Amid video growing pains, Amazon Live struggles to attract publishers

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By Max Willens

Amazon had hoped to celebrate Cyber Monday with a big helping of publisher-supplied shoppable live video this year. With one notable exception, those hopes went unfulfilled. 

More than two years after renewing focus on its live-stream shopping product, Amazon Live, Amazon is still mostly reliant on an eclectic collection of reality TV stars and YouTubers to deliver live video content, despite months of efforts to recruit publishers and the audiences they’ve amassed on other platforms. 

While Amazon continues to play a defining role in most publishers’ affiliate commerce businesses, many publishers regard it warily. And in sizing up Amazon’s Live entreaties, many heard something that was unfocused and vague, with the only real clear priority being training publishers’ audiences to use Amazon Live, according to sources at four publishers that Amazon pitched. Those sources spoke on condition of anonymity to avoid jeopardizing an important business relationship.

“They had nothing to share about how to build an audience,” said one publisher source that discussed Amazon Live with Amazon.

While Amazon has offered up some money to ease the costs that come from producing live content, the amounts themselves often fell short of what would be required to produce high-quality live video at the scale that Amazon requested. One source said that, in exchange for four hours worth of live video every month, Amazon would pay less than $5,000. 

Over the past year and a half, the combination of extensive lockdowns, accelerated e-commerce activity and boredom have fueled speculation about the rise of live-streamed shopping, a consumer behavior that has grown commonplace in China but has yet to achieve mass consumer adoption in the United States. 

And over that time frame, Amazon has managed to turn Live into a meaningful source of revenue for some independent creators, with some pulling in tens of thousands of dollars during sales holidays such as Prime Day. 

But Amazon, which declined to comment on the record for this story, has never released information about how many creators, brands or publishers are creating content for Live. And publishers still have scars from their last platform-pitched foray into an unproven live video format (see Facebook Live). And with many reluctant to trust Amazon today, they are for the most part continuing to sit this out. 

“I don’t feel the need to push into the space before having that relative confidence that our efforts would produce something meaningful,” said a third source that Amazon pitched. “It felt like they really didn’t have it figured out for publishers just yet.” 

Sellers’ market(ing)

On one level, Amazon Live is simply the next step forward for its affiliate marketing program, Amazon Associates. Its dynamics will be familiar to any publisher: if an Amazon customer watches an Amazon Live video, then purchases one of the video’s featured products within a short period of time, the video’s creator gets a commission, which varies by product category. 

There is no set list of skills or qualifications needed to hawk goods on the internet. But the quality that Amazon seems most interested in …read more

Source:: Digiday

      

Lawmakers Marjorie Taylor Greene And Nancy Mace Show Open Hostility To One Another On Social Media

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By Adam

There have been many instances in American history where lawmakers became close friends even though they were from opposing parties. House Speaker Tip Ol’Neill and President Ronald Reagan had an intimate relationship. Even President Barack Obama and House Speaker John Boehner could come to terms with their differences. George H.W. Bush’s close friend was President Bill Clinton. Bush is very close friends with President George W. Bush.

Tip O’Neill and Ronald Reagan would be friends on Facebook if they were alive today. However, that is not the case for most lawmakers.

CNN last week reported that many House of Representatives feel they are in an increasingly toxic environment at work. This is one that has been characterized by bitter exchanges and threats as well as fears over the loss of decorum.

Just weeks ago, two Republicans and Democrats censured Rep. Paul Gosar for sharing an animated social media video that showed the death of Rep. Alexandria OcasioCortez.

Anti-Social Conduct

It is clear that legislators are not shy in their disdain for one another. A series of exchanges took place between Republican Rep. Lauren Boebert (Colorado) and Democratic Rep. Ilhanomar (Minnesota). After the two spoke on the phone, which seemingly only made matters worse – each took to social media to call out the other!

Not just political enemies from the same party are sharing their dirty laundry via social media. Two Republican lawmakers took to Twitter Tuesday to vent their frustrations to each other.

Rep. Marjorie Taylor Green, a Republican from Georgia, expressed dissatisfaction with Rep. Nancy Mace (R.S.C.), reaction to Rep. Boebert’s hostile remarks towards Rep. Omar. Greene accused Mace, instead of her fellow Republicans, of aligning with Omar and progressive wing Democrats.

“@NancyMace, the trash at the GOP Conference. Never attacked by Democrats or RINO’s (same thing) because she is not conservative, she’s pro-abort. Mace you can back up off of @laurenboebert  or just go hang with your real gal pals, the Jihad Squad. Rep. Greene wrote, “You’re out of your league,” (@mtgreenee).

Rep. Mace fired back, “*you’re. And, while I’m correcting you, I’m a pro-life fiscal conservative who was attacked by the Left all weekend (as I often am) as I defied China while in Taiwan. The only thing I am is not a racist or religious bigot. It might be worth trying that in your own little “league.”

Mace shared some colorful Emojis that drove home her point.

Such hostility – even among those on the same side of the aisle – is likely only to get worse before it gets better. This shouldn’t be viewed as a good thing for democracy.

Matthew J. Schmidt, Ph.D. is an associate professor of political science, national security, and political science at Yale University.

It fires up your staff You can also see the other side. But you get clicked either way. Schmidt said that there is …read more

Source:: Social Media Explorer

      

Digiday+ Research: Vaccination requirements rare among publishers, agencies

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By Max Willens

Over the past two years, the media industry has played a crucial role in shaping the norms and expectations around mask-wearing, vaccinations and how employers should incorporate them into their businesses. 

It has also largely stopped short of requiring its employees to get the vaccine themselves, according to new Digiday+ research. 

In early November, Digiday surveyed a panel of media professionals on a number of topics, including how they and their employers were handling the prospect of returning to work in offices; 72 agency professionals and 59 publisher professionals answered questions about how their employers were approaching the issue of vaccines. 

