Marketing

☠️ TikTok introduces GMV Max Ads to automate ad campaigns on TikTok Shop, potentially leaving media buyers unemployed. Rankster Team reports on August 01, 2024, about the AI-driven campaigns that use existing content to achieve set ROI goals. While effective, high ad spend is required, and it leaves users in the dark about which content performs best. The system also prohibits running manual ads alongside GMV Max ads. Despite the downsides, the strategy indicates a shift in focus from ads to content creation.

🍔 Bojangles is fostering long-term loyalty by amplifying word-of-mouth and analyzing customer data to understand consumption patterns and preferences. Using its mobile app, third-party delivery services, and ezCater, the chain studies variations in weekday vs. weekend behavior and identifies popular "menu hacks." The company also values insights from employees and franchisees for new product development. Personalized offers, tested regularly, help segment audiences based on loyalty to products, offers, or meal times, informing targeted marketing strategies for new, lapsed, and current guests.

✈ Ryanair partners with Paxport, its first approved OTA aggregator, enabling flight offerings to Paxport's OTA network with full price transparency. This deal grants customers access to their myRyanair account and flight updates without Ryanair's customer verification. Paxport joins approved OTAs like Expedia, Etraveli, and TUI. Dara Brady, Ryanair's CMO, and Simon Taylor, Paxport's head of commercial, express enthusiasm for the partnership, foreseeing mutual benefits and support for the travel industry.

🏨 Wowcher partners with SiteMinder to offer more deals to travellers, targeting Wowcher's 20-million-plus subscribers. UK and Irish hotels using SiteMinder can now market a wider range of rooms, tapping into Wowcher's base where up to 80% are first-time guests at featured hotels. SiteMinder's Changing Traveller Report 2023 found nearly 50% of UK travellers opt for package deals or shorter stays due to increasing prices. This integration seeks to provide exceptional value and drive incremental bookings amidst rising living costs.