Who are your target audience online?
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Whether making appointments, booking tickets, or transferring money - many services are (almost) only offered online. For people without the internet, everyday life is becoming increasingly difficult to manage. For example, in 2023, a good 5% of people aged between 16 and 74 in Germany were so-called offline users - they had never used the internet. This corresponds to 3.1 million people in Germany, according to the Federal Statistical Office (Destatis).
Madeline Argy, a former linguistics student at the University of Kent, started her social media journey with a TikTok video out of boredom. Today, with over 7 million followers on TikTok, Instagram and YouTube, she earns an estimated 1 million US dollars a year, according to Forbes. Her diverse content ranges from travel to beauty to coming-of-age topics.
B2B marketers need to rethink their targeting on Meta. Although there is less control than on LinkedIn, creativity is crucial for campaign success. However, the algorithm can reach specific target groups if the ads address their problems.
Marketers are increasingly turning to video for high ROI. Short formats dominate. YouTube is becoming essential for SEO strategy. According to the study "Most Disruptive Changes To Creative Assets In Strategy" by Ignite Visibility, successful marketers who want to address their customers in emails and other communication channels rely predominantly on video.
Alphabet, the parent company of Google, is exploring the possibility of acquiring CRM specialist Hubspot, according to Reuters. Hubspot, with a current stock market valuation of 34 billion dollars, is primarily known for its inbound marketing and generates a positive cash flow despite its lack of profitability. The decision could be Alphabet's most expensive takeover.