Colling Media Marketing Minute: Google Search Trends, TikTok Lead Gen, & CTV Ads Google Search Trends Shows Need for Personalization Google’s latest search trends highlight a rising consumer demand for personalized ads tailored to their preferences. With users seeking relevance and convenience, marketers need to focus on first-party data and audience segmentation to meet these expectations. Personalized advertising strategies drive engagement and brand loyalty, making them a priority for modern campaigns. New TikTok Lead Generation

Why Consumers Prefer Marketplaces Over Brand Websites Marketplaces have revolutionized online shopping, with 63% of consumers favoring marketplaces over brand-owned websites. This trend reflects the convenience, variety, and entertainment that marketplaces uniquely provide. According to the ChannelEngine Marketplace Shopping Behavior Report 2025, one in five shoppers browse marketplaces weekly, and 59% do so purely for fun​. For brands, understanding why consumers prefer marketplaces over brand websites is critical to thriving in today’s competitive e-commerce landscape.

CM Marketing Minute: January 22, 2025 TikTok Makes a Speedy Return to the U.S. TikTok is back online in the U.S., bringing relief to millions of users, creators, and advertisers who had been bracing for a ban. The app’s future, however, remains uncertain as ByteDance navigates political and legal challenges. Brands that rely on TikTok should consider diversifying their social strategies to safeguard audience reach. Consumers Prefer Shopping on Marketplaces 63% of consumers now prefer

CM Marketing Minute: January 16, 2025 The Impact of the U.S. TikTok Ban on Marketing The U.S. Supreme Court is likely to prioritize national security over individual freedoms as it deliberates on a potential TikTok ban. While there’s buzz about high-profile buyers like Elon Musk or YouTuber Mr. Beast stepping in, a sale seems unlikely in the near term. For consumers who want to continue accessing TikTok, workarounds like VPNs are gaining traction, alongside alternative

Case Study: Trade School Strategic Nurturing Campaign Achieves 81% Lower Cost Per Enroll Challenge StrataTech, a leading educational institution, was encountering a significant challenge with a high volume of leads that were not converting into student enrollments. Strategy Colling Media stepped in to address this issue by implementing a strategic nurturing campaign targeting 82% of StrataTech’s unconverted leads, intentionally leaving 18% as a control group. The approach involved creating highly targeted ads for the 82%