Erwan Jacob

Are you ready for #GoogleIO? 🎉 Watch it on May 14 at 7pm CET for our latest launches, news and AI updates.

6

1 Kommentar

What gets Gen Z going? It's the age old question that everybody marketer asks about youth culture. We just released the sixth edition of our Spotify Advertising Culture Next Report to offer advertisers a window into Gen Z and how this generation shows up on Spotify. Whether it’s streaming TV, social media, live events, or OOH, we’re all trying to capture Gen Z’s attention. Our study shows that they’re looking for an escape from doomscrolling and Spotify offers them respite — whether it’s solo self-care or with their community. You can dive into the report over at https://lnkd.in/ecRg2iME — be sure to log into your Spotify account for a personalized experience. How is your brand connecting with Gen Z? #GenZ #CultureNext #SpotifyAds 

163

2 Kommentare

In July, the Amazon Online Germany GmbH, so Amazon Ads in Germany, released its annual report 2023. What are the key findings? Revenue grew in 2023 by 20.6% YoY to 2.9B. To put this into perspective: The global Amazon Ads revenue in 2023 was 46.9B. So the share of Amazon Ads Germany was 6.2%. At this point it’s important to understand that 100% of Sponsored Ads revenues are attributed to the Amazon Online Germany GmbH while for DSP revenues, it’s not so sharp. We can for example run Prime Video in the UK via our DSP console in Germany. For Twitch it’s even more complicated as you need to additionally distinguish between Twitch Ads bought via the Amazon DSP vs. Twitch Ads bought directly from the Twitch Interactive Germany GmbH. In comparison to global, Amazon Ads Germany might look small. But when comparing it to other industries, it gives you a better picture of the size: … Amazon Ads Germany is almost as big as the entire German CRM market (3.4B in 2023). This includes Salesforce revenue. … Amazon’s retail media revenues in Germany are >26x retail media revenues of Otto - in whole Europe (~110MM EUR according to Statista). Which I considered when I left Amazon as their biggest competitor, back then. … The complete online revenue of the Schwarz Group, so the corporate behind Lidl and Kaufland, is with 1.7B, 58% of Amazon’s retail media revenue. So I am comparing Amazon retail media against Schwarz group ecommerce revenue which is almost half of it. … The market for traditional TV advertising in Germany is according to Statista at 4.99B. My prediction beginning of the year in my wieCommerce? Podcast was that Amazon Ads will exceed that. It looks like that this won’t happen yet but they will definitely do this soon. So even though Amazon Ads Germany is in comparison to global just a one-digit fraction, the scale of the business is still massive. It’s an industry of its own. Now comparing with Amazon’s general business: Germany was in 2023 for Amazon the 2nd biggest market with net sales of 37.6B, followed by the UK with 33.59B and Japan with 26B. And US? They had in 2023 net sales of 395B, over 10x Germany. Crazy... What else can we read from the annual report? To be honest: Not much as the level of detail is limited. To understand better the strategy etc., it’s worth looking at the reports from Amazon, inc… #amazon #amazonads #amazonadsgermany #retailmedia

35

Shopify stores are missing out on organic sales - here's why A while back I shared my #SEO case study on the #eCommerce brand Inkster.de (link in comments). One of the simplest and most effective fixes was to correct a small bug in the internal linking structure on their #Shopify collection pages. RESULT: A 213% increase in visibility, a 308% increase in clicks, and a 25% increase in organic sales. And most Shopify stores make the same mistake - but it's an easy fix that can drive serious growth. That's why I created a short video to show how even bigger brands like Wildling Shoes and yfood Labs can benefit from this. If you run a Shopify store, don't miss the first episode of my (very irregular) web series, "What the Hell is Wrong With My Website?" - Coming to your LinkedIn feed whenever I find the time (or inspiration) 😁

21

4 Kommentare

Google's recent updates and new features could (yet again) decrease organic clicks. The data from Rand Fishkin's 2024 Zero-Click Search Study, linked in the first comment, confirms this trend. The study reveals that 58.5% of US Google searches result in zero clicks, down from 65% in 2021. The split is: ✅ 37% of total searches led to no action ✅ 21.5% to another Google search This means that only 41.5% led to a click, making it clear that competition for organic traffic is intensifying. What does this mean for you and your brand? It means you need to be more creative and diverse in your approach. One strategy to consider is targeting the "People also ask" section of Google. By optimizing your content to appear there, even if users don’t click directly on your website, they can still find key information by you. This visibility allows your brand to have a presence within Google’s ecosystem, despite the decline in organic clicks. Getting featured in the "People also ask" section not only boosts your credibility but also drives more indirect traffic by positioning your brand as an authority on relevant topics. Is your SEO strategy taking advantage of this?

