ClickZ Paid Social Marketer Newsletter - 11.14.2024

PLUS: StackAdapt and Shopify integration simplifies ad targeting for better ROI

Author

Priscilla Soedarpo
November 14, 2024 • Estimated Reading Time: 6 minutes

Niche Nuggets 🔎

The rise of social commerce marks a transformative shift in online shopping, integrating social media with eCommerce to create a seamless purchasing experience. This evolution, once limited to basic product links, has burgeoned into a multi-billion-dollar industry, with platforms like TikTok leading the charge. TikTok's surpassing of $10 billion in consumer spending underscores its pivotal role in reshaping consumer behavior. Major retailers such as Walmart, Target, and Ulta Beauty are capitalizing on this trend, leveraging influencers to bridge the gap between brands and consumers. Influencers, once niche, are now central to marketing strategies, particularly among Generation Z, who are significantly more inclined to shop through these digital tastemakers.

Walmart's initiative, Walmart Creator, exemplifies this shift by empowering influencers with tools to create content and earn commissions, enhancing its digital footprint. Similarly, Target's collaboration with Linktree allows influencers to curate shoppable recommendations, benefiting both parties through increased exposure and rewards. Ulta Beauty's focus on influencer partnerships and content-driven strategies has yielded substantial growth and social engagement, reinforcing its position in the beauty sector.

In the travel industry, Expedia's shoppable storefronts enable influencers to share travel recommendations, bridging inspiration and booking. However, the rise of social media-driven financial advice raises concerns about misinformation, prompting financial institutions to adapt. As social commerce continues to evolve, brands must navigate these dynamic landscapes with innovation and critical evaluation.

StackAdapt's integration with Shopify enhances e-commerce advertising by allowing merchants to use first-party data for targeted campaigns. This simplifies pixel installation, optimizes ad performance, and boosts ROI. The integration prepares for future advancements, making it a significant step in engaging customers effectively in a cookieless world.

Abandoned cart emails are crucial for eCommerce success, as they target potential buyers who nearly completed purchases. To boost conversion rates, use timely, personalized emails with compelling subject lines and strong CTAs. Offering incentives and optimizing through A/B testing can further enhance effectiveness, recapturing lost sales efficiently.

Boost your Google Ads CTR by using a structured headline formula, incorporating variety, and focusing on performance metrics. Structure ad groups around themed keywords, set assets at the account level, and include keywords in the display path. Regularly optimize low-performing assets for improved campaign profitability.

Designing smart chatbots enhances customer engagement by providing quick, personalized support. Key principles include user-friendly interfaces, engaging tones, and relevance. Essential features like NLP, personalization, and multi-channel support improve interaction. Benefits include 24/7 availability, cost-effectiveness, and consistent service, transforming business operations and boosting customer satisfaction.

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going Global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

BigSummit emphasized the importance of multi-channel strategies for eCommerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving eCommerce landscape.

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