Digital Marketing Musings

Gaia and Andreah are back for season 2 of Digital Marketing Musings, with exciting shows planned on hot topics like TikTok, apps, privacy, and more. Hit subscribe to catch every episode of the new season!

As the year wraps up, we’re reflecting on last quarter and preparing for what’s to come in 2022. Kristina Venieri, Director of Media Strategy, and Melissa Reilly, Associate Director of Marketing Communications, joined Gaia and Andreah to recap digital performance from Q3 and discuss media trends marketers should consider for their Q1 2022 strategy. Topics in this episode include: • COVID-19’s continued impact on digital media KPIs. • Generation Alpha and its influence on household purchasing decisions. • The impact of digital privacy on media – both past and future. Resources: • Q3 2021 Digital Marketing Report (https://www.merkleinc.com/thought-leadership/digital-marketing-report) • Q1 2022 Media Insights Report (https://www.merkleinc.com/thought-leadership/media-insights-report)

Digital PR is a newer area of marketing that generates earned online coverage and, through that coverage, links from authoritative websites. Chloe Hutchinson and Ellie Hearn from denstu international’s digital PR team joined Gaia and Andreah to discuss the latest in the field and the benefits of a strong digital PR strategy. In this episode, you’ll learn: * How digital PR can elevate organic search rankings * The differences between digital PR, traditional PR, and link building * Considerations for what level of digital PR activity makes sense for a given brand Resources: * Podcast: Link Building for Success in SEO (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/link-building-success-seo)

Privacy changes continue to be an important part of planning conversations across digital channels. Andreah and Gaia once again spoke with Merkle’s Ilon Weeldreyer, Director of Performance Media, to hear about the latest in digital privacy and discuss 2022 priorities for brands preparing for cookie deprecation. In this episode, you’ll learn about: • What’s changed since Ilon last joined the podcast in April • The impacts of Apple’s App Tracking Transparency on Facebook advertising • What advertisers should do to prepare for cookie deprecation Resources: • The first (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/what-cookieless-future-changes-website) and second (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/advertising-cookieless-world-changes-website) episodes of the cookieless future series • Blog: How Marketers Can Navigate Identity Resolution (https://www.merkleinc.com/blog/how-marketers-can-navigate-identity-resolution) • Blog: What is Apple's New "Hide My Email" Feature? (https://www.merkleinc.com/blog/what-apples-new-hide-my-email-feature) • Blog: Implications of Apple's Mail Privacy Protection (MPP) (https://www.merkleinc.com/blog/implications-apples-mail-privacy-protection-mpp)

Supply chain challenges are disrupting logistics and inventory for brands across retail. Andreah and Gaia spoke with Merkle’s Marion Gendron, Senior Manager of SEM, to understand how paid media fits into the puzzle and discuss opportunities for marketers to adapt. In this episode, you’ll learn about: • How supply chain issues affect paid media • Ways that brands can adjust their media approach for holiday • Strategies for turning these challenges into an opportunity

Historically, link building has been a much-maligned area of SEO due to sites buying links instead of earning them. However, when done correctly, link building is a great way to gain visibility for your site. Gaia and Andreah met with Merkle SEO managers Erik Beatty and Adam Gallegos to learn more about how link building works and strategies brands can employ. In this episode, you’ll learn about: • What link building is • The role that digital PR plays in link building • What types of content work best for link building

After spending much of 2020 away from others, Americans are eager to continue traveling through the holiday season. What travel trends should marketers expect to see through the end of 2021 and beyond? Gaia and Andreah spoke with Stacy Campbell from Kimpton Hotels and Merkle’s Vanessa Cooper and Alissa Lisi to discuss important digital marketing considerations for travel brands in Q4. In this episode, you’ll learn: • Where travelers are going for leisure trips • What travel options are top-of-mind for consumers • How COVID-19 is impacting customers’ approaches to bookings • The differences in trips across segments within business travel Resources: • Blog: The Travel Industry’s Reemergence (https://www.merkleinc.com/blog/entering-spotlight-travel-industrys-reemergence-and-how-marketers-can-capitalize) • Podcast: Travel Trends on the Road to Recovery (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/travel-marketing-new-normal-whats-trending)

As we enter the final quarter of 2021, marketers must monitor the evolving pandemic and how it continues to impact consumer behavior. What do customers care about most right now and how can marketers capitalize on those trends? Andreah and Gaia chat with experts Rachel Monfre and Jennifer Mandeville to discuss digital strategies to adapt to changing consumer needs and expectations. In this episode, you’ll learn about: • A consumer priority reset, with a greater focus on wellness and sustainability • The upcoming holiday season and what to expect for gifting, shopping, and travel • The TV streaming wars and new ways for brands to reach their audiences • Opportunities with apps and the nuances across different age groups Resources • Report: Q4 2021 Media Insights Report (https://www2.merkleinc.com/l/47252/2021-09-28/8r4ygj) • Webinar: Media Insights Report Q4 2021: Trends and Strategies for the Next Quarter (https://www.merkleinc.com/news-and-events/webinars/media-insights-report-q4-2021-trends-and-strategies-next-quarter)

Effective reporting is critical for gauging the success of digital marketing efforts. What tools exist for advertisers and how should companies use them? Andreah and Gaia chat with experts Mike Anderson and Colin Richard about the ins and outs of data visualization. In this episode, you’ll learn about: * The key components of effective reporting * Various data visualization platforms and their pros and cons * How to decide which platform is right for you * How you can improve your current reporting, regardless of what platform you use Resources: * Vlog: How to Measure Digital Audiences and Media in the Cookieless Future (https://www.merkleinc.com/blog/how-measure-campaigns-cookieless-future) * On-demand webinar: Awesome Insights from Bad Data: How to Create the Right Reports (https://www.merkleinc.com/news-and-events/webinars/awesome-insights-bad-data-how-create-right-reports) * The Complete Customer Journey Analytics Handbook (https://www.merkleinc.com/thought-leadership/white-papers/complete-customer-journey-analytics-handbook)

Every holiday season presents its own challenges for retailers, but this year is especially unpredictable. How will the continuing pandemic impact habits and routines during the holidays? What should retailers focus on to meet customers where they are? Jenn Horner from DEG joins Andreah and Gaia to discuss trends for this holiday season surrounding social commerce, loyalty, payment plans, and more, and what advertisers should think about to engage shoppers across the customer journey. Listeners will learn about: * The disruption of social commerce * COVID’s potential impact on the holiday season * Consumer behaviors, like growth in payment plans, that should inform retail strategies * Loyalty and audience targeting opportunities, knowing that third-party cookies are on their way out Resources * The 2021 Holiday Preparation Playbook (https://www.merkleinc.com/thought-leadership/white-papers/2021-holiday-preparation-playbook) * Webinar on-demand: The Trends Driving Holiday 2021 Success (https://www.merkleinc.com/news-and-events/webinars/trends-driving-holiday-2021-success) * Cross-Channel Strategies to Prepare for the Holiday Season (https://www.merkleinc.com/blog/preparing-holiday-2021-season)