🎄 All marketers want for Christmas is…

Hello. Marketing leaders are pressuring X CEO Linda Yaccarino to resign amid a growing backlash over Elon Musk's endorsement of antisemitic posts on the platform, with concerns that advertisers cannot align their brands with Musk's views, jeopardizing Yaccarino's mission to restore advertiser trust.

— Hubert Trinkunas & Rosa Cecilia

Buy one, get one free promotions are becoming more complicated

Buy one, get one (BOGO) offers, once simple tools for inventory clearance, now serve as data collection tactics for marketers. Conditions and red tape are added to optimize deals based on data-driven insights, reflecting a shift towards more sophisticated marketing strategies.

Strategic complexity for customer engagement: BOGOs with conditions engage cost-conscious consumers strategically. For instance, Domino's "Emergency Pizza" promotion not only boosts sales but aims to drive loyalty program memberships, collecting valuable consumer data for personalized marketing.

Creative commerce and brand voice: BOGOs with conditions are used for creative commerce, allowing brands to convey their unique tone. This approach helps companies differentiate themselves, drive loyalty program sign-ups, and provide personalized offers that feel like rewards, aligning with the economic principle of price discrimination.

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Driving e-commerce sales on YouTube

At a recent CreatorIQ Connect conference in LA, YouTube Shopping's Bridget Dolan spilled the tea on the platform's e-commerce game-changer – short-form videos. Forget the Asian craze for livestream shopping; YouTube's placing its bets on snappy content to fuel the shopping spree.

Snackable success: Shoppable short-form videos on YouTube are the real MVP, racking up a jaw-dropping 150 billion views in 2022. Talk about setting trends!

Livestream who? Not here: While Asia's all about the livestream shopping fiesta, YouTube and TikTok are saying "buh-bye" to marathon streams. It's all about short, sweet, and to the point.

Authentic wins: Dolan spills the deets: YouTube's shopping scene craves authenticity. No Hollywood-level production needed; just a quick 15-to-30-second vertical spotlight on a killer product or brand.

YouTube's hustle: The June-launched affiliate program is YouTube's hustle game. Creators rake in commissions by tagging products in their vids. Over 150 brands are vibing with the program, but you gotta have a hookup with Rakuten, Impact, or CJ Affiliate to join the party.

Influencer sway: YouTube's ditching the A-listers like MrBeast. Tech, fashion, and beauty influencers are the new crew. Exclusive drops, concert merch, and collabs with Coachella and the NFL? That's the secret sauce.

Creators in the spotlight: YouTube's all about that creator love. Forget the brand deals; it's a creator's world. Top beauty and fashion influencers hit up YouTube's LA office, shopping and strategizing on how to keep it real.

As YouTube flips the script on e-commerce, short-form videos are the undisputed kings. Dolan's revelations at CreatorIQ Connect paint a picture of YouTube's rebel move away from marathon streams, leaning into authentic, bite-sized content. The future of YouTube shopping? Short, snappy, and seriously chic.

All marketers want for Christmas is … performance

The holiday shopping extravaganza is in full swing, and marketers are on a mission to sleigh the competition. With consumers already spending a record-breaking $76.8 billion in October, the festive season promises to be a boon for brands. As the holiday shopping frenzy peaks with Black Friday and Cyber Monday, marketers are fine-tuning their strategies to navigate the heightened marketing volume.

Early shopping surge: Consumers have splurged $4.3 billion more this year than the previous, reaching $76.8 billion in October. Gartner's guide reveals that 19% of consumers shop for holiday gifts year-round, a figure expected to climb to 30% by 2026.

Q4’s grand ball: Marketers are urged to plan for the holidays throughout the year to adapt to evolving consumer behaviors. Marketers anticipate a surge in marketing volume during Black Friday and Cyber Monday. Kassi Socha from Gartner emphasizes the need for both traditional and strategic CMOs to adapt to the increased marketing demands.

Channel shifts and ad spend: Traditional CMOs focus on proven ROI channels, while strategic CMOs shift ad spend towards platforms like YouTube. Brands invest in upper-funnel content and highlight core services, like curbside pickup, in holiday ads.

Performance-driven priorities: Brands focus on upper- and mid-funnel tactics across channels like CTV, YouTube, Google's Demand Generation, and paid social. Goodway Group's CEO, Jay Friedman, highlights the importance of channels that prove performance.

Top channels for holiday advertising: Brands focus on Google’s Performance Max and Meta’s Advantage+ shopping campaigns. TikTok emerges as a top choice for ecommerce brands to advertise during this holiday season.

Consumer-centric approach: Jeff Malmad from Mindshare underscores the importance of frictionless experiences and customization in holiday shopping. Brands and retail platforms that prioritize making the online shopping experience easier through AI and personalization stand to win big with consumers.

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