How Search Engine Insights Fuel Growth Marketing

Most think of search as purely an activation channel that captures demand and defends the brand’s presence on the SERP, but it’s actually an intent-driven data goldmine. Search can be leveraged as the eyes and ears for a brand to gain insights on audience motivations and pinpoint their stage in the conversion journey. These insights should be translated into holistic channel mix planning, media measurement, and competitive research to build an informed growth marketing strategy.

The big picture

Picture it: All of your brand’s digital (and even traditional) media gets completely turned off for a month. What do you think would happen to demand? The brand’s search volume would likely take a noticeable hit since search effectiveness diminishes without the push of brand messaging from efficient reach channels like streaming TV or social media. Similar to social listening, search serves as a behavioral listening tool that captures consumer engagement with brands throughout their conversion journey. For example, if someone sees a connected TV (CTV) ad that piques their interest and addresses a current need, the logical next step is searching for the brand to learn more and potentially convert. This scenario highlights the critical relationship between paid media channels and brand demand – as advertising amplifies a brand’s offering across channels, consumer demand grows. By using search lift as a KPI, we can analyze demand pre and post marketing initiatives to understand the directional impact on total sales.

Why it matters

Using search analysis as a key indicator of consumer demand lays a foundation for a growth marketing strategy. First, it can identify untapped opportunities and whitespace to better align media investment and messaging based on seasonality and emerging keyword trends. For example, if a financial brand consistently observes search demand peaks during tax planning season, they can heavy up their digital presence with a branded search investment that will effectively capture consumer demand and drive them to convert. 

Analyzing search lift after a media initiative launches can also help uncover how the channel mix and messaging strategy impacted brand awareness and interest, informing future channel investment. Non-clickable environments, such as CTV, can be challenging to showcase the impact on driving conversions, but using search demand provides directional insight into a holistic view of your marketing efforts.

Applying search insights to maximize your marketing ROI:

  • Real-time optimization: Analyzing search trends offers a cookieless measurement and attribution solution that not only measures the impact of paid media on driving brand awareness and purchase intent, but also informs real-time campaign optimizations. Examining branded search lift, the increase in search volume of branded or related keywords, after a marketing initiative launch can inform campaign optimizations, including:
    • Audience targeting refinement to maximize reach and allocate media spend toward the highest performing segments to drive ROI
    • Messaging strategy optimization based on consumer searches, dynamically tailoring the messaging to align with their preferences and needs
    • Marketing budget reallocation to channels driving the most effective search lift 
  • Competitive intelligence: Search trends can give you a peek behind your competitor’s curtain to learn what initiatives they are amplifying or what audiences they are reaching. By analyzing the peaks and valleys of competitor search trends, you can identify whitespace to capture the attention of potential customers who are actively searching for a related product or service. Get started by:
    • Analyzing competitor messaging strategies to identify ways to differentiate your brand and highlight the value of your offering
    • Increase media investment during the valleys of a competitor’s search trends to capitalize on the lower competition efficiently, grow share of voice, and gain a spot on audiences’ consideration sets
    • Develop a targeting strategy aimed to engage with movable audiences who have been exposed to your competitor but aren’t yet loyalists
  • Demand forecasts:  Search demand insights can be leveraged far beyond marketing strategy development and execution – it can also inform broader business implications, such as:
    • Supply chain logistics – ensure efficient operations with production and staffing levels based on consumer search demand
    • Seasonality indicators – uncover your customer’s most important needs and preferences to inform your brand’s messaging strategy to engage them with relevant content

The application of search engine insights goes way beyond SEM channel activation – it’s a treasure trove of intent-based data that should be used at every stage of marketing strategy development and execution to effectively align with consumer demand and preferences.

How AI is Transforming Contextual Targeting

AI is revolutionizing the way ads are matched with online content, transforming contextual targeting from basic keyword matching to a sophisticated understanding of user intent and content relevance. This evolution highlights the shift towards more dynamic, personalized advertising strategies that leverage AI to enhance privacy and precision in reaching audiences.

Executive Summary:

  • At the onset of contextual targeting, the human-led analysis of keywords was mired with campaign scaling issues and imprecise targeting due to the lack of semantic signals resulting in engagement with users in an irrelevant context. (source)
  • With advancements in AI technology, namely natural language processing, contextual targeting has become a precise and privacy-centric targeting solution.
  • Identity deprecation has driven users to not only want, but expect personalized brand engagement. Contextual targeting can create a tailored one-to-one experience by seamlessly integrating brand messaging with the content users are actively engaging with.
  • Contextual 2.0 enables content analysis beyond text-based signals – AI can now efficiently analyze the content and context of video, audio, and images, and metadata in real-time. Advancements in natural language processing improve the accuracy of contextual targeting through improvements in sentiment, semantics, and theme analysis.
  • The future of contextual will see continuous improvements in semantic analysis accuracy and unprecedented scalability, especially as marketers increasingly incorporate contextual targeting as a core element of their brand strategies amidst cookie deprecation.

Mastering the Cookieless Future: Leverage Retail Data for Unmatched Customer Engagement

In the cookieless marketing era, the decline of third-party cookies opens new doors for marketers to leverage retail data, transforming marketing with personalized, engagement-driven messaging. This shift to analyzing customer behaviors and preferences via retail data not only enhances campaign effectiveness and loyalty but also fuels predictive analytics for strategic planning in product development and inventory. As traditional reliance on third-party cookies becomes obsolete, retail data stands out as a vital tool for building deeper customer relationships and driving business success

First-party retail data guides the way for gaining strong insights into customer behaviors and preferences, which are vital for enhancing personalization and developing tailored loyalty programs. Its use breaks through the limitations of traditional marketing, allowing businesses to understand customer segments more profoundly and anticipate future trends. This level of insight is critical for crafting effective, personalized marketing strategies, shifting the focus from mere transactional interactions to building lasting, data-driven customer relationships. In a cookieless future, leveraging retail data is key to staying ahead in areas like product development and inventory management, ensuring that brands not only adapt but thrive in the new marketing landscape.

The strategic utilization of retail data is crucial, going beyond merely recognizing its value. This is supported by a national survey from The Trade Desk Intelligence, which shows 91% of U.S. advertisers plan to maintain or increase their investment in retail data, to drive overall business success.

