5 Key Marketing Updates You Need to Know This Week – December 2nd

Since marketing methods are always being updated, you need to be too. 

Stay in the know with these advertising news stories from the past weeks, updated December 2nd, 2021.

1. Twitter combines shopping and livestreams.

Twitter hosted its first shopping livestream on November 28. The collaboration with Walmart featured Sunday Cyber Deals hosted by Jason Derulo during the post-Thanksgiving weekend. The 30-minute variety show featured surprise guests and sales promotions of electronics, home goods, apparel, seasonal décor and more.

  • The livestream shopping experiences include influencers and integrated shopping links.
  • The live shopping interface is split among a video livestream, an online catalog and a feed of tweets.
  • The stream continues to play in picture-in-picture mode if you click a link to retailer’s website.
  • The shopping livestreams are available on iOS and desktop. Android users can watch the stream but not shop.
  • Only brands may host shopping livestreams, not regular Twitter users.

More details

2. Google Performance Planner adds flexibility to benefit advertisers.

Google’s Performance Planner forecasting tool now has options to increase usefulness for advertisers.

  • Provide past performance or manual forecasts to add previously ineligible campaigns.
  • Access budget and bid recommendations to consider making suggested changes to a campaign.
  • Add secondary metrics to a performance plan to better understand its impact on performance beyond your most important metrics.
  • Set a time range for historical conversion rate to use a rate that may be closer to what you expect for your plan’s date range.

Why these changes matter:

  • You can generate forecasts for campaigns that previously were ineligible.
  • The suggested changes may increase your campaign efficiency, and the secondary metrics can help you anticipate the impact of changes on important metrics that are not key metrics.
  • The ability to choose a time range for historical conversion rate can provide more accurate predictions. This may be especially useful due to shifts in consumer behavior due to supply chain challenges.

More information

3. How marketing turned a $900 investment into a multimillion-dollar business.

David Gaylord started the bikini line skin care company Bushbalm as a side hustle and used different marketing strategies to turn it into a sustainable business. With an initial investment of $900, he experimented to create the marketing stack for his company, determine how to allocate marketing spend, and find effective ways to scale his brand using public relations.

Branding tips

  • Determine your unique selling proposition.
  • Sell at local markets to talk about your product. Help consumers understand what you are selling and what its purpose is. Get feedback on which pitch works.
  • Experiment with Facebook Ads to determine what is most and least effective.
  • Write blog posts with targeted keywords to increase your SEO and website rank.
  • Focus on driving traffic to your website.
  • DM or email creators in your target audience to build relationships. Ask them to include your product in an article or listicle, put your product link on their site, or market your product in another way.

Building trust with consumers

  • Encourage user-generated content (UGC) and online reviews. Consumers trust what other consumers say more than what companies say.
  • Ask your customers to use your UGC platform to send short videos or write about what they use your product for and why they love it.
  • Gift your product to your Instagram followers that you would like to represent your brand. These micro-influencers may share your gift on social media and raise awareness for your company.
  • Include the UGC and reviews on your website and social media.

Targeted marketing strategies

  • Encourage opt-in for your email automation to collect information to further target your marketing strategies.
  • Run Google Ads for branded search. The cost is low, and the ads increase consumer trust.
  • Use Facebook Retargeting campaigns to increase website traffic, click-throughs and conversions.

Allocating your marketing budget

  • Increase your organic search on Google as you scale.
  • Spend 80% of your Facebook budget on prospecting and 20% on retargeting. The bigger your audience, the more you can scale up your spend.
  • Track your blended return on advertising spend (ROAS) or blended cost of customer acquisition
  • (CAC) to determine your success. Modify your advertising budget as needed.

Deep dive

4. Drive post-holiday sales in 2021.

Start planning now to maximize sales before the year ends. With shopping habits continuing to evolve during the pandemic and shipping delays due to supply chain problems, the shopping season after Hanukkah through the first 2 weeks of January is a great time for marketing.

  • Merchants likely will be selling holiday inventory after shipping deadlines pass.
  • Extended customer demand is expected to impact excess inventory.
  • 55% of US shoppers plan to purchase gifts online, even if they won’t arrive before Christmas.
  • The average shopper is expected to leave the majority of their shopping until December and be open to current suggestions for gifts.
  • Brands can get more value from their advertising now by reaching more consumers for less money.

Gift cards as a commodity

  • 33% of shoppers plan to give gift cards to family and friends.
  • Receiving gift cards increases brand discovery and encourages visits to stores not previously considered.
  • 74% of consumers spend $54 on top of the original value of the gift card.
  • 69% who receive gift cards over the holidays use them within weeks.
  • Brands gain short-term opportunities for purchases and long-term opportunities to develop relationships with new customers for future purchases.

New Year resolutions for wellness

Many resolutions revolve around physical and mental health and self-improvement goals.

  • Snapchat users are willing to spend 52% more on new phones, 22% more on new shoes and 20% more on new outfits than non-Snapchat users.
  • Promotion of products or services related to wellness, learning or financial planning can drive sales.


5. How brands are winning the holidays.

Brands like Target and Starbucks are centering their ad campaigns on diversity and inclusion during a time when togetherness is more essential than ever. These marketers want to authentically engage with consumers to show they are represented in the brand. This increases the desire to spend money on the brand’s offerings.

  • Diversity and inclusion typically involve race or ethnicity and gender or sexuality.
  • Brands need to create holiday campaigns that include different religions, family structures, ages and abilities.
  • Touching on a variety of intersectional touch points shows that everyone belongs with a brand.
  • Focusing on community, love, togetherness, sharing and kindness connects marketers with consumers.
  • Disability inclusion, especially for people with red-green colorblindness, should be a strategic priority for brand campaigns.
  • Diverse and inclusive ad campaigns need to align with company mission, vision, values and goals to build long-term consumer relationships.

Learn more

Need a hand?

At Operam, we look at your marketing as a whole rather than in isolated silos. As a result, we optimize the value you realize from every step of the customer journey, no matter how many channels it entails. Contact Operam today to learn how we can help you reach your marketing goals.