Less than one-fifth of the respondents overall said that their employers were requiring all employees to get vaccinated. A slightly higher percentage of agency respondents indicated vaccines were required, though the disparity between the industries was within the margin of error. 

This low rate contrasts with the U.S. government’s ongoing attempts to mandate vaccinations for American workers. In early November, the Biden administration announced that the Department of Labor would require that businesses with over 100 employees ensure that their workers either be vaccinated or get tested on a weekly basis by Jan. 4, 2022. That requirement has received dozens of legal challenges, which are being considered by a federal appeals court.

Publisher and agency executives may be reluctant to apply strong requirements when so many of their workers are performing their jobs remotely, and expect to continue doing so. Digiday has asked survey panelists on a quarterly basis about their plans for returning to office work, and while the participants in each survey have not been consistent over time, the surveys have consistently shown that some measure of remote work will be a fixture in the media industry. Close to half the respondents of the most current survey have said that they can either work from home permanently or they haven’t heard anything concrete from their employers about when all employees will be expected back in the office.

None of the respondents indicated that their employers had disciplined anyone at their organizations for failing to comply with company policies. That may have to do with the fact that, as an industry, media professionals are above average in their vaccination rates — 93% of agency, and 96% of publisher respondents indicated they are vaccinated against COVID-19, compared to 70% of U.S. adults and 59% of the U.S. population as a whole. 

The post Digiday+ Research: Vaccination requirements rare among publishers, agencies appeared first on Digiday.

…read more

Source:: Digiday

      

3 Really Interesting Statements From Jack Dorsey’s Resignation Letter From Twitter

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By Adam

It’s not everyday that an icon of social media, and the tech field in general, makes such a bold move. Jack Dorsey is stepping down today as CEO of Twitter.

public resignation letterThe prominent figure spoke out in a series of surprising and eye-opening statements. This is even more shocking for me, who has been following this space closely. The most immediate reaction after hearing the news is to be shocked and then wonder why.

Dorsey does a good job explaining the concept, though he doesn’t really explain it. While his reasoning is solid, it’s a bit unclear. He says he wants to prepare the way for new CEO (effective today, according to the letter) Parag Argawal to take over, and doesn’t want to stand in his way.

Dorsey said that he will resign as chairman of the board immediately. He will however continue to serve as vice chair. According to Dorsey, his resignation was meant to make room for Bret Taylor as the chair so that they can run the business effectively.

I find some fascinating statements between the lines. They make me wonder why Dorsey decided to give up on tech. Dorsey has been a true champion of social media, and also paved the path for others to grow, such as Instagram or Facebook.

Failure is the first observation. Dorsey is clear about this, stating that any founder-led business can be a failure. He doesn’t say he failed or even hint at any specific issues, although one report noted that the company hopes to double their revenue. That’s a tall order and maybe one that Dorsey would like others to lead.

In startup culture, failure is an incredibly popular word. Common tropes include learning from your mistakes, failing quickly, accepting your limitations, and learning from them. If there’s a failure to pinpoint it might be that Twitter has never really captured the attention of the masses — at least not enough that everyone is active and engaged with their own account. Is there something else? HasThe result is that many well-known users are the focal point of all attention. We, the spectators are often left behind.

One other interesting observation is that you should start at the bottom. Dorsey admitted that he once was a very lowly engineer. Maybe by taking his place, it will start a chain reaction in which new engineers find positions at the company and rise up the ranks. That’s admirable if a bit of an overreach. He says one individual can fail, but then suggests that one person could also open the door for talented …read more

Source:: Social Media Explorer

      

5 Things Gen Z Will Spend Money On & Why Marketers Need to Care

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By [email protected] (Pamela Bump)

→ Download Now: Free Product Marketing Kit [Free Templates]

With a purchasing power of more than $143 billion, Gen Z is expected to shake up the retail industry.

Although many in Gen Z are earning their first paychecks, entering college, or just joining the workforce, studies show that the generation shops and spends money much differently than its millennial predecessor.

While millennials and past generations were more loyal to brands, Gen Z is more interested in buying products that will give them the best value based on their price. Gen Zers also admits to being more impulsive in their shopping habits than older generations.

A Breakdown of Generation Z’s Spending Habits

When it comes to the total share of spending, Gen Z accounts for an estimated five percent in the U.S., according to Afterpay’s 2021 Next Gen Index. However, that number is expected to grow 10% by 2030, as most will be entering the workforce.

With every age group, generation Z’s spending habits declined at the onset of the COVID-19 outbreak. However, the Afterpay report reveals that Gen Z recovered faster than older generations.

So what are they doing right now? Well, they’re shopping more online.

A 2021 Consumer Culture Report by 5WPR found that Gen Z is now spending 43 minutes more per on online shopping than they did before the COVID-19 outbreak.

They (77%) say online shopping allows them to discover products from new or small companies they wouldn’t find in person. Only 38% say they prefer in-store shopping.

The number one place Gen Z lives online is YouTube. It’s where they spend their time but also where nearly half (47%) research products they’re interested in purchasing, according to the report. Instagram comes next, followed by Snapchat, then TikTok.

The report also suggests that Gen Z is the most passionate when it comes to buying products from brands that align with their values. The study found that 45% of Gen Z have boycotted a business and 36% enjoy buying products that display their social and political beliefs.

Another thing we can expect from Gen Z is their reliance on influencers to recommend products.

A 2021 Survey Monkey report found that this generation trusts influencers the most, with 11% using them as their trusted source for product recommendations – compared to 7% in millennials and 3% and lower in 40+ consumers.

To help brands market to Gen Z when they reach full purchasing power, here’s what we expect them to invest in over the next year.

5 Things Gen Z Will Spend Money On

According to a 2021 Consumer Culture Report by 5WPR, Gen Z is prioritizing electronics and technology along with health and wellness.