Unlocking the Power of Retail Data: How Enhanced Insights Lead to Personalized Marketing Triumphs

In today’s marketing world, retail data is crucial for creating highly personalized campaigns that truly understand customer desires and behaviors. It involves deep analysis of various data points, from purchasing habits to browsing patterns, offering a comprehensive view of customer preferences and behaviors.

This depth of insight allows for more than just tailored marketing messages; it enables behavioral and interest targeting. Marketers can segment audiences based on their actions, such as frequent purchases of a particular product category or regular browsing of certain content. Similarly, interest targeting becomes more refined through analyzing data points like search queries, product views, and content interactions. This approach ensures that marketing efforts are not just personalized but also highly relevant to each customer’s unique interests and behaviors, leading to more effective campaigns and a stronger connection with the audience.

This approach results in marketing that feels more like a personalized conversation than a generic broadcast. This tailored strategy leads to higher engagement and conversion rates, as customers encounter content that aligns closely with their individual experiences and needs, striking a chord that transcends mere attention-grabbing. This marks a fundamental shift in how marketers connect with their audience, paving the way for campaigns that are deeply personal and rooted in a thorough understanding of customer behavior.

Forecasting the Future: How Enhanced Predictive Analytics Shape Strategic Marketing and Decision-Making

Armed with a wealth of data like historical purchases and customer interactions, marketers are not just looking at what’s happening now. The spotlight is now on retail data, especially when it comes to predictive analytics. They’re using this data to power models that predict what customers might want next. It gives marketers a peek into future consumer trends and behaviors based on solid, data-driven insights from the past.

Marketers build predictive models on the concrete foundation of past customer data to anticipate shifts in consumer preferences and market dynamics. It’s about staying one step ahead in the game. Whether it’s product development or inventory management, predictive analytics provide invaluable foresight. Marketers can now predict emerging customer needs, ensuring that new products hit the mark and inventory levels are just right – no more guessing games.

Personalized marketing, empowered by predictive analytics, revolutionizes marketing by tailoring efforts to future customer needs, enhancing relevance and engagement. This strategy not only improves marketing effectiveness but also bolsters customer loyalty and guides SEO content strategies to align with future trends. Essentially, leveraging predictive analytics with first-party data equips marketers to create more impactful, forward-looking marketing strategies.

Data-Driven Bonds: Transforming Retail Data into Lasting Customer Loyalty and Trust

Retail data is driving the creation of deeper, more impactful customer relationships. ‘Data-Driven Bonds’ represents a strategic revolution, where retail data is not just supportive but central to forging enduring loyalty and trust with customers.

At the heart of this strategy is enhancing customer experiences through the insights gathered from first-party data, ranging from purchase history to direct feedback. This approach is more than just habit tracking; it’s a deep understanding of individual customer preferences, thereby establishing a foundation of trust and strengthening brand loyalty.

The strategy goes beyond traditional, one-size-fits-all loyalty programs to personalized experiences aligned with each customer’s unique needs. This personalization elevates loyalty programs from transactional tools to key components of the customer journey, enhancing repeat business and fostering long-term loyalty.

Embracing the Future: Navigating the Cookieless Landscape with Retail Data

Retail data opens up a treasure trove of opportunities for deeper customer insights, personalized experiences, and predictive analytics. This shift is a strategic evolution, positioning brands to not just understand but also anticipate customer needs, forging stronger, trust-based connections.

In this new era of marketing, customer-centric strategies define the approach, with personalization and predictive insights actively driving engagement and loyalty. As we navigate this cookieless landscape, leveraging first-party data is not just about adapting. Marketers need to transform every customer interaction into deeper engagement and lasting loyalty. The future of marketing lies in creating not just transactions, but meaningful relationships powered by data-driven insights.

4 Digital Marketing Trends Sparking Strategic Growth in 2024

Welcome to the ever-evolving realm of digital marketing, where change is the only constant, and marketers sometimes feel like they’re surfing a wave that just won’t quit. As 2024 quickly approaches, it’s not enough to simply predict the next wave – marketing teams must master the art of riding it. Plan to seamlessly weave them into your strategies and create a digital ecosystem that resonates with your audience. 

The Digital Marketing Revolution of 2023: Strategic Imperatives for Growth and Connection

As we gear up to embrace the trends that will define the upcoming year, it’s equally crucial to cast a retrospective glance at the lessons learned and trends witnessed in the past year; exploring the currents that have propelled us to this point and laying the groundwork for the strategic surf ahead.

Content Grounded in Research and Careful Planning

In 2023, content ceased to just exist – it delivered purpose. Meticulously crafted, research-backed content seized consumer attention, proving quality and relevance outshine brevity. Consumers devoured content across various formats, from extended TikTok videos to long-form articles, reaffirming that quality and relevance surpass brevity. The results are clear – dedicate resources to content that educates, entertains and supports customers.

Consumer Insights Unlock Growth

In 2023, first-party data emerged as the primary driver of marketing success. As Coegi’s President emphasized, harnessing consumer insights from owned properties unlocks substantial value. He even threw in a friendly reminder – having first-party data without a strategy is like having a toolbox without a plan. The time is now to get strategic, tap into the goldmine of consumer insights to personalize experiences. The growth implications are immense.

Retail Media Reshapes Strategy

The emergence of retail media took center stage as a primary driver for digital marketing campaigns. Only gaining substantial emphasis in the past two or three years, its trajectory transformed. 2023 marked its seismic rise from the experimental budget line to the backbone of consumer packaged goods (CPG) marketing campaigns.

We are at a pivotal juncture where it’s essential for brands to adopt omnichannel strategies, placing retail media at the forefront and shifting social media into a more supportive role. The strategic imperative is clear – retail media first.

Breakthrough Digital Marketing Trends Poised to Captivate Customers in 2024

AI is Revolutionizing Digital Marketing

Artificial Intelligence (AI) has evolved beyond a buzzword; it stands as a transformative force elevating your marketing success. Like a strategic genie, AI delivers hyper-personalization, automates rote tasks, and unlocks data-fueled consumer insights on demand. 

With 80% of marketers witnessing a positive impact, it’s clear that AI has transitioned from being a nice-to-have to a must-have. It’s imperative to harness the power of AI immediately and integrate it deeply into your marketing strategies. With AI transforming the marketing field, it’s vital for marketing teams to focus on essential integration areas to maintain a competitive advantage in this dynamic market.

