By Mark Eting
Bullseye Strategy Special Correspondent
What are we buzzing about this week at Bullseye Strategy? Probably the same thing agencies all over the world are buzzing about: this year’s annual Mary Meeker report, which has been offering game-changing insights about what’s next in digital marketing since it first emerged in 1995. Other exciting developments: Pinterest’s “Shop the Look” pins are morphing into an advertising platform that should have every fashion brand out there fanning themselves coquettishly. Meanwhile, Spotify is rolling out targeted ads for podcast listeners.
Mary Meeker Tells All
To the rest of the world–aka, normal people–the name Mary Meeker might not mean much. But for those of us who use expressions like “USP” at the dinner table–aka, digital marketing nerds–any wisdom spouted by the head of venture capitalist firm Bond is A.Pretty.Big.Deal. This year’s report pokes holes in the theory that mobile usage is flattening out, with the stunning announcement that people now spend more time on their phones than they do watching TV. Another big shocker: more than half of the global population now uses the Internet. (Reminder: the term “global population” includes people who live in grass huts and don’t have electricity, let alone decent wifi.)
Here’s a Belt to Match Those Shoes
So you’ve pinned a pair of cute peep-toes. You’re probably not thinking about how nice it would be to find a cinch belt to complete your look–but that’s OK, because Pinterest will have you covered. Their “Shop the Look” pins are evolving to become a more assertive “Complete the Look,” which will automatically pull in complementary recommendations based on your Pinterest search activity. For those of us who are fashion-challenged and always daydreamed that a Jetsons-type robot could tell us what to wear every day, this may mean no more mornings frantically trying on and tossing under the bed garments that just don’t work together, or proclaiming to the world, “I hate belts!” It’s even more exciting for advertisers of apparel brands who are selling the aforementioned belts.
Brands Get Loud on Spotify
Podcast consumption on Spotify increased by 250% in 2018, resulting in a huge influx of brand advertising and branded content for voice-only content. The latest development comes from Samsung and 3M, who will be the first brands to debut targeted advertising on the streaming network. The targeting will be available based on listener interests, offering the ability to message fans of comedy, lifestyle, health, business, and technology. With U.S. spending on podcast advertising expected to hit $1 billion by 2021, it seems pretty smart to make sure the right ads are being served to the right listeners.
“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry.