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International social media analytics firm Talkwalker and Hubspot asked 50 social media gurus, industry experts and PR professionals from around the world to define the trends that will shape the social media industry for 2021.

COVID-19 expedited issues, ideas and initiatives that were bubbling away, but may not have happened quite so soon without the crisis.

Social Trends 2021
Todd Grossman, CEO Americas Talkwalker

“While 2020 was a year that no one could have predicted, with mentions of COVID-19 going from near zero in November 2019 to more than 1.2 billion so far in 2020, COVID-19 was a catalyst not an outcome,” says Todd Grossman, CEO Americas Talkwalker.  “It expedited issues, ideas and initiatives that were bubbling away, but may not have happened quite so soon without the crisis.”

This year’s Social Media Trends report ranked trends to look for in 2021 as identified by experts and by the audience as consumers were surveyed to rate the trends and see how they are impacting brands at the ground level.  The number one trend identified was focused on the impact of socially conscious audiences.

In 2020, it was clear how this socially conscious generation had an impact on brands, politics and society as a whole.  Companies will have to engage more with topics like mental health, inclusivity and social justice or face becoming irrelevant and potentially obsolete in 2021.

Brands must understand their audiences to identify the issues that matter to them.

“Brands must understand their audiences to identify the issues that matter to them,” says Grossman.  “But before engaging publicly, brands need to be earnest, ensuring they are tackling the issue across the whole company.  And go full throttle – you have to be committed to your cause but also be aware of any backlash by monitoring sentiment and ensuring that you are striking the right tone with your messaging.”

One example of a company embracing social consciousness in 2020 is Nike, which has never been a brand to edge away from politics. Following the rise of the Black Lives Matter movement earlier in the year, Nike engaged with the topic quickly, drawing their line in the sand. This tweet quickly garnered attention.

With more than 7.8 million views and 326.5K engagement, the message resonated. Nike followed up with clear brand commitments, both financial and strategic, to support their employees, supply chain and communities. To date, #UntilWeAllWin has been mentioned 131K times, with 671K engagement. Their socially conscious strategy is making a difference with powerful messaging, like their You Can’t Stop Us campaign, already reaching nearly 58M views on YouTube alone.

Social Trends 2021Demonstrating commitment will matter more than ever when it comes to attracting (and retaining) employees, customers and other key stakeholders.

“Brands will have to find their place in public dialogue on social, particularly when it comes to social justice,” says Eva Taylor, Director of Social Strategy, Operations & CSR at Hootsuite. “However, words without action are meaningless: demonstrating commitment will matter more than ever when it comes to attracting (and retaining) employees, customers and other key stakeholders.”

Among the other social trends experts say to look for in 2021 and available in the full report are:

·          The Rise of Digital Disinformation

·          Social Media Giants Adapt to the New Normal

·          Old-School Marketing for a New Market

·          Social Gaming = Gaming Social

·          More Conversation(al) Marketing

·          Nostalgia Marketing

·          Memetic Media

·          The. Four Cs of COVID-19 Content

·          Remixing Is the New UGC

 

In contextual  targeting, advertising media are controlled on the basis of the content of a website using linguistic elements. The advertisements themselves are selected and served by automated systems based on the context of what a user is looking at. Contextual advertising helps a brand understand what a consumer might like without needing personally identifiable information. Results of a new study show that digital advertising campaigns that employ contextual targeting are more cost-efficient than behaviorally targeted campaigns.

Amidst a wave of data privacy regulation and third party cookie phase-outs that have digital advertisers scrambling for solutions to maintain campaign efficiency and scale, contextual targeting has frequently been touted as a data privacy-friendly alternative to behavioral targeting––but until now the viability of that claim has gone largely untested. Tech and media firm GumGum published a case study called Understanding Contextual Relevance and Efficiency: A Comparison of Contextual Intelligence Vendors and Behavioral Targeting. Findings seem to give credence to the promise of contextual as results indicate that digital advertising  campaigns that employ contextual targeting are more cost-efficient than behaviorally targeted campaigns. The study was sponsored in partnership with Dentsu Aegis Network and conducted by an independent third-party researcher.

Contextual Targeting
GumGum CEO Phil Schraeder.
It is fabulous to finally see a head-to-head contextual-behavioral match up and get hard data behind contextual targeting’s value.

“Machine learning-backed contextual targeting has been a central tenet of our offering since the get-go, so to some degree, from our perspective, this study states the obvious, but it is fabulous to finally see a head-to-head contextual-behavioral match up and get hard data behind contextual targeting’s value,” said GumGum CEO Phil Schraeder. “There are plenty of doubting Thomas’ about contextual as an answer to the cookie’s death and this ought to give them some faith.”

