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If you use Meta’s Advantage+ Shopping campaigns you may be familiar with the new(ish) audience segments. You may also be confused by a (characteristic) lack of clarity on how they work.

Thankfully, Jon Loomer is here to clear things up.

Per Meta:

If there is an overlap, such that a user will fit into both the ‘Engaged’ and ‘Existing’ category, we will prioritize the association that is lowest in the funnel (i.e ‘Existing’).

Or, as Jon says:

In other words, you don’t need to exclude existing customers when creating the Engaged Audience.

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when corporations talk about values, was it because of ethics? Or aesthetics?

Is it a value or a tactic?

It’ll come out eventually. One compounds goodwill, one erodes it.

via Mister Yam by Yeng Tan 📚

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AI is a sea change.

For marketing:

Out: Control

In: Context

In many ways this is a return to an earlier era of marketing, just with a new technological underpinning meaning the mediums have changed.

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Black Friday became the Turkey 5 weekend which feels like it’s becoming Black November with the way retailers are pushing sales earlier, but…

October’s and November’s share of US digital holiday consumer spending has not shown a consistent increase since 2018, despite retailers moving their holiday sales earlier

In retail, should you follow the competition so you don’t get left behind or follow the customer’s lead?

Creep or chill?

via Emarketer

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Google Marketing Live continued a recent trend for Google Ads, making it more and more like social ad platforms as far as creation flow and targeting.

Social marketers will inherit the earth?

Which means, your creative is the most important part of your ad strategy.