Thursday Thoughts On Advertising 115

TikTok Marketing

#ThursdayThoughtsEvery Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.

This week we’ll look at: The Forces Shaping Our Future Today, Marketers Are Starting To See TikTok As A Staple Of The Social Budget, The Elements Of Good Judgement, and Microsft To Replace Manual CPC With Enhanced CPC By April.Bob McKay
President + FounderEmerging Trends: The Forces Shaping The Future Today see article here

Emerging consumer behavior trends are showing an attempt to simplify their lives through better efficient use of time. That has an impact on their shopping which has an impact on how brands need to behave to win more business. Heightened digital expectations from consumers.Alex Andrews
Executive Director of Social AdvertisingMarketers Are Starting To See TikTok As A Staple Of The Social Budget see the article here

This could be the year of the TikTok ad explosion, as the unstable fate of TikTok in the United States is finally settled, with no more Trump threats and the Oracle purchase being finalized.  More and more advertisers are starting to view it as a viable investment with digital ad spend, but not without caveats.  TikTok users more than other social platform users are sensitive to when a piece of content seems wrong or ill-fitting, which means anybody hoping to leverage the booming userbase needs to take careful consideration when developing creative.

Christian Bayne
Director of Content Strategy + Market ResearchThe Elements Of Good Judgement See the article here.

Good judgment comes in many forms but being aware of your biases stood out to me as the most important. Identifying your biases is not an easy task, and requires a level of humility that most aren’t prepared to elevate to. Cognitive biases can come in many forms which usually require deep introspection and post-mortem exercises to identify. Combine that with self-awareness, and you have a fighting chance to make good judgment calls.Matthew Giardino
Director of Performance Marketing + AnalyticsMicrosoft To Replace Manual CPC With Enhanced CPC By April See the article here.

Microsoft Ads is taking away bidding settings from advertisers by sunsetting its manual bid strategies and opting for using an “enhance CPC” bidding model. This is detrimental to advertisers on this platform and will cause many to leave the platform altogether.

We hope you enjoyed these snippets of information that we chose to share. Look out for the upcoming #ThursdayThoughts post. (Yes, it’ll be on Thursday). See our previous post here.