Good morning, and is the clock ticking?

On a TikTok deal I mean, of course. What a curious few weeks it has been for the hugely popular short-form video app. It seems a lifetime ago that TikTok users claimed credit for emptying out President Trump’s Tulsa rally by grabbing free tickets online (it was June—and by the way, the current prank is for TikTok users to obtain massive quantities of trash-bound MAGA merchandising by pretending to volunteer for the campaign).

And then, because July was a month we didn’t like China, there were moves by the administration, and by corporations like Amazon, to restrict the use of TikTok. Most recently, Trump announced he would just ban it (it wasn’t clear how he could do that).

Maybe the story is coming in for a safe landing, with the President’s apparent acquiescence in Microsoft’s proposed acquisition of TikToks’s U.S. business. That would be good news for influencers, and for the brand marketers who figured out how to appeal to TikTok’s rapidly growing audience.

Kim Davis,
Editorial Director


Choosing the right digital platform for a virtual event

Reed Exhibitions, the international events vendor, is facing up to the same challenge every in-person event host has this year. How to create virtual events which delight, educate, and generate good outcomes (in terms of leads or revenue, as appropriate) as much as traditional live events.

Reed has the capacity to follow the advice we gave last week that it’s important to try a number of different event platforms to evaluate their advantages and disadvantages. Those trials will likely determine the choice of platform (or platforms) for the madconNYC conference in December, a major event for New York marketers.

“We are down to a very short list of vendors that can meet all of our needs,” said Reed Exhibitions Marketing Director Katie Genovese. “With the event taking place in December, we have some time to be sure we are selecting the perfect platform to provide our attendees with an engaging and intuitive virtual experience.”

Learn more about what Reed is looking for in a platform. »


Learn how marketers’ trust in digital drives spend, despite challenges

Nielsen surveyed over 350 marketers from around the globe and found that enthusiasm for digital was tempered by severe data quality issues and measurement challenges. Many of you feel you don’t have the right tools to measure and compare the ROI of your ad campaigns across all the channels you use. Download the “Nielsen Annual Marketing Report: The Age of Dissonance” to learn why marketers hold digital channels to a different standard than traditional channels

Get it now »


5 questions: Forecast 2021

Times are always tight when it comes to marketing budgets, and the pressure is on when it comes to planning. That’s nothing new: but pressure to run lean and agile, cut non-critical spending, and prove ROI can rarely have been greater.

How do you see things panning out for 2021. Please take a couple of minutes and answer 5 questions here.

MarTech Minute

Research shows new variables within influencer marketing

Research from Forrester has found several new variables that have changed influencer marketing during this time of COVID. 

Forrester’s new dynamics include:

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Forrester also studied 20 influencer marketing businesses and found that March was the lowest month in activations, but that numbers were near normal by May. 

Why we care. To the extent traditional influencer marketing involves straight-out hyping of products and services, it’s less welcome under the pandemic. Those kinds of messages are not what people want to hear right now.

Other announcements:


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What We're Reading

We've curated our picks from across the web so you can retire your feed reader.

3 overlapping patterns of “no code” martech – Chiefmartec

FCC will take public comment on Trump social media petition – Reuters

U.K. Defence Committee chair muses treating TikTok like Huawei – The Register