News and Analysis
Smaller Brands Are Struggling with Social Commerce. Here’s Why
Social commerce is expected to grow 3x as fast as traditional e-commerce, according to a report by Accenture, to reach $1.2 trillion by 2025, but that doesn’t mean savvy marketers from smaller brands can’t find their own points of entry. By thinking outside the box and looking beyond Instagram and TikTok for attention, some midsize brands are finding opportunities to shine.
Commentary
Facebook Marketing Partner Summit 2019: What’s All the Hype about Messaging?
Facebook led the Summit with this very interesting statistic: “There are now more messaging users than social users globally.” While the semantics of “messaging” vs. “social app” draw a fine distinction, on raw user count alone, WhatsApp and Messenger account for 2.9 billion users, and Facebook alone sits at 2.4 billion.
With these numbers in mind, Facebook’s contention is that conversation should be a larger part of the consumer journey when it comes to advertising, even noting that consumers are increasingly expecting to be as well, creating a virtuous cycle of sorts.
3 Ways DTC Brands Impact Legacy CPG Playbooks
Direct-to-consumer (DTC) brands have forced legacy CPG brands into a major strategy shift. The rumblings of the digital transformation signaled change was coming, and the rise of DTC brands has led CPGs to rethink consumer engagement and the marketing tactics necessary to achieve that goal. And, in today’s digital-first marketplace, CPG margins are tightening because of the competition from DTCs as well as Amazon’s white-label product lines.
The result of these challenges sees the CPG playbook evolving to meet the digital-first ecosystem through tactics including investing in acquisitions, moving advertising budgets into digital, and including emerging marketing channels such as experiential marketing to create brand awareness and make direct consumer connections.
Latest Posts
GateHouse Media’s Kirk Davis Argues Chain Is Becoming a ‘Leader in Community Engagement’
Cost-cutting equity funds have hollowed out scores of daily newspapers, turning their communities into “news deserts,” the critics say. But Kirk Davis, CEO of GateHouse Media, counters that the equity-funded conglomerate is transforming its 144 dailies into tribunes of the people. He makes his case in this Q&A.
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