Conversely, Millennials and those from older generations prioritize travel and experiences, home goods, and furniture.

Based on additional research, we also found that Gen Z also pays special attention to small businesses. They are also willing to wait for a good discount before making a purchase and take advantage of buy-now-pay-later …read more

Source:: HubSpot Blog

      

B2B Influencer Marketing Named Top Marketing Tactic for 2022: What You Need to Know

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‘Exclusive is illusive’: U.K. publishers launch plan to mitigate loss of traffic when sources aren’t properly cited

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By Seb Joseph

In the absence of links to original sources, the significant impact on publishers’ traffic, and the associated revenues, are irrefutable. That’s the view of publishers in the U.K. who have come together via trade body the Association of Online Publishers (AOP) to back a standardized way to cite sources.

The protocol revolves around an email process whereby those publishers who have registered for it are able to contact other publishers who have not cited exclusive content they’ve produced so that it can be updated. While this could be done without the protocol, it would arguably be a disjointed process defined by each publisher’s own way of doing things. Different publishers will have different email addresses for who needs to be contacted in these instances, for example.

The AOP’s proposed new way of doing things tries to negate this from ever happening again. In theory, the publishers would all use emails that follow the same format when dealing with issues over fair attribution — e.g. [email protected], for example.

Here’s how the process would work in practice: if publisher X noticed that publisher Y quoted or referenced an exclusive article without linking back to it, then the former would email the latter via the specific attribution email to let them know it happened. From there, publisher Y would make a call on whether it needed to add the appropriate link. If it does, the update is made, with the hyperlink anchor text being the title of the cited publication (e.g. publisher X). All links to original content should be follow links, not no-follow so that search engines pay attention to the page and subsequently boost its ranking. No-follow links get no love.

“Every publisher wants its original reporting to get the visibility in search results, especially the top stories, that they deserve,” said Carly Steven, head of SEO at The Sun. “Unfortunately we don’t feel like that’s always the case. Despite Google’s best efforts to try and reward original content, there are inconsistencies in the way publishers have been linking to and identifying the original source of stories.”

As much as this is about giving credit where it’s due, there’s also a commercial incentive. Linking is key for SEO. Google uses links from prominent sites as a gauge for what it calls ‘authoritativeness’ — a key factor in determining ranking.

Sure, the success of a publisher’s SEO strategy isn’t entirely defined by how many times it is properly cited by other publications. Google ranks sites based on a myriad of factors including speed, responsiveness, and visual stability, for example. That said, the protocol aims to help Google’s algorithm understand who the original source of a story is.

“The initiative is eminently sensible and should be embraced by every quality news and content provider out there,” said Douglas McCabe, CEO of Enders Analysis. “The internet has demolished incentives for originating content. Exclusive is illusive — for as long as it takes someone to re-write and publish. Copyright is the real key, but no …read more

Source:: Digiday

      

What Facebook Will Look Like In 2035

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By Adam

The predictions of Facebook’s demise might be a bit premature.

It is likely that the social network will become something we are unable to recognize in 15 years. One of the most prominent companies in Big Tech isn’t going to slide into oblivion anytime soon, with around 3 billion users and a parent company (now called Meta) with vast cash reserves.

Despite all of the rampant and widespread misinformation, the “pipeline” mentality meant to keep us hooked on the apps, and a revenue-obsessed corporate culture that seems to side more with advertisers than users, Facebook is a tech monolith.

But even the biggest companies have to evolve. All of the tech titans, including Apple, HP and IBM, went through pivots at some point. Apple’s iPhone is more popular than its Mac counterpart, but both IBM and HP eventually became enterprise giants.

Facebook is also poised to pivot and it’s possible that we won’t recognize the new social network by 2035.

The biggest change is that social media is going to become a virtual personification of real life — think shopping malls, concert halls, and “virtual humans” that look exactly like us. Here’s what that might look like over the next decade and a half 

For starters, we’ll all start living a true second life (as if we don’t already, since the person we portray on social media is not the real person). Sharing our greatest moments makes us a more complete person.

Your virtual avatar will eventually become a living, breathing, and talking being, similar to an avatar in a video game. Think of this “second you” as someone who exists in a virtual world, a digital being who can talk, react, discuss, and even argue on your behalf.

To the extent that your online presence is a representation of who you are, this digital avatar will have a specific look, personality, and tone based on algorithms that analyze your online activity, the rich history of every social media post and comment you’ve ever done since Facebook started.

Your shopping habits, web visits and any other criteria that you choose will be used to create your avatar. The avatar will look remarkably human such that no one will even notice it’s a digital version. The “second you” will seem real to almost everyone.

The avatar of the future Facebook will have the ability to join meetings and participate in discussions about social issues. They can also buy and sell products and do job interviews. Samsung is already working on “artificial humans” who look ultra-realistic so the next step is to have these avatars fill in for you in an online world and then, eventually, join a future version of Facebook. The “second you” on social media will be so realistic that you might have to copyright yourself (and include a fine-print disclaimer explaining how this “person” is not actually, really you).

Of course, part of this …read more

Source:: Social Media Explorer

      

10 Ways to Use an Editorial Calendar for Content Marketing

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By Adam

When it comes to content marketing, the best way to stay on top of your game is by using an editorial calendar. An editorial calendar will help you schedule and plan all of your content for the year ahead while also allowing you to see what types of topics work well together. This article will discuss ten ways that an editorial calendar can be used for successful content marketing.

Define your Audience

The first step to using an editorial calendar is defining who your audience will be. Who are you trying to reach with the content that you produce? Are they social media influencers, business owners or marketers, kids under 14 years old, etc.? Using data governance software can help you determine exactly who your audience is and what types of content they like to read?