12

3 Kommentare

Hitting sales targets in May with all the public holidays can feel like such a grind 🏃🏻‍♀️ Here’s what we do at SDRs of Germany when it’s crunch time: — We check in with our most promising deals (Pipedrive’s new AI Deal Spot Feature massively helps us to identify them). — We prospect together and see if we can make use of our network to accelerate deals. — We double down on quality and personalisation, including video selling and voice notes. — We make sure we focus on revenue generating activities and prioritise correctly. And the most important thing: We remember we are not heart surgeons, so no one will die if we don’t hit it — as long as we give it our all and enjoy the party, we can always over perform next month 😜 Good luck to everyone who is still chasing those numbers — you got this 💪🏻 #saleslove

96

3 Kommentare

REVEALED: 15 Secret Genius tactics the top 1% of D2C Brands are using during the Holiday Season. In the past 5 years we have done CRO for Germany's Top 1% D2C Brands (including HelloFresh, SNOCKS, KoRo, Blackroll, KICKZ, Giesswein and 150+ more) During the Holiday Season, Consumers are shopping differently. Most Brands don't even consider this. But there's so much potential with small changes & tests... The A/B-Tests in this Figma file accounted for more than $2.5 Million+ in additional revenues last year. Will give free access for the next 72hrs. After that, I'll take it offline until next year. If you want it: 1. Like the post 2. Comment "Holiday Season" below or tag a colleague The faster you comment, the faster you'll get it. P.S. - Repost for priority access (sometimes the comments get wild). #q4 #ecommerce

45

82 Kommentare

Remarkable insights from Stackline on the ADWEEK webinar yesterday Multi-Retailer Attribution. Key takeaways: With brands selling on their own sites and retail media growing, measuring attribution is getting tougher. ▶ Amazon is 40% of all U.S. e-commerce. A success case was this one One brand ran ads there, generating $47M in Amazon sales. The amazing part? ▶ Those ads drove $114 M additional sales at other retailers! (almost 3x more) ▶ Data also showed some customers saw the Amazon ad but preferred to buy at Walmart.(Interesting no?) (See images for details!)

8

Wanted: German Marketing Leader for help with content 🇩🇪 We are running an online event in December on Cracking International - one of the panels we are running is "Cracking Germany" We have speakers from Zalando and Klar and would love to find a brand side ecommerce marketing leader to join the panel. Please make recommendations in comments below #ecommerce #germany

15

10 Kommentare

Will LinkedIn end up like Reddit in AI Overviews? We remember how it all started: Google used to quote Reddit in its AI-generated snippets, dishing out advice left and right. But then the algorithm took a wrong turn, handing out some truly terrible “guidance” to users. Now, though, the community is seeing platforms like LinkedIn, where user-generated content is also king, rank among the top resources that Google cites in AI Overviews. Moreover, during our research back in August we saw that most LinkedIn content ending up in AIOs were user-generated publications. This raises a few questions: 1. Does Google trust LinkedIn more than Reddit?? 2. What if companies catch on that LinkedIn is a goldmine for optimizing snippets and start manipulating AI-answers? 3. Will we see the drop of LinkedIn in AIOs anytime soon as it happened in the regular SERP? For now, we can only make predictions and observe. Our team constantly tracks changes in AIOs using our own AI Overviews Tracker, so we don’t miss a thing. If you’d like to try it out, I’ll leave a link to the tool in the comments.

