Howdy, Howdy!

What have been the best things about your day so far? For me, it’s birds chirping outside, watching the dogs nap next to me, and a warm cup of chai. When we get caught up in the business and craziness of everyday life, sometimes it’s helpful to pause and point out the things that are positive and present. Just a thought as you continue with your day. 🙂

Are you ready for the digital marketing extravaganza? *switches on marketer hat* Let’s do this!

• We’ve been reporting on the potential impact of Google SGE on organic search visibility in SERPs for a while now. Search Engine Land confirms and shows how Google Ads will still be prominently displayed in SGE search results. And, from our perspective, it further reinforces how the traditional organic search results are in danger of being pushed “below the scroll.”

• Tom Fishbourne had a funny take on SEO and AI content in this week’s Marketoonist Take a look and read his write-up below the image. It includes insights from Jono Alderson, former head of SEO at Yoast, and Ann Handley who is a well-respected digital marketing pioneer and founder of MarketingProfs.

Do Good Spotlight
🌟 The Katie Moore Foundation 🌟

Patients of rare cancers are often faced with no clear treatment options. The Katie Moore Foundation was created to conduct critical research on rare cancers. Together with the Broad Institute of MIT and Harvard, their goal is that one day, patients with rare cancers will be able to benefit from precision medicine and thereby drastically improve outcomes. Learn more: The Katie Moore Foundation.

Thank you, Joe McGarvey, for sharing this recommendation!

• “Have you ever noticed in the marketing industry that seemingly impressive statistics, often showcasing a startling new trend, can sometimes have unclear origins?” That’s Econsultancy’s opening line for their article “How bad stats snowball.” The article provides tips for how not to fall into this trap: “If you’re citing a statistic, make sure you find the original source; ask yourself whether a stat reflects your own observations; and cite your stats responsibly.”

• Is there a correlation between readership and social media engagement on articles? According to a Memo study in this Social Media Today article, there is not! But people have been increasingly sharing through DMs. Takeaways: social media engagement is important, but also know that there are many ways to deliver your articles to the public and many ways for the public to interact with them.

• Hosting a presentation sometime soon? Briar Goldberg, Director of Speech Coaching at TED Conferences, gave a short talk on how to prepare for presentations… it has to be a mix of memorization and “winging it.” Here’s her video!

• Social algorithms are always cha-cha-cha-cha-changin’. Are you up to date on it all? Hootsuite has the details.

• Reddit is testing its new Reddit Pro data analytics suite. New features include publishing tools, performance analytics, and AI-powered insights. You can sign up to join the test!

Keep on keepin’ on, y’all!

Natalie

Did you know bulls are colorblind?

Turns out dancing and waving a cape of any color (not just red) could make a bull angry. 🐂

… On that note, this is me waving a cape (any color – you choose) in front of you to send our WHW signup link to your friends and subscribe on LinkedIn.

Hey y’all!

I have a thought for you. Do you remember the last time you had fun while learning something? You probably had a feeling of awe or appreciation. What if we approached our daily routine with more of a beginner’s mindset? There’s always something different in each moment… something it can teach us. We just have to stay open and ready… maybe the beginner’s perspective might make the day a bit more enjoyable!

Now that you’ve got your good thought for the day, let’s jump in!

• What conversion model do you use: first-touch, last-touch, OR multi-touch? Apparently, 75% of companies reported using multi-touch attribution! It comes with its challenges though (like double-counting conversions #yikes).

• Google confirmed it is dropping 4 of its attribution models in Ads and Analytics. They are doing this due to “low adoption rates.” The AI powered, data-driven-attribution model will be the default with the last-click model still available as an option. The data-driven attribution model is supposed to evaluate the impact each touchpoint has on a conversion and has reportedly led to a 6% increase in conversions for paid search advertisers. However, the model is not transparent about how it scores individual touchpoints, so getting deeper attribution insights will be more difficult.

• Think with Google recently posted “What AI can and can’t do — and what that means for marketers.” We’ve already covered what it can do in previous WHWs. So let’s cover what the article says AI can’t do:
  • AI can’t see the big picture for your organization
  • AI can’t be creative like you
  • AI can’t empathize with people

Of course, Google is saying AI can help with these things but it’s good to know that AI isn’t the solution for everything. Yea, people power!

Do Good Spotlight
🌟 Alex’s Lemonade Stand 🌟

This foundation is close to our teams’ hearts. The story behind the ALSF is remarkable: When Alex was 4 (she was diagnosed with childhood cancer just before her 1st birthday), she wanted to set up a lemonade stand and use the money she earned to help doctors find a cure. Her first “Alex’s Lemonade Stand,” raised $2,000 in one day. She continued to grow the program with the help of an amazing community of supporters. When she passed away at the age of 8, her stand and inspiration had raised more than $1 million. ALSF was started by her parents in 2005 to continue the work that Alex began. Their mission is simple: to change the lives of children with cancer through funding impactful research, raising awareness, supporting families, and empowering everyone to help cure childhood cancer. We are inspired by Alex’s story and donated in memory of Ronald Hogas. Here’s where you can learn more and support a wonderful cause: Alex’s Lemonade Stand Foundation.

