Today in Digital Marketing - Ditch the Pitch: A New Model for Digital Agencies?
Episode Date: May 9, 2023Roomy results: Why clutter AND white space will increase your clickthrough rate. What does tracking even mean when most consumers clear everything out anyway? It is time for agencies to ditch the pitc...h? Plus, Meta's new Reels initiative, Amazon's in-store incentives, and more..🔘 Follow the podcast on social media🎙️ Subscribe free to our other podcast "Behind the Ad"🙋🏻♂️ Tod's social media and gaming livestream.✨ GO PREMIUM! ✨ ✓ Ad-free episodes ✓ Story links in show notes ✓ Deep-dive weekend editions ✓ Better audio quality ✓ Live event replays ✓ Audio chapters ✓ Earlier release time ✓ Exclusive marketing discounts ✓ and more! Check it out: todayindigital.com/premiumfeed.MARKETING BREW — SUBSCRIBE FOR FREEOne of our regular go-to sources for the latest marketing news is Marketing Brew. It's a daily, punchy, quick-read newsletter that will keep you at the top of your game. Highly recommended!✅ Subscribe Free Now.💵 Send us a tip🤝 Join our Slack: todayindigital.com/slack📰 Get the Newsletter: Click Here (daily or weekly)📰 Get The Top Story each day on LinkedIn. ✉️ Contact Us: Email or Send Voicemail⚾ Pitch Us a Story: Fill in this form🎙️ Be a Guest on Our Show: Fill in this form📈 Reach Marketers: Book Ad🗞️ Classified Ads: Book Now🙂 Share: Tweet About Us • Rate and Review.ABOUT THIS PODCASTToday in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source Audio.🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Google Ads for Beginners with Jyll Saskin Gales• Foxwell Slack Group and Courses .Some links in these show notes may provide affiliate revenue to us. Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy
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It's Tuesday, May 9th. Today, roomy results. Why clutter and white space will increase your click-through rate.
What does tracking even mean when most consumers clear everything out anyway?
It's time for agencies to ditch the pitch.
Plus Meta's new Reels initiative, Amazon's in-store incentives, and more.
I'm Todd Maffin. That's ahead today in digital marketing. One simple change in your
product photo compositions might be all it takes to boost conversions. New research finds that
click-through rates are three times higher when items in an ad or a product image were placed
close together in the center with plenty of white space around the edges. This layout also led
consumers to liking the ad more and to say that they are
more likely to buy the product. According to the study's researchers, this is because white space
helps our mind arrange and group items in the image, making it easier to understand and process.
And when objects are situated closely together, we assume that they're linked or connected,
leading us to view the products as more effective or beneficial
than if they were separate.
This layout is effective
with multiple copies of the same item
or a group of related items.
But if consumers can't connect the items,
placing them close together
won't be as effective.
The paper was published
in the Journal of Advertising.
It's called
How to Allocate White Space in Ad Design,
the Impact of Product Layouts on Perceived Advertising Performance.
Google's cookie doomsday clock is ticking,
but a new study shows that private browsing is already affecting advertisers' ability to target users
as 70% of British consumers are accessing the internet
in ways that hide their personal data on a weekly basis.
This includes things like browsing in private mode
or incognito mode, using Safari as their primary browser
or regularly clearing their caches.
One in six indicated they clear their browsing history
and cookie cache daily.
And a fifth opt out of website tracking cookies on a daily basis.
And the number of people browsing privately is increasing, with almost a third saying they spend
more time browsing privately than a year ago. Ad tracking, of course, cited as the main reason why
people are more aware of online privacy in recent years, more than data breaches or being targeted
by online scammers. This increased awareness of online privacy is causing consumers to question the value exchange
of providing free content in exchange for personal data.
While the number of respondents who believe their personal data is a fair exchange for a free service is split,
the majority of people believe change is necessary.
Two-thirds of respondents said that advertisers
should find a better way to make ads relevant that doesn't rely on collecting personal information.
And more than half of consumers said they would be more likely to choose a brand
if it could prove it never collected or used personal information for advertising.
The data comes from Nano Interactive's survey of 2,000 UK consumers.
