Thursday Thoughts On Advertising 92

Posted on June 17, 2020 by Christian Bayne

MCKAY ADVERTISING + ACTIVATION

#ThursdayThoughts

Every 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: In France The Pandemic Has Boosted Commerce For Good, I Canceled Facebook, DTC Brand Q2 Spending, Text Messaging Is The Most Effective Channel For Retail, and Google’s New Targeting Restrictions.

THE FUTURE OF COMMERCE

Bob McKay
President + Founder

In France, The Pandemic Has Boosted Ecommerce For Good see article here

We also have a new Forbe’s article out that analyzes this in detail and why the 2020 economic collapse is so different than the 2008 collapse in regards to business models and marketing to consumers post these events.

PAID SOCIAL ADVERTISING

Alex Andrews
Executive Director of Social Advertising

I Canceled Facebook Advertising see the article here

A thought-provoking perspective that is becoming more common among brands managing their in-house marketing budgets. It’s worth noting that Facebook has more or less placed a bandaid over their numerous PR issues and scandals over the years, and their stubbornness in refusing to change some policies might finally hit them where it hurts: their revenue. (While we as an ad agency won’t dictate for all of our clients a refusal to spend on Facebook, we still find the concept interesting and hope Facebook will respond appropriately).

STAYING THE COURSE OF COMMERCE

Ann Marie Bell
Chief Revenue Officer

‘Christmas Came Early’: For Some DTC Brands Spending More On Ads During Q2 the article here.

This article reminds me of the time when my children were small during the Great Recession. I had waited to last minute to Christmas shop, times were tough and I was trying to hold on to our family’s money as long as I could “just in case”. I ended up not getting the gifts or the pricing that I was hoping for. I actually spent more. I should have stayed the course that year, stayed in the game, buying along the way. In the end, Christmas was still coming, my kids were still getting presents and I was still going to spend the money. Similarly, Advertisers, the end of the year is still coming, revenue goals still have to be made. “Shop” now!

MARTECH: TEXT MESSAGES FOR B2C BUSINESS

Christian Bayne
Director of Content Strategy + Market Research

Text Messaging Is The Most Effective Marketing Channel Most Retail Brands Aren’t Using See the article here.

“More than 50% of consumers said they want to text with their favorite brands” Retailer, brands, and all B2C businesses must begin to communicate with consumers on a more automated basis. In the current climate where layoffs and furloughs are high, businesses can still prosper by using these less expensive, yet highly effective automated tools.

PPC STRATEGY

Matthew Giardino
Director of Performance Marketing + Analytics

Google To Prohibit Demographic, Zip Code Targeting For Housing, Employment, Credit Ads See the article here.

Things are going become a little more challenging for advertisers looking to run ads for housing, employment, and credit cards, affecting a lot of advertisers by limiting targeting to income ranges and demographics. Other advertising platforms have done similar limitations in the past, but there are always ways around this type of restriction.

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.

Thursday Thoughts On Advertising 92