2024 in Review: eCommerce and Marketing
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The ever-evolving world of eCommerce and marketing has seen transformative shifts this year. Here's what stood out in 2024....
Omnicom + Interpublic: A New Era in Advertising Powerhouses
Two giants joined forces as Omnicom acquired Interpublic in a staggering $13 billion all-share deal. The merger creates the largest advertising agency globally, with an eye on harnessing AI to redefine creative outcomes. The combined $25.6 billion revenue powerhouse promises unparalleled innovation, setting a new benchmark for competition in the marketing services space.
EU Puts the Brakes on Asian Retail Giants
The European Union is cracking down on platforms like Temu and Shein, introducing a revenue tax and per-item handling fees. The move aims to level the playing field for European retailers by curbing the competitive advantage of low-cost imports that bypass customs regulations.
Jaguar's Bold Rebrand: A Drive Toward Modernity
Jaguar embraced a daring new identity with its "create exuberant" and "break moulds" campaign. Featuring mesmerising models and a reimagined luxury appeal, the brand is steering into uncharted territory ahead of its all-electric lineup. Though met with some criticism, Jaguar stands firm in its commitment to reinvention for a new generation.
Health & Beauty: A Beacon of Growth in eCommerce
Amidst a challenging year for eCommerce, the health and beauty sector has emerged as a standout performer. While overall online revenue and site traffic have stagnated, health and beauty retailers have consistently reported buoyant sales.
Notably, the fragrance sub-category has experienced the most significant growth, with average basket values around £40 and individual items often exceeding £60. This trend suggests that consumers continue to invest in premium beauty products despite broader economic uncertainties (IMRG).
Walmart and Costco: eCommerce Pioneers on the Rise
Retail giants Walmart and Costco are flexing their eCommerce muscles, reporting impressive growth. Walmart's stock soared 82%, while Costco saw a 50% jump, driven by their strategic adoption of digital platforms and tech innovation. By integrating physical store capabilities with robust online fulfillment, they’ve shown how traditional retailers can thrive in a digital-first era (Investors.com).
Marketing Budgets Reach Decade-High Levels
In the second quarter of 2024, marketing budgets saw their most significant increase in a decade, with a net balance of 15.9% of companies reporting budget expansions. This surge reflects a "brightening economy" and declining inflation, encouraging brands to invest more in their marketing efforts. Notably, main media budgets, encompassing video, audio, published brands, and out-of-home advertising, returned to growth, marking the most optimistic figures since the third quarter of 2023 (IPA Bellwether Report).
Encore's AI-Powered Revolution for Thrifters
Enter Encore, the AI-driven search engine redefining secondhand shopping. With the explosion of secondhand fashion, this innovative tool lets users perform hyper-specific searches across resale platforms, merging the nostalgia of thrifting with cutting-edge technology. With 50,000 monthly searches, Encore is empowering consumers to shop sustainably and smartly.
Bluesky Gains Momentum with New Users
The "rebel" social media platform Bluesky, positioned as an alternative to Elon Musk's X, is experiencing remarkable growth. Recent data from Similarweb shows a 500% surge in U.S. usage and a 350% increase in daily active users in the U.K., with a significant spike in activity following the U.S. elections.
Despite this impressive growth, Bluesky's audience remains much smaller compared to X, making it a platform to watch rather than an essential addition to your social media strategy —at least, for now.
The Big Picture
2024 has been a year of disruption, reinvention, and opportunity. Whether in eCommerce or marketing, the focus is clear: adaptability and innovation are the keys to thriving in a fast-changing landscape.
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