While the study was principally designed to better understand the overall effectiveness of contextual intelligence in comparison to behavioral, it also sought to benchmark four of the top contextual intelligence vendors in the industry. For the study, Dentsu Aegis Network ran live campaigns for four of its major brand clients, including Sephora, across four contextual intelligence vendors, as well as by leveraging behavioral targeting. The campaigns utilized the same brand safe inventory. The campaign served 1M impressions, which were measured for cost efficiency and content relevance.

We needed to gauge the effectiveness of the numerous emergent contextual intelligence offerings.
Contextual Targeting
Brian Monahan, Global Client President and Head of US Ventures for Dentsu Aegis Network.

“In a world with diminishing access to audience targeting, as responsible partners to our clients, we need the most robust understanding of potential best practices and tools available for success,” explained Brian Monahan, Global Client President and Head of US Ventures for Dentsu Aegis Network. “Beyond value-testing contextual, we also needed to gauge the effectiveness of the numerous emergent contextual intelligence offerings. This study gave us both of those things––and the results are compelling.”

Indeed, the study found that, taking into account CPMs, the contextual Intelligence vendor in-demo impressions (eCPM) cost 29% less than behaviorally targeted in-demo impressions, with GumGum Verity™ impressions costing somewhat less (36%)––and overall that for CPC and vCPM the costs of using contextual targeting were lower than behavioral (48% and 41% respectively).

 

For the study, Nielsen Digital Ad Ratings Reporting, Xandr, GumGum, MOAT provided the cost efficiency measurement of impressions. Appen, a third party vendor specializing in human annotation of urls, measured content relevance.

Jordan Gnat, Robin Chhabra, Andy Clerkson, Loida Ruiz….People invest in companies, change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

Jordan Gnat, Robin Chhabra and Andy Clerkson Invest in Futbol Sites

Futbol SitesDigital sports media group Futbol Sites announced that it is joining forces with Jordan Gnat, Robin Chhabra and Andy Clerkson, who together have acquired a significant interest in the Group, as well as appointing Mr. Gnat as Vice-Chairman of Futbol Sites. The terms of the investment were not disclosed.
Federico Grinberg, CEO of Futbol Sites tells Portada that a “key element of the company’s strategy going forward will be to accelerate growth in the U.S., both in the U.S. Hispanic as well as the general market. Futbol sites recently launched a new website catering to the U.S. general market. ”
Grinberg adds that online sports betting has had a significant advance in the United States and Futbol Sites also aims to be a major player in this sector. Jordan Gnat is a Senior Business Executive with over 25 years of leadership experience and over 17 years in the global gaming and media industries. Most recently Jordan was the Group Senior Vice President of The Stars Group, the parent company of PokerStars, FOX Bet, PokerStars
Casino, SkyBetting and Gaming and Oddschecker Group Media. Robin Chhabra is an experienced executive in the online gambling industry and currently serves as the Chief Executive Officer of FOX Bet, a landmark partnership between Flutter Entertainment and FOX Sports in the USA. He was previously on the Executive Committees of The Stars Group, William Hill and Inspired Gaming Group where he focused on strategy, business development and M&A and expanded the global footprint of each of these companies. Andy Clerkson has spent three decades building brands for media, sports betting and gaming companies in the USA, UK and Europe. In 2019, he helped The Stars Group and FOX Sports set up FOX Bet, for whom he is a senior advisor. In 2007 Andy founded influential digital marketing agency Grand Parade, which specialized in sports betting and was acquired by William Hill in 2016.

 

Loida Casares

Loida CasaresLoida Casares has taken on a new role as Account Manager for Houston Public Media and Market Enginuity. She manages an account desk and sells corporate sponsorships for KUHF 88.7 NPR, Channel 8 PBS, digital media and podcasts for Houston Public Media and Market Enginuity. She also sells multi-market campaigns that include any of the other 17 markets that Market Enginuity represents. She will report to Millie Adan-Garza, Director of Sales and Corporate Sponsorships. Casares began her professional career in advertising 27 years ago at the Houston Chronicle. Until recently, Casares worked as a Senior Account Manager at the Houston Chronicle.

Charles Gabriel

Charles Gabriel

WildBrain Spark, the digital media division of WildBrain—one of the world’s largest independent kids’ and family entertainment companies—has appointed Charles Gabriel to the newly created position of Vice President and Head of US Advertising Sales. WildBrain Spark builds brands through the management and creation of preschool and children’s entertainment content on platforms such as YouTube, Amazon Video Direct and ROKU. WildBrain Spark’s branded YouTube network is one of the largest of its kind, featuring more than 260,000 videos for more than 800 kids’ channels in over 30 languages. Every 90 days, one in every three kids worldwide with access to YouTube watches video content on the WildBrain Spark network, which has over 168 million subscribers, and approximately 4 billion views per month.

