U.S. consumers haven’t shown much interest in buying on social media platforms but they’ll still respond to social media ads so long as they can complete the purchase elsewhere. Snap seems to have recognized the distinction by partnering with Kargo Commerce, whose specialty is dynamic creative optimization.
It’s true that messaging platform Klaviyo has a vested interest in promoting email and SMS, but that’s no reason to question their survey finding that email is the most widely used ecommerce marketing channel – if just barely beating organic social, paid social, and SEO. Email also tops the ROI rankings, although paid search and paid social account for a larger share of marketing budgets. Klaviyo also reports strong growth for SMS, although it’s in the middle of most of the rankings.
Instacart has been building out its marketing solutions for some time now, taking advantage of its direct connection with consumers as they plan their grocery purchases. The company has added new options for marketing campaigns and loyalty programs, including an option to join a grocer’s new loyalty program from within the Instacart app itself. It has also added three service tiers, from self-serve to strategic partnerships, to help grocery marketers with different levels of need.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.