• Meta and TikTok are exploring the possibility of ad-free subscription tiers in response to the EU data privacy regulations. It will be interesting to see what the future holds in the US if they roll out a similar version here.

• Did you know you can get verified on LinkedIn? Ya, it’s a thing!

• I’m a HUGE fan of the Duolingo marketing. Here’s their latest cleverness: a job listing for an Owl Trainer for their mascot, Duo the Owl. 🦉 The application process is intense – see below:

Hope you got some giggles out of that last bullet. 🙂 Enjoy your week!

Natalie

What’s cooler than being cool? 🆒😎

Sending your digital marketing friends this signup link to join the WHW party!

What’s up? 👋

I don’t know about you, but June flew faster than a peregrine diving down a cliff (~240mph). Just sending a gentle reminder to stay present and aware. There’s only one of every moment. Interpret that as you will.

Here’s the 411 on the latest digital marketing dirt:

• Many marketers are not ready for the “UApocalypse” – the sunsetting of Google Universal Analytics on July 1st. Over 3.4 million sites use UA in the U.S. vs. 2.4 million using GA4. Marc Engelsman, our VP of SEO, says: “Clearly those of you in the latter group (like our clients) can party like it’s 1999 while the rest are going to have to hope the impact on their analytics is more like the projected Y2K bug.

• Social Media Today does not seem happy about LinkedIn’s live test of generative AI posts. And TBH, I’m not disagreeing. If all socials are generated by AI, then it’s just gonna be a bunch of robots talking to each other through our profiles. (The Twitter fights would be UNREAL… and very entertaining.)

• Microsoft releases predictive targeting for all advertisers. It’s similar to optimized targeting but it helps marketers that use the Microsoft Audience Network by using a combination of existing advertiser assets and Microsoft Audience Intelligence. Learn more.

Do Good Spotlight
🌟 The Access Fund 🌟

If y’all haven’t heard, I am a huge climber and nature-lover. The Access Fund is an advocacy organization for both. They are working for sustainable access to climbing areas across the nation, while educating others how to advocate. If you’re all about nature and vertical adventure, check them out: Access Fund.

Fun tidbit: My college climbing club supported this organization by selling pet rocks…. You’d be surprised how many adults filled a pet-rock-shaped hole in their lives.

• Think with Google offers “3 compelling use cases for AI, according to creative leads.” Embedded in the use cases (and called out by Google) are these interesting takes on AI:
  “We must always remember to place the human truth at [our campaign’s] core.”
  “At the heart of our business are the principles of empathy and reason. We try and build those into everything.”
  “AI is not just about ethics; it’s literally a business problem for us. If we’re not using AI the right way, it could lead to bias because of the training samples.”

• Looking to expand your ever-developing knowledge of social media? Cool, cool, cool. Search Engine Journal has got a nice list of courses for you to explore.

Don’t forget to live for the moment y’all!

Natalie

Ob-la-di, ob-la-da, digital marketing goes on, yeah

That’s why you should tell your friends to join our newsletter. Send ‘em this awesome link!

Knock, knock!

We’re here, and we’re back with another excitingly gripping edition of What’s Hot Wednesday. Let’s get to the good stuff!

• The final days of UA (Universal Analytics) are upon us. Here are some crucial mistakes to avoid with GA4.

• 🔥 Hot Tips from DBE 🔥 Why is the conversion data different between GA4 and UA??? 😵 Before the confusion starts, read this short and simple answer from our team!

• Are you on YouTube? Are you using YouTube SEO? HubSpot released a beyond helpful video on this, jam-packed with *prime* optimization tools.

Do Good Spotlight
🌟 Out & Equal 🌟

Pride month is here! 🌈💖 So, this week’s charity is Out & Equal, a global nonprofit organization working exclusively on LGBTQ+ workplace equality. They leverage Fortune 500 partnerships, worldwide programs, and conferences to create inclusive company cultures. See what they do and how you can help: Out & Equal.

• In the early days of digital marketing, there was discussion on how to compare the impact of traditional media (tv, radio, print) and online channels. Most often, you couldn’t bridge the “apples and oranges” divide. Fortunately, that bridge has now been crossed, but a new one has emerged – the lack of common metrics for measuring linear TV vs. connected TV (e.g., streaming). eMarketer has the details.

• 5 critical leadership skills every marketing ops pro needs:
• Number 1 is “Become a strategist, not a firefighter”
• Number 2 is “interpret and showcase data correctly”
• Number 3 is “Practice empathetic change management”.
• You’ll have to read the MarTech article for 4 and 5….

• Google Marketing Live 2023 just went down and guess what came up a lot – AI (shocker). Search Engine Land has recap coverage that includes summaries of how AI applications can be used for Google Ads, Google Merchant Center, and Google Product Studio as well as other non-AI enhancements to Google Ads. It’s a lot to unpack.