46

6 Kommentare

Don’t fall into the SEA trap of unprofitable growth!  7 reasons why your growth cannot rely solely on SEA: I love SEA. It was the second marketing channel I mastered and crucial for our European go-to-market strategy of our first D2C brand. SEA is fantastic for a fast market entry, testing, learning and fueling initial growth. But: Relying solely on SEA can lead to unprofitable growth! Here are 7 reasons why you must diversify your customer acquisition strategy: 1) Overcrowded Niches ⤷ Most keyword niches are saturated ⤷ High competition = high acquisition cost = limited ROI = limited profitable growth 2) Low Entry Barrier ⤷ SEA is easy to start ⤷ Competitors can join quickly, adding cost pressure 3) CAC Inflation & ROI Pressure ⤷ Scaling SEA will drive up customer acquisition cost ⤷ More competitive positions = higher bids = higher CAC = lower ROI 4) Unprofitable Growth ⤷ Scaling SEA can lead to adding unprofitable segments ⤷ Watch incremental cost vs. incremental customers closely to not grow segments that don’t add profit 5) Growth Limitation ⤷ SEA can only grow so far, especially if you keep all segments profitable ⤷ Sooner or later you will hit a growth ceiling and cannot grow further 6) Lack of sticky traffic ⤷ SEA doesn't build strong brand awareness and traffic ⤷ Inflow stops when ads stop, requiring constant advertising even when prices rise 7) Google’s Rules Change ⤷ Google owns the two largest search engines: Google Search and YouTube ⤷ Unpredictable Google Ads changes can harm your campaign performance and ROI SEA is fantastic for go-to-market strategies. But for sustainable and profitable growth, you need to diversify your marketing mix.  Invest in SEO, content marketing, and brand advertising in addition to a highly optimized SEA setup. How do you leverage SEA in your marketing mix and avoid unprofitable growth? Share your experiences and strategies in the comments! --- I hope you found this valuable. Please like and repost to share with others. Follow me for more posts on leveraging product development, CRO & marketing for growth.

6

8 Kommentare

Many of you have asked me if / when to migrate your e-commerce store to Shopify. Please see the following case study so you can gauge the impact of such migration on sales performance and particularly on your SEO. If you are considering improving your site, please reach out to us so I can give you the full list of sites we have worked on and budget we need to build them.

16

New Einstein 1 Marketing and Commerce innovations help brands: 👉 auto-generate marketing briefs and promotions with Einstein Copilot 👉 tap #DataCloud to surface shopper insights 👉 trigger content journeys with Einstein Personalization Details here:

8

The #viewability of an #ad is still considered an indicator of the success of an online campaign 🥱🥴🤦🏻‍♀️ My colleague Svenja Damzog, Global Publisher Director at Adnami, explains why the actual #attention to an advertising medium is much more important than pure viewability. 💡 Read why attention is the superior metric and how you can leverage attention to increase campaign #performance with her three power tips. Read here 👉🏽

25

1 Kommentar

2 things to know about mobile attribution in the privacy era: - The measurement reality will never be fully complete and deterministic - The measurement reality is built from many different fragmented pieces That’s why we need to fight for every signal and maximize it. Whether it comes from the platform, from the device or from the network. But it’s not enough. We must work extremely hard to create one reality out of all these fragmented signals. That’s the real art of attribution. And that’s exactly what we’re introducing today. It’s way bigger than “AppsFlyer supports AEM signals from Meta”. It’s actually “Meta is joining the Single-Source-of-Truth party”. Now advertisers can really enjoy one actionable reality for their Meta campaigns. As a mobile advertiser - these are amazing news! Welcome to the SSOT era for your Meta campaigns on iOS. https://lnkd.in/gDnfbfQX

91

2 Kommentare

IAB Europe is about to release the first set of European Retail Media Measurement Standards. Why was it so important to do that now? Because in 2023, IAB Europe found that "70% of buyers cited the lack of standards for Retail Media as a barrier to investment, with media and attribution measurement being cited as the most important areas to address first". Retail media is growing in Europe but it could grow even more with standardisation. https://lnkd.in/dJRyYJve https://lnkd.in/dXHqbeyf #retailmedia #sponsoredproducts #advertising

19

Integral Ad Science Country Manager Patrick Stoltze is joining leaders from absatzwirtschaft, GroupM, Index Exchange, and Outbrain at #DMEXCO2024 to discuss the rise and fall of cookie deprecation. Tap below to learn more and meet our team on the ground. #Cookies #Advertising

9