The Torch: October 2023 Recap

Welcome to the ?? October edition of The Torch, your go-to place for monthly marketing recaps. Spooky season has come and gone, and the weather is finally starting to feel like fall just in time for daylight savings. This month’s edition focuses on generational differences in the workplace, seasonal advertising, and the most recent changes across your favorite social media platforms. Like always, be sure to subscribe below to stay in the know!?

WE ASKED, YOU ANSWERED???

With Black Friday ??? around the corner, TikTok has been trying to pitch its “Hashtag Audiences” as an attractive and innovative holiday marketing choice, arguing that the new behavior-oriented audience will better target individuals who are most likely to buy a brand’s product. We asked our followers whether they’ve considered advertising for the holidays on TikTok. More than 2/3 voted no, opting instead to use other platforms. The remaining votes were a split decision between yes and undecided.

We wanted to gauge how hiring managers in the marketing industry were feeling as we wrap up 2023. When asked if they were thinking about hiring marketers, half of our respondents said they weren’t thinking about hiring at all! Another 30% were cautious, voicing that they would possibly consider taking on new talent by mid-year next year.

Though indicative of a shift in the market, there were still 10% of voters who said they were looking to start hiring at the start of the first quarter, and another 10% are looking at this very moment!

Interested in finding your next marketing superstar? Become part of the 10% of active hiring managers by contacting TorchLight, one of Washington’s leading marketing and communications recruiters.

WHAT’S SPARKING CHANGE????

The TorchLight team has yet again sorted through the trove of headlines and articles from the past month to handpick our October standouts. Tell us, which one left the biggest impression on you.?

1. The Rise of Fake Out-Of-Home (FOOH): Brands are implementing CGI and other video effects to create seemingly real out-of-home content to post on social media accounts. From Maybelline’s viral videos of subway cars putting on mascara to the giant bottle of Truff sauce being “carried on a yacht”–these uncanny videos are causing some serious buzz. Some question whether brands should be required to disclose the doctored nature of their content, but nonetheless, the success of these kinds of videos speaks to the possible benefits of testing OOH ideas out before committing financially to physical campaigns. ?

1. TikTok, E-Commerce, and Salesforce: TikTok and talks of its various affordances dominated the headlines this past month, with the platform releasing an E-Commerce Starter Guide around the same time as it announced an integration with Salesforce. The Starter Guide revealed that a whopping 1 in 2 users on the platform are open to making direct purchases on the platform. From there, the guide detailed some actionable steps for interested marketers to take to capture TikTok Shop audiences. Working with Salesforce? Make use of this new feature to simply conversion funnels.?

1. Reminder Ads on Instagram: Users on Instagram have had the option to receive handy reminders and push notifications for events on the app for a minute now, but the use outside of that has been limited. Meta has since expanded the capabilities of the reminder feature in allowing advertisers to easily create reminder-based ads directly within Ads Manager, eliminating the previous restriction of requiring an organic post. Things just got a lot more versatile!?

1. Google's New Domain Th.ing: Google Registry, the part of Google’s business responsible for registering website domains, has announced a new URL ending (also called a top-level domain): “.ing.” Instead of using something like “.co” or “.io” when trying to make a clever URL, companies like Adobe and Canva are starting to embrace the power of “.ing” with the launch of new sites like design.ing and edit.ing.?

1. X Launches Tiers: After what has felt like an eternity of teasing, X has finally introduced its various subscription tiers. Premium+, which will run users $16 per month, eliminates ads from both the For You and Following feeds and offers a boost in replies. Basic, on the other hand, costs only $3 per month and still allows for post-editing and lengthy posts, but lacks a verified checkmark and revenue-sharing. The move aligns with Elon Musk's focus on subscription-based revenue since acquiring the company last year.?

TRENDING BLOGS???

In October, the TorchLight blog focused on managing generational differences in the workplace, especially as the number of Gen Z employees continues to grow. Here’s October at a glance:?

• Debunking Gen Z Stereotypes: The American Marketing Association recently hosted a panel debunking several stereotypes about Gen Z employees. These stereotypes, such as laziness and entitlement, often arise from misconceptions. Managers must take into consideration generational differences when working with their teams if they want to enhance workplace understanding and collaboration. ?
• How to Manage Your Gen Z Employees: The aforementioned AMA panel not only debunked these stereotypes but offered practical advice on how exactly to put these new considerations into practice.? Diverse work styles, when handled with care and communication, are actually an asset to your team!?
• TorchLight October Contractor of the Month: Congratulations to our Contractor of the Month Rachel Arnold! Read on to learn more about Rachel – where she grew up, the best advice she’s ever received from a manager, and her exciting bucket list destination.?

A WORD ABOUT OUR TEAM?

Back in July, we hosted a webinar with the female-run network Chief around the Changing role of CMOS. We were lucky enough to get another opportunity to continue the conversation this month! President and Founder of TorchLight Marketing Beth Wallace moderated a thought-provoking discussion with Noha Abdalla , Chief Marketing Officer of Choice Hotels International and Donna Mirandola , Chief Marketing Officer, Growth Marketing at Aon.

WHAT’S NEXT????

We’re looking forward to the exciting holiday season and finishing up the year strong! We’ll be having an in-person Thanksgiving celebration and other fun virtual events to get in the holiday cheer – how does your team bond over the holidays??

Looking for experienced marketing recruiters to meet your hiring or job search needs? We’re here to help!?

• Contact us about your marketing search & staffing needs?
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