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It’s been a while since I’ve written about the splintering of spending across demographics, turns out it may be keeping interest rates higher for longer.
Spending by older affluent Americans is helping grow the economy. But it’s also contributing to a delay in the Federal Reserve cutting rates.
…
People 55 and over own nearly 75% of all household wealth. With gains in both the housing and stock markets, older people are spending more on expensive services like travel, entertainment, and healthcare, keeping prices in those sectors high
via The Daily Upside
Everyone can be an ad platform now. This is just the beginning.
In it’s first-ever NewFronts presentation, mobile carrier T-Mobile unveiled an expansion of its advertising solutions unit, boosting both digital and brick-and-mortar retail media, mobile app, and CTV inventory.
via MediaPost
I kind of love this idea:
How to transform your Google Ads headlines with anti-audiences
To define your anti-audience, think about who’s least likely to say “yes” to your offer:
- Who doesn’t resonate with your unique selling points?
- Who clicks your ads but doesn’t become a lead or make a purchase?
- Who fills out a form but never follows through to become a client or customer?
Your brand can’t be for everyone.
Which means it’s actively not for some.
Lean into that.
Finished reading: How to Say No by Diogenes 📚
Why “Curious Marketers Club”?
In the words of James Clear:
There are many recipes for success. There is no single way to win. But nearly all recipes include two ingredients: curiosity and drive.
Yup
JPMorgan’s pivot to advertising means all companies are adtechs now
The crumbling of cookies has shifted value from third-party cookies to first-party cookies.
Which means anyone who has customer data can now create an ad platform.
&, as we’ve seen repeatedly lately, ads are where large scale revenue growth happens these days.
via Financial Times
YouTube is big enough that it’s its own category when it comes to how people watch videos
via eMarketer
The power of influencers continues to grow, but their status as a marketing channel has been recognized and accepted:
“authenticity” as a valued trait in influencers may be on the way out. Only 35% of Gen Z consumers said they cared most about authenticity from influencers, while 47% said they cared about follower count.
Traditional cool may be back in vogue for 2024, and what’s more traditionally cool than popularity?
via Marketing Dive
So about them cookies
Google delays third-party cookie phase-out to 2025 (maybe)
For the third time, Google has postponed the anticipated deprecation of third-party cookies in its Chrome browser.
Consider this a grace period to get your plans in order.
About that TikTok ban
The Senate passed a bill on Tuesday that would restrict the video app TikTok, a historic development in government regulation of social media that’s on track to quickly become law.
…
It received overwhelming bipartisan support in both chambers of Congress: The Senate passed the package 79-18 and the House approved the TikTok portion of the bill 360-58. President Joe Biden signed the legislation into law Wednesday.
Far from the end of this saga, but this is as real as a ban has seemed so far.
via USA Today
A ByteDance ban might be getting closer to reality:
The House once again passed a bill that could ban TikTok from the US unless its Chinese parent company ByteDance divests it — but this time, it’s in a way that will be harder for the Senate to stall.
The bill passed 360-58 as part of a larger bill related to sanctions on foreign adversaries like Russia. It’s part of a package of foreign aid bills that seek to provide military aid to Ukraine and Israel and humanitarian aid to Gaza.
via The Verge
Market your brand the way your brand’s personality would.
What people get stuck on with brand marketing is, “oh, I gotta do billboards or podcast ads or commercials.” & you don’t actually have to do all those things. You have to say what is a different, clever idea that I can afford to do that’s gonna get everybody’s attention.
There is no one size fits all.
& having fun works.
& is way more fun.
via Marketing Against the Grain 📼_
Cookieless ad targeting requires marketers to understand how consumers use their websites
“We’re never going to get back to what [digital advertising] used to be. And the sooner we all embrace that, the easier it will become,”
Times they are a-changin
via eMarketer
Future Forecast on AirChat, the Twitter + Clubhouse lovechild:
people are actually moving away from the big [social media platforms] and looking for more fragmented
Mass culture is dead.
Community rises again.
The Future G.I. Joe Promised
As TV has progressed from ephemeral programming delivered via wires to on-demand catalogs in the ether, the bottleneck has moved from demand to supply. Distribution wars turned into content wars.
This opens the door for brands to become studios (another word for media company).
Imagine Sour Patch Kids is now the new Nickelodeon.
The beauty and benefit of that is, every asset you create can be exploited across everywhere and anywhere but you’re starting with the creation of the product first.
Think Amazon and Apple vs. Max and Paramount+. (& think about the differences in the first-party data these two groups can collect and use.)
The studio becomes a function of marketing, bankrolled by the core product business. Instead of being the primary revenue stream on its own.
Return of the 80s?
The gatekeepers are no longer suits and ties in boardrooms but time and recommendation algorithms. Your brand may not be the next 20th Century Fox but it can become a trusted curator and connector. Or a patron in the Medici mold.
via Future Forecast
Finished reading: The Ghost Writer by Philip Roth 📚