  • Sentiment Analysis for Personalized Experiences: Implement sentiment analysis powered by generative AI into your marketing strategy to craft personalized customer experiences. Employ advanced algorithms to customize content and recommendations based on individual preferences, thereby enriching user engagement and satisfaction.
  • Instant Service Bots: Embed smart AI chatbots to engage customers with responsive, personalized interactions, boosting satisfaction.
  • Strategic Insights Arsenal: Unlock actionable intelligence by unleashing algorithms on unused data to sharpen targeting and segmentation.
  • Automate Routine Tasks: Free up talent by using AI to eliminate repetitive tasks like email workflows and social media scheduling through automation. By automating these repetitive processes, your team can redirect their efforts toward high-impact, strategic initiatives, boosting overall productivity.

By activating AI across these four areas, you not only free your teams to focus on high-value strategies but also unlock the potential for more meaningful interactions with your audience. The result? Immediate opportunity to better serve customers and outpace the competition. 

The First-Party Imperative: Winning Customer Intelligence to Fuel Growth

With the looming threat of cookies getting the boot in 2024, your first-party lists are about to become the MVPs of your marketing strategy. Far beyond lifeless lists, rich first-party data fortifies marketing strategies by enabling immersive personalization and forging enduring consumer bonds.

With consumers increasingly expecting hyper-relevant brand experiences, first-party data serves as rocket fuel – when artfully collected through value-driven relationships. This inside track on customer truth unlocks a multi-faceted competitive advantage. First, intimately understand your customers. Then, engage them in a relationship – not a transaction. With consumer trust earned, responsive audiences readily share information and preferences. 

Activate a systematic first-party data blueprint using these five high-impact strategies to own your consumer connection: 

  • Optimized Website Forms: Ensure that your website features user-friendly forms that encourage visitors to willingly provide information. This could include newsletter sign-ups, account registrations, or surveys.
  • Omnichannel Data Integration: Break data silos by connecting data collected from various touch points – website, social media, email interactions – to build a comprehensive customer profile. This integrated approach provides a more holistic view of your audience.
  • Consistent Data Updates: Establish consistent triggers that encourage users to update their preferences regularly, keeping data current amid evolving consumer needs and preferences.
  • Interactive Content Experiences: Compel users to self-identify through polls, assessments, calculators, and other diagnostic tools woven into the consumer journey.
  • Incentivized Programs: Implement loyalty programs, discounts, or exclusive access in exchange for customers sharing their information. This not only encourages data collection but also fosters a sense of value for the customer.

The rewards are immense for brands centralizing first-party data – enhanced segmentation and targeting, future-proofed marketing strategies, and customer experiences driving satisfaction through relevance. Integrating first-party data into your digital marketing strategy is a strategic move that unlocks a wealth of insights and enhances your ability to connect with your audience on a personal level. Prioritize first-party data collection and usage. Your personalized approach will thank you later. 

Retail Media Reshapes the Digital Landscape

Retail media has solidified its status as a disruptive marketing powerhouse. By engaging shoppers at the point of purchase, retail media delivers hyper-targeted ads without relying on unstable third-party data.

As consumers increasingly discover and purchase products through retailers, these platforms will reshape strategies. Insider Intelligence predicts a noteworthy surge of 28.6% in retail media ad spend for the year 2024, reaching a substantial total of close to $60 million. For marketing teams mapping out 2024 plans, retail media can no longer be an afterthought. Its trajectory as marketing’s predominant disruptor means integration must become a strategic pillar to lift visibility and results.

The time is now for you to lean into retail media’s unmatched ability to connect with high-intent users through relevant ads and premium placement. Integrating retail media into your 2024 strategy is a pivotal step toward enhancing visibility, engagement, and, ultimately, the success of your marketing initiatives. Here’s a few things to consider when planning your strategy.

  • Strategic Platform Selection: Strategically identify and invest in dominant retail media platforms where your audiences are actively discovering and purchasing. Commit resources to owned properties with the most traction. 
  • Point-of-Purchase Activation: Engage shoppers with contextual messaging and offerings to breakthrough the clutter at that crucial instant at the digital shelf where decisions are made.
  • Acknowledge Consumer Behavior: Continually realign efforts to acknowledge where consumers are demonstrating shopping behavior shifts. Tailor your strategy to align with these preferences.
  • Strategic Adoption: Approach retail media as an urgent marketing imperative – not a tactical experiment – fusing it into the very fabric of 2024 plans to lift brand visibility and engagement.
  • Utilize Direct Engagement: Harness retail media’s unparalleled avenues to deliver tailored brand messaging that resonates at the individual level based on each platform’s unique consumer DNA.
  • Performance Optimization: Regularly measure and analyze the success of your retail media initiatives. Track metrics such as visibility, engagement, and conversion rates to gauge the effectiveness of your strategy.

In 2024, marketers are experiencing rapid growth and strengthening their brand’s distinct value by integrating retail media into their strategies.

The Social Commerce Boom

As consumers increasingly take to social platforms to discover and purchase products, social commerce has emerged as retail’s new normal..

With social media shopping revenue expected to surge to $1.2 billion by 2024, brands must prioritize integrated social commerce to effectively engage audiences. The numbers signal that the time has come for social platforms to transform from casual scrolling to frictionless buying destinations. Find several strategies below to embrace social commerce effectively in 2024:

  • Optimize for Shoppable Posts: Break down barriers between discovery and purchase by enabling integrated product exploration and payment functionality for platforms like Instagram and Facebook.
  • Influencer Commerce Alliances: Activate influential brand ambassadors to connect target consumers with products through embedded social commerce capabilities and exclusive offers. 
  • Exclusive Social Promotions: Drive urgency and action by giving social followers unique access to exclusive promotions and discounts available only on owned social properties. 
  • Performance Intelligence Infrastructure: Utilize analytics tools to track and analyze the performance of your social commerce efforts. Measure key metrics like conversion rates, click-through rates, and customer acquisition costs to refine and optimize your strategy.
  • Seamless Cross-Channel Integration: Ensure a seamless integration of social commerce with your overall multichannel strategy. Align your social media efforts with your website, email marketing, and other touchpoints for a cohesive customer experience.

By seamlessly intertwining social media and direct sales, marketers are not only streamlining the customer journey but also tapping into the rich tapestry of trust and engagement woven within social communities.

