| | Your Friday reading
The Supreme Court delights the internet by deciding to refer to ‘X’ as ‘Twitter’
In a case about Covid-19 misinformation and content moderation on social media, a detail in the court documents caught the eye of those who have never quite taken to Twitter’s new name.
The paragraph read: “Since the events of this suit, Twitter has merged into X Corp. and is now knows as X. Facebook is now known as Meta Platforms. For the sake of clarity, we will refer to these platforms as Twitter and Facebook, as they were known during the vast majority of the events underlying this suit.”
Cue lots of support across social media, with takes such as, “SCOTUS unites the country”.
We like the new Visit Oslo ad
An ad for a city featuring somebody who isn’t particularly enamoured with the place they live but whose list of gripes look much more like charming plus points to the viewer. Watch it on YouTube.
More in travel: ‘Project Delta’: How Eurostar Group got its people on board with digital transformation
Cookies are dying for a reason and it’s time for senior marketers to talk about it
Is hyper-personalisation a good thing?
“Almost all the discourse has been about how to replace cookies, but rarely stopping to ask whether they were truly a good idea in the first place,” write Gerry D’Angelo & Jerry Daykin on behalf of the Conscious Advertising Network. Read over at Marketing Week.
Related reading: Above all else, consumers want their data used responsibly
Is synthetic research potentially dangerous?
Kate Moran from Nielsen Norman Group says synthetic data in place of user research must be approached with care.
It’s probably not for you if, “Your stakeholders may see synthetic research as a replacement for real research.” Or indeed if, “Your user population is niche or specialized (and thus less likely to be documented in training data.)”
Moran recommends synthetic research to be treated as desk research that warrants further investigation and urges readers to “Understand that people's documented thinking and behaviors are likely different from real life.”
Refresh yourself on UX principles: Guide to User Experience and Interaction Design
Douyin and Little Red Book are bright spots as China’s 618 ecommerce sales drop for the first time
This year's 618 Festival, one of China's largest annual shopping events (created in 2010 by JD.com as a competitor to Singles’ Day), saw subdued sales in a trend that has characterised many of China's formerly lavish shopping bonanzas in recent years. However, some noteworthy stand-out performances came from video-focused Douyin, which has developed into a force to be reckoned with in China's ecommerce landscape, and social commerce platform Xiaohongshu.
Douyin, which originated as a short-form video app (it is TikTok's sibling app in China) has made ecommerce a major part of its offering, most recently launching a standalone app for its ecommerce business in March. During this year's 618, it reportedly hosted a cumulative 40.5 million hours of livestreams, and its short videos featuring shopping links attracted 115.1 billion views.
Beauty brands did particularly well on Douyin, with Subramania Bhatt, CEO and Founder of market research firm China Trading Desk telling Jing Daily that, "Douyin capitalized on its massive user base and livestreaming capabilities to drive sales across all segments, particularly beauty and fashion," adding that beauty brands' 618 revenue could be 40% up on last year.
Meanwhile, Xiaohongshu (also known as RED or Little Red Book) reported that its ecommerce turnover tripled during the festival, thanks to its encouragement of influencers testing out ecommerce livestreaming (South China Morning Post). In particular, orders placed during livestreaming sessions between 19th May and 10th June were reportedly more than 5x those of 2023.
Xiaohongshu is considered an emerging ecommerce player in China, having historically opted to focus more on the community side of its platform. In January Xiaohongshu released its first ever annual ecommerce report, and the platform very recently merged the buyer and seller side of its ecommerce operations under livestreaming head Yin Shi. |
Fast Track to Digital Marketing: Next intake, September 17th
Fast Track to Digital Marketing is an 8-week training course covering the key digital marketing topics every marketer should understand. Your team will come away armed with the latest techniques to drive growth and be able to: understand key issues, frameworks and strategies; communicate confidently with stakeholders; and benefit from practical skills that can be immediately actioned . |
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| The Marketing Capability Leaders Forum
September 26th, Waterloo, London, 9am GMT
At Econsultancy HQ, we’ll be hosting our Q3 meet-up for senior leaders in marketing and ecommerce. You’ll hear from a panel of marketing leaders as they reveal how they have navigated transformation, placing capability at the heart of their strategies.
Please note, the forum is invite-only, so registrations are subject to approval. |
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| Join us on Thursday 3 October at The Brewery, London and get ready to gain invaluable insights, actionable ideas and discover the latest trends and strategies that are shaping the marketing landscape. |
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Quick Guide to Ecommerce
An introduction to ecommerce strategies, offering practical advice and guidance that marketers and ecommerce professionals can apply in their day-to-day roles. |
Effective Leadership in the Digital Age
This report draws on Econsultancy’s years of research into how leadership is changing in a digital world and offers useful insights and practical models for navigating the evolving landscape. |
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