Search Themes?

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

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🔍 Google Performance Max Introduces "Search Themes" Feature

Google introduces "Search Themes" for Performance Max campaigns, allowing advertisers to guide AI and capture relevant traffic. Advertisers can add up to 25 themes per ad group. It's designed for situations like new market expansions and promoting without historical data. Search Themes is in beta, with more insights expected in 2024.

🤝 HubSpot & TikTok Launch B2B Lead Generation Partnership

HubSpot and TikTok's new integration allows TikTok leads to sync in real-time with HubSpot's Smart CRM, addressing the rising acquisition costs faced by 53% of U.S. SMBs. Currently available in the U.S. and Canada, it offers businesses AI analytics to measure campaign success. Early adopters get a $200 TikTok ad credit, and notably, 57% of users are inclined to purchase after viewing a TikTok ad.

📸 Instagram Now Offers Reminder Ads in Stories

Instagram's Reminder Ads feature has expanded, now supporting Stories and integrated creation in Ads Manager, beyond its initial in-feed placement. These ads alert users thrice: a day before, 15 minutes prior, and at the event's start, maximizing engagement for launches and events using Instagram's billion-user network, presenting a valuable tool to amplify hype and participation seamlessly.

🤖 Facebook tests AI-generated profile pictures and post support

Meta is exploring generative AI tools on Facebook, offering AI-created profile pictures, mirroring TikTok and Snapchat's features. They're also testing AI-driven post creation from user prompts, similar to LinkedIn's previous rollout. Concerns arise about genuine engagement and the authenticity of "social" media with AI-generated content. Meta's goal: reinvigorate original posting and tap into the expanding AI trend.

🛍️ Consumers prioritize simplified e-commerce and sustainable returns

As the holiday season approaches, 57% of U.S. retailers blend physical and digital operations for streamlined buy-online, return-in-store experiences. While 84% of shoppers start online, email remains their top engagement method (47%). However, 55% of 25-34-year-olds prefer social media. Despite 49% of retailers focusing on eco-friendly return operations, 55% of young adults prioritize sustainability, with 17% avoiding non-green brands.

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