That’s how TikTok makes us buy it, which countries allow Apple to track them using ATT, Facebook is no longer a queen of marketing, metrics to keep in mind when doing email marketing, and much more from the world of digital marketing in our new episode of the RGray Weekly Marketing Insights and News Digest.
Did You Know: TikTok has dominated Gen Z women in purchasing decisions.
Meet the Influencers: Vox recently published an article about the people who influence such decisions. It’s Mikayla! She is a TikTok user who joined in the spring of 2020. She just finished filing her taxes and “it’s upwards of a million.”
What they are promoting: According to Mikayla, “a lot of the viral products we see are drugstore products.” For example foundations, self-tanners, and other products that are available.
Viral Product Life Cycle: Mikayla and others like her create short, entertaining videos on TikTok. These videos can instantly go viral when featured in a recommendation but then disappear just as soon. Here are Google Trends stats for popular viral products.
Where to start: If you work with micro-influencers, give them your product for free. One day, Mikayla was approached by a Maybelline employee and asked if they could send her a new line of mascara. In return, she needed to make a video about this product and share her experience as a user.
The video went viral. The company later paid Mikayla a reasonable fee to use the video in their marketing campaigns for 6 months.
It is difficult to find influencers, like Mikayla, who have potential, but the hard work is worth it once it pays off.
These are definitely not the ones you expected to see.
Alex Bauer of BranchMetrics recently posted a geographic breakdown of ATT statuses on his Twitter account.
The goal was to get an answer to the question of which countries are more likely to allow Apple to collect user data by clicking on the “Allow personalized ads” dialog box.
The answer: India, Brazil, and France are the only three countries where over 30% of users have given Apple access to personalized ads.
Australia, Germany, and Russia are also at the top, but from the other side, with 57% of users denying access.
Why it matters: Strategy. Eric Seufert recently published an article on how Apple can use ATT to change ads. For example, you might want to create two different landing pages. One for the audience that opened access to ATT, and one for the non-personalized audience that you cannot track.
Knowing which countries are more willing to be tracked can help you understand and make decisions regarding whether to use different landing pages, how to track data, etc.
Bear the pain: Technologically, things are getting more complicated, but this is how the competitive advantage of some people grows.
Who creates demand? Facebook? Who is capturing the demand? Google?
As it turned out, you can use Google, and in particular, YouTube, to create demand. And in some cases, it will be more effective than Facebook.
Such an example exists in practice and was published by the Common Thread Collective: Replacing Facebook ads with YouTube ads for search with a 202% increase in revenue.
Brand background: Quickflip Apparel was founded in 2017. Their main product is a sweater that converts into a backpack.
Problem: After the holidays in 2020, the flow of new customers began to slow down through Facebook ads.
Solution: They only used Google as a retargeting tool. But since it worked well, they decided to test the YouTube Ads squeak campaigns.
In February 2021, they started with a budget of $100 per day. But since the ROI was higher than that of Facebook, within two weeks the daily budget increased to $3000 per day.
Results: By March, income at the Shopify and Amazon sites grew by 202%. Google spending increased by 524%, while Facebook spending decreased by 23%.
The new demand forced the company to increase its branded search spending by 6 times. But what did they learn from this?
It’s worth starting with a small budget of up to $100 per day while continuing to test new audiences, creatives, and landing pages. Don’t give up early.
When measuring and analyzing performance, check your total revenue with YouTube. You are using Youtube to stimulate demand. But perhaps new potential customers will buy through branded search.
Focus on audiences with higher intentions: Custom-intent, In-market, and Life Events ones.
Use the AIDA formula (attention, interest, desire, action). How the effectiveness of each step of the formula is measured is shown below:
Attention – Get the viewer to stop: View rate of 25% or higher.
Interest – Generate an emotional response: Average watch time of 20 sec. per impression.
Desire – Turn the emotion into a tangible want: CTR of +0.80% for prospecting.
Action – Move them into an outcome: ROAS of 1.0 or greater for prospecting.
Are you trying to figure out how to measure the success of your email marketing strategy? Wondering what metrics to track to determine how successful your marketing emails are?
Our team has prepared an infographic for you with essential email marketing metrics that you need to know.
Here’s a quick summary:
Check out the infographic below.