If your advertising works, what does it say about the group of people who respond to it?
This is why it should be brand + performance marketing.
Brand obsesses about message and alignment.
Performance about results.
Either one alone can focus on metrics to the detriment of long term goals.
Remember when a big deal was made about Gen Z using Instagram and TikTok to search for places to eat? Well…
Gen Z consumers are starting their purchase journeys more often on Google…
But this isn’t a Google Search comeback story:
properties, including YouTube and Gemini
While Gen Z shoppers have moved away from Google Search as their primary method of discovery, those losses have been more than offset by YouTube’s growing importance as a channel for product discovery and research
The former search company is quickly becoming the YouTube company.
via EMARKETER
Early indications suggest that legacy SEO tactics —such as aggressive link building, keyword stuffing, or micro-optimization—will likely diminish in effectiveness. In their place, Google is prioritizing content that demonstrates topical authority, real-world expertise, and clear value to the end user
Your ad/post/content isn’t just competing with the other options around it in the feed.
It’s competing with what’s on the second (or third) screen.
With what’s happening in the viewer’s environment.
With the to-do and to-consume lists.
For marketers, it’s telling them that people are spending more time with their attention on other screens while they’re on the mobile devices.
A little harder to reach the consumer because their attention is divided.
Each individual piece of content is unlikely to be remembered over time. It’s the aggregate and l overall impression that matters.
via EMARKETER