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This Week's News: 2021/08/25

This Week's News: 2021/08/25

Hotspex Media Team

Afterpay Introduces New Advertising Solutions

TLDR
  • Afterpay has announced the debut of Afterpay Ads
  • Early results with advertisers show a 20 percent lift in sales on average when brands choose to promote their products within the Afterpay app.
Brief

With Afterpay Ads, brands can place featured ads across the Afterpay app and amplify merchant promotions, products and offers on a pay-for-performance model. Brands simply choose the products they want to promote via sponsored listing formats, such as deals, products and collections, and pay only when a shopper engages with the ad. Afterpay is currently available in Australia, Canada, New Zealand, the United States and the United Kingdom, France, Italy and Spain, where it is known as Clearpay.


TikTok is building its own AR development platform, TikTok Effect Studio

TLDR
  • TikTok recently launched a new creative toolset called TikTok Effect Studio, currently in private beta testing, which will allow its own developer community to build AR effects for TikTok’s short-form video app.
Brief

On a new website titled “Effect House,” TikTok asks interested developers to sign up for early access to Effect Studio. Developers fill out their name, email, TikTok account info, company and level of experience with building for AR, as well as examples of their work. The company couldn’t offer a time frame as to when these tools would become more broadly available. The launch of an AR toolset would make TikTok more competitive with industry rivals, who today rely on creative communities to expand their apps’ feature sets with new features and experiences. Today, TikTok’s developer website provides access to tools that allow app makers to add TikTok features to their apps like user authentication flows, sound sharing and others that allow users to publish videos from a third-party editing app out to TikTok. The new TikTok Effect Studio isn’t meant to be used with third-party apps, however. Instead, it’s about building AR experiences, that would be provided to TikTok users directly in the consumer-facing video app.


Old School: The forgotten tech making a comeback with marketers

TLDR
  • Three pieces of ‘old’ marketing tech (email marketing, QR codes, and SMS messaging) are making a significant comeback with modern marketers
Brief

Despite massive advances in the way that marketers work, at the core of many strategies lies some pretty reliable tech, which shows no sign of being dropped from the marketing mix. 

QR Codes: Despite a relatively muted launch and limited uptake following their initial launch in 1994, QR codes have become second nature for consumers. This has been aided significantly by smartphone manufacturers who have built the ability to scan and read QR codes directly into their camera systems and software.

SMS Messaging: A 2020 report revealed that over 60% of businesses are increasing their text marketing budgets this year. Research suggests that more than 90% of text messages are read within the first three minutes. By comparison, only 22% of emails are read as quickly. Millennials generally have the highest preference for SMS/text messaging from brands.

Email: Email remains the fastest, most secure route to a defined endpoint: the recipient’s inbox. A 2020 benchmarking report revealed that content marketers rate email newsletters as their highest performing type of content for securing new leads. Email marketing is arguably more cost-effective and capable of driving higher ROI than social media marketing.

You don’t necessarily need to use SMS, email marketing and QR codes altogether, but by combining them, you may just create a marketing campaign that is better than the sum of its parts. 

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