Google in legal Trouble!

Hey there scroller 🤳

Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

If your pal sent this to you, then subscribe to be the savviest marketer in the room😉

📲 TikTok Updates EU User Features; Possible Impact on Usage

In response to the EU Digital Services Act, TikTok's introducing modifications for EU users: the option to disable personalization, altering "For You" and "LIVE" feeds to display generic popular videos; no personalized ads for users 13-17; and a feature to report potentially illegal content. TikTok will also improve transparency in its moderation processes. These changes reflect Europe's evolving stance on digital activity and user privacy.

🎒 Back-to-school costs soar amid inflation

Americans are bracing for a record-high back-to-school shopping bill this year amid rising inflation, with the National Retail Federation forecasting an unprecedented $41.5 billion spend, up from last year's $36.9 billion. As per the NRF, families will spend an average of $25 more than in 2022. Phil Rist of Prosper Insights & Analytics remarked, "Consumers are stretching their dollars... and are more likely to shop at discount stores than last year."

🛍️ Offline retail sales projected to hit $4 trillion by 2028

Despite the surge in e-commerce, offline retail sales are still significant, reaching $3.6 trillion in 2022, and projected to hit $4.2 trillion by 2028, constituting 72% of the retail market, per Forrester. Factors include consumers' enjoyment of in-store shopping and high inflation. Click-and-collect sales are set to surpass $100 billion this year, with an expected rise to $200 billion by 2028. Notably, physical stores are vital for resale markets and D2C brands, boosting brand visibility and offsetting e-commerce costs.

🔍 Google Faces Antitrust Trial

The U.S. District Court advanced some antitrust claims against Google to trial while sidelining others centered on Google Search's design. Stemming from allegations by the DOJ and 38 state Attorneys General, the core of the dispute addresses Google's exclusive contracts with browser developers and Android device manufacturers for being the default browser. This trial could potentially reshape the digital advertising landscape, challenging Google's stronghold in search and online advertising. The decision underscores the larger debate on tech giants' market dominance.

Thanks for scrolling with us😉

We'd love to hear your feedback on today's issue of Marketing Scroll! Simply reply to this email and share your thoughts on how we can improve our content and format.

Have a great day, and see you tomorrow🕺