Determine what Content You Want to Produce

Once you have defined your target audience, it’s time for some brainstorming! Where can you find inspiration for content ideas? What formats will work best (blog posts, videos, and infographics)? Will these different formats link back to a larger goal like increasing your email list subscribers and driving product sales? Once this has been decided upon, it’s time to create a timeline for publishing each piece of content according to the chosen format and topic.

Create a Timeline for Publishing Each Piece of Content

Now that you know what types of content you want to produce and when to create a calendar with each piece of content included. Make sure your deadlines are realistic! If the topic needs more research than anticipated or video footage takes longer than expected, then update the timeline as needed, so there is still an effective marketing strategy in place.

Stay on Top of Your Calendar and Keep It Updated As Needed

You’ve worked hard creating this editorial calendar, don’t lose sight of all that planning by letting things slip through the cracks! The best way to stay on top of your schedule is by utilizing tools like Google Calendar, Trello, and CoSchedule. These will help keep you organized and on track.

Schedule Posts Ahead of Time so They Go Live at the Right Time

One of the benefits of using an editorial calendar is being able to schedule posts ahead of time so they go live on their designated date. By scheduling your content, you are also prioritizing what types of stories should be published first and last. This can help drive traffic based on when a certain topic was posted or if there were any holidays that week.

Be Proactive and Adjust the Schedule as Needed

As you begin to schedule your content, make sure that there is still enough time for changes if needed. If something comes up out of nowhere like an interview opportunity or other last-minute news story then adjust accordingly! You never know what might happen, so be proactive when it comes to staying on top of your …read more

Source:: Social Media Explorer

      

A Simple Explanation of Exempt vs. Non-Exempt Employees

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By Caroline Forsey

→ Click here to access 5 free cover letter templates [Free Download]

There are two types of employees – “exempt” and “non-exempt.” You might’ve seen these terms on job postings, or heard them in conversation.

If you aren’t sure what they mean, don’t worry. Trying to understand labor laws can be confusing, especially if you’re new to the workforce. — We’ve broken these terms down to help you navigate the exempt vs. non-exempt employee classification.

How the Fair Labor Standards Act (FLSA) Affects Exemption Status

Signed into law in 1938 by President Franklin Roosevelt, the Fair Labor Standards Act establishes minimum wage, overtime pay eligibility, and recordkeeping standards in addition to youth employment guidelines for both the private and public sector. During the time the act was signed, child labor was the norm and adults often worked 10 or more hours per day, six to seven days per week.

While the conditions that brought about the FLSA may seem like the dark ages, the law is still relevant today and plays a major role in how the modern workforce is regulated. It establishes the guidelines for how work hours are documented and how exempt and non-exempt employees should be paid. Generally the FLSA provides an exemption from minimum wage and overtime regulations for employees in the following fields:

  • Executive
  • Administrative
  • Professional
  • Outside sales
  • Computer-related occupations

That said, job titles alone do not determine exempt status. Instead the employee’s specific job duties and salary have to meet requirements set by the Department of Labor. Certain states, like California, impose additional requirements to qualify for exempt status.

Exempt Employees

One of the biggest differences between exempt and non-exempt employees is overtime pay. An exempt employee is not entitled to overtime pay according to the FLSA.

Instead, exempt employees are given a salary, and they are expected to finish the tasks required of them, whether it takes 30 hours or 50. Exempt employees are also excluded from other FLSA protections afforded non-exempt employees.

To be exempt, an employee must earn a salary basis no less than $684 per week, or $35,568 annually.

Non-Exempt Employees

On the flip side, non-exempt employees must be paid overtime — one-and-a-half times their hourly rate, for any hours worked beyond 40 each week. As the name implies, they are not exempt from FLSA regulations.

Most non-exempt employees must be paid the federal minimum wage of $7.25, but some states with a higher cost of living have set minimum wages above the federal base. Non-exempt employees can be paid a salary, an hourly wage, or commission.

Exempt vs. Non-Exempt Employee Examples in the Workplace

Let’s consider this example to demonstrate the difference between exempt and non-exempt employees:

Sarah, who is an exempt employee, is stressed because she hasn’t finished her proposal due Monday. She spends most of Friday night tweaking it and finishing it up, staying at the office until late. On Monday, she gets her paycheck — the same amount of money she would’ve gotten if she …read more

Source:: HubSpot Blog

      

B2B Marketing News: B2B Marketers Turn To Predictive, Twitter Adds New Analytics, & More Young Marketers Are Buying Via Smartphone

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By Lane Ellis

2021 November 26 MarketingCharts Chart

2021 November 26 MarketingCharts Chart

B2B Mobile Mania: Young Staffers Use Smartphones To Buy Business Products
53 percent of B2B buyers in the Gen Z demographic say they use their smartphones when researching and buying for business, and once a purchase has been made 50 percent see brand newsletters as very important — two of several insights of interest to digital marketers contained in recently-released survey data. MediaPost

The Behaviors and Attitudes of U.S. Adults on Twitter [Pew Study]
Some 69 percent of adult U.S. Twitter users say they utilize the platform to stay informed, with 45 percent looking to express their opinion, some of the findings contained in newly-released Pew Research Center study data examining Twitter usage. Pew Research

Twitter Launches Updated Tweet Analytics Card, Providing More Specific Performance Insight
Twitter has rolled out new tweet engagement metric data, including a variety of insights on profile visits, media views, new follower counts, link clicks and more, all featured in the social platform’s latest analytics update, Twitter recently announced. Social Media Today

The Marketing Trends of 2022 [The Ultimate Guide] [HubSpot Report]
Influencer marketing was the leading marketing specialty that marketers plan to invest in during 2022, with 46 percent of those already using influencers saying they plan to increase spending on influencer marketing next year, according to newly-released report data from HubSpot, also showing that 56 percent of marketers who invest in working with influencers work with micro-influencers who have less than 100,000 followers. HubSpot

