In my latest Digital Digest from December 2nd, I’ll tell you about the first figures for Black Friday 2024. I also talk about Vodafone’s first AI advert and about four DMEXCO strategies for green marketing.
Happy reading
Yours, Verena
🖤 Black Friday: US sales increase by 3.4 per cent
On Black Friday 2024, US retail sales increased by 3.4 per cent compared to the previous year, according to Mastercard – mainly due to a 14.6 per cent increase in online sales, while brick-and-mortar sales only increased by 0.7 per cent. Adobe Analytics reported a record 10.8 billion dollars in online spending, which corresponds to an increase of 10.2 per cent. Popular products included make-up, skin and hair care products as well as Bluetooth speakers and espresso machines. >>> Businesswire
👴🏼 Google searches are becoming the domain of older people
Traditional internet searches with Google are increasingly becoming the domain of older and less experienced users. Young users, on the other hand, are more and more having their questions answered by AI applications such as ChatGPT and Claude. Or they search for information on the – extremely unreliable – TikTok. This threatens Google’s search business, which is worth billions. >>> Wall Street Journal
🏴☠️ Netflix, Disney+ & Co. The return of pirated copies
The rising costs and the fragmentation of the streaming offerings from Netflix, Disney+, Amazon Prime Video & Co. are leading to a return of pirated copies. Many people are again downloading films and series illegally to save money. Legal services, once an effective means of combating piracy, have become unattractive due to high prices and scattered content. Instead of harsh penalties, experts are calling for more attractive offers, such as bundling and fair prices. >>> Standard / Velgekte
🫶 TikTok: With a charm offensive against impending bans
TikTok is responding to the threat of bans in countries such as Australia with a targeted "charm offensive". The company is attempting to emphasise its independence from its Chinese parent company ByteDance through increased PR activities, lobbying and transparency. This includes measures such as inviting journalists to data centres, disclosing security measures and holding talks with government representatives. >>> Handelsblatt / MSN
🤷 Smartphone buyers with little interest in AI
According to IDC, the global smartphone market will grow by 6.2 per cent to 1.24 billion devices sold in 2024 – mainly driven by pent-up demand for device upgrades. Despite the hype around generative AI (GenAI), these features have yet to have a significant impact on consumer purchasing decisions. IDC predicts that GenAI smartphones will account for around 70 per cent of the market by 2028, but further investment is needed to deliver compelling "must have" features. >>> IDC
🤖 Vodafone with the first AI advert
Vodafone Germany presents "Rhythm of Life", an AI-based advertising campaign that shows human emotions in moments of life, accompanied by the hit "The Rhythm of the Night". All characters and scenes were created using AI. The campaign emphasises networking as the heartbeat of the digital society, without replacing human creativity. Vodafone manager Anne Stilling on the background to the AI campaign: "Our brand wants to show what people and technology can achieve together." >>> Horizont (€)
🌳 DMEXCO: Four strategies for green marketing
The DMEXCO blog describes four strategies for successful green marketing. Companies should develop authentic campaigns with ecological messages and create trust through transparent communication. Cause-related marketing can support social projects, and recognised sustainability certificates such as Fairtrade strengthen credibility. This is how companies promote sustainability and retain customers. >>> DMEXCO
📱 Black Friday: App sales weaker than in 2023
According to an analysis by AppsFlyer, in-app purchases on Black Friday 2024 in Germany increased by 42 per cent compared to the average Friday in November. Nevertheless, they recorded a decrease of 14 per cent compared to Black Friday 2023. Android app installs increased by 128 per cent, while iOS installs increased by 42 per cent. Remarkably, remarketing conversions increased by 47 per cent year-on-year, underlining the effectiveness of targeted campaigns to retarget users. >>> Frische Fische
🏠 Working from home: Researchers puzzle over the effects
Researchers are investigating productivity in the home office, but studies often deliver contradictory results. While some companies see positive effects, the Ifo Institute criticises full-time working from home as a productivity killer. Studies are usually based on subjective opinions rather than objective key figures. Problems such as individual suitability, different tasks and comparability make it difficult to draw reliable conclusions. Hybrid models, for example at SAP and Otto, are increasingly seen as a solution. >>> t3n
🎄 Decent start to the Christmas season
Christmas business got off to a mixed start for many German retailers. According to the HDE, large companies and city centre shops are often satisfied, while clothing retailers are weakening. Consumer electronics, books and food are doing well. The situation is characterised by falling customer footfall and subdued consumer sentiment. Overall, retailers are expecting an increase of 1.3 per cent to 121.4 billion euros for the two-month Christmas period. >>> Absatzwirtschaft
