ClickZ Meta Insider Newsletter - 10.24.2024

E-commerce Leaders Boost Social Media Ad Spend for Holiday Season

Author

Zihan Lyu
October 24, 2024 • Estimated Reading Time: 5 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 🍪

Pinterest is stepping up its game in advertising, challenging Meta and Google with new lower-funnel products. Meanwhile, Meta and Google focus on AI-driven ad tools, though not fully ready. Industry shifts include Google's cookie deprecation delays and The Trade Desk's CTV system launch, highlighting ongoing digital advertising evolution.

US ecommerce decision-makers are boosting social media ad investments for the holidays, with 69% planning increases. The retail industry will spend $25.91 billion on social network ads in 2024, a 14.2% rise. Mobile devices will drive 52.7% of holiday ecommerce sales, highlighting social media's importance.

iFixit's teardown of the Meta Quest 3S reveals it as an enhanced Quest 2, sharing many components like Fresnel lenses and the Snapdragon XR2 SoC. The 3S offers improved depth mapping and compatibility with newer controllers, making it a cost-effective option at $299.99, with easy part replacements.

Meta is testing facial recognition to combat scams and restore access to compromised accounts. By comparing ad images with public figures' profiles, they aim to block celeb-bait scams. Video selfies are also being tested for identity verification. These measures enhance security while respecting privacy.

As part of its ongoing commitment to operational efficiency, Meta is making strategic adjustments to its teams and resources. These changes include streamlining operations within WhatsApp, Instagram, and Reality Labs. By reallocating teams and roles, Meta aims to better align its efforts with its long-term vision.

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.

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