Key Takeaways for Your Marketing Strategy

The digital marketing landscape is undergoing a paradigm shift powered by disruptive technology and shifts in consumer behavior. As the course ahead is chartered, new frameworks must emerge across five pivotal domains – AI, first-party data, retail media, and social commerce.

Marketing leaders must be able to realign strategies, budgets and teams to activate these trends in order to gain a durable competitive advantage and build future-proofed growth models. Complacency poses grave risk. Effective leadership recognizes the need for bold and decisive action in response to changing circumstances, and with marketing currently experiencing a significant transformation, that moment is undeniably now.

The window of opportunity is immediate; build your vision and begin navigating uncharted waters armed with five navigational pillars able to elevate relevance, engagement and profitability in your decidedly digital future.

Navigating the Evolving Digital Video Landscape: 2024 Trends and Strategies for Marketers

In the digital realm, we’ve witnessed firsthand the transformative power of converging technologies and evolving consumer preferences. The intensifying battle for user attention, the ubiquity of smartphones, the proliferation of streaming services, and the growing appetite for immersive, personalized experiences have propelled video to the forefront of content consumption, surpassing text-based alternatives.

2023 saw video marketing become the cornerstone of engagement, revolutionizing business connections. This surge showcases diverse content and devices catering to personalization, authenticity, and educational value, making video king in marketing strategies.

Video & The Consumer Consumption Landscape 

Imagine captivating a global audience of 3.5 billion by 2023. That’s the video revolution unfolding before us, and the screen time speaks for itself: Americans spend over 7.5 hours glued to screens daily, devouring video content with unmatched fervor. Marketers are chanting in unison: video reigns supreme in social media marketing. Over half (54%) have named video as the sovereign ruler, with its unmatched ability to enthrall audiences, educate them, and spur them to act.


Smartphones have become the go-to device for digital video consumption, embraced by 69% of U.S. adults. This shift away from traditional television is fueled by the widespread adoption of 5G connectivity, with nearly one in four smartphone owners streaming videos on the go.


While mobile video remains significant, connected TVs (CTVs) are poised to take the lead with video accounting for 90% of CTV content. This trend will reshape the digital video landscape by 2025, with CTV video, social video, and YouTube taking center stage. Subcategories like SVOD and TikTok will further solidify the dominance of CTV video and social video.

The Impact For Marketers: Digital Video Advertising Spend & Strategy

The global video advertising landscape is experiencing a seismic shift, propelled by user consumption patterns. With an expected video ad spend reaching a staggering $180 billion by year-end 2023, it’s clear that video is king. The United States leads the charge, with a significant portion of that budget allocated to search and social video ads. Both channels exhibit a strong mobile bias, while their presence on CTV remains limited.


But this is changing. CMOs are discovering the undeniable power of video, with a 24.74% increase in brand lift and recall, 21.71% improved user experience, and a whopping 40% boost in brand perception. This translates to a more engaged and informed audience, ultimately driving brand awareness and loyalty. While video’s direct sales impact sits at 15.65%, its ability to nurture leads and build trust makes it a vital tool for marketing teams. This is evident in the fact that 68% of marketers track engagement, and 51% now measure lead generation and conversion rates, recognizing video’s true value beyond just views and likes.


2023 witnessed a critical development in this evolution: a wave of CTV adoption across diverse industries, with retail, health & wellness, and CPG leading the charge. By 2027, retail media spending on CTV is projected to reach $8.64 billion. Yet, a crucial challenge remains: our lagging migration to CTV. Despite consumers spending a whopping 25% of their time on the platform, advertisers are underinvesting, allocating a mere 9.5% of digital ad budgets.. Concerns about limited inventory and premium pricing are holding us back.


It’s time to overcome these hurdles and unleash CTV’s potential. By collaborating and harnessing its power, we can reach target audiences where they are and achieve unparalleled success in this transformative era. The video advertising landscape is ripe for innovation and growth. By embracing the full potential of video across platforms, we can unlock unprecedented opportunities to engage with audiences and build lasting brand connections.

Trending: AI-Powered Digital Video Creation & Personalization

In the competitive landscape of 2024, AI-powered personalization and audience insights can elevate your video marketing campaigns to new heights of engagement and effectiveness:

Key Takeaways for Marketing Professionals

  • Embrace AI-driven personalization while prioritizing authenticity: Audiences are craving real connections, not manufactured perfection. Refine your content to resonate on a deeper level, but steer clear of anything inauthentic. Micro and nano-influencers who spark genuine conversations are your secret weapon. And remember, transparency is key – be upfront about AI’s role in crafting your message. This authenticity is your golden ticket to engagement, trust, and brand loyalty.
  • Utilize AI for efficiency, not replacement: Automate tasks and gain insights, but don’t let it replace human creativity. High-quality creative content remains essential for impactful marketing campaigns.
  • Craft personalized video journeys with AI-powered insights: Analyze customer data and deliver hyper-personalized video content, tailored to individual interests through dynamic elements, interactive experiences, and customized recommendations. It allows you to lean into using an inclusive approach by going beyond surface-level metrics while driving engagement and fostering loyalty.

Unleashing Innovation through Experimentation

  • Streamline your video production process & elevate your marketing videos with AI-powered platforms, empowering you to easily create engaging videos. These platforms can be used to create videos from text, add AI-powered voiceovers and avatars, and craft captivating social media videos.
  • Harness the power of AI-powered creative effectiveness platforms to revolutionize your campaign planning, video testing, and media planning. These platforms utilize advanced technologies like facial coding, eye tracking, and computer vision to provide unparalleled insights into your target audience’s behavior and preferences.
  • Foster inclusivity by leveraging AI-powered dubbing tools to unlock global audiences, enhance accessibility, and expand your video’s reach by removing language barriers through dubbing, subtitles, and captions.

Trending: Cross-screen, Cross-channel Advertising Solutions

As audiences divide their attention across various devices and engage in multitasking, marketers must reimagine their video advertising strategies to win them over:

Key Takeaways For Marketing Professionals

  • The rise of Netflix and Prime Video’s ad-supported tier: As CTV advertising gains traction and linear TV struggles to find its footing, Amazon’s Prime Video ad-supported tier is set to fuel a surge in ad spending. This presents marketers with a wealth of new diversification opportunities using multi-platform video ad campaigns to engage with a broader audience.
  • Distinguish your brand and engage viewers with premium-produced video ads: UGC’s authenticity and relatability can be highly effective, but its production quality often falls short of premium video content’s polished and refined aesthetic. As streaming TV continues dominating viewing habits, marketers should prioritize premium video content to capture attention and drive results.
  • Fragmented media consumption necessitates a multi-screen marketing approach: With 5G technology enabling seamless video delivery, marketers can now craft engaging ad experiences that adapt to individual viewing habits. By leveraging an omnichannel approach, you can ensure your message reaches the right audience at the right time, maximizing the impact of your campaigns.

