GOOGLE SHOPPING UPDATES FOCUS ON DEALS
Key Point: Google is rolling out shopping search updates that will help shoppers find the best deals on the products they are seeking. Updates include a coupon clipping feature, easy price comparisons, and a more visible promotion badge on products.
With inflation on the rise and many shoppers trying to conserve cash this holiday season, Google says “deals are particularly top of mind this year.” An ICSC (Innovating Commerce Serving Communities) report released in October found that 65% of shoppers say they will be investing “significantly more time looking at promotions and deals.”
Get the full scoop on Retail Dive.
PROBLEMS THAT MARKETERS AND DATA ANALYSTS CAN SOLVE TOGETHER
Key Point: What do you do when two or more departments are working on the same project, but from different viewpoints? Such is often the case with marketers and data analysts, and that often creates “head-butting” situations.
The solution, says this MarTech article, is to get the team working together. But how? MarTech offers four common areas of opportunity: media fragmentation, external factors, marketing initiatives, and limitations. All are aimed at prompting marketers and analysts to find a common solution.
AMAZON UNVEILS NEW VIDEO ADVERTISING OPTIONS
Key Point: Amazon says small businesses should be able to compete with their big brothers in the realm of video advertising. At the recent unBoxed 2022 conference in New York, the world’s leading e-commerce site announced plans to help make that happen.
Small businesses will now be able to launch video ads via the self-service Sponsored Display program. In addition, Amazon will provide open beta access to the Video Builder feature to provide customizable templates for video campaigns.
Backing up the idea are studies showing that 73% of consumers “prefer to learn about products and services through video ads,” and 80% said “video ads have convinced them to buy a product.” Read all about it on Marketing Dive.
GOOGLE ANALYTICS 4 GETS NEW FEATURES
Key Point: Google’s push to develop Google Analytics 4 just unleashed new powers. Users will soon get updates to the Setup Assistant, behavioral modeling, data-driven attribution, Campaign Manager 360 integration, and a new GA4 homepage design (the page remodel is already live).
Google Analytics 4 skeptics are slowly making the move to GA4, and the SetUp Assistant update will make that process considerably easier. Behavioral modeling “will provide real-time info on customer behavior while respecting privacy,” and data-driven attribution adds custom channel grouping to enable “cross-channel comparisons of cost-per-acquisition and return-on-ad-spend.” All told, Google appears to be all in on GA4.
Marketers are increasingly pairing data with out-of-home buys
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