In this week's edition, we’re bringing you updates on...
Fospha in the news - coverage of Shoptalk and our work with Nutrimuscle
Advanced measurement
Brand building and awareness
Video ads
Spotify and GA4 updates
And much more. Read on!
📐 Measure What Matters! Fospha’s VP Growth Jamie Speaks on Attribution at Shoptalk 2024
A write-up from ClickZ on the key themes from Shoptalk in Las Vegas - including Fospha's take on privacy and measurement.
The conference gave valuable insight into the future of retail, with key takeaways:
Measurement is increasingly central for everyone in eCommerce - from brands to ad platforms, the challenges of measurement in a privacy world is clear
Consumers desire personalisation: brands can implement this at scale through AI.
Brand authenticity and the ability to story tell is brought to life in social media. Social media can create opportunities for gaining customers in retail.
Businesses should explore how to merge media and advertising with their retail offerings.
Unified retail is key - a seamless customer journey rather than traditional channel-based approaches is the way forward.
Advanced measurement is key to unlocking this potential. By leveraging Fospha's advanced analytics, marketers can decode consumer insights, optimise campaigns, and drive ROI sustainably.
📈 Fospha Customer Nutrimuscle Covered In PMW For Market-Leading Snapchat Performance ❗
PMW have reinforced that brands can win big on the platform. Using the signals in Fospha, Nutrimuscle scaled Snapchat, diversifying their business and channel mix. Ultimately, this increased spend in Snapchat was a key driver of a 45% increasein revenue, with CAC falling and ROAS rising 22% compared to last quarter.
As brands recognise the potential in impressions channels, Paid Social's key role in brands' mixes is increasingly being featured by top outlets 👀
See Nutrimuscle's performance below:
📊 Performance Marketers Are Putting Brand Building First
Performance marketers are pivoting from solely focusing on immediate results to emphasizing brand building and awareness. This shift is driven by the crowded digital ad space, rising costs, and data privacy concerns, making it harder to capture consumer attention through performance marketing alone.
Creating meaningful connections and a unique brand identity helps differentiate from competitors. This partly involves leveraging organic & paid channels for storytelling to engage audiences. The move towards brand building is a strategic response to the changing digital landscape and evolving consumer behavior.
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Reddit Ads Manager’s update introduces 6 automated features, streamlining campaign creation, tracking, and enhancing advertiser efficiency and creativity.
🔍 Google to Shed Tracking Data from Chrome Incognito Google will remediate data from Chrome's incognito mode users before December as part of a privacy lawsuit settlement, also revising incognito mode disclosures to settle data tracking claims.
🤔 Testing, Tracking, and Tweaking Strategies for Digital Marketing Campaigns A/B testing, split testing, and multivariate testing help refine strategies. Utilising analytics, CRM systems, and social media listening tools aid in monitoring. Data analysis guides adjustments for better performance and ROI.
🛍️ New Google Shopping Features Enhance Online Shopping Experience
Google's Shopping Graph, featuring billions of dynamic product listings, introduces personalized shopping with style recommendations and AI-generated images to tackle choice overload, aiming to reduce returns and boost sales.
📽️ Video Ads Are Increasingly Preferred by Marketers
Platforms like TikTok, Snapchat, and YouTube see a 20.4% increase in spend YoY. This reinforces that marketers have new opportunities to engage audiences and drive higher returns through short-form video content.
TikTok’s ad business alone will grow 31.0% YoY in 2024—and it’s mostly video. Instagram also continues to grow on a larger base—but at a slower pace.
🎶 Spotify Turns Focus to Advertising Business Through ‘Live Experiences’
Marketers already advertising with Spotify gain deeper audience integration and access. The Live Experience events span diverse categories, from playlist franchises to podcasts.
For marketers, this presents a unique opportunity to reach highly engaged audiences in real-time, tapping into the power of experiential marketing.
🎶 GA4 Has Experienced Changes – Here’s The Round-Up
Transition to 'Key Events': GA4 introduces terminology change, replacing 'conversion' with 'key events,' enhancing specificity in tracking user actions.
Improved Audience Building: Marketers can now build retargetable audiences based on specific user actions, facilitating campaign optimization.
Challenges in Platform Alignment: Discrepancies between GA4 and Google Ads arise from factors like conversion period, attribution, and browser settings.
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