2021 November 26 Statistics Image

The New Business Climate for Marketing Agencies in 2021
A majority of agency executives have said that 2021 has provided more new business opportunities than last year, and that business from existing clients has been the most effective way for generating business — two of several statistics of interest to online marketers contained in recently-released survey data. MarketingProfs

App Annie predicts TikTok to reach 1.5 billion active users in 2022
Gen Z mobile app users are expected to increase their financial involvement by 160 percent through the use of financial apps such as Coinbase and Robinhood, according to newly-released forecast data from app ranking firm Ann Annie, which also predicts that 2022 will see TikTok surpassing the 1.5 billion user mark. ZDNet

Instagram adds TikTok-like Text-to-Speech and Voice Effects tools to Reels
Facebook-owned Instagram has brought greater accessibility features to its Reels short-form vertical video format, with the roll-out of new text-to-speech and vocal effect tools, giving marketers additional options for reaching broader audiences with the format, Instagram recently announced. TechCrunch

Brands Say They’ve Recovered From The Pandemic, But Risks Persist, Experian Reports
74 percent of brands have incorporated artificial intelligence (AI) tools, a five percent jump from 2020, and 59 percent of organizations have mostly or completely weathered the pandemic storm, according to recently-released survey data of interest to digital marketers. …read more

Source:: Top Rank Blog

      

Retailers Turning To Social Media To Promote Black Friday And Small Business Saturday

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By Adam

Christmas is coming, but first comes “Black Friday,” which even in the era of ecommerce and online retailers – not to mention Amazon Prime Day – remains the busiest shopping day of the year. This is the traditional start to the holiday season, and retailers offer some of the most attractive holiday deals.

You can’t help but notice the buzz that has built for several weeks about the possibility of deals the Friday after Thanksgiving. These deals may be rare due to the supply chain issues this year. This is why social media can be crucial in finding the lowest prices this year.

Dr. P.K. stated that social media has been increasingly used by businesses. This is especially true for those who are focusing on Gen-Z and millennial customers. They use this type of media the most. Kannan, Dean’s chair in marketing science at University of Maryland Robert H. Smith School of Business.

Kannan said that gift products, electronics and apparel are all likely to feature heavily in social media. This makes #blackfridaydeals a great medium for searching. These channels should feature any product targeted to these audiences.

Furthermore, the holiday is not only for Black Friday. It will also be valid throughout the four-day holiday weekend as well as into Cyber Monday next Monday.

According to Dr. Dustin York (associate professor of communication, Maryville University), “Retailers, large and small, understand the impact of social media.” Consider turning on notification notifications to your favourite stores via Facebook, Instagram, or Twitter, since retailers might release discounts throughout the day. It’s easier to find deals from these stores on social media than anywhere else.

Go Small

While Black Friday existed long before the Internet was around, Small Business Saturday – which is now only in its 11th year – was truly born in the social media era. American Express created it in collaboration with the National Trust for Historic Preservation. It has been widely promoted via platforms like Facebook since its creation.

While some people may still remember the Yellow Pages’ suggestion to “let your fingers do all the walking”, it is more popular today for your thumbs to do the search. Shoppers can support local merchants as well as smaller retailers around the country by looking for the hashtags #smallbusinesssaturday and #smallbizsaturday.

York stated that local retailers should use Small Business Saturday to increase their power in local searches. Local businesses are promoted by social media and Google search algorithms, therefore digital must be an important factor for business owners. Remember, a majority of local searches online end in a sale – no better day to benefit than Small Business Saturday.”

This holds true especially for younger shoppers.

Kannan stated that small businesses are very effective in targeting customers and converting them on social media. …read more

Source:: Social Media Explorer

      

Retailers Turning To Social Media To Promote Black Friday And Small Business Saturday

Home » Archive by Category "Digital Marketing"

By Adam

Christmas is coming, but first comes “Black Friday,” which even in the era of ecommerce and online retailers – not to mention Amazon Prime Day – remains the busiest shopping day of the year. This is the traditional start to the holiday season, and retailers offer some of the most attractive holiday deals.

You can’t help but notice the buzz that has built for several weeks about the possibility of deals the Friday after Thanksgiving. These deals may be rare due to the supply chain issues this year. This is why social media can be crucial in finding the lowest prices this year.

Dr. P.K. stated that social media has been increasingly used by businesses. This is especially true for those who are focusing on Gen-Z and millennial customers. They use this type of media the most. Kannan, Dean’s chair in marketing science at University of Maryland Robert H. Smith School of Business.

Kannan said that gift products, electronics and apparel are all likely to feature heavily in social media. This makes #blackfridaydeals a great medium for searching. These channels should feature any product targeted to these audiences.

Furthermore, the holiday is not only for Black Friday. It will also be valid throughout the four-day holiday weekend as well as into Cyber Monday next Monday.

According to Dr. Dustin York (associate professor of communication, Maryville University), “Retailers, large and small, understand the impact of social media.” Consider turning on notification notifications to your favourite stores via Facebook, Instagram, or Twitter, since retailers might release discounts throughout the day. It’s easier to find deals from these stores on social media than anywhere else.

Go Small

While Black Friday existed long before the Internet was around, Small Business Saturday – which is now only in its 11th year – was truly born in the social media era. American Express created it in collaboration with the National Trust for Historic Preservation. It has been widely promoted via platforms like Facebook since its creation.

While some people may still remember the Yellow Pages’ suggestion to “let your fingers do all the walking”, it is more popular today for your thumbs to do the search. Shoppers can support local merchants as well as smaller retailers around the country by looking for the hashtags #smallbusinesssaturday and #smallbizsaturday.

York stated that local retailers should use Small Business Saturday to increase their power in local searches. Local businesses are promoted by social media and Google search algorithms, therefore digital must be an important factor for business owners. Remember, a majority of local searches online end in a sale – no better day to benefit than Small Business Saturday.”

