Brew
Marketing Brew
Happy Friday, especially to Andres Rios, our lovely AirPods Pro giveaway winner. Thanks to everyone who participated, but in particular I’d like to thank the person who just sent us a photo of a tree. We hope those sycamores love Marketing Brew as much as you do.
해피 프라이데이, 특히 우리의 사랑스러운 에어팟 프로 경품 당첨자 안드레스 리오스에게. 참여해주신 모든 분들께 감사하지만, 특히 방금 나무 사진을 보내주신 분께 감사드린다. 우리는 그 매카모어들이 너만큼 마케팅 브루를 사랑하길 바란다.
In today’s edition:
A game of Quibi Clue
Facebook Messenger updates
Spooky season is here
— Phoebe Bain
INFLUENCERS
Quibi’s Celebrity Influencers, In the Parlor, with the Candlestick
Unless you’ve been on a Twitter detox, you probably know that Quibi is officially shutting down. From the pandemic to TikTok, everyone seems to have a theory on what killed the six-month-old short form video app—including me.
트위터 디톡스를 하지 않았다면, 당신은 아마도 퀴비가 공식적으로 문을 닫고 있다는 것을 알고 있을 것이다. 유행병에서부터 틱톡까지, 모든 사람들은 나를 포함한 6개월 된 짧은 형식의 비디오 앱을 무엇이 죽였는지에 대한 이론을 가지고 있는 것 같다.
Hot take: Quibi's celebrity-dependent marketing strategy did little to prevent its demise.
핫 테이크: 퀴비의 유명인 의존적 마케팅 전략은 그것의 소멸을 막는 데 별 도움이 되지 않았다.
By the numbers
Hear me out. Quibi followed a tried-and-tested traditional TV marketing plan that should have worked, until it placed all its bets on Hollywood talent.
내 말 끝까지 들어봐요. 퀴비는 할리우드의 인재들에게 모든 것을 걸 때까지 시도하고 시험해 본 전통적인 TV 마케팅 계획을 따랐다.
Quibi spent $63.7 million on linear TV advertising this year, generating a whopping 2.76 billion total impressions, per data iSpot shared with Marketing Brew.
The app’s top impressions came from its early "intro to Quibi"-type spots on high-viewership programs such as the NBA, the Oscars, Super Bowl LIV, and the Super Bowl LIV Postgame.
퀴비는 올해 선형 TV 광고에 6,370만 달러를 지출해 마케팅 브루와 공유한 데이터당 27억6,000만 달러의 총 인상을 남겼다.이 앱의 최고 인상은 NBA, 오스카상, 슈퍼볼 리브, 슈퍼볼 리브 포스트게임과 같은 높은 시청률을 자랑하는 프로그램에서 초기 "Intro to Quibi" 타입의 스팟에서 나왔다.
However: A drastic change to the content and messaging within Quibi’s ads directly preceded its death knell. In the second half of the year, the messaging became show-focused, promoting its star-studded talent roster, possibly in hopes that the celebs themselves would drive subscriptions.
그러나: 퀴비의 광고 내에서의 내용과 메시지에 대한 급격한 변화는 그것의 죽음 직전에 있었다. 하반기에, 이 메시지들은 쇼에 초점을 맞추게 되었고, 연예인들 스스로가 구독을 추진하기를 바라면서, 스타들이 많이 찾는 재능 있는 선수 명단을 홍보했다.
Hollywood heartbreak
Influencer marketers probably could have told the Quibsters that betting heavily on big celebrities for marketing success is quickly becoming a no-go.
* “The smaller the follower size (nano-nfluencers with 5,000 or fewer followers being the exception), the more likely respondents are to see future engagement,” a December 2019 survey of almost 200 marketers across industries found, per RetailWire.
* The same survey found that 77% of marketers wanted to work with micro-influencers, followed by macro influencers.
*But the type of influencer marketers showed the least interest in working with was celebrity influencers (only 22%).
인플루언서 아마 마케터들은 퀘이버스 가족에게 마케팅 성공을 위해 유명인사들에게 큰 돈을 거는 것은 금물이라고 말할 수 있었을 것이다.
*리테일와이어에 따르면 2019년 12월 업계 전체 마케터 200명을 대상으로 실시한 설문조사에 따르면 "팔로워 크기가 작을수록(팔로워 5000명 이하인 나노-nfluencer 제외) 응답자가 향후 참여를 볼 가능성이 높다"고 밝혔다.
* 동일한 설문조사에 따르면 77%의 마케터들이 마이크로 인플루언서s와 협력하기를 원했고, 매크로 인플루언서s가 그 뒤를 이었다.
*그러나 인플루언서 마케팅 담당자의 유형은 연예인 인플루언서s(22%)로 가장 관심이 적었다.
