ClickZ Paid Social Marketer Newsletter - 10.24.2024

PLUS: How to use strategic channel synergies and AI to convert demand into real growth

Author

Priscilla Soedarpo
October 24, 2024 • Estimated Reading Time: 6 minutes

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Specialty Bites 🍪

As Black Friday 2024 approaches, marketers must strategically prepare for the Cyber Five, a pivotal five-day shopping period from Thanksgiving to Cyber Monday. This period is crucial, with Black Friday alone generating $9.8 billion in sales last year. A robust marketing strategy is essential, leveraging historical data to understand consumer behavior and optimize campaigns. Analyzing past trends and campaign performances can reveal valuable insights, helping marketers tailor their strategies to meet evolving consumer demands. Setting clear goals, such as increasing sales or loyalty program sign-ups, ensures focused efforts and measurable success.

To maximize impact, marketers should adopt a multi-channel advertising strategy, reaching consumers across various platforms and devices. Utilizing data-driven insights allows for precise targeting and optimization of marketing messages. Creative strategies, such as offering exclusive discounts or early access to deals, can enhance engagement and brand awareness. Post-Cyber Five, maintaining customer engagement is vital. Following up with personalized messages and offers can convert one-time buyers into loyal customers, sustaining momentum beyond the shopping frenzy.

Digital Remedy offers comprehensive solutions to elevate Cyber Five marketing strategies, providing tools for data analysis, creative production, and campaign optimization. By starting preparations early and employing innovative tactics, marketers can maximize their holiday campaign performance, ensuring long-term growth and customer loyalty.

Understanding your site's click-through rate (CTR) is crucial for eCommerce success. It measures ad effectiveness, guiding improvements in marketing strategies. Calculate CTR by dividing clicks by impressions, then multiplying by 100. Enhance CTR with compelling headlines, optimized CTAs, and engaging visuals. Monitor regularly to boost traffic and revenue.

Advertisers often waste budgets by failing to convert generated demand into growth. Collaboration across marketing channels is crucial. Leveraging consumer data and AI can enhance engagement. Generative AI tools, especially for SMBs, offer new opportunities. Embrace innovation and partnerships to capture demand and succeed in the evolving landscape.

Omnichannel marketing integrates various communication channels to create a seamless customer experience. Automation tools enhance efficiency, accuracy, and personalization, leading to higher engagement and conversions. Text Global Ltd. offers solutions like SMS, chatbots, and data segmentation to optimize campaigns, fostering brand loyalty and achieving business goals.

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

Insight of the Week 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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