Rob's Report: Marketing Industry Insights for Week of June 1

This information is all publicly available and does not necessarily represent the POV or guidance of my employer

CONSUMER AND MARKET PLACE TRENDS

After Weeks of Decline, Sales Metrics Showing Signs of Recovery: Hubspot’s Kipp Bodnar blogs insights gleaned from data aggregated from over 70K Hubspot customers globally. There are some really great tools here that provide some optimism. Last week saw the highest volume of deals created since the start of the pandemic, as companies that had paused “business as usual” begin to re-emerge

COVID19 Has Created A Huge Opportunity In Video: Jennifer Howard, Facebook's VP of Entertainment, Technology and Connectivity, points out how video is filling a void and driving an explosion of innovation and creativity.

1. 87% of Americans are consuming more content lead by broadcast, online video and streaming TV. Facebook Live viewership is up 50% in the US between February and March
2. Video as a Connector: A fresh wave of events like Netflix watch parties, the digital premier of Trolls: World Tour, and an Instagram Watch Party of Thor: Ragnarok hosted by Oscar winning director Taika Waititi has re-imagined the use of familiar platforms to create ways to safely engage with family and friends
3. Social Engagement Lets Brands Connect on a Deeper level: A 2019 study from Toluna showed that positive user comments on social media helped increase brand awareness by 53%! Lean into platforms with social features (watch parties, live Q&As, commenting) to engage your audience. And experiment with new formats.

INDUSTRY RESPONSE TO CURRENT EVENTS

• Advocates Want More Than Words: AdWeek points out that companies and influencers that call out police violence on social media are being told to ‘open your purse.’
• Brand Show Solidarity with George Floyd Protests: The Drum rounds up brands that are taking a stand on racial injustice and provides thoughts from industry leaders on what brands should be doing, if it will work, and how to lead through challenging times.

WHAT COMPANIES AND BRANDS ARE DOING INTERESTING THINGS TO SUPPORT THEIR BUSINESS, PARTNERS AND COMMUNITIES?

• University of Phoenix celebrates their Class of 2020 (and overcomes some production shortcomings) with user generated content
• Hanifa debuts its latest collection on Instagram Live, using 3D models: Lead designer Anifa Mvuemba discusses her use of fashion and technology to celebrate the beauty of the Congo while raising awareness for issues faced by its citizens

WHAT IS HAPPENING AT FACEBOOK?

• How Consumer Tech is Adapting to New Consumer Behaviors: Eric Merkow, Industry Manager for Tech at Facebook, highlights changing trends and how brands can leverage them to future proof their business. Brands are moving up the purchase funnel to take advantage of brand and video efficiencies to build brand equity.

“By relying on upper-funnel opportunities, connecting with consumer values, reaching younger audiences on digital video, and experimenting with new media tactics, successful consumer technology brands are adapting to meet the challenges posed by new viewing habits.”

Webinar: Demystifying Machine Learning in Ad Delivery

• Date: Thursday, June 11th
• Time: 2pm ET | 1pm CT | 11am PT
• Webinar Overview: Every day, millions of ads are delivered to people all over the world on Facebook. By leveraging data and machine learning in their delivery, these ads are able to maximize advertiser value, while creating a more beneficial user experience. This 30-minute webinar will cover:
• The fundamentals of ad delivery
• The value of ad auctions to digital advertisers
• How to maximize the impact of your campaigns