It’s full steam ahead for influencer marketing on TikTok despite the U.S. government’s threat to ban the Chinese-owned social media platform, says a new report by Linqia. Sixty-six percent of a 200 person sample of enterprise marketers are sticking with TikTok. Forty-two percent have a dedicated influencer marketing team, while almost 90% saw their influencer marketing budgets rise this year.
Marketing mix modeling (MMM) is gaining popularity as companies look to replace cookie-based measurement. Consumer intelligence company NIQ is joining the party with MMM solutions using its global data on retail purchases and digital media data assets. NIQ will also offer matched market testing to measure sales effects of a media campaign in a live environment before full rollout.
This CDP survey from MessageGears contains more apples-to-oranges comparisons than the fruit bowl at your rich cousin’s wedding. Case in point: it implicitly contrasts the 10% of CDP owners who feel their product meets all their needs with the 86% of composable tech (NOT composable CDP) users who are very or somewhat satisfied with it. Still, the fundamental point—that no single product can meet all marketing department needs—is surely correct.
News organizations have long sought ways to make platforms like Meta and Google pay for the content they reproduce. Now Google says the value of news content is overrated, especially when it comes to ad revenue. A study conducted by Google in eight European countries found no change to Search ad revenue and less than 1% drop in usage when the content from 13,000 EU publishers was removed.