It's the gift that keeps on giving... welcome back to The eCom Marketer! 🎁
Here's what we'll dive into in this special holiday edition:
Performance insights and benchmarks for BFCM success
YouTube unveils best ad campaigns of the year
Is Google getting a makeover in 2025!?
What TikTok Shop really has in store next year...
Let's go!
BFCM top performers smashed their revenue targets - here's how to copy their homework ✍️📝
Fospha's Black Friday Cyber Monday 2024 Report evaluated post-BFCM performance, providing you with the industry benchmarks you can't get anywhere else.
Download now to discover:
Exactly what the top 35% of brands did to break records this BFCM
The best channels for returns at scale versus efficiency
The top performing CPM platforms
Performance benchmarking insights to help you optimize your 2025 growth strategy
When you should be ramping up spend in Q4 for the strongest returns during peak
➡️ The platform emphasised that creative storytelling and influencer-led strategies drive success.
➡️ It noted that well-executed long-form videos can resonate as strongly as Shorts, provided brands nail their creative strategy.
➡️ Brands looking to leverage YouTube's dynamic ad capabilities should aim to capture audience attention and communicate brand values and image effectively, which can create a long-lasting impact for viewers.
How ARNE uncovered hidden potential in TikTok with Fospha 👔
ARNE is a fast-growing clothing brand known for its timeless, minimalist style that aimed to drive channel revenue growth with TikTok. Here's how Fospha's Spend Strategist helped them to optimize their digital strategy:
📈 Reallocating funds from other saturated channels to TikTok
🚀 Spend Strategist showed ARNE's potential to drive blended incremental value at no extra cost 💸 More than 2X'd conversions with TikTok, soaring 130% during test period!
ARNE's journey working with Fospha's Spend Strategist is testament to the importance of brands leveraging full-funnel measurement tools to unlock untapped potential in the marketing funnel and scale spend with confidence.
Meta outlines strategies to leverage Q5's social media peak 📲
Meta has shared some new insights into how brands can leverage marketing opportunities of the Q5 holiday season, when users spend an increased amount of time on social media apps.
The period sees a major surge in new devices coming online as users often receive them as Christmas presents. It's also a time when bigger advertisers scale back their sales initiatives, meaning there's less competition for placements and cheaper ads.
Brands have potential to capitalize on the wider user base on any of Meta's platforms like Facebook and Instagram, to expand your reach to fresh new audiences in its apps.
HEADLINES YOU CAN'T MISS 🗞️
🌐 Meta shares opportunities to leverage the 'Q5' social media peak
Google's search engine is set to undergo “profound” changes in 2025, with these major changes driven by advancements in artificial intelligence. CEO Sundar Pichai highlighted the company's plans to tackle increasingly complex search queries and maintain its position in the AI industry, amidst a growing rise in competitors implementing similar search query functions across platforms.
👻 Snapchat launches new monetization program for creators
Snapchat is set to launch a new unified monetization program for creators. Starting in February 2025, the company aims to expand its advertising business to allow creators the opportunity to earn revenue from ad placements, in aligning with bigger social media competitors like TikTok and YouTube.
❌ X continues to bet on Grok AI chatbot to recapture market share, with new updates
X has updated its Grok AI chatbot, integrating real-time X and web data for better responses, improved image generation, and testing voice queries. Backed by Musk’s xAI, Grok competes with OpenAI - time will tell how much value AI chatbots contribute to the social media experience.
🔮The future of paid search: 3 predictions for Google Ads in 2025
Search Engine Land predicts key trends for Google Ads in 2025: Demand Gen will grow, emphasizing creative, engaging assets. Marketers will focus on gaining client buy-in by highlighting the importance of off-account data. Despite legal challenges, Google Ads will remain strong.
The biggest predictions for TikTok Shop in 2024 🛍️
As we approach 2025, TikTok Shop is set to significantly influence the eCommerce landscape, offering brands new avenues to engage consumers.
Here are the key predictions for the new year:
Leveraging full-funnel measurement is key to boosting ROAS and creating more cost-effective marketing opportunities.
Creator collaborations will amplify reach with authentic, engaging content.
Live shopping and interactive content to grow, fostering personal consumer connections.
Agile brands can capitalize on TikTok’s unique entertainment-commerce model to drive sales effectively.
Cutting ad spend is a quick fix when times are tough - here's why it'll hurt your long term growth 🤑
Cutting advertising may seem like an intuitive reaction to underwhelming sales performance and tight budgets - but recent studies reveal it has deep, long-lasting impacts to brands.
Why?
Revenue Decline: Reducing advertising leads to a measurable drop in sales and revenue, making it harder to sustain growth even after budgets are restored.
Loss of Brand Visibility: Consistent advertising is crucial for maintaining consumer awareness. Cutting back allows competitors to capture market share and erodes your brand's presence.
Customer Acquisition Challenges: Advertising reductions slow the pipeline for new customers, impacting long-term profitability and making it harder to recover momentum.
The takeaway is clear: sustained investment in inclusive and strategic advertising drives long-term growth.
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