This holds true especially for younger shoppers.

Kannan stated that small businesses are very effective in targeting customers and converting them on social media. …read more

Source:: Social Media Explorer

      

How Do Conversion Paths Work? A Step-by-Step Guide

Home » Archive by Category "Digital Marketing"

By [email protected] (Rachel Goodman Moore)

Download Now: Free 8-Week Conversion Rate Optimization Planner

As a marketer, a big part of your job is to convert qualified website visitors into leads. Simple enough.

More specifically, inbound marketing requires you to create remarkable content they’ll want to trade their contact information for. From there, those leads turn into opportunities, who turn into customers and even promoters.

Clearly, conversions are a big deal. So how can you optimize yours? By creating conversion paths optimized to most effectively convert your ideal visitors into leads.

While not all conversion paths are identical and depend on the type of business they’re for, they have a few common attributes: a landing page, a call-to-action, a content offer or end point, and a thank you page.

  • Landing page: A landing page is a specific page on your website designed to collect a visitor’s contact information in exchange for a resource, like a course, ebook, or other product.
  • Call-to-action: A call-to-action is a section on a webpage or advertisement that persuades the visitor to act or do something. These can take the form of buttons prompting website visitors to sign up, subscribe, or buy a product.
  • Thank you page: The thank you page shows your visitors that you appreciate them for taking a desired action. For example, a thank you page might appear after a visitor has signed up for a newsletter or filled out a form.
  • End point: This may be in the form of a content offer, which is any material or resource given to a visitor in exchange for their contact information, completing the conversion path. These materials could be guides, ebooks, courses or other products. For e-commerce, instead of a content offer, a conversion path may end in a purchase.

In order to convert into a lead, a visitor sees a content offer of interest to them (or product in the case of e-commerce), clicks on the call-to-action button to access that content, and is then taken to a landing page. On that landing page, the visitor can provide their information on a form in exchange for access to the offer itself. Upon submitting that form, the now-lead is taken to a thank you page where they receive the offer.

Voila! Conversion path complete.

By designing and implementing the right conversion paths, you can most effectively move website visitors through the buyer’s journey and help them become customers and promoters.

Conversion Path ExampleConversion path example landing page

Let’s say you’ve been lured to the landing page above after searching online for tips for preventing frizzy hair.

You’re then prompted by a CTA (pictured below) that invites sign up for their email list in exchange for 10% of their products.

Conversion path example CTA You decide you’d like to try one of their satin-lined caps to fight frizz and take them up on the offer.

<img src="https://blog.hubspot.com/hs-fs/hubfs/compressed%20GE%20Thank%20You%20copy.jpg?width=450&name=compressed%20GE%20Thank%20You%20copy.jpg" alt="conversion path example thank you …read more

Source:: HubSpot Blog

      

How Do Conversion Paths Work? A Step-by-Step Guide

Home » Archive by Category "Digital Marketing"

By [email protected] (Rachel Goodman Moore)

Download Now: Free 8-Week Conversion Rate Optimization Planner

As a marketer, a big part of your job is to convert qualified website visitors into leads. Simple enough.

More specifically, inbound marketing requires you to create remarkable content they’ll want to trade their contact information for. From there, those leads turn into opportunities, who turn into customers and even promoters.

Clearly, conversions are a big deal. So how can you optimize yours? By creating conversion paths optimized to most effectively convert your ideal visitors into leads.

While not all conversion paths are identical and depend on the type of business they’re for, they have a few common attributes: a landing page, a call-to-action, a content offer or end point, and a thank you page.

  • Landing page: A landing page is a specific page on your website designed to collect a visitor’s contact information in exchange for a resource, like a course, ebook, or other product.
  • Call-to-action: A call-to-action is a section on a webpage or advertisement that persuades the visitor to act or do something. These can take the form of buttons prompting website visitors to sign up, subscribe, or buy a product.
  • Thank you page: The thank you page shows your visitors that you appreciate them for taking a desired action. For example, a thank you page might appear after a visitor has signed up for a newsletter or filled out a form.
  • End point: This may be in the form of a content offer, which is any material or resource given to a visitor in exchange for their contact information, completing the conversion path. These materials could be guides, ebooks, courses or other products. For e-commerce, instead of a content offer, a conversion path may end in a purchase.

In order to convert into a lead, a visitor sees a content offer of interest to them (or product in the case of e-commerce), clicks on the call-to-action button to access that content, and is then taken to a landing page. On that landing page, the visitor can provide their information on a form in exchange for access to the offer itself. Upon submitting that form, the now-lead is taken to a thank you page where they receive the offer.

Voila! Conversion path complete.

By designing and implementing the right conversion paths, you can most effectively move website visitors through the buyer’s journey and help them become customers and promoters.

Conversion Path ExampleConversion path example landing page

Let’s say you’ve been lured to the landing page above after searching online for tips for preventing frizzy hair.

You’re then prompted by a CTA (pictured below) that invites sign up for their email list in exchange for 10% of their products.

Conversion path example CTA You decide you’d like to try one of their satin-lined caps to fight frizz and take them up on the offer.

<img src="https://blog.hubspot.com/hs-fs/hubfs/compressed%20GE%20Thank%20You%20copy.jpg?width=450&name=compressed%20GE%20Thank%20You%20copy.jpg" alt="conversion path example thank you …read more

Source:: HubSpot Blog

      

How advertisers are shifting mindsets to succeed amid iOS 15 and other identity challenges

Home » Archive by Category "Digital Marketing"

By Mike Madarasz

On top of the impending cookie deprecation, Apple’s recent iOS 15 changes are causing concern for many advertisers by affecting pixels, IP addresses and email addresses.

