Countdown to Prime Day

🚀 As Prime Day approaches, we're diving into strategies and trends that can help you maximize your mid-year sales no matter where you sell online. Buckle up!

💡 Spotlight: Trends Shaping the Second Half of 2024

As we roll into the second half of 2024, it’s been a wild ride full of big events and trends. Generative AI is buzzing, the U.S. presidential race is heating up, Taylor Swift’s star power is shining bright, and brands are making the usual mistakes.

Ad Age chatted with 50+ industry insiders and execs to get their take on what trends will shape the rest of the year and what they hope fades away.

We've sifted through their insights to bring you the best tips for DTC and E-Commerce brands looking to make the most of these shifts.

🤖 Generative AI Fatigue

Executives are getting tired of the constant talk about generative AI and its supposed threat to creativity. For DTC brands, this is a golden opportunity to pivot. Instead of jumping on the AI hype, focus on creating authentic, engaging content that connects with your audience. As one executive put it, “Fatigue around generative AI is unsurprisingly at an all-time high.”

💡 Tip: Highlight human creativity and personalized customer experiences.

📌 Investment in Pinterest

Pinterest is on the rise, especially with Gen Z. It’s becoming a hotspot for creativity and positivity, making it perfect for DTC brands to show off their products in a visually appealing way. One executive noted, “Pinterest is becoming a force for good amongst Gen Z. Usage is up and driving renewed buzz around the creative platform.”

💡 Tip: Tap into Pinterest marketing to connect with a younger, enthusiastic audience.

💪 TikTok’s Resilience

TikTok keeps innovating and adapting despite regulatory challenges, proving its staying power. Amy Gilbert of Social Element said, “TikTok isn’t going down without a fight. With the launch of their new Instagram competitor photo tool and their continued efforts to bring on new creators and gain public favor, this platform isn’t going to go away quietly.”

💡 Tip: Leverage TikTok’s new features and creator partnerships to boost brand awareness and engagement.

🧠 AI and Creativity

Even with AI fatigue setting in, there’s still a big opportunity for DTC brands to use AI smartly. Justin Tobin of Gather and Pete Stein of Merkle both stress the importance of having a solid strategy for AI. Tobin said, “It’s time we stop grasping at straws and actually ground AI in a proper strategy.”

💡 Tip: Use AI to enhance customer service, personalize marketing efforts, and improve efficiency—not just to cut costs.

🏀 Sports and Authenticity

The rise of women’s sports and the push for authenticity in marketing are two trends DTC brands can use to their advantage. Sean Reardon of Dentsu Americas highlighted the popularity of women’s sports: “The correlation between the rise in popularity of women’s sports and female athletes such as Caitlin Clark is undeniable and the Paris Olympics are sure to introduce new (and old) names to the broader cultural zeitgeist.”

Similarly, Hope Richards of Media+ stressed the need for genuine marketing: “Inauthentic marketing, where individuals or companies promote products or causes without genuine belief, has become prevalent and problematic.”

💡 Tip: Align with women’s sports for authenticity and ensure your marketing messages are genuine and resonate with your audience.

As we navigate through the rest of 2024, these insights from industry leaders offer a roadmap for DTC and E-Commerce brands to stay relevant and impactful in an ever-changing landscape.

TL; DR - Embrace authenticity, use technology wisely, and build meaningful connections with your audience to thrive in the months ahead.

🔍 Insider Info: DHL's Consumer Buying Trends Report DECODED

Global shipping leader DHL just dropped some SERIOUS strategic info!

They surveyed 12,000 shoppers across 24 countries to give you the lowdown on what’s shaping the e-commerce landscape in 2024. From delivery options to social media shopping, here’s what you need to know to keep your customers hitting that "buy now" button.

🤬 Top Frustrations

1. High Delivery Costs: A whopping 41% of shoppers abandon their carts due to expensive delivery fees. Consider incorporating these costs into your product pricing to avoid losing sales.

2. Delivery Times: Long waits turn off 37% of potential buyers. Speed up your shipping to keep them happy.

3. Returns Fees: European shoppers, especially in Spain, France, and the UK, are most frustrated by having to pay for returns.

💖 What Shoppers Want

• Free Delivery and Returns: The most desired improvements, with 67% and 48% of shoppers respectively indicating these as critical.

• Better Product Descriptions: 42% want more detailed information to make informed decisions.

• More Customer Reviews and Images: 41% need social proof before purchasing.

💰 Payment Preferences

Shoppers are abandoning carts because their preferred payment options aren't available. Make sure to offer a variety of payment methods, including Buy Now, Pay Later, which is gaining popularity, especially in countries like Sweden and Germany.

🤳 Social Media Influence

Social commerce is on the rise, with platforms like TikTok leading the way. In Thailand, 9 out of 10 shoppers have made a purchase via social media. Globally, half of online shoppers have bought something through social platforms.

🚀 Delivery Matters

66% of shoppers say delivery options impact their purchasing decisions. Offering reliable and flexible delivery options can significantly boost your conversion rates. Knowing the delivery provider before purchase is crucial for 65% of global shoppers.

Take Action Today

• Incorporate Delivery Costs: Avoid hidden fees that scare off buyers.

• Speed Up Delivery: Quick shipping wins customers.

• Enhance Product Listings: Clear, detailed descriptions and plenty of reviews can turn browsers into buyers.

• Flexible Payment Options: Cater to diverse payment preferences to avoid abandoned carts.

• Leverage Social Media: Engage and sell directly on popular platforms.

Want the full report on DHL's latest consumer trends?. Read the Full Report

That’s a wrap for this week’s edition of Ad Insider!

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