Google Adds New Seller Performance Badges, New Pricing Insights for eCommerce Brands
TLDR
- Google’s adding some new tools for eCommerce brands, including a new rating program for online shopping experiences and additional insights into key product trends to help inform pricing and marketing strategies.
Brief
Google’s adding a new Shopping Experience Scorecard program, which will provide another way for shoppers to glean more insight into the performance of each seller, based on past activity. The badges will be allocated based on its tracking of each sellers’ performance. Much like the ratings programs on Amazon or eBay, it provides more insight into the performance of each seller, which can play a big role in guiding shopper activity. This can also make this a problematic element if ratings are allocated incorrectly, and on this front, Google has also provided insight into common errors and options to escalate issues as required.
- Read the full article from Social Media Today
The Rundown: Why some esports organizations are prioritizing growth on TikTok
TLDR
- Gamers are a growing demographic on TikTok, and esports organizations are looking to secure their piece of the pie.
Brief
eSports teams are increasingly dedicating resources and time to creating custom content for the short-form video platform with some considering it their top priority. TikTok allows esports organizations and brands to interact with their fans more directly than most other social platforms. Since users can spin individual comments into full videos, esports organizations are able to join the conversation by commenting on the videos of smaller users in their fan community. This helps redirect traffic back to branded accounts when those smaller users’ videos go viral. Gamers are a growing demographic on TikTok. 90% of mobile gamers on TikTok watch gaming content on the platform, with 33% stating a specific interest in esports, according to Newzoo and TikTok for Business’ 2021 Global Mobile Gamers Whitepaper.
- Read the full article from Digiday
Streaming Audio Climbs the Charts With Marketers, but Some Want More Certainty
TLDR
- Marketers are pouring more money into digital audio, finding success with their forays into podcasts and streaming music, but measuring results can be a challenge and ad prices are rising.
Brief
While podcasts make up less than a fifth of the digital-audio ad market for major national brands, they were the fastest-growing segment. As an experiment this January, the eucalyptus-based bedding brand Sheets & Giggles Inc. spent $30,000 on digital-audio ads and cut out its Facebook and Instagram spending. That was a change from January 2021, when the company spent nearly $200,000 on Facebook and Instagram ads, but nothing on digital audio, The company’s advertising costs were 75% lower, but sales declined just 10%.
- Read the full article from The Wall Street Journal
