ClickZ Digital Ad Platform Newsletter - 11.14.2024

PLUS: AI-powered marketing drives John Lewis’ peak season wins

Author

Priscilla Soedarpo
November 14, 2024 • Estimated Reading Time: 7 minutes

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Specialty Bites 🍪

Donald Trump's second term could significantly impact social media companies, with a focus on innovation and regulatory shifts. Meta, despite Trump's mixed relationship with Zuckerberg, might benefit from a loosening of AI regulations, aligning with Trump's pro-American innovation stance. This could allow Meta to expand its AI efforts, despite Trump's personal grievances with Zuckerberg. Meanwhile, Elon Musk's involvement with Trump's administration could position X, formerly Twitter, as a major beneficiary. Musk's influence might enhance X's political clout, potentially reversing its revenue challenges and reshaping its public perception.

TikTok, once threatened by a ban, now finds an unexpected ally in Trump, who has pledged to prevent its removal from the U.S. However, the complexities of reversing existing legislation pose challenges, and TikTok's future remains uncertain amidst ongoing regulatory scrutiny. Snapchat and LinkedIn, while not primary targets, could experience indirect benefits from Trump's broader tech-friendly policies. Snapchat's China-based production might face tariffs, while LinkedIn could gain from relaxed AI regulations, benefiting its parent company, Microsoft.

Overall, Trump's erratic nature and past inconsistencies suggest that these potential impacts are speculative. Yet, the evolving landscape under his administration could redefine the social media industry's trajectory, emphasizing innovation and regulatory flexibility. The dynamic interplay between political influence and corporate interests will be crucial in shaping the future of these platforms.

Instagram

Instagram is testing AI-generated profile images, aligning with trends seen in Facebook, TikTok, and Snapchat. While these tools offer artistic expression, they raise concerns about authenticity and social media's core purpose. Meta believes AI content will grow, but it's uncertain if users will embrace this shift.

Social commerce is transforming online shopping by integrating eCommerce with social media. Brands like Walmart, Target, and Ulta Beauty leverage influencers to enhance consumer engagement and sales. Platforms like TikTok and Expedia are pivotal in this shift, influencing buying behavior and financial literacy among millennials and Gen Z.

John Lewis

John Lewis leverages Meta's AI to enhance its peak season strategy, achieving a 70% higher return on ad spend and reaching 20% new audiences. By integrating AI as an enabler, not a driver, they align marketing with customer insights and business goals, ensuring relevance during the busy holiday period.

Coles 360 Empower, a new media buying tool, replaces Unpacked by Flybuys, offering brands insights from 9 million Flybuys members. Led by Chris Scudder, the Coles 360 Agency Team supports integrated media strategies. A partnership with Nielsen enhances planning capabilities, aligning with evolving media investment trends.

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going Global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

BigSummit emphasized the importance of multi-channel strategies for eCommerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving eCommerce landscape.

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