What's The Next Big Thing In Marketing?

Hint...It's Not A New Social Network

Author

Acceler8 Labs
July 03, 2024


🚀 Welcome back to Ad Insider, your weekly guide to the all the inside info from the world of digital advertising, DTC brands, and e-commerce.

From the Founders: How The Right Market Fit Beats New Tools Every Time

I’m often asked: What’s the 'Next Big Thing' in Digital Marketing?

Reflecting on my own journey, I realized the answer lies not just in chasing trends, but in deeply understanding what resonates with your audience.

At Acceler8 Labs, our transition from a specialized Meta strategy provider to a multi-channel digital media agency has taught us a powerful lesson: success hinges on adapting to change while keenly understanding your market fit.

The two work in lockstep for success.

When Niket and I founded Acceler8, we aimed to fill a significant gap by supporting mid-sized businesses and SMBs—groups often overlooked by larger platforms focused on enterprise clients. This laser-focus was pivotal in defining our path.

However, as the digital marketing landscape continually evolves, so too must our strategies to meet our partners' changing needs.

I keep in mind a lesson from my early career at a startup called LikeALittle, which was popular among college students for its anonymous, sometimes flirtatious messaging just before social media took flight.

Its early success was rooted in a playful, spontaneous spirit—a perfect match for its audience.

LikeALittle.com (circa 2010) - TechCrunch.com

Yet, a pivot away from this core identity towards a non-anonymous social network led to its decline, underscoring that while adaptation is necessary, abandoning a proven market fit can be detrimental.

This experience shaped our approach at the agency. As we've expanded our services to include Google and TikTok advertising and integrated creative and email marketing solutions, we've refined—not replaced—our core focus.

We enhance the performance of challenger brands by amplifying what we know works in new ways, continually aligning our solutions with the needs and behaviours of our partners.

For startups and DTC brands, and indeed for established legacy brands navigating today's digital complexities, my advice is to listen and adapt … but also recognize when you’ve captured a segment of the market that is uniquely well-suited to your offerings.

That way, there’s no “Next Big Thing” you can’t handle.

Innovate from a position of confidence, keep the pulse of your customers' needs at the forefront of your strategy, and you’ll rarely go wrong.

To my fellow marketers, I’d love to hear your experiences: How have you adapted your strategies to better align with market demands? How do you balance innovation with maintaining your core market fit?

Drop us a line and let us know!

Best,
Uzair Chutani
Co-Founder, Acceler8 Labs

📊 Did Gen-Z Break The Marketing Funnel?

A Vogue Business report reveals how Gen Z has transformed the traditional marketing funnel into a dynamic, non-linear journey.

This generation prioritizes inspiration, exploration, community, and loyalty, making the typical path to purchase more complex.

Key Takeaways:

  • Influence of Social Media: 51% of Gen Z are influenced by social media trends and influencers.

  • Value of Experiences: 74% of Gen Z prefer in-person experiences, highlighting the importance of real-world interactions.

  • Community and Authenticity: A strong brand community influences 54% of Gen Z's purchasing decisions.

This report is a must for anyone trying to reach this demographic. For all the insights, read the full analysis here.

💡 Spotlight: Why Perplexity AI Is Getting So Much Hype

DTC brands know that SEO still matters. After the rocky launch of Google’s AI Overviews, users are turning to alternatives like Perplexity, which emphasizes trustworthy answers and directly challenges AI Overviews' habit of spreading misinformation.

Just The Facts:

  • Perplexity’s organic search share is growing by 39% monthly. 🚀

  • The AI search engine is already valued at a whopping $1 billion.

  • It offers a multi-model conversational search experience, generating text, images, and videos.

  • Recently introduced Perplexity Pages help users create well-researched content that ranks for AI Overviews and Featured Snippets.

How Perplexity Works:

Users can input queries via desktop or the Perplexity app, and the platform sources answers from 15+ high-quality sources.

Unlike other AI search engines, Perplexity has real-time access to the web, so these sources are up to date.

CEO Aravind Srinivas emphasizes that Perplexity always credits its sources, ensuring referral traffic to original websites and making it easier for users to verify information.

Our Takeaway:

With users frustrated by Google’s AI Overviews, Perplexity’s commitment to reliable information is winning over customer trust, and fast. For marketers, being cited by Perplexity can boost credibility and referral traffic, potentially improving search rankings. It seems the landscape has shifted in SEO land and savvy marketers are taking notice.

Discover more about Perplexity's approach here.

🚀 Elevate Your DTC Strategy - Book a Media Audit

🔍 Why a Media Audit?

Unlock the full potential of your ad campaigns with a detailed analysis. For DTC and e-commerce brands, identifying inefficiencies and reallocating budgets can significantly improve ad effectiveness.

📈 Impact on ROI

Industry insights show that regular media audits can enhance advertising ROI by 15-30%, according to a report by MarketingCharts.

🎯 Get Started

Ready to optimize your strategy and see measurable results? Schedule your media audit with Acceler8 Labs now.

🔍 Insider Info: Using Meta Ad Library For Competitive Analysis

In the dynamic DTC landscape, the Meta Ads Library is an invaluable tool for gaining insights into competitors' advertising strategies. It’s like a secret crystal ball that can peer into your competitors spell book.

Here at Acceler8 Labs, we always recommend that brands leverage this resource to extract creative inspiration and understand market trends. Staying up to date with the latest looks and ensuring you’re on trend instead of behind the times is key to any DTC brand success.

Here's how to make the most of Meta Ads Library:

  1. Access and Analysis: Search for a brand's Facebook page to find their Meta Ads Library. Explore ads that have been running the longest for evergreen inspiration.

  2. Deep Dive into Details: Select "See summary details" to review various ad variations and gather insights on the advertiser.

  3. Landing Page Insights: Use ad preview CTAs to observe where the traffic is directed post-click, optimizing your landing pages accordingly.

  4. Targeted Search: Utilize the search bar to filter ads by specific keywords, promotions, or unique selling propositions.

  5. Filtering Options: Refine your search by media type, platform, or language to pinpoint exactly what you're looking for.

  6. Branded Content Exploration: Discover collaborative efforts between brands and creators using the branded content tab.

By integrating a routine review of the Meta Ads Library into your weekly routine, you stay ahead of the curve, constantly gathering fresh ideas and keeping pace with industry shifts.

Weekly Roundup: Major News in Digital Advertising and E-Commerce

Here’s a quick tour around this week’s world of marketing…

🍤 Red Lobster and Flavor Flav Team Up for Secret Meal

Red Lobster has partnered with Flavor Flav to create a secret menu item we didn't know we needed. This unexpected collaboration promises to spice up the dining experience. Read more about this unique partnership here.

🎨 Meta Tests Automated Creative Variations for Reels

Meta is testing automated creative variations for Reels to help advertisers optimize their content. This feature automatically generates different versions of creative content, enhancing testing and performance. Discover more here.

📈 Instagram Reels Gains Ground in Short-Form Video Space

Instagram Reels is closing the gap on TikTok and YouTube in the short-form video market. Recent data shows a significant increase in user engagement and preference for Reels. Find out more details here.

💰 Apple Expands 30% Fee on Facebook and Instagram Ads

Apple is extending its 30% fee on in-app purchases to Facebook and Instagram ads in more regions. This move could impact ad costs and strategies for many businesses. Learn more about the implications here.

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

Have a question or a topic you’d like us to cover? Drop us a line!

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