 

Dear Members of the Portada Community,

We hope this message finds you healthy and safe. We know that the coronavirus crisis is bringing up many until very recently unthinkable challenges for the marketing community.  We deeply appreciate the relationships we have built, and we understand this is also a difficult time for your brands and businesses. We want to tell you that we are here to help. Please, let us know if you have any inquiries or if there is anything we can do for you at this time.

Over the next weeks we will be closely monitoring the situation and are looking forward to soon continue providing you:

  • Year-round participation in 24 virtual and in-person brand decision maker workshops belonging to 6 different units of the Portada Council System.
  • More than 800 1:1 meetings with pre-screened brand marketers annually.
  • Thought-leadership opportunities on topics chosen by brand marketers based on their needs.
  • Best-in-class digital marketing solutions through Portada media.


Throughout these challenging times, we will also continue providing marketing information, insights, and industry updates you rely on to drive your business forward on our website www.portada-online.com and mercadotecnia.portada-online.com.

Stay safe! We look forward to seeing you in the near future once the coronavirus is behind us.

Your Portada Team

Short term it will likely have an impact and it may also  accelerate trends that are already under way. How will the coronavirus impact marketing? Four things to take into account.

1. Short term: Uncertainty and Risk Aversion…

The coronavirus may soon be contained and ultimately not have a major impact on economic activity levels, similarly to the 2003 SARS outbreak and the 2014-2016 Ebola outbreak. In the short term, however, things are likely going to get worse before they stabilize. That’s because virus outbreaks, by definition, initially have a very high growth rate of positive cases.  Uncertainty rules.  “I think the reason we were not specific was just because I think at the moment, it’s really just unknowable,WPP CEO Mark Read, said during the company’s earnings call last Thursday February 27, when asked about the business impact of coronavirus on WPP’s China business. “It’s more unknowable today than probably it was Friday, if we had this meeting Friday of last week, we may [have] given you a different answer then we give you today.” As COVID 19 cases grow outside of China, the uncertainty is also increasing in the rest of the World, including the rest of Asia, North America and Europe (the main marketing hubs).
Not surprisingly, all major agency holding stocks have taken hits along with the broader market last week. With WPP’s shares falling 15%; IPG is down 5%; Omnicom is down nearly 4%; Dentsu Aegis fell 2.5%; and Publicis Groupe down 5.6%. In the real economy,  global tourism and retail have been hit particularly hard, as Chinese tourists provide a major source of income for many markets.

2. Coronavirus Impact on Marketing: More emphasis on Virtual – Digital Marketing

In the short term companies are starting to restrict travel and encouraging remote work (e.g. Amazon told its employees to avoid all non essential travel for now including within the U.S.) Facebook, on its part,  last week cancelled a global marketing conference in San Francisco’s Moscone Center. Activations and sponsorships at live events may be impacted negatively as marketing, including event marketing will become more virtual. This is not good news in a year where analysts were expecting to see an uptick in media investments from marketers eager to capitalize on events like the 2020 Tokyo Olympics.

The virus may also accelerate a trend that was happening anyway. Executive meetings and virtual events over hangouts will increase. For an example check out Portada’s Council System of brand marketers, which conducts 12 brand decision maker virtual workshops a year.

3. Driver for E-Commerce…

In parts of China, major retailers like Starbucks, Uniqlo, Nike and Apple have temporarily shuttered their stores, while small and medium-size retailers are being hit particularly hard as foot traffic dwindles. This may happen in the U.S. in areas that have been particularly negatively affected by the outbreak. Reduced in-store activity will be a driver for increased e-commerce activity and e-commerce marketing. The big caveat here is if the outbreak creates serious supply chain issues (at producers, shipping and overall logistics e.g. Apple and Microsoft warning of supply chain problems last week), therefore limiting the amount of goods that can be purchased by online buyers.

…particularly Online Grocery…

Housebound consumers in China are turning to online groceries for their daily food supply. According to French retailer Carrefour, vegetable deliveries increased by 600% year over year during the Lunar New Year period. Chinese online retailer JD.com reported that its online grocery sales grew 215% year over year to 15,000 tons during a 10-day period between late January and early February. Concerns about food delivery due to possible food contamination have spurred recent innovation in contactless pickup and delivery services by companies such as McDonald’s and Starbucks. McDonald’s has implemented contactless pickup and delivery of Big Macs, fries and other menu items across China as the outbreak has unfolded. Customers order remotely – on mobile phones or by computers in store – and employees seal the meals in bags and put them in a special spot for pickup without human contact, McDonald’s says on its website.

4. Coronavirus Impact on Marketing: Boost to At-Home Entertainment, Video Streaming and Gaming

If employees are forced to stay at home more, it will also impact how consumers spend their leisure time as they may have to avoid public gathering spaces, like movie theatres, concerts and gyms, leaving more time for them to binge on home entertainment and video services. Advertising revenues of companies that heavily bet on video content and advertising ,e.g. Roku, Youtube, Netflix and others should benefit from a public that’s stuck at home.