Dear ROGER,

Welcome to the July 2024 issue of Key Notes - Marketing Keys' monthly newsletter! We hope everyone has a safe and happy 4th of July! Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 

With about four months to go before the Presidential election, the focus is on where and what kind of messaging will target TV viewers who are also political voters. Swing voters, including independents, are highly accessible via streaming and linear TV (42%) and connected TV-only (31%). These figures surpass those for both Republican and Democratic voters.

Key demographics like suburban women, young Gen-Zers, and Black voters are expected to be prime targets for political ads. This indicates a broad use of media platforms post-Labor Day.

Despite concerns about misinformation, social media remains widely used, with around 60% of U.S. consumers engaging regularly. Local TV continues to command viewership, especially during major political seasons. It is projected that 57% ($7.06 billion) of all political ad spending ($12 billion) will go to linear TV, particularly in swing states like Arizona, Georgia, Michigan, Nevada, Pennsylvania, and Wisconsin.

If you are planning to advertise in one of those swing states, buyer beware. There is a good chance that your schedule will be bumped and not air cleanly. Go in with the expectation that a percentage of your spots will be credited back to you or that they could be moved outside of your regular flight weeks.

Messaging will focus on familiar themes: Biden highlighting the economy and critiquing Trump, and Trump emphasizing immigration, deregulation, and tax cuts. The key to effective advertising will be engagement, leveraging both traditional and digital channels to reach and persuade swing voters.

Over the past decade, the influencer marketing landscape has evolved significantly, with a notable shift towards micro-influencers. According to HubSpot’s 2022 research, micro-influencers have become the most popular choice for marketing professionals, a trend that continues to grow.

Instagram stands out as a prime platform for micro-influencers, thanks to its algorithm favoring new content and features like Reels and the Explore page, which help users discover creators who match their interests. With 2 billion monthly active users and advanced targeting capabilities, Instagram enables brands to reach highly specific audiences through micro-influencers.

TikTok is another platform where micro-influencers do well. Known for its authentic, unpolished content, TikTok makes it easy for brands to boost posts that are already gaining traction.

Today's audiences, especially Gen Z, prefer genuine, relatable content over polished, staged posts. Micro-influencers, with their everyday presence, connect more deeply with followers and make recommendations that feel more trustworthy.

For brands, micro-influencers are a cost-effective way to reach niche audiences. To succeed, brands need clear communication, defined goals, and thorough research to find influencers who align with their values and target audience. Platforms with directories of micro-influencers make this process easier. In a time when authenticity is key, using micro-influencers helps brands build meaningful, long-term relationships with new users, expanding their reach effectively and affordably.

Gen Z’s love for social media is clear, with YouTube, Instagram, and TikTok being their top three platforms. Over 80% of Gen Z identify as YouTube users, while 75% are on Instagram and 69% on TikTok. They primarily use these platforms for entertainment, with 68% tuning in for fun and engaging content.

When it comes to influencing their purchase decisions, 53% of Gen Z shared that a review video led them to buy a product. This highlights the importance of creating delightful, entertaining, and often humorous content featuring your products. Strategically placing this content on YouTube, Instagram, and TikTok can yield the best results.

Gen Z also wants entertainment to extend into advertising, with 52% preferring ads that are creative and entertaining and 43% enjoying funny ads. Despite their heavy social media use, email remains relevant; 48% of Gen Z cites it as their preferred way to hear about special offers, with 41% making a purchase from an email in the past year.

To keep your brand on their radar, use email to inform them about deals and promotions, maintaining the same creative tone that attracted them initially. Additionally, almost half (46%) of Gen Z consumers browse or look for reviews on social media while shopping, with 68% discovering new brands through these channels. Leveraging social media is crucial for raising brand awareness among this tech-savvy generation.

Digital advertisers may soon need to rethink their social media strategies following a proposal by U.S. Surgeon General Dr. Vivek Murthy. He suggests adding warning labels to social platforms, citing mental health risks for young users. This proposal, needing congressional approval to become law, could reduce young people's time on these platforms, impacting brand engagement.

While its implementation is uncertain, early signs suggest fewer young users may spend time on social media. This shift could prompt advertisers to adjust how they reach Gen Z and Gen Alpha audiences. Despite potential challenges, like reduced screen time for youth, marketers might benefit from refining influencer partnerships and promoting a healthier digital environment.

Dr. Murthy's proposal comes amid ongoing concerns about social media's impact on young people's mental health. Brands now face a pivotal moment in navigating these issues, potentially aligning with changing consumer views and ethical standards in digital advertising.

As schools finish up and summer heats up, many Americans are feeling the urge to travel. Whether it's heading to the beach, exploring a city, or discovering new destinations, the desire to escape is strong. Recent findings show that when people plan their trips, they mainly consider three things: how much it will cost, where they're going, and what the weather will be like. These factors play a big role whether you're a frequent traveler or just planning a vacation.

Cost tops the list, influencing 64% of travel decisions, followed closely by destination preferences at 60%, and weather considerations at 50%. Income and education levels significantly shape travel habits, with higher earners and more educated individuals more likely to embark on personal trips.

Travel preferences differ between genders. Women, often more adventurous with destinations, favor new experiences over familiar ones. In contrast, men often opt for tried-and-true locales. Additionally, bucket list destinations hold greater appeal for female travelers, underscoring diverse motivations across demographics.

Age further distinguishes travel behaviors, with Baby Boomers valuing past experiences in their vacation plans more than younger generations. This summer offers something for everyone, whether you're looking to relax, seek adventure, or immerse yourself in different cultures.

Here is a recent highlight from Marketing Keys' blog page. Please start following our blogs and let us know what you think.

Will you soon be served targeted ads during your summer vacation flight?

Get the latest insight here!

Whether you've been at your marketing position for 1 year or for 20 years, the pressure to produce and come up with the right strategies to reach your target audience is always there.

You no longer need to go about this on your own with 100% of the pressure. Now, you can collaborate with a media expert to help you with the latest, most effective and most efficient media strategies.

Did you hear that the average consumer today is exposed to 10,000 plus promotional messages a day?

Recently, Google put out a study that determined to even exist in a consumer’s mind, a brand needs to make

22 impressions a month digitally with that consumer. Therefore, you really need to make sure you have enough

frequency with your campaigns to get through the clutter in your target’s mind.

It is also critical to reach your customer on multiple platforms. This is how they are spending their media day. Therefore, it is critical that your messaging gets targeted and delivered in multiple online and offline ways.

As a 12 year former Disney executive with 30+ years in the business, I have discovered the best ways on how brands can cut through the clutter to reach their target.

By teaming up with us, we make the process enjoyable with minimal stress.

Furthermore, we will listen to you and always be committed to you. We strive to run our business with passion and humility all with the utmost integrity.

We look forward to empowering you to do your best work.

Until next month,

Roger Keys

Founder and CEO

Marketing Keys

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