Nick Shackelford, Founder of Structured reveals the crucial shifts in paid media, privacy, and leveraging offshore talent that every marketer must understand right now.
The conversation covered some big trends in paid media, privacy changes, and how to use virtual assistants. These are very important things for marketers to understand in 2023. The business world is changing fast, so marketers need to stay up to date.
Navigate Policy Changes and Privacy Restrictions
The first big trend is that policies and privacy rules of social platforms are changing. This affects how marketers can use platforms like Facebook.
New privacy laws also impact marketing. In Europe, GDPR changed the rules around targeting users and using their data.
These changes mean marketers have less transparency, in the US as well with iOS 14.5 changes. They can't see as much information about their ads and customers, and as a result see increases in costs–per click and for overall acquisitions.
When platforms like Facebook change rules, marketers have to adjust.
By understanding these policy and privacy changes, marketers can stay ahead. They can find smart ways to work within the new rules. It takes effort to adapt but prepares marketers for the future.
Evaluate Emerging Paid Channels Like TikTok
Another trend is new paid advertising channels like TikTok. Many marketers are skeptical about TikTok right now.
TikTok seems different than other platforms like Facebook. The audience acts differently on TikTok. They want entertaining video content, not shopping.
Marketers have not seen TikTok drive many purchases yet. So they are cautious about spending lots of money on TikTok ads.
There are some keys to success on TikTok. Brands need interesting organic content that engages the TikTok audience. They also must know if their product really fits the platform.
Overall, marketers should not rush into paid TikTok marketing. They need to test it carefully first. Make sure the audience and content work before spending big. TikTok has potential but requires a different strategy compared to platforms like Facebook.
The big lesson is to evaluate new paid channels carefully. Each platform is unique. Don't assume the same tactics will work everywhere. Do the research before investing heavily in emerging platforms like TikTok.
Leverage Virtual Assistants and Offshore Talent
Another important trend is using virtual assistants and offshore talent. This gives marketing agencies many benefits.
First, it allows 24/7 work coverage. With team members around the world, work can happen around the clock.
Virtual assistants also add creativity and cost savings. They can do all kinds of work for much lower salaries.
There are some keys to making it work. You need team members that fit your culture. Expectations must be very clear too. Detailed process documents help offshore talent succeed.
Adding offshore assistants creates a positive ripple effect. Existing team members can focus on more important tasks. The whole business becomes more efficient.
The bottom line is that offshore talent unlocks new potential. But you need careful preparation and communication. When done right, virtual assistants make agencies stronger at lower costs. This trend is here to stay.
General Paid Media Trends and Beliefs
Nick believes attribution modeling is overrated. It's more important to focus on sales data and analytics.
Nick also says brands should learn paid media themselves before hiring an agency. This avoids misalignment with the agency.
In current times, he thinks average order values (AOV) matter more than conversion rates (CRO). Getting customers to spend more is key.
These insights help reset priorities for marketers. Focus on the metrics that really impact revenue and growth. Make sure your team or agency is fully aligned. And optimize campaigns to drive bigger purchase sizes from shoppers.
Simple back-to-basics principles like these avoid overcomplication. Nick's experience proves that sticking to fundamental best practices pays off.
Marketers need flexible strategies that adapt to these changes–with changing platforms, algorithms, profit structures and growth strategies.
Some can be shiny objects, like Tik Tok as a new paid platform. These are always worth testing rigorously before fully committing. And they can not just be one-size-fits all for the go to market strategy of these.
Another key insight was how virtual assistants add big value like cost savings and 24/7 coverage. But you need to set them up for success–with communication, expectations, and well defined structure.
Most importantly, marketers need to stay agile, evaluate new platforms carefully, and leverage offshore talent. By applying Nick's lessons, marketers can spend efficiently and drive growth.