Unleashing Innovation Through Experimentation

  • Streamline the shopping journey by incorporating shoppable CTV video ads: Seamlessly integrate product information and purchase options within your video ads, enhancing engagement and driving immediate conversions.
  • Tap into the massive audience consuming live sports online: As digital platforms compete for your ad dollars, unlock premium inventory with NFL Sunday Ticket on YouTube. Reach paying subscribers, traditionally targeted by major brands, with the precision of digital advertising. YouTube’s “multi-view” expands this inventory, offering even more targeted ad placements.
  • Long-form video investments drive exponential returns: Let performance, not production value, guide your video investments. Embrace a data-driven, multi-platform approach, and repurpose the content that truly connects.

Trending: Embracing Interactivity, Live Streaming, and Format Diversity

Marketers should strategically embrace the versatility of vertical and horizontal videos, strike a balance between short-form and long-form video content, and engage audiences in an interactive and immersive modern world:

Key Takeaways For Marketing Professionals

Unleashing Innovation Through Experimentation

  • Incorporate AR elements & VR experiences: Overlay virtual objects and graphics onto real-world scenes to create an interactive and immersive storytelling experience. Transport viewers into a virtual world where they can interact with your brand’s story and products in a fully immersive environment.
  • The Synergy of Branching Narratives and Gamification: By allowing viewers to choose their own path and incorporating engaging gameplay elements, you are enhancing viewer engagement, collecting valuable data, personalizing product recommendations, and fostering deeper connections. 
  • The powerful trifecta: Live shopping experiences, combined with horizontal and vertical video formats, and creator content, can create a powerful video advertising strategy that resonates across platforms and drives meaningful engagement with their target audience.

Digital video has emerged as a formidable force in the modern online world, offering marketers an unparalleled opportunity to captivate audiences and foster meaningful engagement. Marketers who fail to incorporate video into their strategies are forfeiting a valuable opportunity to connect with their target audience.

By embracing the evolving trends and unleashing innovation through experimentation, marketers can effectively navigate the ever-changing digital video landscape, establish deeper connections with their target audience, and achieve their marketing goals in 2024 and beyond.

5 Social Advertising Trends for 2024

Advancements in technology and evolving consumer behavior are continuously shaping the social media landscape, presenting brands with an opportunity to evolve alongside the consumer to meet brand goals.

Users are no longer looking to social platforms as only a way to connect with friends, but rather as a mechanism for shopping, searching, and enjoying entertainment.

So what should your brand focus their social media strategy on? Keep reading to discover our top five social media trends for 2024 and tips on how to effectively incorporate them into your strategy.

Social Media Trend #1: Growth of Influencer Marketing

Investment in influencer marketing is expected to see strong growth in the next few years due to its effectiveness in building trust and authenticity for your brand. In 2024, there will be an increased focus on leveraging short-form UGC videos, testing out generative AI, and mindfully selecting creators that foster a diverse and representative social media community. 

What You Need to Know:

Influencer Marketing Tips:

  • Establish clear goals and measurable KPIs before selecting a content creator. For example, if your influencer marketing goal is to drive increased engagement, select a creator that has a loyal and highly engaged audience.
  • Collaborate with content creators that align with your brand’s tone and have a follower community with interests that match your product or service offering.

To learn more about tap into creators for your marketing strategy, check out Coegi’s guide to influencer marketing

Social Media Trend #2: Paid Subscription Models

Global governments are continuing to hold social platforms accountable for adhering to user privacy regulations. With the increased regulations, social platforms are looking for solutions to maintain an optimal user experience, including offering paid monthly subscriptions for users to opt out of ads. 

What You Need to Know:

Paid Subscription Model Tips:

  • Influencer marketing is going to become important in a paid subscription model since the content will not be categorized as an ad. Use this time to start honing your influencer marketing strategy to learn what works best for your brand.
  • Organic social will be another effective way to reach users in an ad-free environment. Focus your efforts on building your brand’s following across social media platforms and learning what content resonates well with your core audience.
  • While the development of paid subscription models is currently focused on the EU market, other markets may follow. Be sure to keep up-to-date on the latest platform releases.

Social Media Trend #3: Generative AI

AI had a large impact on the marketing industry in 2023 and is expected to continue with increased momentum in 2024 as social platforms continue rolling out AI features. From AI chatbots directly integrated within the platforms to audio generation tools, the way users and marketers engage with social media will be in a constant state of change.

What You Need to Know:

  • Due to strong user engagement with Snapchat’s My AI, the platform is looking for ways to leverage the chatbot to boost advertising.
  • Meta released two Generative AI tools for audio creation – AudioCraft to create audio and music from a text prompt, and Voicebox to assist with editing audio.
  • Meta AI is a virtual assistant – including 28 familiar individuals, such as Snoop Dog and Kendall Jenner, that users can interact with across Meta platforms.

Generative AI Tips:

  • Generative AI is going to elevate the importance of brand’s maintaining authenticity. As deepfakes and AI assistants circulate across social platforms, users will look to brands to be a source of truth and familiarity.
  • Create internal guidelines and policies for the usage of AI to ensure it is being used ethically and responsibly.
  • Read our article – Do’s and Don’ts of Using Generative AI for Creative – for more information on how to effectively use AI.

Social Media Trend #4: Social Platforms Utilized as a Search Engine

Social media platforms continue to serve a dual purpose, namely among younger users, to connect and engage with friends and to utilize as a search engine for finding products and services. This shift in consumer behavior should be accounted for when planning your marketing strategy.

What You Need to Know:

Social Search Tips:

Social Media Trend #5: AR/VR Advancements

Gone are the days of one-dimensional internet usage as augmented reality (AR) and virtual reality (VR) technology advancements are spurring an “immersive internet.” Users are seeking a more engaging experience across the web and social platforms, giving brands an opportunity to better meet their audiences’ needs and preferences.

