Good morning, Marketers, are you running any product campaigns for the holidays?

While it will be the shortest holiday season since 2013, leaving only 22 days between Cyber Monday and Christmas (six days shorter than average), this year’s shorter holiday season won’t hurt e-commerce sales, Adobe predicts. The company expects e-commerce revenues this year to be 14% higher than last year, climbing to $143 billion. Marketers should be prepared to launch holiday campaigns earlier than usual to reach their holiday goals. With retailers and consumers already getting a head start on the shopping season, Adobe predicts the shortened holiday will not impact how much revenue is up for grabs.

In fact, according to an Episerver study of 4,500 shoppers in the U.S., U.K., and other countries, it’s estimated that 42% of holiday shoppers will make most of their gift purchases on Amazon this year. During holiday shopping, 32% of consumers will start on Amazon, followed by Google (18%) according to the survey. While those stats may sound daunting for Amazon’s competitors (not named Google), the “half-full” narrative is that 47% of people “will buy few or none” of their gifts on Amazon.

For other retailers, it’s tough competition – but not impossible. Check out our guide on the key strategies marketers should be considering during massive online shopping events like Prime Day, Black Friday and beyond.

Keep scrolling for more news, including a Pro Tip on how shifting to a simpler campaign structure can help scale your Facebook ads.

Taylor Peterson,
Deputy Editor

Pro Tip

Build a sound foundation to scale your Facebook campaigns

“The first step to establishing a sound foundation to scale your social program is to simplify your account structure where possible,” explains SMX East speaker Zenia Johnson of 3Q Digital. “Multiple campaigns and dozens of ad sets have us struggling to identify the little pockets of performance to scale efficiency. A simplified structure performs with better conversion rates and lower costs for most clients. When shifting to this structure, you’ll essentially be paring down all potential for campaign/ad set overlap.”

Learn More »


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Social Shorts

Sprout Social headed for an IPO, Hootsuite partners with Proofpoint

Sprout Social files to go public. The social media management platform Sprout Social has filed for its IPO, reports Crunchbase. Founded in 2010, the company currently has 23,000 customers in 100 countries per its S-1 filing, with the lion’s share of its revenue coming from software subscriptions. “The company estimates that the market opportunity for its product is $13 billion in the United States. And since about 30 percent of its revenue came from customers in other countries in 2018, Sprout believes the international opportunity is, at least, as large,” writes Crunchbase. Sprout Social revenue in 2018 was $78.8 million, up from $44.8 million the previous year.

Hootsuite and Proofpoint deliver compliance tool. Hootsuite and Proofpoint, a security and compliance company, have partnered to offer a real-time compliance verification feature for composing and publishing social media content via the Hootsuite composer platform. “This feature will put up the guardrails, and give our customers in regulated industries the confidence to empower their people to capitalize on the power of social media to achieve their business objectives, particularly around social selling,” said Hootsuite SVP of Product and Technology Ryan Donovan. The tool will be integrated into Hootsuite’s composer platform so that social media posts will be automatically screened — alerting Hootsuite users to common compliance policy violations as they type. Users will not be able to publish a social post until the violation is corrected.

Buffer adds scheduling feature for Instagram Stories. Earlier this month, the social media management tool Buffer rolled out a new feature that allows users to plan their Instagram Stories in advance, with the option to storyboard their posts, create draft captions, and schedule a reminder for posting for the Story. “We spent months talking to consumer brands that are using Stories as a key channel for their marketing, and found that there was a common theme; they were spending too much time navigating between tools to prepare their Stories, and scrambling to keep up with their audience’s appetite for regular content,” said Buffer Product Marketer Mike Eckstein. The feature is available on Buffer’s web application, as well as its iOS and Android apps.


See The BIG SMX East Preview!

SMX East kicks off November 13-14 in NYC — and it’s our biggest agenda ever. Join us for over 100 search marketing presentations from industry experts and market-defining solutions providers, including two new tracks on agency operations and local search marketing for multi-location brands. Click the link below to access your exclusive preview of everything in store!

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What We're Reading

We've curated our picks from across the web so you can retire your feed reader

How Blockchain is Disrupting Digital Marketing and Where It’s Headed – CMS Wire

5 Words That Could Undermine Your Customer Experience Strategy – Forbes

Here’s the Internet’s ‘Birth Certificate’ From 50 Years Ago Today – Gizmodo

Google is slowly figuring out how to make money outside of advertising – Quartz

Google brings its ‘.new’ domains to the rest of the web, including to Spotify, Microsoft & others – TechCrunch

WhatsApp fixes the notification badge on muted iOS chats – The Verge

NBCUniversal rolls out shoppable ad unit – Retail Dive

Talking with former Facebook security chief Alex Stamos – Columbia Journalism Review