New in Marketing on January 4th Week,2022

In 2008, Nokia was one of the top 5 brands in the world.

It’s not that anymore.

Nokia’s fortune has turned. The list has changed. And many more new companies entered the list.

Marketing and Branding — changes now and then. The changes often seem sudden but usually, they come with signals.

Let’s have a look at the new things that happened last week to understand what marketing is signaling now.

New in Marketing On January 4th Week: Uber Eats lets viewers choose how an advertisement ends

Uber Eats is a sponsor of the Australian Open for the fourth time but this year they have tried a new way of promoting online food delivery.

The campaign is called “This calls for” and it allows users to choose their endings by scanning one of the three QR codes from the advertisement.

David Griffiths, Head of Marketing of Uber Eats ANZ, said —

Going into our fourth year at the AO we wanted to do something different. Something that made Aussies stop what they were doing and go on an entertainment journey.

We have seen this level of customization and alternate endings in videogames, movies (Netflix) but it’s not that common in advertisements.

By adding user interaction in an ad, Uber Eats does two things —

• It encourages users to interact with their brand. That’ll lead to a higher share of mind and eventual revenue
• It also is tracking how many people actively watched the ad. While that’s possible to check from digital media ads, this move allows them to track view data from non-digital sources as well.

Pretty smart!

Read more here:Uber Eats Australian Open Campaign Allows Viewers to Choose How the Ad EndsUber Eats is again back again for its fourth year as a sponsor of the Australian Open but this year the brand is trying…www.brandinginasia.com

New in Marketing on January 4th Week: TikTok is the world’s 18th most valuable brand

And the fastest-growing one too.

The TikTok mania, which pushed against YouTube and Instagram to launch their variants, has a pace of its own.

In September 2021, TikTok overtook YouTube in terms of overall watch time.

That’s crazy, right? TikTok videos are short and YouTube has longer ones. How can total watch time be more for TikTok? That’d be a common thought.

But TikTok is rewriting conventional wisdom.

The brand grew by 215%. Its brand value has increased from US$18.7 billion in 2021 to US$59 billion this year — according to the Brand Finance Global 500 2022 ranking.

Read more:Global 500 2022 | The Annual Brand Value Ranking | BrandirectoryApple holds on to the world’s most valuable brand title with a record valuation at more than US$355 billion, followed by…brandirectory.com

ISBA asks advertisers and agencies to improve the pitching process to avoid a mental health crisis

According to The All In Census study that surveyed 16,000 people, 31% of respondents reported feeling stressed or anxious.

The respondents included people from brands, agencies, media owners, and intermediaries.

ISBA, the trade body that represents advertisers, wants brands to be involved to form a plan to improve the pitching process which has become more frequent, costly, and complex.

Otherwise, they are worried the industry might see an exodus of talented and diverse people.

COVID has taken a similar toll on a lot of industry workers.

It’s great that ISBA is looking after its stakeholders.

While this is new in marketing on January 4th week, this should have happened sooner.

Read more here:Advertisers urged to change approach to pitching amid mental health ‘crisis’ISBA’s director of agency services believes pitches have become “more frequent, more complex and more costly”, to the…www.marketingweek.com

From last week: McDonald’s loyalty scheme exceeded expectations

Last week, we discussed McDonald’s new loyalty scheme in one of the new initiatives.

The scheme has been exceeding expectations as that has resulted in 60% more digital sales which resulted in an overall 12% sales gain.

McDonald’s CEO Chris Kempcziski commented that the scheme is on its way to becoming the world’s largest loyalty scheme.

“Loyalty is the single biggest driver of digital adoption and MyMcDonald’s Rewards has exceeded expectations in terms of enrolment and participation

Read more:McDonald’s new loyalty scheme has ‘exceeded expectations’ as digital sales jumpAccording to McDonald’s CEO Chris Kempcziski, the fast-food chain’s global loyalty scheme has been the “single biggest…www.marketingweek.com

To summarize: New in Marketing on January 4th Week

While last week was about consumers, this week is about brands, consumers, and advertisers.

The industry is evolving on all fronts. From mental health to choice to consumers, all are important topics that are being addressed now.

It’s a team game and all members of the team are important.

Read previous week’s update:

What’s New In Marketing This Week -January 3rd Week, 2022

This was first published on Marketing Meets Data