What You Need to Know: 

AR/VR Tips:

  • Leverage Pinterest Try on product pins to enable users to virtually try on products wherever they are, increasing engagement and attention.
  • Meta augmented reality ads create an engaging and unique experience where users test out products and interact with your brand.
  • It’s important to keep your brand’s product catalog on social platforms updated so users can virtually engage with your brand and build affinity.

If you want to discuss how to apply these trends and tips to your marketing strategy in 2024, reach out to schedule a discovery call with the team at Coegi.

The Drum – Prepare for the ‘Trough of AI Disillusionment’: H2 2023 Predictions

As we hit the second half of 2023, The Drum brings you a tasting menu of Drum Network leaders‘ predictions, from AI disillusionment to… fungal growth and changes for pet owners. Elise Stieferman, director of marketing and business strategy, Coegi predicts that “AI will be H2 2023’s Dr Jekyll and Mr Hyde: both hero and villain for marketers, depending on expertise and perspective.” Learn more from Elise and other industry leaders in this article on The Drum.

2023 Digital Marketing Trends Reshaping the Industry


Looking for ways to advance your digital marketing in 2023? Learn Coegi’s top tips and trends for programmatic marketing as we enter the new year.

On this episode of The Loop Marketing Podcast, Coegi’s President, Sean Cotton, and VP of Marketing & Innovation, Ryan Green, discuss the top digital marketing trends for 2023. Listen, watch, or read below to learn how to level up your advertising campaigns this year.


2023 Digital Marketing Trends & Predictions Podcast: Edited Transcript

Elise: Today we are talking about 2023 digital marketing trends and predictions. I’m joined by Sean Cotton, Coegi’s President, as well as Ryan Green, Vice President of Marketing and Innovation. 

I want to start by talking about if your viewpoints to marketing have seen a big change over the year. Ryan, do you wanna start us off?  

Ryan: The thing that I think has changed the most is how important content actually is to media. For several years, we’ve really talked about campaigns – campaign numbers, IOs, and target audiences. But, what’s important going into 2023 is the merging of media, audience, and automation with the content and the message. Those need to be thought of together now, and they have to be part of the media buy.

Leaning into publisher and influencer relationships – sometimes as the creative agency in some ways, right? I think this happened during the pandemic. it was hard to go to production to build an old school campaign. But, you were able to create content. You were able to write. You were able to leverage influencers. And the media agencies started to do a lot more of the work there. So that’s really changed my viewpoint this year.  

Elise: Sean, what about you? Any changes to your personal viewpoints over the last year for marketing?  

Sean: My thoughts are closely related to Ryan’s. At the beginning of last year, there were still a lot of effective things that could be done around audience. And there still is, but that signal is becoming weaker with privacy laws and regulations. 

In 2022, we saw the impact of our audience targeting capabilities lessen – which we expected. So in 2023, we need to continue to lean into research and content as Ryan was discussing. By using tactics such as influencer marketing, we can make sure we’re really engaging our best customers throughout their journey and not relying on the easy button.  

Elise: Right, the audience signal is weaker, so the content has to work even harder to stop the scroll. Plus, personalization is going to change quite a bit.  

Ryan: And I think what content is has changed too. We’ve seen success with shorter content. We’ve also seen success with long-form content. It’s not just the trope that the modern consumer has a three-second attention span. That may be their attention span on TikTok. But, that’s not true when people are watching 30 minute videos on YouTube or reading 10,000 word articles. 

The modern marketing campaign needs to take a broader lens on what content is and where it plays in the consumer journey. And then, we need to amplify it to the right audience using automated tools to make the perfect mix and ultimately achieve business goals.  

2022 Year in Review

Elise: I think that’s a good segue to talk about some of the predictions you had at the start of this year. Sean, you predicted there would be more emphasis on social short-form video across multiple different platforms. So how did that play out in 2022?  

Sean: Well, we certainly saw the growth in short-form video production and distribution with the growth of TikTok, YouTube Shorts and so forth. But, I don’t think brands are capitalizing on short-form video and telling their story. Content needs to be tailored for each platform differently. The social media environment with short-form video requires us to be much more agile. 

Sometimes, it’s better to focus less on quality and more on authenticity in terms of content production. So I think part of that prediction came true.  As users, we are engaging more with short-form content. But, brands and agencies are still trying to catch up as to how to capitalize on that to it’s full potential.

Elise: And then, Ryan, you made a prediction that the metaverse and augmented reality and virtual reality were going to be driving factors in brands’ marketing plans. How did that play out throughout 2022?  

Ryan: It hasn’t, at least not for most marketers. It has for gaming. It has in fashion. But I don’t think anybody could have predicted some of the struggles Meta had. There are some Web3.0 things I’m still bullish on long-term. So, if I could revise my  2022 prediction, I would lean in more to retail media. It certainly has come on as a driving force. There’s been a strengthening of signal from retailer point of sale and media networks that advertisers can really lean into. Retail media needs to be a major part of lower funnel plans for CPG brands and a variety of industries.  

Elise: And then you both predicted that the availability of consumer data was going to be more of a force in terms of ad quality and how we measure marketing. I’d like to hear where you think that is heading as we enter 2023.  

Sean: We spoke a lot about incrementality over attribution last year. I was really surprised at how quickly that approach gained popularity over the course of the year. A lot of other marketers were thinking the same way. The beauty of digital has always been that we could tie together touchpoints and show attribution or ROI. I expected it would take a while longer for people to shift. Even going back to the way we used to measure with advanced forms of media mixed modeling and incrementality

So, I think that prediction really came to fruition right before our eyes in 2022. And I think moving forward we’ll see savvy marketers become even more skilled. There’s not a lot of doubt about whether it’s the right approach now. At this point, it’s about perfecting that approach and making it more meaningful when we deliver campaign analysis.  

Ryan: I’ve been pleasantly surprised that, even with cookie deprecation delays, brands and advertisers didn’t fall back on click-based attribution. They did still continue to lean into incrementality, even when they had an excuse not to. I think that goes into reliance on audience targeting as well. It’s not just browsers and cookie deprecation, it’s also legal and regulation that’s coming. Sean mentioned news that came out from the EU on Meta today that potentially is going to nullify personal ad targeting – period . If that does become law there, that’s going to have a trickle down effect across the globe. So, it’s good that brands are moving forward with what modern marketing is going to look like.  