My takeaway: Of course there are many (many) reasons why Quibi went Qui-ye, but placing most of its eggs in the Hollywood basket was a misstep that could have easily been avoided.
마이 테이크어웨이: 물론 퀴비가 규예에 간 많은 (여러) 이유들이 있지만, 대부분의 달걀을 할리우드 바구니에 넣는 것은 쉽게 피할 수 있었던 잘못된 조치였다.
CAMPAIGNS
Some Spooky Halloween Marketing Stats
Reader, it’s officially spooky season.
But you might not know it by the numbers: U.S. media spend on marketing Halloween candy decreased 19% year over year (YoY), and 25% fewer households than last year are planning on passing out candy, per Ad Age.
Brick and mortar candy sales are, however, up 26% YoY, also per market research firm Numerator’s Halloween Candy Tracker published by Ad Age.
독자 여러분, 공식적으로 으스스한 계절입니다. 하지만 여러분은 숫자로 알 수 없을지도 모른다: 미국 미디어들이 할로윈 사탕 마케팅에 쓰는 비용이 전년 대비 19% 감소했고, 광고 시대 당 25%가 사탕을 나눠줄 계획을 하고 있다.
그러나 벽돌과 박격포 캔디 판매량은 시장조사기관 아메이터의 할로윈 캔디 트래커(Ad Ege)에서도 YoY가 26% 증가했다.
Trick or treat
Here’s how two major candy brands are adapting to meet would-be trick-or-treaters where they are right now home.
Reese’s: If kids won’t come to doors for Halloween, this peanut butter and chocolate candy brand will bring doors to the kids. No, really, Reese’s invented a robot door that rolls around and dispenses candy to neighborhood children through its mail slot.
The marketing stunt should perform well on social-the door might come to you if you follow Reese’s on Instagram and post about the #ReesesDoor.
Sour Patch Kids: “Reverse trick or treating” is a thing now, and Sour Patch Kids is cashing in on it. The brand is cutting out the middleman by delivering boxes of candy and goodies directly to pumpkin-clad stoops rather than having kids roam the cul de sac.
Sour Patch Kids: "역습적인 속임수 또는 치료"는 이제 중요한 것이고, Sour Patch Kids는 그것을 현금화하고 있다. 이 브랜드는 아이들에게 막대사탕을 돌아다니게 하는 대신 사탕과 구이를 담은 상자를 호박으로 만든 스투프들에게 직접 배달함으로써 중간 상자를 도려내고 있다.
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JOBS GUIDE
Psst—We’re Launching a Jobs Guide
jobs guide
Francis Scialabba
Before we kick off our official guide to getting a marketing job on Monday, we’re excited to share an edition of the Jobs Guide specifically for early-career Black marketers.
The drum roll: Back in June, I spoke with early-career Black marketing professionals as the industry reckoned with its own racism. They understandably had concerns about entering the marketing landscape during not only a recession, but an incredibly tense time for Black advertisers.
Step inside
After compiling their questions, we handed them over to two Black marketing industry experts (hint: One of them goes by Beyoncé on Twitter). They gave advice on…
The best ways for Black marketers to network in a virtual world
How to talk about race at work
Evaluating companies based on their responses to the recent Black Lives Matter movement
Favorite quote: “Your job is to worry less about what they may be thinking, and more about what you bring to the table. Your overall creativity, work ethic, and personality will supersede any limitations rooted in systemic racism, prejudice, or discrimination—remember that!” —Twitter’s Beyoncé of Marketing herself
For more: You can read the full piece for early-career Black marketers here.
WHAT ELSE IS BREWING
Google might be facing another antitrust complaint more relevant to marketers.
IPG tapped Philippe Krakowsky as its new CEO to replace Michael Roth.
Netflix reported slowing subscriber growth in Q3 after its early pandemic boom.
Snapchat, however, reported an increase in users and revenue in Q3.
SPONSORED BY VALIDITY
Validity
Email deliverability—a topic near and dear to our hearts. And it’s one the email experts at Validity can help your company with when you read their new guide: The Sender Score Guide to Email Deliverability. In the guide you’ll gain key insights into what matters to most mailbox and internet service providers. Get a complete view of the health of your email campaign by reading Validity’s guide here.
FRENCH PRESS
French press
Francis Scialabba
Marketing tips to make you fancy
Stories: LinkedIn has them now, and this infographic will teach you how to use them for business promo.
Events: Watch Morning Brew CEO Alex Lieberman’s recent CMO Series conversations with Taylor Offer, LinkedInfluencer and CEO/Founder of Feat, and Mekanism Cofounder and CEO Jason Harris, for the marketing wisdom you didn’t know you needed.
