The DL: In October, Instagram will add video and image posting functionality to the desktop app. This new feature will allow social media managers to easily post short videos and photos within the platform and keep up with all their apps and posts from one place.
Previously, only a limited number of users were able to access this feature. Now, all users will be given access to it globally. This will make it a more integrated system, allowing users to easily publish and edit their Instagram content in other apps. Last year, Instagram added the ability to watch live streams from a desktop. Now, it also improved the Stories experience on PC. Instagram is constantly improving the desktop experience, making it easier for social media professionals.
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We would like to officially welcome Logan Lehrman to the Hoffmann Murtaugh team! Logan was hired to be our Digital Marketing Specialist. In her role, she is responsible for translating clients’ business challenges into strategic executions to achieve their marketing goals, setting up campaigns within the Google platform, tracking and analyzing clients’ campaigns, and identifying trends and insights in order to achieve maximum ROI. Previously, Logan worked as the Digital Marketing/Social Media Director at a hospitality group managing all online marketing aspects. What she enjoys most about working at Hoffmann Murtaugh is the supportive team and the opportunity to learn something new every day. |
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If you would like to pick our brains on how to navigate the evolving integrated media landscape during this time,
we'd be happy to help.
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Hoffmann Murtaugh
Pittsburgh, PA 15212 (412)741-8618
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Hoffmann Murtaugh is an integrated media planning and buying agency based in Pittsburgh, PA with offices in Cleveland, OH, Harrisburg, PA, and Rochester, NY. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients. |
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