Privacy and Regulation Trends for Digital Marketing in 2023

Elise: So, would you say that regulation is a top challenge brands should be looking to tackle in 2023? How should they be looking at the changes in the privacy landscape?  

Ryan: It depends where they’re transacting. They definitely need to be on more alert if they’re operating in the European Union. The United States is still to be determined, but we have stronger regulation coming out of California. So there’s several different angles, but we have an idea of what’s going to shape out. 

It’s actually an opportunity for brands to put a stake in the ground about their values as it pertains to data collection and regulation. They don’t have to wait to be told what to do. They can decide themselves to continue to have great campaign performance while still clearly defining brand safe data collection.  

Sean: And at this point, we should be implementing best practices around data collection, storage, and security on top of our marketing campaigns. If an advertiser was to find themself with first-party data without a strategy for how to use it, I would suggest they reach out to a professional  as soon as possible.  

Retire These Digital Marketing Trends

Elise: I’d like to hear each of your hard-hitting takes on trends that marketers should retire in 2022?

Ryan: This probably should have been done a couple of years ago. The reliance on Facebook as an easy button and as your primary social platform. That needs to go. Not only has the world diversified in where our consumer’s eyeballs are, but there’s well-noted privacy regulations that Meta is the center of. Their stock went down 80% over the past 10 months for a reason – that’s unprecedented. If that’s not a signal to advertisers that maybe that’s not the one place you want to bet on, it definitely should be.  

Advertisers should have been diversifying their social and digital media spend for a long time.  iOS 14.5 was a wake-up call to brands looking at last click attribution. There was so much shift between what the platform reported versus what their backend sales were showing.

There’s not going to be an easy button. It’s challenging to create content that plays well on a half a dozen different social platforms and screens. This is the time when advertisers that do the hard work are going to be rewarded. The ones that want to make it easy are going to be downstream.   

Sean: If I had to pick one trend to retire, I’d point to viewing CTV/OTT video as simply an incremental video strategy. Historically, brands would view linear as the majority of the big screen budget and carve off maybe 5% for CTV/OTT. There’s still a lot of marketers that approach it that way. Whereas if we analyze a CTV/OTT buy versus a linear buy, we can attain greater reach and a more manageable frequency.   

With linear, we often get high frequency to a very small pool of linear TV watchers. And, all the data shows people are cutting the cord. So CTV/OTT should be a central part of advertising on the big screen. It’s measurable and targetable to attain the appropriate reach and frequency goals. Now, linear TV still has its place without a doubt, but they need to be looked at in tandem  

Ryan: And now you’re seeing the Nielsens of the world coming together and measuring CTV and linear TV in the same language. We’re going to transact on CPMs – not on GRPs. That’s a big step towards a more apples to apples comparison. When there’s two different measurements, they end up naturally going to different places. There’s less excuse now, with measurement partners that are able to translate both. You need to lean into that to be effective in 2023.  

2023 Programmatic Marketing Trend Predictions

Elise: What are some other big digital marketing trends for 2023?  

Ryan: One of the big things we’re going to look at in 2023 is the emergence of retail media as a primary vehicle for digital marketing campaigns. Retail media only emerged in the past two or three years with any real emphasis. It was something experimental. But now it could be the backbone of a CPG marketing campaign. Social may become secondary or tertiary to retail media, and that really flips things on its head. 

Sean: One trend would be redefining what performance marketing and media is, especially as we go into a recession. Every dollar matters, so all media needs to deliver some type of performance. Now typically, when you say performance marketing, people think of lower funnel tactics where you can see a direct conversion. But the fact is – every marketing dollar needs to perform. 

There’s pressure on CMOs and CEOs to show return on all of their marketing investment. So, marketers are challenged for all media to perform. Now, you’re going to measure awareness differently than consideration or intent, but there needs to be some sort of accountability. So a trend we’ll continue to see as marketers embrace incrementality, is looking at performance marketing with a wider lens.  

Ryan: I agree with that. One other thing that’s come up this year is sustainability and the effect of digital marketing on our carbon footprint. We are really starting to dive into supply path optimization – having fewer touchpoints from the ad server to the consumer. I think we’re going to see a lot of brands start to demand this across every third-party partner.  

2023 Social Media Marketing Trend Predictions

Elise: To wrap us up, I want to talk about the future of paid social media and influencer marketing. Are there other 2023 social media trend predictions marketers should be looking out for?  

Ryan: There’s never been so much headwind with social. Social media has always been a growth channel, in every aspect. But, you have headline after headline coming in – from Meta’s demise to Twitter now having 70% less staff. And TikTok is not going to run the way that it is forever, with government regulation coming against China there. Even in the influencer space, we’re starting to see Gen-Z and Gen Alpha rebelling against the perfect influencer lifestyle. We’re seeing less time being given to those platforms.  

A lot of those platforms make it very easy to have great reach. In some ways, this actually may be an opportunity to do more on social media. The billions of logins Facebook has are not suddenly going away. And there’s plenty of people that still use these platforms. But there needs to be balance in your social strategy next to other media.

Balance is going to be a calling card for 2023. The brands that go heavy into search and social are going to be at a disadvantage if they don’t think about all the places it takes to garner attention. Attention is still the number one commodity we’re looking to harness as marketers. And we’re going to have to be more creative in how we message audiences and place ads to be competitive.  

Elise: Well, thank you both for being here today and I’m excited to see how these digital marketing trends play out in 2023. 


Listen on Spotify

Top Consumer Trends for 2023: What They Mean For Digital Marketing

Consumer behavior trends are constantly evolving. This is especially true for shopping preferences in 2023 as 90% of consumers are noticing price increases. Consumers are switching brands more than ever before. Brands must be highly adaptive to consumer trends to keep up with these changes and fend off the competition. 

So, brands, it’s time to meet (and reintroduce yourselves to) your consumers. 

Here are our top six key consumer trends for 2023, and the insights you need to capitalize on these trends for your brand: 

  1. Customer-first approach
  2. Brand loyalty risk
  3. Omni-channel shopping
  4. Social commerce proliferation
  5. Connected device adoption
  6. Influencer growth

Apply these 2023 consumer trends to your brand’s marketing

#1 – Taking a Customer-First Approach

Putting customers first is no longer an added value proposition – it’s an expectation. 19% of marketing executives report ‘fostering relationships with customers and increasing brand loyalty’ is their top priority for 2023. To do so, brands need to find unique ways to engage consumers and authentically insert themselves into their story. As a Netscribes article quotes, brands must, “go beyond the commodity to fuel engagement and advocacy by delivering context-specific interactions at the right junctures of the consumer journey.” 

