ClickZ Indie Media Pulse Newsletter - 10.24.2024

PLUS: Mark Humphries joins Bluprintx as new Chair, driving digital transformation globally

Author

Sophie Bruxner-Randall
October 24, 2024

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Specialty Bites 🍪

Tatari

The Forward 2024 conference, hosted by Tatari, gathered over 200 companies to explore the future of TV advertising. The event featured sessions on adapting to a user-centric era, where Media Cartographer Evan Shapiro emphasized the importance of data-driven insights for creating personalized content. This approach ensures brands remain relevant in a rapidly changing landscape. The media landscape session, led by Tatari CEO Philip Inghelbrecht and Rich Greenfield of Lightshed Partners, delved into current trends and their implications for TV advertisers, highlighting shifts in audience behavior and emerging technologies.

In a session on TV ad strategies, leaders from DTC brands like Chime, Chomps, and Honeylove shared their experiences in brand building and performance campaigns. They provided insights into transforming and attracting new customers through TV advertising, offering guidance for brands embarking on similar journeys. An agency panel featuring Juliet Corsinita and Tihomir Liptak discussed crafting effective media plans and overcoming challenges in both linear and streaming TV, providing tips for optimizing campaigns.

Keynote speaker Rohan Oza, known for his work with iconic brands, shared his expertise on transforming brands into household names. He discussed retail strategies, capital raising, and the role of storytelling in branding, offering a comprehensive view of navigating market challenges. The conference concluded with inventory spotlights from major networks, showcasing new platforms and technologies shaping the TV advertising landscape. Looking ahead, Forward aims to become the premier event for TV advertising, fostering innovation and connections in the industry.

AI-powered data solutions transform marketing by providing precise consumer insights, enabling brands to predict behaviors and personalize strategies. These tools enhance engagement, conversion rates, and cost efficiency, allowing marketers to adapt swiftly to changing consumer preferences and drive sales effectively. Embrace AI to stay competitive and foster deeper customer relationships.

Bluprintx appoints Mark Humphries as Chair to drive global growth. With expertise in strategy and technology, Mark's leadership will enhance Bluprintx's digital transformation efforts. His appointment follows the acquisition of ITG Commerce, aligning with Adobe and Salesforce strategies, and marks a pivotal moment in Bluprintx's expansion journey.

New research by Havas and YouGov highlights consumer resilience and optimism despite global uncertainty. Nearly 70% feel empowered to shape their future, valuing brands that demonstrate humanity and societal care. Emphasizing tech optimism, pragmatism, and community, brands can foster lasting relationships with these forward-thinking consumers

Clear Channel's campaign for World Menopause Day, created with Improper, aims to normalize menopause by highlighting lesser-known symptoms. It uses digital billboards and social media to educate and break taboos. Partnering with organizations, it promotes inclusivity and real stories, encouraging nationwide awareness and conversation about menopause.

Insight of the Week 🔎

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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