ClickZ Indie Media Pulse Newsletter - 08.29.2024

Specialty Bites 🍪

MARKETING TACTIC
Master Marketing Budgets: Five Best Practices for Optimal ROI

Marketers, budgeting season is almost upon you. To maximize ROI, use incrementality-corrected ROI/ROAS metrics, assess channel saturation, ensure budget sufficiency, pace spending wisely, and build realistic scenarios for CFO discussions. These best practices will help you strategically allocate resources and achieve your growth objectives.

BUSINESS INSIGHTS
‘Emily in Paris’ Sparks Global Demand For Marketing Jobs

According to Skyline Social, searches for 'marketing degree' in the United States have soared by 88.6% since the show's premiere in October 2020. This phenomenon isn't confined to the U.S.; worldwide searches for 'marketing degree' have increased by 75.4% between October 2020 and August 2024. The show's influence is undeniable, extending far beyond its romantic comedy-drama roots to inspire a new generation of marketers.

Ash Davis, CEO and founder of Skyline Social, notes that "Emily in Paris" was the most-watched show on Netflix in 2022, but its impact goes beyond entertainment.

Adding to the excitement, the season four premiere has also inspired a limited-edition ice cream collection in collaboration with Häagen-Dazs. The "Be more Emily" campaign features pop-up experiences and social media challenges, alongside the release of strawberry and salted caramel flavors in stylish "Emily in Paris" packaging.

RETAIL TRENDS
The Rise of Click-and-Mortar Shopping

The PYMNTS survey reveals that 40% of shoppers are click-and-mortar enthusiasts, blending online and in-store experiences. Digital assistance boosts satisfaction for 65% of U.S. consumers. Click-and-mortar sales surged to $113.2 billion in 2023, with projections of $132.76 billion for 2024. Young, wealthy consumers lead this trend.

BUSINESS INSIGHTS
Amazon’s Ad Revenue Soars Amid Ecommerce Slowdown

Amazon's ad business is thriving despite a slowdown in ecommerce. Key drivers include a large, intent-driven customer base, robust measurement capabilities, and new ad inventory. Amazon's advertising revenue grew 20% YoY in Q2 2024, and the company is investing in content rights to expand its reach.

RETAIL TRENDS
Consumers Pause Discretionary Spending Despite Retail Promotions In July

Consumers paused discretionary spending in July, maintaining overall retail sales but reducing unit demand by 1%. Despite promotional events, discretionary sales fell 3% in dollars and 2% in units. Consumers prioritized essential purchases, with food and beverage sales rising. Marketers must adapt to shifting consumer behaviors.

RETAIL TRENDS
Why Aldi And Lidl Are Steering Clear Of Ecommerce

Aldi and Lidl are shunning ecommerce to maintain their low-cost, efficient models. Aldi recently ended its click-and-collect service, focusing on in-store shopping. Experts argue that online operations add complexity and costs, which contradicts the discounters' streamlined approach. Despite industry trends, Aldi and Lidl prioritize affordability and simplicity.