Breaking Boundaries in Advertising, TikTok Shop & Multichannel Marketing
Wake The Bear
Marketing & Media Agency that's a specialist in navigating brands going through critical periods of growth.
Bold Ads, Big Impact - Breaking Boundaries in Advertising?
New research from Effie UK and Ipsos reveals that advertising campaigns breaking taboos can see a 21% increase in attention, driving long-term brand growth. The report emphasizes that emotionally charged ads defying category norms are more effective in capturing consumer attention and fostering brand loyalty.?
This data underscores the power of empathy and surprise in advertising. Positive, unconventional ads are 40% more likely to build long-term brand growth and reduce price sensitivity. However, despite these benefits, many brands fear backlash, especially when addressing sensitive issues like women's rights, which has seen a 107% rise in concerns.?
At Wake The Bear, we believe that for emerging brands, disrupting category norms can be a powerful strategy when it aligns authentically with the brand’s unique value proposition. Bold, creative approaches that resonate with a brand’s core values and market positioning can make a memorable impact, helping businesses capture attention and achieve sustainable growth in a competitive landscape.?
TikTok Shop Hikes Fees: An Opportunity or a Hit??
TikTok shop is raising its seller base commission fees in the UK from 5% to 9% from the 2nd of September. The move is part of the social media platform’s strategy to build the e-commerce function and establish the “marketplace of the future”, allowing for higher investment in improving operations and services that will help sellers grow. LIVE commerce and shoppable content will be prioritised. Additionally, TikTok Shop is introducing a "Seller Missions" program. This initiative allows sellers to lower their fees by producing a specified number of shoppable TikTok LIVE videos. Sellers will also have the chance to collaborate with popular creators on the platform to achieve these targets and grow their reach. A co-funded free shipping model will be also introduced, enabling sellers to benefit from free shipping by sharing part of the overall cost.?
领英推荐
TikTok is continuously responding to the changing landscape of product search online and the consumer desire for easy purchases, successfully growing as a platform for e-commerce. We expect to see even the bigger brands and more premium products to start capitalising on this opportunity, with the likes of Zara and ASOS already on the app. ?
The spike in fees could, potentially, dissuade some sellers or brands. For smaller merchants, before investing more efforts into shoppable and LIVE videos,?we would urge to firstly consider how important the TikTok stream of revenue is for their business. If TikTok shops brings considerable profits, improving content while taking a slight hit of higher fees, will pay off in the long run, especially considering the opportunities the “Seller Missions” and creator pool will provide. ?
The Multichannel Marketing Challenge?
This week, Marketing Dive investigated the ongoing challenge of multichannel marketing, and how creating an effective strategy remains a challenge for 53% of marketers. According to a report by Ascend2, only 5% of marketers believe that multichannel marketing has helped them achieve their strategic goals; yet, 30% agree it has been integral (an increase of 17% from last year). Social media has also been imperative to multichannel strategies, with 55% of marketers agreeing that it has had the biggest impact on their campaigns (up from 46% from last year). Moreover, 70% of marketing professionals list AI as the top emerging technology to consider in multichannel marketing in the next few years.??
Composing an effective strategy is central to any marketing campaign, as it sets the framework for activation and provides the KPIs to measure performance. In a rapidly evolving media landscape, with multiple media touchpoints for consumers,? multichannel marketing is essential for driving reach and awareness amongst a target audience. Built to partner with business going through critical periods of change, Wake the Bear understands that marketing budgets may not allow for an omnichannel approach; yet, when the strategy shifts to focus on driving growth and building awareness, this research shows the significant role that multichannel marketing plays.?
If you would like to work with Wake The Bear, please get in touch via [email protected]