Stay ahead with this week's top e-commerce marketing news and insights, featuring Snap's latest partnership, pivotal Google Ads strategies, and essential tips for engaging Gen Z. Plus, discover bullish forecasts in D2C growth and more.
We’re excited to announce that Snap have approved Fospha as an official measurement partner! 👏🏼
Fospha data shows that since their performance product rebuild in late 2022/early 2023, Snap ROAS and share of wallet has risen substantially. 📈
Measurement remains a key problem, though, with click-based tools like Google Analytics unable to prove out this positive change. This leads to friction between marketing teams keen to experiment on Snap, and Finance leaders who struggle to visualize its value. With Snap Co-Founder and CEO Evan Spiegel referencing their performance product as crucial for the platform hitting targets in 2024, this partnership to help advertisers measure Snap is coming at a great time. ⌛
For Fospha, this is another great validation of our future-looking, privacy-safe approach to media measurement, and another great support in our goal of helping eCommerce brands spend their budgets with confidence. 🚀
💳 Meta Charging Advertisers a 30% Fee to Boost Posts The cost of boosted Meta posts is going up: tension between Meta and Apple has spilled over into the price of boosting posts on Facebook and Instagram where Apple's 30% fee on in-app purchases will be reflected in Meta pricing. To avoid this - pay on the website. Read more.
💂 UK Marketers Are Optimistic for 2024 Over 70% of marketers are planning to increase digital budgets this year. No Brainer's report highlights substantial investment in AI, websites, SEO, broadcast, podcasts, email, and content marketing. Read more.
🤖 How AI is Transforming Advertising AI enables hyper-personalized ads at scale. Digital platforms dominate ad spending, challenging traditional media. AI's impact spans creative production, analytics, and automation, reshaping the industry landscape. Read more.
🫱🏽🫲🏻 From Performance Marketing to Brand Building The shift toward brand storytelling, personality and relationship-building should be gradual yet strategic. Identify the customer segments you serve best. Pinpoint your most valuable customers. Test which messages resonate most. Read more.
💡 How Marketers Can Make an Impact in the ‘Messy Middle’ This series by Google deciphers consumer decision-making in the online purchase journey. Understanding this journey helps brands strategically position themselves and craft compelling propositions to navigate the complexity of consumer choices. Read more.
Storeis share a tell-all on the Gen Z’s behaviours, helping to improve marketers' targeting efforts. With a focus on Italian Gen Z, they've found:
▶️ Gen Z are video-driven: YouTube is their most used platform. Instagram remains the favourite, with TikTok catching up fast.
🎵 TikTok shapes music preferences: According to Spotify, 59% of Gen Z listen to sped-up versions of songs - reflecting an appreciation for fast messaging and instant gratification.
🎙️ The growth of podcasts: 58% believe that podcasts are more reliable than other forms of media - marketers should capture this untapped opportunity.
To successfully garner loyalty, brands should show value rather than focus on selling, make use of TikTok's growing prominence, and allow Gen Z to feel truly involved.
📈 Investment Increase: 67% of supply chain leaders have increased investments in D2C fulfilment since 2020.
💰 Forecasted Growth: 44% anticipate over 50% of sales to come from D2C channels within three years.
🤝 Market Priorities: DTC has become a top priority for 82% of surveyed businesses, aiming to enhance customer engagement and outcomes.
🔍 Zero Consumers: Brands are focusing on understanding customers, particularly the "Zero Consumer," who lacks brand loyalty, to reduce churn and engage with personalized products or services.
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