Marketing digest: Meta's rise, TikTok's music clash, and Roku's new ad guru

In an efficiency drive that's seeing more investment in artificial intelligence over human support, Meta faces growing discontent from advertisers who lament the decline in quality service and personal attention. While the tech giant's financial performance remains robust, the industry buzz suggests a slow erosion of advertiser satisfaction that could spell long-term challenges.

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Gen Z social media preferences (report)

Instagram and TikTok are two of the most popular social platforms among Gen Z, though how they use each app varies. Our inaugural survey of 1,005 US teens and adults ages 15 to 26 shows how these platforms, along with Facebook, Snapchat, YouTube, and Twitch, stack up when it comes to social activities like viewing Stories, sending direct messages, and watching long videos.

Key Question: For which social activities do Gen Zers prefer Instagram over TikTok—and vice versa?

Key Stat: Gen Z largely prefers Instagram for sending direct messages and watching Stories, while TikTok has an edge when it comes to livestreaming, short videos, and long videos.

Explore the full report

Marketing digest: Meta's rise, TikTok's music clash, and Roku's new ad guru

Meta's Threads weaves success & bets big on AI

Meta's Threads is not just threading the needle; it's sewing up the competition with a whopping 130 million monthly users. Zuckerberg’s brainchild is painting a rosy picture of polite conversation, taking a subtle jab at the 'sharper edges' of its rival, X. The ad revenue is singing to the tune of a 24% increase, hitting a high note at $38.7 billion. And in AI, Zuckerberg is not just dipping toes but diving headfirst, promising AI assistants that might just redefine user interaction. The company is slimming down but beefing up profits, and Zuckerberg's message is clear: leaner is meaner.

TikTok & Universal Music: A discordant duet

The TikTok-Universal Music saga feels less like a harmony and more like a battle of the bands. Universal is yanking its tracks off TikTok's playlist, leaving users to hunt for new beats. At the heart of it? A tug-of-war over fair compensation. TikTok's been a launchpad for viral hits, but UMG isn't singing along, complaining about getting short-changed in this digital concert.

Roku ropes in a new ad maestro 

Roku is changing its tune in the ad world, bringing Jay Askinasi to lead the orchestra. With a track record at Publicis Media's PMX U.S., Askinasi is expected to turn up the volume on Roku's ad sales, pushing the boundaries in the CTV arena.

X marks the spot with vertical video ads 

X is rolling out the red carpet for all advertisers with its vertical video feed ads. It's a new stage for marketers to strut their stuff, promising a full-screen, immersive experience. With claims of higher engagement and lower costs, it's a siren song for advertisers aiming to make a splash.

Meta's new ad metric: A closer look at 'Engaged View' 

Meta's unveiling a new trick in its ad playbook: the 'Engaged View' metric. It's like having a crystal ball, showing advertisers not just immediate clicks but the magic that happens within a day after users watch their ads. This new insight could be the game-changer in understanding the enigma of ad impact.

This whirlwind of updates paints a vivid picture: from the social media battlegrounds to the boardrooms where the future of music streaming is being decided, it's clear that in the world of marketing and tech, the only constant is change.

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Shopify's 'Ship from Store' feature simplifies in-store fulfillment

Quick fix: Shopify, the e-commerce giant, is introducing a new 'ship from store' feature to simplify in-store inventory management and order fulfillment. This enhancement is part of Shopify's ongoing efforts to bridge the gap between online and physical retail.

• Solving inventory challenges: Shopify's 'ship from store' feature will be available to point-of-sale (POS) customers, allowing them to efficiently manage inventory and fulfill orders from their physical stores. Associates can access incoming orders and streamline the pick, pack, and shipping process directly from the store's location.

• Allbirds shows interest: Brands like Allbirds, with numerous retail locations, see the potential benefits of this feature. It enables stores to act as mini fulfillment centers, ensuring quick order processing and leaner inventory management.

• Converging online and in-store: Shopify's focus on offline Gross Merchandise Volume (GMV) growth, which increased by 26% in the last quarter, demonstrates the platform's commitment to merging online and in-store sales. This approach includes providing POS services and in-store order fulfillment options.

• Flexibility in fulfillment: Shopify's 'ship from store' feature offers flexibility to retailers, allowing them to tailor their inventory and fulfillment processes to their specific needs. It can empower businesses to expand their store presence and enhance their global retail footprint.

• Challenges for smaller merchants: Smaller businesses may face operational challenges with in-store fulfillment, including human-centered processes that can lead to delays and errors. Fulfillment costs, particularly for delivery services, can also be a concern for small retailers.

• Inventory complexity: Effective inventory management remains crucial for retailers handling inventory across multiple sales channels. Accurate tracking is essential to ensure seamless order fulfillment.

Shopify's 'ship from store' feature represents a step toward simplifying in-store fulfillment and further blurring the lines between online and brick-and-mortar retail. While it addresses the needs of retailers in this evolving landscape, the platform continues to adapt to the diverse challenges and requirements of businesses in the fulfillment space.

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