CTR: Check out these 12 tricks to boost your organic CTR on Google.
ROI: Podcast analytics are...difficult. With that in mind, here’s how to get the highest ROI on your podcast marketing campaigns.
METRICS & MEDIA
Stat: 56% of respondents to a recent Morning Consult survey said they “pay close attention to brands’ ethical or political stances,” per data shared with Retail Brew.
Quote: “The difference between early 2020 and now is that you will need to keep reminding yourself that the rejection is not personal and that you must keep going.” —Amanda Nachman, Founder and CEO of College Magazine, TEDx Speaker, and author of #Qualified, told Marketing Brew for our jobs guide kicking off Monday.
Read: The Jezebel piece on the fall of Repeller—formerly known as Man Repeller—is quite the cautionary tale for what happens when a brand fails to live up to its promises.
Ginormous market
Good morning. I recently watched the original Ghostbusters for the first time ever—and then promptly went down a rabbit hole re: their “unlicensed nuclear accelerator” packs. An MIT particle physicist helped redesign them for the reboot, which is next on my watchlist.—HF
In today’s edition:
Future of work
PayPal’s crypto bet
Tesla’s beta test
—Ryan Duffy, Hayden Field
AUTOMATION
Back to the Future
investing
Ian McKinnon
Turns out Covid hasn’t just changed the way we work—it’s also thrown a wrench into the machinations of our future robot overlords.
Reports still predict a long-term acceleration in automation, but data suggests a recent decline in demand for some of the jobs that’ll get us there.
Spinning wheels
Automation + the pandemic = “double disruption” for workers, according to a new report from the World Economic Forum (WEF).
The 2025 forecast:
About 85 million jobs worldwide could be displaced due to automation
But the labor shift could also create 97 million jobs that are “more adapted to the new division of labor between humans, machines, and algorithms.”
One big “but”: Automation is still ultimately on the upswing—but in some ways, Covid may be holding it back. Think of it like hitting the gas and brake at the same time (please don’t try that at home).
For the first time since 2016, Cognizant charted a decline in jobs related to AI, algorithms, and automation (~13%).
"The jobs of the future are collateral damage of the pandemic," Robert Brown, vice president of Cognizant's Center for the Future of Work, told Axios. "American companies are focused on keeping the lights on rather than investing in digital growth."
Next big thing
The WEF report also placed bets on future in-demand jobs—aka the eventual subject of “Why didn’t you go into ___?” questions from parents.
It predicts a long-term uptick in sectors like big data, AI, engineering, and cloud computing. Other high-growth bets: e-commerce, encryption, and non-humanoid robots.
Big picture: We’ll probably see many more at-odds predictions for the future of work, but regardless of what’s to come, one thing’s for sure: Adaptability will be key.
On average, 84% of business leaders surveyed by WEF plan to “rapidly digitalize” processes by 2025.
They also estimate that ~40% of workers will require up to six months of reskilling.
DIGITAL ASSETS
PayPal Exchanges Haterade for Bitcoin
PayPal Bitcoin balance
Paypal
Once upon a time, in June 2019, PayPal’s founding and former CEO called bitcoin “a scam.” That same year, PayPal signed on to Facebook’s Libra Association, but then bailed from the project in October.
Turns out PayPal had its own cryptocurrency plans in the works. On Wednesday, the company announced a new service for PayPal users to buy, sell, or hold cryptocurrencies.
What: bitcoin, ethereum, bitcoin cash, and litecoin
Where: directly within the PayPal digital wallet (with a Venmo expansion planned in H1 2021)
Who: rolling out to U.S. account holders in the next few weeks (international, H1 2021)
PayPal’s ginormous merchant market (26+ million) means that it will soon be much easier to buy goods with crypto. PayPal will settle transactions with fiat currencies, so stores needn’t worry about juggling volatile BTC-USD transfers.
If bitcoin had its own POV: Brick by brick, institution by institution, the OG cryptocurrency is gaining adherents. Also, bitcoin’s price is up 23% in a month.
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Teamistry
Season two of Atlassian’s Teamistry podcast is live—and it’s as informative and entertaining as ever providing you lessons how your team can work more effectively.
Each episode of Teamistry tells stories about teams who work together in new, unexpected ways. From a motley crew of divers, medics, and soldiers on a rescue mission in Thailand’s underwater caves to how Iceland became a beacon of Covid-19 containment, these eps will have your ears (and your business acumen) tingling.
Hosted by award-winning documentarian Gabriela Cowperwaite, Teamistry will offer you practical lessons for your business through captivating storytelling.
Listen to season two here.
AV
High-Stakes Beta Testing
Tesla car going through manufacturing
Francis Scialabba
Tesla is rolling out “Full Self-Driving” to a limited cohort of beta users. This is the software architecture rewrite that Elon Musk has been hinting at for some time.