While these upcoming changes may be concerning for many, shifting mindsets and getting away from a binary way of thinking with solutions being 100% contextual or 100% universal IDs can help stakeholders put the pieces together and tackle these challenges and those still yet to come.

And this is not uncharted territory; there have been dynamic approaches throughout the recent history of the advertising industry, with some solutions having never needed cookies at all.

In this article, we’ll look at four essential mindsets for succeeding in the face of identity challenges, such as the iOS 15 updates and the disappearance of the last of third-party tracking technology.

With Apple blocking pixels, advertisers will need to look at email metrics beyond open rates

Apple’s iOS 15 update blocks open pixels, and while this is scary to some, our experts say to embrace it.

Experts at Stirista see this as an opportunity to bring the industry back to reality, one in which marketers are focusing more on their message and are relying on more modern, more accurate and viable attribution tools that they should have been using all along.

Some businesses guarantee 10%-20% open rates, but those numbers are generally picked out of a hat and seldom hold much significance.

“At the outset of a short- or long-term email engagement, it’s important to set KPIs that are as close to business results as possible,” said Aaron Grote, senior director of identity and attribution products at Stirista. “Using both online and offline datasets to represent transactions and customers can create a layered measurement approach that looks at sales lift and matches it back to first-party sales, such as transaction data.”

While this may seem daunting, it doesn’t have to be. Grote offered more advice on how to make this transition as smooth as possible.

“Don’t put all your eggs in one basket and start the conversation early,” he said. “That will give you time to answer the questions that may come up when speaking across the company and with vendors. It gives you time to find out what data you have, what can be shared and how.”

Limitations on targeting IP addresses are changing the way users are tracked online

The iOS 15 update also allows users to hide their IP addresses, which will limit how third parties track users across the internet. With these updates, marketers will need to focus on more meaningful email engagement, Digiday reports.

“The first step is to ask all vendors what impact on their systems they anticipate, what options they have in place to enable performance and what items they have on their roadmap to improve the performance of their marketing,” said Grote.

With the continual push for more data privacy, advertisers must accept some new normals moving forward.

“Advertisers are going to have to accept that a meaningful share of …read more

Source:: Digiday

      

Social Media Users Can’t Decide If They Love Or Hate Elizabeth Holmes

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By Adam

There’s no compassion on social media, solely ardour.

In case you don’t imagine that, simply seek for the title “Elizabeth Holmes” on Twitter.

The founding father of the now defunct blood testing agency Theranos is at present on trial for fraud, however when you wade by way of a few of the Twitter feedback, you may assume she is a beloved actuality tv star or probably a hardened felony.

For some, the decision is already out, since after all the everyday account holder is aware of all in regards to the vagaries of startup tradition and Massive Science. Others are nonetheless making an attempt to resolve. All of us have opinions and so they have by no means been simpler to share. Holmes talks in a low voice that is perhaps faux, so due to this fact she should be responsible. It doesn’t take a lot.

Among the posts make enjoyable of her hair and garments, others are taking situation with what will need to have been occurring behind the scenes on the firm.

One among my favorites up to now is a meme associated to the film Dune and the way Holmes simply has to “use the voice” to impress the courtroom and sway the end result. (I’ve watched just a few documentaries and YouTube movies the place she gave interviews and I’ll admit she appears to make use of a barely completely different voice relying on the topic at hand.) 

A number of posters have determined that the actress Rosamund Pike ought to play her in an upcoming movie. Another person retains posting an image of pretend wigs on the market.

The commonest tweet features a hyperlink to an article in regards to the trial with an image of Holmes strolling into the courtroom, normally including a snarky remark simply so we all know that is all simply an excessive amount of. After all, there are just a few video clips, normally exhibiting her arriving at court docket:

Which is all to day, there’s not a number of depth to the authorized evaluation.

I can’t fairly resolve if social media customers like her or hate her. There’s an apparent fascination with the founding father of such a significant firm that went belly-up so shortly.

I’ve been writing about Theranos for years myself, as soon as with only a trace of reward a minimum of for the sheer audacity and about how somebody may get sucked into such an alleged fraud. (Within the trial, her legal professionals are arguing that it …read more

Source:: Social Media Explorer

      

How to Create an Email Newsletter [Checklist]

Home » Archive by Category "Digital Marketing"

By [email protected] (Ginny Mineo)

Click here to download our free lookbook that's packed with our favorite email  newsletters.

Creating an email newsletter is one of the most effective ways to provide value to your customers, drive them to buy more products, and encourage them to keep engaging with your brand. Overall, newsletters are a staple in any high-performing email marketing strategy.

If you want to make sure you won’t miss any steps when making a newsletter, keep reading. We’ve pulled together a comprehensive checklist for anyone looking to send an email newsletter.

How to Create an Email Newsletter

When starting an email newsletter, you’re juggling a lot of balls in the air at once.

You have to worry about proofreading the copy, creating compelling calls-to-action, designing the email to work for multiple inboxes and devices, avoiding any spam triggers, and brainstorming clickable subject lines — all while staying within the confines of email law (yes, there is such a thing).

Oh, and if you mess up any part of your email, there’s no undoing it once you send it to your subscribers.

If you’re sending newsletters, bookmark the following steps in your browser, or print it out and hang it up next to you. You don’t want to miss out on these crucial steps.

Ready to get started? Here are the steps you should take to create the best email newsletter for your business or personal goals.

Step 1: Choose an email newsletter tool.

How to create an email newsletter: choose a toolFirst things first: Choose an email newsletter tool that fits your budget, goals, and technical skills.

HubSpot offers one of the best email marketing tools you can use to send optimized, well-designed newsletters. It’s part of Marketing Hub, which is marketing automation software for small-to-enterprise businesses. The email newsletter tool is easy to learn to use — there’s virtually no learning curve, especially if you have experience using drag-and-drop page editors on a content management system.

