ClickZ Digital Ad Platform Newsletter - 09.05.2024

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ClickZ
September 05, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Google is tightening restrictions on its generative AI products, including the Gemini chatbot, ahead of the 2024 elections. The company aims to ensure reliable information on candidates and voting processes, applying additional safeguards across its AI ecosystem to prevent misinformation and enhance user trust.

Croud's playbook reveals how AI and machine learning are revolutionizing PPC campaigns. It emphasizes the synergy between human expertise and Google's AI, offering best practices for optimizing ad spend. Download the guide to explore AI features in Google Ads and gain insights into predictive tactics for superior campaign performance.

Search advertising is evolving rapidly with Google's AI-driven Search Generative Experience, TikTok's rise as a Gen Z search engine, Bing's growing market share, and increased use of Reddit and Quora. Advertisers must adapt by diversifying platforms, leveraging user-generated content, and optimising for AI to stay competitive in 2024.

eBay is launching its first-ever Pre-Loved Fashion Week on September 12, in collaboration with the British Fashion Council and the Council of Fashion Designers of America. The event features a live, shoppable runway show called Endless Runway, showcasing pre-loved designer fashion from Khaite, Off-White, and more.

Specialty Bites 🍪

TikTok's transformation into a search engine in 2024 has brands and influencers in a tizzy, yet many seem oblivious to the looming threat of a U.S. ban. President Biden's law demands ByteDance sell TikTok by January 2025, or face a staggering $1 trillion fine. Despite this, brands are nonchalant, while 84% of influencers fret over their income, with 52% very concerned, according to First Insight.

The study surveyed 435 creators, revealing that 68% of retailers acknowledge a potential ban's impact, but only 28% have a backup plan. If TikTok vanishes, 82% of retailers plan to boost Facebook ads, though other platforms like Pinterest, Reddit, and LinkedIn are also in the mix. Interestingly, 64% of TikTok influencers report increased engagement on other platforms, hinting at a shift in consumer behaviour.

TikTok's prioritisation of non-branded product searches, akin to Google's tactics, could disrupt brand strategies and brick-and-mortar retailers. The platform's users crave shocking and innovative products, not mundane experiences. Meanwhile, Etsy is crafting a new shopping experience to keep buyers hooked, emphasising quality and reliability.

As TikTok's future hangs in the balance, brands and marketers are left pondering their next move. The allure of TikTok remains strong, but the industry must brace for a potential seismic shift in the digital marketing landscape.

ClickZ is a Contentive publication in the DTC Ecommerce division