Increases in consumer travel and in-person shopping influence digital media spend allocations
COLUMBIA, Md., February 01, 2022--(BUSINESS WIRE)--Merkle (www.merkleinc.com), a leading technology-enabled, data-driven customer experience management (CXM) company, has released its Q4 Digital Marketing Report (DMR), a quarterly research report that analyzes and highlights trends within paid and organic search, Amazon ads, paid social, and display ad spend. Q4 2021 was shaped by trends in advertising and consumer behavior across retail, travel, and digital media, which are defining marketing strategies in Q1 2022 and beyond.
The Q4 2021 DMR indicates that marketers’ success in the year ahead will hinge on an ability to adapt quickly to consumers’ evolving preferences as they contend with dueling influences from the pandemic and a desire for normalcy. For example, while concerns around shipping challenges in 2020 and potential supply chain issues in 2021 spurred an earlier holiday shopping season, consumers have also continued to gain confidence in returning to pre-pandemic behaviors, such as in-store shopping and travel. Another interesting trend points to the growth of advertising on emerging platforms like TikTok and connected TV (CTV).
TikTok and Connected TV Gain Ground
Within paid social and display, smaller and emerging segments within digital are securing an increasing share of spend. TikTok captured 4% of advertisers’ spend, compared to 2% in Q3, and will likely...
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