Even if you’ve never touched a drag-and-drop editor before, HubSpot’s email marketing tool is intuitive to learn. And you can start for free. We highly recommend starting to build your newsletter using HubSpot’s free tool, and to illustrate, we’ll include screenshots as we progress from step to step.

Step 2: Figure out your newsletter’s goal.

How to create an email newsletter: newsletter typesLearn the types of newsletters you can send in our free email newsletter guide.

Before you start drafting a single word, make sure you’re fully aware of the newsletter’s goal and how it fits into your larger content strategy. (Have one in place? Skip to the next section.)

Is your newsletter supposed to drive more traffic to your blog? Help you generate leads? Get more email contacts? Send traffic to your website? Or promote new products and services? Figure out your goal and let the rest of your decisions flow from it.

You should also note some key performance …read more

Source:: HubSpot Blog

      

Bountiful Thanks: What the TopRank Marketing Team is Most Grateful For

Home » Archive by Category "Digital Marketing"

By Lane Ellis

Amie Krone

Woman giving thanks to the rising sun image.

As the U.S. celebrates Thanksgiving Day this week, the world looks back at another year of challenges, changes in the marketing landscape, and workplace shifts.

Despite the global challenges we’ve all faced, we’ve overcome, grown, and adapted, and now is the time to look back on those parts of our lives for which we’re the most thankful.

This year our team here at TopRank Marketing has continued to grow, and we’d like to take this opportunity to reflect on thankfulness in both our professional and personal lives, continuing our annual traditional post sharing messages of gratitude.

Our ability to see and express gratitude in challenging times such as those we’ve all faced over the past two years can be especially meaningful and even replenishing.

Let’s take a moment to open our hearts and take in sentiments of thankfulness from our team, shared with the hope that you’ll also be inspired to reflect on the silver linings that may be hidden in our lives if we simply take the time to listen.

What the TopRank Marketing Team is Most Thankful for in 2021

Lee OddenLee Odden

CEO and Co-Founder

2021 has been an eventful year and one in which many people have re-examined their priorities, goals and plans for the future. While it’s important to look forward, there’s also a lot of value in reflection and gratitude.

The world in 2021 is very different than 20 years ago when TopRank Marketing was founded. Not only did we not anticipate there would be a global pandemic, we also couldn’t have imagined how well our team adapted, and excelled at the new normal of B2B marketing.

I am incredibly thankful for the entire team at TopRank Marketing for their equal parts passion for the craft of search, content and influencer marketing with service to clients and to each other. All are instrumental in our efforts to help elevate the voices, experiences and humanity of B2B marketing.

Of course success is great but it’s not worth much without health and family. I am incredibly thankful that I have been able to find a passion in running and be on track to run over 2,000 miles in 2021. I am also thankful for my amazing kids and supportive parents who continue to teach me invaluable life lessons.

Lane R. EllisLane Ellis

Social Media and Content Marketing Manager

2021 held many new wonders and delights, a few sad losses, all coming together to form a year I’m thankful for

I’m especially thankful for my wonderful family, friends, and associates.

Celebrating 20 years of marriage with my amazing wife Julie Ahasay tops my thankfulness list, along with the continuing joy of having my parents Konnie and Bob in my life, as well as my astounding and always-inspiring 104-year-old grandma Lilly Haldorsen, who recently hosted her first Zoom talk and has taken up learning a …read more

Source:: Top Rank Blog

      

SXM Media’s Lizzie Widhelm on the challenges advertisers face with podcast ad buying

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By Sara Guaglione

Podcasts are a booming space for publishers and advertisers alike: podcast ad revenue is expected to reach over $1 billion this year, and about 80 million Americans are now weekly podcast listeners, a 17% increase over 2020, according to Edison Research. Popular shows like The New York Times’ “The Daily” get more than four million downloads per day. But the ad market is still being developed, and as a result advertisers are dealing with challenges around measurement, targeting and programmatic ad insertion.

Digiday spoke to Lizzie Widhelm, svp of ad innovation and B2B marketing at SXM Media, to find out how SiriusXM Holdings’ combined ad sales organization is approaching these issues, what solutions are to come in the future, and where she sees the industry going in 2022.

Widhelm oversees the SiriusXM, Pandora and Stitcher platforms at SXM Media, a role she took on in May after nearly 16 years at Pandora, which SXM Media acquired in 2019. SXM Media’s programmatic ad solution lets advertisers buy inventory from Pandora, Stitcher and SiriusXM, as well as podcasts from outside publishers such as NBC. SXM Media’s podcast network reaches 45 million U.S. listeners, according to the company.

The conversation has been edited and condensed.

While podcast advertising revenue is expected to be over $1 billion this year, programmatic buying represents less than 5% of that revenue. Why do you think that’s the case?

Let’s say there’s 100 million impressions out there — there’s way more, but just for easy math. Most of those impressions in many of these shows are hearing a host-read ad. Either the creator feels like it keeps the show authentic or they want control over every single ad that runs.

We have to go to every single show and talk to them about dynamic insertion, about what programmatic is, which is not the ability to approve every single ad — a machine takes over to assume the role of the approver to put an ad in your show. This brings up so many questions:  What are the rules for how creative can sound? Can it have music or not? I have an exclusive with this mattress provider so no other mattress provider can run?

We have to monetize the technical process around how ads show up in shows. We have been doing that for over a year now, with over 5,000 shows under our umbrella, and many of them have moved over to allow for programmatic ads to be delivered in their show. The CPMs are strong, the demand of brands that want to buy programmatically are great brands, creators are excited about the brands we show them — and they can be excited about their show [having] a programmatic transaction model. It takes some time to modernize the ecosystem, but there is so much potential to grow the total pie.

What are some of the measurement hurdles that still exist with podcasts?

One of the things the industry is going to really …read more

Source:: Digiday

      

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