ClickZ Paid Social Marketer Newsletter - 12.05.2024

PLUS: How Meta’s VR and Snapchat are reshaping promotions

Author

Priscilla Soedarpo
December 05, 2024 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Paid Social Marketer, your essential newsletter for social media marketers and e-commerce professionals. As the holiday season approaches, we're here to help your campaigns sparkle and your sales shine!

Top Shelf 🛒

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

Sector Spotlight 🎥

The projected increase in global advertising spend to $1.08 trillion by 2024 opens strategic avenues for e-commerce marketers. 📈 Online platforms continue to dominate, yet traditional TV is bouncing back, further diversified by unique engagements on platforms like Facebook, Instagram, and TikTok. Regulatory pressures on Google and TikTok, however, underscore the need for adaptive strategies that maximize marketing impact and ROI.

This holiday season, the focus rests on leveraging the anticipated $299 billion ad spend potential. With online platforms at the forefront, optimizing campaigns is crucial. The Canadian government's regulatory action against TikTok introduces new competitive dynamics, potentially advantages for platforms like Instagram and YouTube. Thoughtful examination of these shifts could position your campaigns at the cutting edge of the e-commerce sector.

Target

Elevate your strategy this holiday by using influencers for genuine engagement. Collaborate creatively with niche influencers like eco-friendly advocates for targeted results. Stay responsive to trends like #cosychristmas for enhanced visibility. Balance proactive planning with reactive adaptability, ensuring your brand rises above the seasonal frenzy in the competitive U.S. market.

Social platforms' varying link policies directly affect traffic strategies. Facebook limits link visibility, while Instagram and TikTok offer restricted linking options. X and LinkedIn reduce link reach, demanding innovative engagement tactics. Platforms like Bluesky support external links, suggesting an opportunity e-commerce marketers must capitalize on for enhanced digital engagement.

Social platforms are transforming their approach, with in-app promotions for X Premium, Meta's VR, and Snapchat taking center stage. This trend signals a shift toward integrating promotional strategies to enhance digital engagement and revenue diversification—essential insights for evolving marketing frameworks in U.S. retail and consumer industries.

LoopMe's recent consumer insights highlight a pivotal demographic for holiday shopping, emphasizing the tendency of women aged 35-64 to spend significantly more than men. This suggests an opportunity to refine e-commerce campaigns with AI-driven, agile strategies, targeting this high-value segment and leveraging real-time data for optimal festive conversion rates.

Influencer Corner 📣

Barry Hott on LinkedIn: Your goal is 𝗻𝗼𝘁 to make ads with the lowest CPMs and CPCs or the highest CTRs and hook rates.

Your goal should be to make the most 𝘀𝗰𝗮𝗹𝗮𝗯𝗹𝗲 𝗮𝗱𝘀 𝗽𝗼𝘀𝘀𝗶𝗯𝗹𝗲 that allow you to efficiently grow your brand.

𝗧𝗵𝗲𝘀𝗲 𝗴𝗼𝗮𝗹𝘀 𝗱𝗼 𝗻𝗼𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝗮𝗹𝗶𝗴𝗻.

Sarah Levinger on LinkedIn: The reason you're not scaling isn't because your ads are "bad"...

You’re stuck because you don’t understand the humans you sell to:

→ What drives their decisions.
→ What emotions they need to feel.
→ What keeps them from buying.

Fix that, the ads will fix themselves.

Optimization Hub ⚙️

Extended Black Friday and Cyber Monday sales challenge e-commerce marketers, requiring strategic creativity in promotions to maintain profitability, especially for smaller brands. Early sales from major retailers like Amazon emphasize the importance of proactive planning to stay competitive.

Strategically allocate 7-12% of revenue for eCommerce marketing; startups might invest 15-20% for initial growth. Focus on customer acquisition while prioritizing high-return channels and tracking ROI. Assess customer lifetime value for sustainable tactics. Challenge your eCommerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.

Customer Relations

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Marketing & Comms

 📍 Austin, TX, USA

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