In this edition of our newsletter, we're covering the cost of misattribution, Gen Alpha as the untapped potential, data driven marketing investment, and more.
📐 Ad platforms measure differently, often with opaque methods and little transparency.
As part of Fospha’s Q1 2024 State of eCommerce Report, we sought to investigate how extreme the misattribution of channels is by the ad platforms. We found that particularly for growth channels (i.e. <9% of brands’ channel mix on average), ad platforms particularly struggle to attribute accurately. 📉
Impressions-focused channels often undervalue their conversion influence. Fospha's data shows significant untapped potential, particularly in Paid Social, which is only at 59% of its profitable investment. 💰
When looking just at Ads Manager – brands are missing huge opportunities! Download the report.
The latest IPA Bellwether report indicates a rise in adspend but also predicts a shallow recession for the UK. With major elections, recessions, and sporting events scheduled for 2024, brands will need to be strategic in their marketing efforts. 🚀
🗣️ Hear Sam: “The growth in advertising performance of channels like TikTok and Snap means that marketers have more opportunities in digital channels than ever before." Read more.
Gen Alpha refers those born between 2010 and 2025 – marketers must engage this audience to tap into substantial market share. 👶🏾
📈 Market size: Gen Alpha is projected to reach 2.5 billion worldwide in 2024, with a spending power exceeding $5.39 trillion, surpassing millennials and Gen Z.
📱 Best channels: Over half of Gen Alphas learn about brands through YouTube videos, and TikTok is a significant platform for product discovery.
💄 Promise for beauty brands: Teen spending on core beauty products has increased by 23% YoY, indicating a growing trend in younger demographics. Read More.
🎉 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.
A survey of 3000 Gen Zers reveals interesting results with implications for marketers. 59% of respondents said they spend the most time on Instagram, 55% chose TikTok, 32% voted for Snapchat and 28% selected Facebook. Read more.
The impact of AI will be particularly significant in four key areas: social media, retail and eCommerce, privacy, and attention-led creative production. Read more.
A report by Winterberry Groups reveals that U.S. spending on marketing and advertising will grow 10.7% this year – a growth rate more than double that of 2023. 📈
After the death of the cookie, marketers are increasingly open to experimenting with alternative solutions. This is leading to a boom in the data-driven marketing segment. 👩🏼💻
Obsessions with gen AI and machine learning (ML) will be another theme, allowing simple personalisation and targeting at the click of a button. Read more.
%20(Twitter%20Post).png?upscale=true&width=1200&upscale=true&name=eCom%20Marketer%20newsletter%20header%20%20(1200%20x%20536%20px)%20(Twitter%20Post).png)
.png?upscale=true&width=420&upscale=true&name=D2C%20(2).png)