TikTok continues its everything app approach to expansion by testing the music-streaming waters.
It’s a natural extension for a platform already seen as an entertainment hub (and core to launching hits these days).
The end of the free money train is going to make watching the growth strategies of Silicon Valley vs. Chinese companies vs. privacy-first upstarts vs. fediverse players even more interesting.
Google and Meta are still the go-to duo for marketing spend.
Surprises to me in this chart: LinkedIn, Netflix, and Hulu.
The first is higher than I expected, #3 is a prime spot in this lineup. The other 2 show the growth of streaming ad platforms.
Prepare for increased auction pressure as needed.
The labor illusion makes us value more highly something that takes more effort.
Why do you have to crack an egg to make cake from a box? Marketing.
Nudge podcast: Does subliminal advertising work?
Turns out the last 12 months wasn’t too bad for agencies, with at least half of those surveyed reported revenue gains and many increasing staffing.
Confidence remains for the coming 12 as well, though staffing optimism is low.
This should be a good sign for economic health moving forward.
A good reminder that LLMs are snapshots of human knowledge and expression as filtered through the internet over the span of just a few years. They aren’t oracles or infallible libraries of all knowledge.
More (Amazon) ads in more places.
Amazon Sponsored Product ads will now appear on Pinterest, Buzzfeed, and more
The more looks like some publishers.
Retail media is crushing right now (just ask eBay) & Amazon is top of the heap. Good way for struggling ad platforms to bring in some more revenue.
I’d wondered what Meta’s Multi-Advertiser ads looked like, guess I can now safely opt-out of this placement.
Tips & questions from Klaviyo itself.
Goal: 3:1 return on Lifetime Value (LTV): Customer Acquisition Cost (CAC) ratio
Post-purchase optimization:
- Personalized confirmation emails
- Transparent order tracking
- Integrate shipping & logistics data with marketing flows (beware unfortunate timing)
- Smash that unboxing experience
- Don’t forget about them after delivery
Keys to personalization:
- What did you learn during acquisition? (Quiz questions, products viewed, etc)
- Is all this data centralized?
- How are you fostering customer community?
Know your numbers—implement strategies that count
- What was CAC last year?
- What promos earlier in the year had the quickest repeat purchase rate?
Own It Black Friday Cyber Monday panel lightning round:
- Give a gift card with purchase of $X
- Email: shorten time between flow events, warm your list up now, & create a segment of purchasers from past 2 BFCMs
- Personalization: match offer to audience desires (either global or segmented)
- Leverage winback features
More from the Own It conference.
How to create an advantage this holiday shopping season (Black Friday/Cyber Monday+):
- Provide value beyond discounts
- Nail the site fundamentals (speed, flow, etc.)
- Personalization via customer data
- Rethink / remix your targeting & segmenting
- Keep it simple & consistent cross-channel
- Figure out email deliverability now
- Bundles! Gifts!
- Build community / focus on community-based elements
- Be thoughtful with post-purchase messaging
- Keep your flows topical
Most of all, don’t be afraid to show some personality.