A look at the news and insights we’re sharing internally for the week of July 19th, 2021.
Is Every Marketer About To Quit?
According to a survey MarketerHire conducted among its more than 20,000 newsletter readers, 78 percent of marketers believe marketing will soon see great resignation and 48 percent personally plan on quitting.
Why it matters: One larger trend in the marketing industry driving the belief includes the creator economy. Many marketers can earn more teaching others how to market than they can at a full-time job. Another trend accelerating the great resignation is the freelance economy; on the MarketerHire platform, the highest-paid marketer in 2020 earned more than $300,000 whereas in 2019 he made $90,000.
Visa Rebrands For The Digital Economy
Visa has launched a global multi-year marketing campaign titled “Meet Visa.” In addition to a television commercial that will air during the Tokyo Olympics opening ceremony, the campaign includes spots on digital channels and out-of-home placements showing people using cryptocurrency to purchase everyday items such as hats and using their phones to buy from small businesses. Visa also debuted a new logo featuring three horizontal bars in the brand’s signature blue, white and yellow.
Why it matters: Visa’s new campaign aims to reposition itself as an “engine of commerce” that “provides access to the global economy for everyone, everywhere,” according to Lynne Biggar, Visa executive vice president and global chief marketing officer.
Twitter Takes First Step To Give Marketers An Audit Of Its Brand Safety
Twitter will allow the Media Rating Council to conduct a pre-assessment audit of brand safety on the platform, and to audit audience, ad viewability and fraudulent traffic. Similarly, Facebook said it will partner with the Media Rating Council to independently assess its brand safety controls and content monetization policies.
Why it matters: When running ads on digital platforms in areas like Twitter’s timeline or Facebook’s news feed, advertisers want to know how often their sponsored content appears alongside offensive speech or disinformation.
Consumers Want Control, Not Ad Blocking, In Online Advertising
According to a new survey from Magna and Brave, 80 percent of respondents felt they didn’t get much in return for the online ads they saw, with 64 percent saying online ads interrupted their web experience.
Why it matters: Ad blocking may not be the solution to consumers’ frustrations, as 79 percent of respondents said the most appealing option would be to control the number of online ads they see daily. The former preference was more popular than other solutions, such as ads that tell a story or show previously searched products.
Chipotle’s Digital Sales Rose 10.5% During Q2
According to Chipotle’s Q2 earnings call, the company’s revenue increased by 38.7 percent year-over-year, comp sales by 31.2 percent and digital sales by 10.5 percent. Digital sales produced $916.5 million for Chipotle during the quarter.
Why it matters: About half of Chipotle’s sales come from digital channels, which get a boost from its 23 million-member loyalty program and digital-only product launches like its quesadilla. The company’s digital sales comprise less of its overall sales mix compared to Q1 — 48.5 percent versus 50 percent, respectively. This year, Chipotle plans to open more than 200 restaurants, more than 70 percent of which will include the digital, order-ahead pickup lane.