Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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How Communicators Fit Into The Marketing Funnel |
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You have an important role to play.
The DL: In 1898 the concept of the marketing funnel (or sales funnel) was introduced. This helped visually show and lay out the progression of a consumer’s journey when a consumer is making a decision or purchase. The funnel itself is set up in stages where consumers are marketed and communicated to differently, based on where they are within the funnel. Identifying where they are within the funnel helps marketing and communications professionals know what efforts and tactics are needed to move them to the next stage. Although funnels can have 3-7 stages depending on the type of funnel, it always starts with awareness and ends with conversion (or purchase).
So, how do Communications efforts specifically fit into the funnel? Communication efforts can affect every part of the funnel and be used in each stage accordingly. However, it's within the top part of the funnel where communications efforts are the most critical because consumers will not convert or purchase if they don’t know about a product or service, how it is relevant to them, and if the reputation of that product or service is a favorable one.
So, this article breaks down each part of the funnel and demonstrates how Communication efforts can be considered and used within the marketing funnel. Or connect with our team if you have questions or would like to discuss how this can be applied to your organization.
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How Social Media Marketing For Super Bowl LVII Performed Against Traditional Ads |
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The hashtag #SuperBowlLVII on TikTok collected 225 million views, more than double the game’s TV viewership, according to new findings from Captiv8.
The DL: The DL: Most people know brands spend an exorbitant amount of money advertising during the Superbowl, especially those who are less intrigued by the football and more intrigued by the food, ads, and halftime show. However, research has found that last year just under 50% of Superbowl viewers were also scrolling on their social media apps, predominantly Tik Tok, during the game. This statistic led many brands to turn to social media this year to participate in the prime advertising event in a more cost-effective way. U
tilizing engagement techniques, such as challenges attached to hashtags, as well as famous influencers, many brands saw extremely favorable results. For example, State Farm ran a campaign including influencer Khaby Lame that was linked to a challenge where the winner could appear in a video with him. At the end of the Superbowl, this video had garnered 220 million views, more than the 114.5 million views of the most-watched Superbowl game ever.
The power of social media as a marketing tool is only growing, and brands should keep an open mind when considering how to allocate resources and budget toward major advertising events. They could be seeing possibly better results, over a longer period, for less money!
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TikTok Provides New Insights Into Best Performing Products, Based On Ad Content |
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This could be handy - TikTok has added a new element to its Creative Center.
The DL: With TikTok’s advertising platform still being new in comparison to the other major social media platforms, they are continually improving the user experience and introducing new features to bring in new advertisers. This week, TikTok introduced a new element to its Creative Center called Top Products. This new feature will allow users to see what products are currently trending in popularity in their advertising platform, but it also gives you insights into the overall performance of these product ads such as CTR, CVR, and CPA. This is very insightful information to help you gauge what performance to expect when advertising for different types of products. TikTok’s Creative Center was already a great resource to look to for creative best practices and current trends on the platform, and this new feature will be very useful to advertisers that are new to TikTok to feel more confident working with their platform.
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5 Things To Know About The Creator Economy In 2023 |
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The creator economy could be a more than $100 billion industry, but market sizing is difficult.
The DL: Being a creator is one of the most sought-after jobs for millennials and gen zers. The creator economy is constantly evolving and is currently estimated to be a 100 billion-dollar industry. This is extremely important, particularly in the advertising world.
The economy isn't at its peak right now, which means budgets can be tight. With that, it's still important to invest in creators if it makes sense for the brand. Right now, it's estimated that there are 303 million creators worldwide, which gives brands the ability to hand-pick creators that align with their needs.
Believe it or not, many creators want to be more than just influencers. In fact, a lot of them tend to branch out from promoting brands to starting brands of their own - which can bring them great success.
On a related note, de-influencing is still influencing. Creators have begun "de-influencing" which essentially means they're telling their audiences what not to buy. However, this is still influencing - it's just adapted to resonate with consumers through the economic downturn.
So, how will the creator economy evolve in 2023? We'll have to wait and see.
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We would like to officially welcome Kyle Killebrew to the Hoffmann Murtaugh team! Kyle was hired to be our Senior Reporting & Analytics Specialist. In this role, Kyle is responsible for meeting with our planning and account management teams to understand client KPIs and overall media strategy, and with the media, activation team to understand tactical performance. In addition, he is responsible for developing and maintaining databases, performing data quality audits, preparing reports for management, and developing/updating formal reporting processes and best practices. He is a graduate of Northern Kentucky University where he earned an MBA with a marketing and analytics focus. He’s also a graduate of Western Kentucky University where he earned a BS in Data Analytics. What Kyle enjoys most about working at Hoffmann Murtaugh is the opportunity to work for a growing, diverse, and supportive team. |
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We are always up for a chat on our favorite topic: media! So, if you would like to brainstorm on how to navigate the ever-changing media landscape, we'd be happy to connect. |
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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. 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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