From ditching data to ditching the pitch.
According to a new Forrester Research report published yesterday, the agency pitching process is broken and fixing the model requires both brands and agencies to make major changes.
The report's author, Jay Patisall,
identifies four areas contributing
to brands' dissatisfaction.
First, procurement-driven reviews
that prioritize cost savings.
Second, marketers' lack of preparedness during reviews.
Third, agencies that over-invest in pitches
and offer free IP.
And fourth, conventional pitch consultant processes are
bloated and overcomplicated. According to the report, agencies spend up to a fifth of their
revenue annually on pitching, and this is unsustainable. Patisol suggests that brands
should employ test run models that evaluate agencies based on their real work instead of
flashy pitches. In contrast, agencies should
embrace temporary project-based work and charge fees for the projects they complete rather than
relying on pitches. To successfully implement a new model, both brands and agencies will face
significant challenges as they shift away from business-as-usual practices. While the current
partner selection process has been criticized, agencies will need to consider other factors to bring real change. One of these is the need to
restructure organizations and staffing models to ensure that project-based teams can be scaled up
or down as needed. This, says the report, is a complex challenge, especially with shrinking
marketing budgets and agency teams struggling to retain
employees. But Patisol suggests that if brands compensated agencies for delivering on project-based
engagements, it could significantly reduce the overhead costs currently allocated to pitching
new business. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit?
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Be protected. Be Zen.
TikTok is launching a new platform for brands called TikTok World Hub,
designed to help brands learn about the app's advertising tools and marketing best practices.
The platform has four areas, branding, commerce, performance, and creative.
Each topic includes videos with TikTok product leaders and product roadmaps
to educate brands about TikTok
advertising. The hub also breaks down TikTok's complete product suite and what products drive
what parts of the marketing funnel. The platform also introduced TikTok Fundamentals today, which
is a framework for brands to get the most out of their ad campaigns. Meanwhile, ByteDance,
that's the parent company of TikTok, is said to be exploring the book publishing industry with a trademark application filed by its subsidiary, Lemon Inc.
The trademark, named Eighth Note Press, covers a range of book publishing products and services, including an app for reading, downloading, and discussing e-books, retail bookstore services, audiobooks, and more.
Well, after recently pulling the plug on its Reels Play bonus program,
Meta today announced that it is expanding tests to compensate creators on Facebook Reels,
but this time based on the performance of their videos directly and not the ads surrounding them.
The program called Ads on Facebook Reels started testing last year.
The company is now inviting more creators to join.
Those creators will be paid based on the number of plays their reels receive, meaning more views, more money, over times that it might look at other factors when determining payouts. The biggest e-commerce company in the world is luring computers to shop IRL. Reuters
is reporting today that Amazon is now offering shoppers $10 to collect their purchases in-store
rather than having them delivered. This as shipping costs soar. Several Prime subscribers
who pay a membership fee for free shipping
received emails promoting a $10 reward for picking up orders worth $25 or more
at locations like Amazon Fresh, Whole Foods, and Kohl's,
with which it has a partnership.
Amazon is among a number of retailers that are rethinking free shipping options.
In recent months, the company has made changes to its delivery and return policies because of rising costs.
We'll move over to ChatGPT.
Chat JBC is here.
Wendy's is welcoming our robot overlords to the drive-thru with the new AI chatbot powered by Google, the chatbot will take orders, of course, and it'll feature words, item names and acronyms unique to the franchise like Biggie Bag and JBC for Junior Bacon Cheeseburger.
The AI is, of course, also programmed to upsell customers with orders sent to a human line cook, at least human for now.
I got that. You know that I got that.
I got it cocked back.
Aye, aye, aye, aye.
I have a date with my Rainbow Six squad because I'm so close to silver I can taste it.
Talk to you tomorrow.
No, I got that.
Cocked back.
Ready to squeeze.
I feed the youth to inspiration.
They selling them dreams.
You see that belt?
Got a bowl of skizz and metals between.
Thinking we're on the same page. A hundred levels beneath. I got that. Wet, soft, hard. Outro Music