Going Mall-In On Social Commerce; The ROI on DEI – AdExchanger

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Against Mall Odds

TikTok is many things: a payday for influencers, a news service, an entertainment provider, a music video player, a search engine and more.

“Though, what executives really want TikTok to be known as is a digital shopping mall,” MarketWatch reports.

TikTok confers purchasing power. One breakthrough moment in the US two years ago was when a TikTok trend emptied stores of Ocean Spray.

But TikTok hasn’t been able to create a social commerce boom in Europe and the US like it has in China.

“The actual commerce delivery experience is often disconnected from the advertising conversation because advertisers usually just want to tell you about a product and make sure you convert,” says Ana Milicevic, co-founder of Sparrow Advisers.

For instance, Facebook has generous incentives for advertisers to send shopper traffic to Facebook to convert, rather than to the brand’s website or Amazon page. But ad…

Read Full Story: https://news.google.com/__i/rss/rd/articles/CBMiP2h0dHBzOi8vd3d3LmFkZXhjaGFuZ2VyLmNvbS9hZC1leGNoYW5nZS1uZXdzL3RodXJzZGF5LTI3MTAyMDIyL9IBAA?oc=5

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source: https://news.oneseocompany.com/2022/10/26/going-mall-in-on-social-commerce-the-roi-on-dei-adexchanger_2022102634458.html

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