Key takeaway: Brands must build a relationship with consumers in order to break through the clutter. Prioritize first-party data collection to understand your customers and provide a more personalized experience based on their interests and needs.

#2 – Preventing Brand Loyalty Risk

In the face of an economic downturn, consumers display less brand loyalty. Surveys found nearly 60% of US consumers are less brand loyal due to increasing costs of goods. Household names are losing their power as curious and price-conscious consumers shift towards value, price, and convenience. However, loyalty programs can help. 78% of consumers report that strong loyalty programs make them more likely to purchase from a brand or retailer. 

Key takeaway: Create ways to incentivize customer loyalty, either financially or with exclusivity. Remember – it’s more expensive to win over new customers than invest in your existing ones!

#3 – Optimizing Omni-Channel Shopping

Consumers are split between online and brick-and-mortar shopping. 75% of consumers report purchasing and researching products on both in-store and online channels, per McKinsey’s 2022 Consumer Pulse Survey. So, brands must give both channels attention to ensure they work together seamlessly and enhance the consumer experience. Integrations such as click-and-collect shopping help bridge this gap. 

Key takeaway: Blend traditional and digital channels to be present at every key customer touchpoint. Then, ensure the shopping process is seamless from exposure to check out to shorten the path to conversion.

#4 – Taking Advantage of Social Commerce’s Proliferation

Social commerce is on the rise with platforms such as Instagram, TikTok, and Pinterest adding new in-app shopping features and shoppable ad formats. Through these integrations, brands can engage customers in the moment without disrupting their social experience. E-Marketer forecasts over 50% of US users will make a social commerce purchase in 2023. When done well, social commerce promotes quick product discovery, a simplified shopping experience, and less friction in driving purchase.  

For more on social commerce, view our full 2023 Social Media Advertising Trends article here.

Key takeaway: Explore different tools to utilize social commerce, making it as easy as possible for a customer to add your product to their cart. Consider retargeting audiences from paid social media or influencer campaigns with shoppable ads to build trust and drive ROI.

#5 – Understanding Connected Device Adoption

Expect greater adoption of smart technologies in 2023, including connected cars, connected TVs, and smart speakers. More responsive technology advances, such as click-to-buy CTV ads or seamless re-purchasing through smart home devices, will pave the way for IoT-driven commerce. As these technologies continue to develop, test ways to use these devices to enhance your customer experience and drive e-commerce.

Key takeaway: Do the research to understand if your consumers are taking advantage of these advanced technologies. If they are, test interactive ad formats on connected devices and explore other IoT integrations such as voice shopping applications with smart speakers. 

#6 – Lean Into the Growth of Influencer

Influencer is the new word-of-mouth marketing. Authentic and relatable content from social creators drives full-funnel results for brands who do it well. Social media platforms are making it easier for influencers to monetize content and collaborate with brands, further paving the way for the social commerce boom. In 2023, the influencer market is projected to reach $6.16B, with TikTok on pace to gain the largest share of influencer ad spend by 2024. 

Key takeaway: Blend influencer marketing into your paid social media strategy to build authenticity, grow trust, and boost e-commerce. Adopt an omnichannel influencer strategy across multiple platforms and lean into useful, entertaining short-form video content to maximize exposure and engagement

Use these 2023 consumer trends to analyze your current CPG marketing strategy. Take your advertising to the next level by leaning into high growth areas and being the first to adapt to changing consumer preferences in 2023. 

For more marketing trends, view our 2023 Digital Marketing Trends and Predictions podcast episode.

Marketing in the Metaverse: Three Things to Know

If you’re reading recent marketing articles, or even watching the Super Bowl, then you are certainly familiar with the “metaverse.” But, do you understand what it means?

If the answer is no, don’t worry – you aren’t alone. The metaverse can be confusing. It isn’t tangible and it isn’t just one thing. It’s a collection of technologies, identities, philosophies, and experiences that all level up into a digital sphere, which in some way imitates real life. And consumers, especially digital natives, are quick to adopt AR/VR, social communities, and more. 

What Should Brands Do To Market To Their Target Audiences In The Metaverse?

  • Make digital experiences accessible and seamless
  • Select metaverse-related trends that are best suited for your customers and your brand
  • Drive innovation that’s focused on business outcomes

Making Digital Experiences Accessible And Seamless

There’s a reason why metaversal experiences are catching on: consumers are attracted to immersive environments. This is especially true when it comes to testing products, planning trips, and getting to know brands. Brands need to consider this as they explore their roadmap of digital development. Invest in ways to make your websites, social instances, and overall digital presence attractive for customers and drive affinity through positive virtual interactions. 

Selecting Metaverse Trends That Are Best Suited For Marketing To Your Customers

Brands are chasing after an impossible dream if they try to dive all at once into every new trend within the digital universe. Throwing everything at the wall just to see what sticks is expensive, time consuming, and likely to confuse the consumer rather than drive them to your brand. Instead, it’s important to have a deeper understanding of your customer and identify what will actually increase brand value and improve customer loyalty. Maybe you don’t need a purchasable NFT or gamified shopping experience. It’s important to not be distracted by the novelty and instead focus on creating the best solutions for your brand and its customers. 

Driving Innovation That’s Focused On Business Outcomes

Many brands are knee jerk reacting to what’s capturing headlines and straying away from an overarching media strategy. But, testing innovative ideas without the end business goal in mind, or simply out of fear of missing out, does not result in greater brand affinity or revenue. Innovation must be grounded in doing something new that will fulfill a need of the consumer in a way that either excites or delights them. That’s what builds word of mouth and keeps them coming back for more.

The metaverse is going to grow and evolve as emerging digital technologies gain traction and improve through AI. Marketers need to stay up to date with these changes, while not losing sight of their business goals. Before diving head first into the latest metaverse marketing tactic, evaluate:

  • Are your current metaversal experiences optimized? 
  • Will adopting this tactic benefit your customer?
  • Will these time and monetary investments improve your business’s bottom line?

For more insights, view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.

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