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The Ecommerce Weekly - 28 March 2022

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Why is Performance Marketing so difficult at the moment?

In the olden days of performance marketing, if you were selling men’s underpants then you may spend £1000 to get 20 sales. 

In the cookie-less world you have to spend £2000 (men AND women) to get to the same 20 people.

But actually we have been through this before with the Adblockalipse.

Any old person who is vaguely tech savvy (and all young people) have already blocked ads... and BTW (as predicted) adblockers also sell advertising so they were really inserting themselves as part of the ecosystem (rather than truly wanting to block ads) so there has always been a dark audience out there that has been difficult to reach.

If you are really honest (morally and intellectually), you have never been seeing the whole truth. You may have been seeing trends. 

Ironically, it is perhaps the most technically advanced pureplay businesses which have been most affected by data privacy regulation. So maybe it is time to get modelling (Econometrics vs Marketing Mix Modelling)? 

In conclusion, first party data is now more crucial than ever and organic assumes a far greater role in your marketing mix.

And on that note, here is our usual selection of the best ecommerce and digital marketing news from the past week to enjoy. 

Success is not final, failure is not fatal: it is the courage to continue that counts.

(Winston Churchill)

UK ECOMMERCE NEWS - New Look, OnBuy, Selfridges...

UK Ecommerce Newsletter

New Look strengthens omnichannel offering.
(Charged Retail)

Cadbury’s virtual Easter egg hunt returns.
(The Drum)

OnBuy seeks more international sellers to meet UK ecommerce growth.

Me+Em has received a funding injection as it targets international growth.
(UK Fashion Network)

Morrisons To Offer Rapid Grocery Delivery With Gopuff.
(Kam City)

Selfridges launches world-first metaverse department store
(Charged Retail)

Eve Sleep grows full year revenue as shoppers headed online during lockdown.
(Retail Gazette)

Amazon launches first-ever fully electric HGVs in UK.
(Drapers Online)

Asda’s full online range of products via on-demand delivery platform, buymie (Leeds & Bristol).
(Kam City)

The Very Group partners with commercetools to transform ecommerce platform.
(The Very Group)



International ecommerce newsletter

Pepsi enlists silent TikTok star Khaby Lame to pour new nitro cola.
(Marketing Dive)

Coke sets sights on mobile gaming with League of Legends developer deal.
(Marketing Dive)

Instacart's rebrand reflects speedy evolution of grocery delivery.
(Marketing Dive)

Tommy Hilfiger, DKNY & others to participate in Metaverse Fashion Week.
(Retail Dive)

Island, the startup offering an enterprise-focused web browser, worth $1bn.
(Tech Radar)

Swiss brand On reports record annual sales thanks to strong Q4.
(Fashion United)

BigCommerce releases new multi-storefront feature.
(Charged Retail)


DIGITAL NEWS - Twitter, Shopify, Google, 

Digital Image for newsletter

Instacart's new tech platform lets retailers sell ads on their sites.
(Marketing Dive)

Twitter rolls out keyword search for DMs.
(Social Media Today)

Shopify launches new ‘Linkpop’ with built-in ecommerce features.

Meta renames its ad automation tools to clarify the purpose of each element.
(Social Media Today)

Instagram will enable all users to tag products in feed posts.
(Social Media Today)

Google tests catching heart, eye issues from smartphone sensors.

Instagram tests new 'scheduled' sticker for stories.
(Social Media Today)

Glia going for an AI-based CRM.


IN THE MARKETS - Thread, The Mothership, Blidz, Netflix...

In the markets newsletter

UK's Threads Styling raises $12 million to expand e-commerce.

Ecommerce company The Mothership has secured £16.7m of funding.
(UK Tech News)

Amazon acquires multichannel order management software company Veeqo.
(CB Insights)

Finnish social shopping app Blidz has raised 6 million euros in Seed funding.
(Ecommerce News)

ShopThing raises $ to scale live video shopping marketplace.

Netflix acquires independent game developer Boss Fight.

Apollo lines up banks to finance £6bn takeover bid for Boots
(Sky News)

Ecommerce startup cheapskate secures £540,000 in seed round.
(Business Leader)

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