Hi ,

We're glad to have you here! This week find:

Fospha's article on measurement forms a key part of WARC's Guide to Performance Marketing
Fospha features in Nest's full-funnel focused April Readout
Is TikTok rivaling Instagram for photo-sharing?
How to align marketing & finance teams
The combo between digital & offline marketing

And much more. Read on!

📐 Fospha x WARC: Why Measurement is Make or Break

Amidst cookie deterioration and the privacy-first movement, marketers are rapidly losing sight of the channels that drive customers. Recognising measurement as an essential part of the performance marketing puzzle, WARC have selected Fospha as key contributors for their Guide to Performance Marketing.

Key takeaways:

Google Analytics under-values channels significantly, while the siloed view in Ads Manager paints a fragmented picture of performance.
Inaccurate measurement means paid social and the top-of-funnel remain under-invested, leaving a lot of money on the table for advertisers.
Investing in impressions-led channels, and the upper funnel has a transformative impact – Jaded have seen this impact materialize, achieving significant growth through reduced CAC and increasing ROAS.
Marketers need solutions that go beyond basic attribution models to accurately measure performance.

📘 Fospha Featured in Nest's April 2024 Readout: Full-Funnel Performance Edition

Nest's April edition of their Readout is influenced by their observation of an emerging trend - a divergence between brands with the right & wrong approaches to paid social. Performance-heavy brands are suffering unsustainable conversion costs, which is the unavoidable impact of over-indexing towards bottom-of-funnel activity long-term.

Fospha's role is clear in this discussion - our State of eCommerce & Upper Funnel research supports the idea that brands who spend in Awareness & Consideration, have significantly stronger metrics in the long-run.

Find in Nest's Readout:

Key trends among top ad platforms
Guide to full-funnel marketing, featuring Fospha
What's happening on Meta & Google?

📷 TikTok Is Testing A New Instagram Rival—Are Photos Making A Comeback?

TikTok's latest move hints at a photo-sharing app akin to Instagram.

With TikTok already encouraging brand use of its photo carousel feature, this shift reflects a broader strategy to engage users less comfortable with video.

While video remains paramount, TikTok seeks to diversify content, experimenting with text posts and longer videos. This trend underscores the evolving landscape of social media, with platforms borrowing features from one another to stay ahead of the competition.

🎉 Like our newsletter? Please share with your friends!🎉

If you've been forwarded this mail, click below to subscribe and get these insights every week.

SUBSCRIBE

🗞️ HEADLINES YOU CAN'T MISS 🗞️

🤖 How Marketers Can Navigate the Legal Challenges of Gen AI

Generative AI is revolutionizing marketing but still poses legal and practical challenges. Transparency is crucial, and concerns include data input, acontextual content, and simulated human behavior. Despite hurdles, opportunities abound for increased creativity & efficiency.

❌ What Meta’s News Ban Means for Brands and Influencers
Facebook and Instagram are de-emphasising news in feeds, and in some cases, blocking news content altogether. The social media economy is bracing for a ripple effect.

🔄 Publishers Turn to Other Platforms to Address Platform Referral Traffic Issues
Digital publishers are diversifying beyond Facebook and Twitter, investing in platforms like Instagram and TikTok. The evolving landscape prompts a diversification of social media strategies.

🛍️ A Marketer’s Guide to Reddit Advertising

Reddit's recent IPO has put it in the spotlight for marketers. With its unique structure and engaged community, understanding Reddit is crucial for brands aiming to tap into its diverse user base and quirky culture.

📊 Here’s How to Alleviate the Conflict Between Finance & Marketing Teams

While marketers view brands as assets driving investment, finance sees them as less tangible without direct earnings streams - and this is only exacerbated through use of unreliable click-based attribution tools, like Last Click.

According to Marketing Week, marketers should shift focus to describe brands as accelerants, magnifying business model value by attracting customers and increasing cash flow. Research reveals brands' multiplier effect on business value, emphasizing the importance of strong operating models.

Fospha's role focusing on aligning finance and marketing objectives by providing insights beyond traditional measurement methods.

📽️ How to Combine Traditional and Digital Marketing

Digital media continues to gain dominance in the marketing space - according to a 2022 CMO survey, digital marketing currently accounts for 57.1% of all marketing spending – and is expected to increase by 16.2%.

However brands can achieve optimal impact by better understanding the balance between their offline & online media.

Combining traditional and digital strategies is key to reaching consumers effectively. While traditional channels like billboards and magazines remain relevant, digital marketing offers unparalleled reach and targeting capabilities.

Fospha plays a crucial role in this digital realm by providing insights into the transformative impact of digital activity. This data empowers marketers to optimize their digital efforts, ensuring they allocate resources wisely and maximize their paid & unpaid online presence.

📈 Ads Served on Retailers’ Websites ‘Twice as Likely’ to Influence US Shoppers Versus Marketplaces

Research into the digital advertising landscape conducted by digital consultancy Intellias found that:

25% of U.S shoppers are now influenced to buy products advertised to them on retailers’ websites, compared to 13% on marketplaces.
54% of U.S. shoppers would be more likely to buy items advertised to them by a “trusted” retailer.
55% would be more likely to try new brands if they were recommended them by a retailer they regularly shop with.

This research emphasises the importance of building a strong digital presence underscored by consumer trust.

Join the Fospha D2C Community

Connect with like-minded professionals who share your enthusiasm!

The community offers a platform to share insights, discuss challenges, and stay updated with industry trends.

JOIN NOW