Stay cool in the warmer weather, y’all 🌞😎

Natalie

There’s a double dutch bus goin’ down the street 🎶🚌🎶

Grab your funky friends, so they can hop on this digital marketing affair!

Send them this signup link!

(Here’s the song if you’re looking for a funky earworm 😉)

We’ve been there. The conversion data confusion between the newbie, Google Analytics 4 (GA4), and our good pal, Google Universal Analytics (GA), can be a head-scratcher at first. With the June 30th switch to GA4 approaching rapidly (for free users), you want to know why this conversion pandemonium is happening.

Don’t worry, we’ll sum it up really quickly for you… in 215 words to be exact. Let’s jump in!

Hi, how are ya?

In addition to my position at DBE, I also teach yoga twice a week. There’s a beautiful change in a person before and after they practice. Maybe they breathe a little deeper… or their shoulders are a bit more relaxed. So I encourage you, no matter what you like doing, to get out and move… in whatever way works best for you!

*switches job hats 🎓* Now, for what you’ve all been waiting for…. Drumroll, please! 🥁

• Google’s finally doing it. Universal Analytics(UA) is shutting down, and June 30th is the last day to download your data. We recommend exporting as a spreadsheet. Here are 3 helpful resources for your browsing:
  • Wordstream – what you need to know
  • Google – about UA going away
  • Coupler.io – how you can export the data

• The Twitter checkmark debate is still in session. ☑ B2B Reviews released a super helpful infographic based on their research. Hot highlights:
  • 52% of business owners and consumers surveyed don’t think having a blue checkmark is important
  • Only “1 in 10 business owners reported that a customer expressed trust or confidence in the business” after seeing the blue checkmark

• Why do people choose YouTube over other video-streaming platforms? Check out this beautiful, story-like piece to learn the YouTube differentiator.

• On the opposite end, this story may have been released to scrape up some nostalgia of the main pioneer in the video space. BUT, eMarketer reports that TikTok video advertising spend is rivaling, even threatening YouTube’s.

Do Good Spotlight
🌟 Black Girls CODE 🌟

Black Girls CODE is teaching thousands of young women to lead and innovate in the tech/science/math space. Since 2011, BGC has been helping to improve the pipeline for girls of color in tech. The organization has 15 chapters across the globe, including New York, Seattle, and South Africa. Support them today: Black Girls CODE.

• Email 📧: some brands believe it’s outdated, while others spam our inboxes daily. No matter what you think, it’s still an important and personalized channel when used correctly. MarTech gives some helpful rules to craft better email CTAs. (And hot tip… it can be applied to other channels, too!)

• The rumors are not true. SEO is not dead. It’s just changing. Google still wants human content, but it doesn’t mean you can’t get a little help from AI.

*drumroll finishes with an embellished finale 🥁* Hope you got a lot of good stuff outta this issue.

Happy Wednesday!

Natalie

To help ya get moving, here’s some great ways to move more in the summer months!

Then,hen you take a break, you can read the latest edition of What’s Hot Wednesday with your friends.

Hold up, they’re not on the list yet??? 😲

Send them this signup link!

Happy mid-week!

Where I am, the neighbors really deck out their homes for Halloween. Two-story skeletons. Spiderwebs encasing porches. Even a sharkhead snacking on an unfortunate swimmer. The creativity is astounding! I could go on a mini-rave about this season, but I suspect you’re looking for the digital marketing buzz… and have we got neeewss for you!

• 2023 is going to bring about many changes for Google. One of which is the end of content targeting on YouTube conversion campaigns. We currently don’t know what the company is planning, but we are curious about this direction change and will keep you posted.

• Why would a website have high bounce rates? The top 2 reasons: 1. the page doesn’t meet expectations and 2. the site is ugly and/or difficult to navigate. Learn more here.

• 🔥 Hot Tips from DBE 🔥 *swish* *thump* There are quite a few things that go “bump” in the night to our marketer minds. Don’t worry – we’ve compiled a tool arsenal to fend off the nightmarish worries!

• Ideas for AI legislation have been bouncing around the White House with the goal of reducing AI risk. Get the scoop on what the bill does and doesn’t do with VentureBeat.

Do Good Spotlight
🌟 New Jersey Future 🌟

We have to think smart when it comes to land and people. New Jersey Future works to use land sustainably to benefit people now and in the future. They conduct research, develop policies, advocate, and assist to keep communities healthy and nature protected. Honestly, they do so many things, you might want to read more for yourself here: New Jersey Future.

• Think with Google has put out a lotta content in the past 10 years, and guess what? They put it in this nice highlight list! Our personal favorites include: “Why it’s time to say goodbye to the traditional marketing funnel” and “Why consumer intent is more powerful than demographics.”

• Ever heard of the K.I.S.S. acronym? Keeping writing simple and concise could make or break a campaign. See why in this HBR article.

Whether you’re into the spooky season or not, I hope you’re enjoying the beautiful, fall weather! 🍁

Have a gourd day!

Natalie

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… Come on, don’t leaf us hanging!