Hi ,

Welcome to the latest edition of The eCom Marketer, your go-to source for the most current insights and strategies in eCommerce marketing. In this issue, we're diving into the vast potential of paid social, mastering measurement, and more transformative trends.

💰 Invest in Paid Social to Capture a HUGE Opportunity

When using Google Analytics’ last-click method of attribution, it’s incredibly challenging for marketers to prove the impact of paid social. This means most brands are not reaching paid social’s full potential.

Fospha’s new predictive tool accurately predicts how much brands can afford to scale each channel before they see diminishing returns. The headroom we see in paid social is most exciting, where Fospha shows that brands are missing out on 41% of their potential opportunity.

This points to strong untapped potential, particularly in the channels that have already proven their ability to deliver results at high spend levels, like Meta and TikTok.

For more insights, see our Q1 State of eCommerce Report here.

📏 Is This the Year Marketers (Finally) Master Measurement?

The move towards accurate measurement is accelerating, with the Wakefield Report revealing:

76% of executives cite improving campaign performance measurement and analytics as a top priority in 2024.
ROAS is crucial: 97% of survey respondents find it difficult to demonstrate the impact of their campaigns without being able to accurately show ROAS.
So much data: Organizations are using an average 28 data sources to measure their marketing. This indicates a need to have a single source of truth, which can consolidate fragmented data into one convenient place.

Download the report here.

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🗞️ HEADLINES YOU CAN'T MISS 🗞️

🔒 Are Organisations Prepared For the Privacy-Safe World?
Digiday outline interoperability as an essential factor to post-cookies data success. This refers to the ability of different systems and technologies to communicate, exchange data, and work together effectively. Read more.

👻 Snapchat Is Now up to 800M Monthly Active Users

This growth marks a significant uptick from last year. Snap's pivot towards their mature markets of Europe and North America reflects a strategic shift to bolster revenue opportunities. Read more.

🏢 How Does Your Business Stack Up Against the Competition?
Assessing business health is akin to a physical checkup. Data-driven insights offer transparency, allowing for better evaluation of marketing efforts. Benchmarking against industry peers is essential for a holistic view, ensuring competitiveness amidst evolving technologies. Read more.

🛍️ Why Social Commerce is Transforming Online Retail
Social commerce, the fusion of social media and eCommerce, is reshaping consumer behavior. Younger demographics are heavily influenced by product promotions on platforms like TikTok, with sales expected to soar. Brands must embrace social selling channels to tap into this trend, leveraging authentic influencer partnerships. Read more.

🔍 Google Unveils Merchant Center Updates to Improve Delivery Times
Scheduled for April 9th, this update aims to bolster consumer trust by providing precise delivery information. Marketers should ensure their product data includes updated processing times to align with customer expectations, potentially leading to improved conversion rates. Read more.

🏆TikTok Dominates in the UK

Brits spend more time on TikTok than any other country in the world, research reveals.
TikTok also tops the charts when it comes to mobile apps ranked by consumer spending.
TikTok isn’t the only platform that has experienced growth. Facebook, Instagram and Snapchat grew their advertising reach year-on-year, with Pinterest adding 5.9 million people (+77.9% YoY) to its potential ad audience.

Click here for more.

⚖️ Google Enforces New Requirements For Personalized Ads in Europe

Google is strengthening enforcement around consent requirements for European traffic.
Starting from March, Google will require updates to consent mode for brands to retain their targeting capabilities.
Advertisers must adopt consent mode V2 – this is a necessary step in continuing to serve personalized and remarketed ads.
This move further reflects the shift towards a privacy-first internet. As marketers navigate this, those that prioritize transparency are likely to build stronger trust and maintain their competitive edge.