What’s new: More support for advanced driver assist on city streets. Increased stop sign and traffic light perception capabilities. Navigate on Autopilot, another beta feature, can guide Teslas from highway on-ramps to off-ramps.
N.B.
Tesla warns beta testers to proceed with caution: “It may do the wrong thing at the worst time, so you must always keep your hands on the wheel and pay extra attention to the road.”
Since Teslas require constant oversight from drivers, they’re still not self-driving.
Tesla has drawn flak for using untrained customers as beta testers on public roads.
Officials from the National Highway Traffic Safety Administration say they’re keeping a watchful eye over the new release. Next Thursday, Tesla will hike the price of “FSD” to $10,000.
+ While we’re here: Tesla recorded its fifth straight quarterly profit. The carmaker delivered 139,300 vehicles in Q3, putting it on track for 500,000 by year’s end.
BITS & BYTES
Delivery truck pulling up to an Apple store
Francis Scialabba
Stat: Between 17–26% of Apple’s services revenue in the last fiscal year came from Google. The search giant pays the device giant for Google’s default placement on iPhones and iPads.
Quote: “The adoption of augmented reality is happening faster than we had previously anticipated, and we are working together as a team to execute on the many opportunities in front of us."—Snap CEO Evan Spiegel.
Read: If you’ve ever balked at market recaps, the MB editorial team has a go-to guide for how to read stock indexes and securities.
WHAT ELSE IS BREWING
A big milestone: NASA’s Osiris-Rex spacecraft touched an asteroid with its robotic arm.
Aurora passed the 600-employee mark. The Amazon-backed, self-driving startup also announced new senior hires from GM, Cray, and Lyft.
Ericsson reported strong Q3 results, driven by 5G sales in China.
Regulators approved the Hong Kong portion of Ant Financial’s IPO, which could be the largest the world has ever seen.
The U.S. is offering financing plans to Brazilian telcos who avoid buying 5G parts from Huawei. Kinda sounds like an inverse Belt-and-Road deal?
TECH THINGAMABOBS
For cyber(space) security: Kenneth Harris, a 28-year-old NASA engineer, has an A+ job description: protecting satellites from cyberattacks. Plus, he’s contributed to the James Webb Space Telescope (potentially the Hubble’s successor). Watch his VICE interview here.
For back-and-forth: We’re coming up on the final episode of IBM’s Bloomberg TV debate show, in which Watson analyzes public submissions to form an opinion. Weigh in on the current topic—whether to worry about the national deficit—here.
Fast pass
Good afternoon. We started our week with a Crocs feature. We end it with national Croc Day.
This “holiday” began in 2002, when the first Crocs prototypes appeared at a Fort Lauderdale, FL, boat show. The world of amphibious footwear hasn’t been the same since.
In today’s edition:
Speed shopping with Target and Apple
Gap divests from malls
Hermès rebounds
EXPERIENCE
SparkNotes for Shopping In-Store
Target bag attached to the bullseye Target logo
Francis Scialabba
Without even trying, in-store shopping in the pandemic era became a game: Trips can’t last more than 20 minutes. Touch only what you need to buy. Everything else is lava.
Retailers noticed the mindset shift—and that Covid-19 cases are still rising. So some are tweaking their holiday store experiences for faster checkout times and overall safety.
The small format approach: Apple is opening 50 Apple Express stores, Reuters reports. It’s like a Milk Bar stand, but for iPhones.
Stores will have walk-up, plexiglass additions built by the entrance. They’re stocked with small accessories and customer service counters.
Shoppers will make appointments to pick up preordered items, without having to enter the regular store.
The big box approach: Target’s expanding contactless payment features, allowing employees to process purchases anywhere in the store on handheld devices. It’ll also double the parking spaces dedicated to curbside pickup and allow shoppers to book store reservations.
Rest easy, fellow fans of the spontaneous Target run: CEO Brian Cornell suggested that appointment shopping will be a holiday-only feature.
In-N-Out only
Hitting fast forward means fewer touchpoints for retailers’ typical holiday magic . But it also means retailers can address consumers’ health and safety concerns. 51% of U.S. shoppers in a recent Deloitte study said the pandemic’s making them anxious about visiting stores this holiday season.
Zoom out: Even the most tradition-bound retailers are recalibrating their Yuletide store experiences to eliminate close contact. Saks Fifth Avenue is dividing its flagship holiday window reveal into small, live-streamed events; Bloomingdale’s is canceling its annual event altogether.
My takeaway: This time last year, retailers introduced features that encouraged shoppers to dawdle in the electronics aisle. Now, the best retail experience is one where customers get in and out efficiently.
