{"id":631039,"date":"2023-04-19T09:56:21","date_gmt":"2023-04-19T14:56:21","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/04\/19\/marketing-briefing-tiktoks-smart-performance-campaigns-show-platforms-automation-push\/"},"modified":"2023-04-19T09:56:21","modified_gmt":"2023-04-19T14:56:21","slug":"marketing-briefing-tiktoks-smart-performance-campaigns-show-platforms-automation-push","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/04\/19\/marketing-briefing-tiktoks-smart-performance-campaigns-show-platforms-automation-push\/","title":{"rendered":"Marketing Briefing: TikTok\u2019s Smart Performance Campaigns show platform\u2019s automation push"},"content":{"rendered":"
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April 18, 2023\u00a0\u00a0\u2022\u00a0\u00a05 min read<\/span> \u00a0\u2022\u00a0 By Kristina Monllos<\/a><\/p>\n<\/div>\n

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\n\t\t\t\t\tIvy Liu\t\t\t\t<\/p>\n<\/p><\/div>\n

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TikTok\u2019s fate in the U.S. might still be up in the air<\/a>, but in the interim the platform is vying for more performance marketing ad dollars. In recent months, TikTok has been pushing more performance-focused offerings, particularly its Smart Performance Campaigns, according to marketers and agency executives, who said that it\u2019s still early days for the effort.\u00a0<\/p>\n

Despite the uncertainty of its longevity in the U.S. \u2014 last week Montana lawmakers voted to ban the app in the state<\/a> \u2014 TikTok is \u201cundergoing a significant evolution towards prioritizing performance marketing,\u201d said Brendan Gahan, chief social officer and partner at Mekanism. In doing so, Gahan explained, TikTok has not only launched its shopping capabilities, self-serve dashboard and search ads<\/a>, but also rolled out its artificial intelligence-driven Smart Performance Campaigns.\u00a0<\/p>\n

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While TikTok is \u201cpushing more performance campaigns in general, it\u2019s definitely a test and learn environment, where benchmarks need to be established within the platform and how to compare performance to other channels\/partners,\u201d explained Erica Patrick, svp and director of paid social media at Mediahub. <\/p>\n

It\u2019s unclear how much marketers are increasing their performance marketing dollars on the platform just yet. However, marketers and agency execs said that, overall, TikTok\u2019s share of social spending has increased from roughly 15% of social ad budgets last year to roughly 25% of social ad budgets this year. As for the Smart Performance Campaign effort specifically, marketers and agency execs said it\u2019s to soon to tell what its impact will be and that they don\u2019t have figures for spending nor performance to share yet.\u00a0<\/p>\n

\u201cSmart Performance Campaigns work like a regular campaign but they allow the machine to optimize based on what the user is doing,\u201d said Dan Yhip, director of media investments and platforms at No Fixed Address, adding that the offering is part of a larger trend of platforms pushing automated media buying options now. <\/p>\n

\u201cAs you take manual buying away from buyers and have the automation there, automation gets better,\u201d explained Yhip. \u201cThen buyers can lean into what the data is telling us and how can I optimize the experience.\u201d<\/p>\n

Katya Constantine, CEO of performance marketing shop DigiShopGirl, likened the Smart Performance Campaign push from TikTok to Google\u2019s AI-based solution Performance Max offering. Meta is also pushing its own AI media buying offering, Advantage+, which the company announced in February<\/a>. \u201cThis next iteration of black box, AI-driven marketing tools is the future,\u201d noted Constatine.<\/p>\n

As more automation comes into play for advertisers and media buyers, questions about control or the future lack thereof are bubbling up. The answers to those questions are yet to be seen.\u00a0<\/p>\n

\u201cWe are seeing a push across the board to more automation, such as Smart Performance,\u201d said Patrick. \u201cWhile this can streamline setup it can also mean less control for advertisers, so it\u2019s not a one-size-fits-all solution, but there is speculation this automation will become the only way to buy across the industry.\u201d<\/p>\n

3 Questions with Monica Ho, CMO of SoCi marketing platform\u00a0<\/h2>\n

SoCi is further integrating artificial intelligence into its offerings. Why?<\/strong><\/p>\n

We\u2019re a marketing platform built specifically for multi-location brands to really manage all of their digital marketing efforts across search, social reviews, and really manage their brand at the national level and the local level. What we\u2019re really focused on right now is helping our marketers, our partners grow in this market. We\u2019ve got still Covid, we\u2019ve got [the] recession potentially looming. We know budgets are tight. We know resources are tight. That\u2019s always been our march. Our focus is [to] consolidate everything into one tool. We\u2019re going to make it efficient for you. <\/p>\n

Give me an example of that. Why does it matter?\u00a0<\/strong><\/p>\n

We just launched an integration with Open AI. With this integration with OpenAI, what happens now is you get an alert that a [product] review happened. Immediately, we give you a suggested response through this Open AI feature, ChatGPT. And all you need to do is review it, post. ChatGPT, OpenAI, what they\u2019re going to do is to make us a lot faster, a lot more efficient. It still needs that little bit of human involvement because it\u2019s still not yet known how accurate some things are. <\/p>\n

Shifting gears, performance and digital marketing is becoming more crowded with advertisers and brands. What will be the role of organic, digital communities in marketing this year?<\/strong><\/p>\n

Communities have a lot of potential for businesses. We\u2019re seeing a lot of brands start to invest there. Brands have been challenged to engage communities. There\u2019s a lot of communities popping up that they\u2019re just not involved in. Even if it\u2019s content they can\u2019t use, say for social, listening in on those communities is invaluable. The best part about these communities [is] they\u2019re free. You\u2019re listening, you\u2019re learning [and] you may have some content you can post.\u00a0\u2014 Kimeko McCoy<\/em><\/p>\n

By the numbers<\/h2>\n

Marketers say they will be using technology to streamline content creation, management and distribution to remain competitive amid the current economic uncertainty, according to the\u00a0State of Content report<\/a>\u00a0commissioned by the cloud-based digital content management platform Bynder. For the report, 1,297 global CMOs were surveyed about their plans regarding content goals, challenges and future investments. Find more details from the report below:<\/p>\n