While retail media has been an unexpected success, its sort-of opposite, social commerce, has never met expectations. This Simplicitydx survey explores why: the biggest problem is low trust in social platforms, which means people prefer to buy directly on brand sites. Social shopping still has a role to play in product discovery, although social won’t always receive credit if the sale is completed elsewhere.
Google’s year-end rankings in Search for Singapore in 2022 have revealed that Singaporean consumers are seeking to be in control of their identities, lifestyles, and what they value. The report has identified three key consumer trends based on search behaviours by Singaporeans that marketers can leverage to optimise their marketing strategies. These are ‘soul searching’, ‘value hunting’, and ‘finding joy’.
Even ecommerce champion Amazon struggles when it tries to enter new channels. The company has stopped expansion of its Amazon Fresh and Amazon Go physical grocery stores, and will close some existing stores, as it tries to find a better path to success. Another reflection of Amazon’s troubles: it fell from first place in dunnhumby’s latest ranking of grocery leaders.
Deep thinkers in the advertising world recognize that a single ad is rarely the only reason someone makes a purchase. But one-touch attribution is irresistibly simple. Sam’s Club has just announced it will link in-store purchases to online search ads within its retail ad network, giving many marketers what they want even if they know better.