Month: August 2023

Two weeks after TikTok officially launched its new e-commerce platform, TikTok Shop, creators are signing on to sell products directly from the platform.

TikTok created the feature as a way to help creators on the app create new revenue streams by selling entirely on TikTok Shop rather than linking to third-party websites, or navigating extra fees and contractual obligations from selling on Amazon or Facebook Marketplace.

Social apps such as Instagram, Facebook, YouTube, and Snapchat have all experimented with in-app shopping. TikTok’s pivot into e-commerce comes almost a year after the platform tested shoppable advertising options ahead of the holiday season, allowing advertisers to display products in in-feed videos, advertise a catalog of products from videos and place clickable ads in live videos.

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Any marketer will vouch for the importance of using influencers to bridge the gap between brands and consumers. However, given the area is still expanding, growing pains are still at play.

In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a director of brand strategy and influencer marketing at a fashion retailer, who’s worked in the industry for more than a decade, on some of the notable scenarios they’ve seen take place.

This conversation has been edited and condensed for clarity.

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After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.

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At this point, social media has become so prevalent that most, if not all, brands have a social media presence and strategy. But as the landscape becomes pay to play, making organic reach less obtainable, brands’ push for engagement has seemingly led to a trend in social: The Funny Brand Voice.

Meaning, as brands look to stand out by using trending phrases, so-called Gen Z speak and cultural moments, many are inadvertently sounding the same, 10 agency executives told Digiday. In a post on X (formerly Twitter), R/GA marketing agency described The Funny Brand Voice as “One voice applied to the same memes, using the same vocabulary.”

Brands trying to be funny here and failing isn’t the problem. It’s that there is one universal, legal dept approved, sanded-down style of humor that so many brands have latched on to. One voice applied to the same memes, using the same vocabulary. The Funny Brand Voice.

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The deal market between publishers and sports betting companies is in a correction, according to media and agency executives.

The “endless supply of customer acquisition marketing budget has gone,” said Sam Yardley, evp of North America at sports marketing agency Two Circles, adding that large sports betting companies are focused on maximizing customer lifetime value.

After a surge of investment as sportsbooks fought to obtain more market share across the U.S., sportsbooks are now scrutinizing and even terminating some deals with publishers, signaling that some of these partnerships haven’t worked all that well.

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The only way to give Donald Trump a real challenge is to consolidate the field early.

It’s an intriguing tale that likely plays well with the former prime miniter’s supporters, but the evidence is laughably thin.

It’s nearly kickoff time for college football, and several new brands are getting in on the game. Inspire Brands, the home of Arby’s, Buffalo Wild Wings, Dunkin, Jimmy John’s, Sonic and Baskin-Robbins, has announced that it’s signed a three-year sponsorship deal with ESPN’s College GameDay, a partnership Disney Advertising described as “different and exciting.” “The…

In the latest episode of Marketing Vanguard, Morgan Stanley CMO Alice Milligan delves into the unique challenges and opportunities within the financial services landscape. With a background spanning consumer goods and marketing, she emphasized the significance of educating stakeholders about marketing’s impact in industries where its value might not be immediately apparent. Drawing inspiration from…