Part and Summed Up ?? #24

THIS WEEK SUMMED UP

Learn about our best practices for BCFM, and how Gen Z’s top apps are influencing marketing and culture.

Read time: 2 minutes, 6 seconds

FOUR PARTS THAT MATTER

BFCM

Of no surprise we are deep in Black Friday Cyber Monday sales already. But there is still time to maximize your return. Part and Sum Strategist, Liz who has been living and breathing BFCM for years with clients, took every BFCM webinar offered by marketing platforms to see if there was any additional intel to be mined. Check out her three biggest takeaways in this video here. We promise this 3 minutes are better spent than the time spent RSVPing for the webinars you meant to attend but didn’t.?

Special shoutout to Yotpo’s Black Friday At Your Service lead gen campaign, grounded in the very real reality of marketers lives at this exact moment. While the ‘chance to win’ gift card and the lead qualification survey that promises ‘we aren’t trying to sell you anything’ diminish the impact, it is a valiant effort.

TECHNOLOGY

Our favorite story this week - the top apps that Gen Z and young adults are downloading. Based on iOS and Android data, it looks like the most downloaded app from January to October was TEMU, the popular online marketplace with notoriously low prices. Of course, the short form video app, TikTok, was not far behind in terms of downloads. CapCut, ChatGPT, and Meta’s social apps also made the list. It goes without saying that these apps have had a huge influence on marketing and culture. Keep reading to see how.

MARKETING

As AI continues to monopolize 2024, analysts at Forrester are predicting SEO budgets to triple as a result of the integration of AI into search engines. This does seem like a hot take given the hits to site traffic already driven by AI chat interfaces and AI summaries? but we continue to be excited about the opportunities for SEO optimization in video platforms like TikTok and YouTube.?

Hats off to the collab between GAP and TikTok influencer Julia Huynh, who has garnered one million followers on the platform in her quest for the perfect hoodie. Rather than take the tried and true approach of influencer gifting, GAP invited Julia to their headquarters to cook up the sweatshirt of her dreams - and it is actually perfect.

CULTURE

It’s no wonder that ChatGPT was one of the most downloaded apps this year by Gen-Z. And they are using the app for everything. This includes their skincare routines. There’s an ongoing trend where people are asking the app to devise a treatment plan for them based on their skin type and habits. This is a game changer for how and where consumers are getting their product recommendations. So the question remains: how do brands get AI to like them? For now the answer to this seems to be press, influencer partnerships and website content (ironically,the same things that put you at the top of search results, funny that).? Or as of this week in Perplexity you could try bidding on related searches, although this still doesn’t allow you to add your own ad content.

ALSO ON OUR RADAR

• Insights from a product manager on productive ways of working
• Limited Too is coming back
• Radiolab’s podcast on “the open brain”
• “Wicked” dolls recalled after major packaging blunder

?? Alex, great to have you here. We love your work, let's chat.