Hiya!

How are you doing, friends? I hope you’re ready for some digital marketing news – let’s get started!

• Fast Company is apparently seeing the same things we are. In their last AI Decoded newsletter, they discussed how marketers are concerned about the ways chatbots perceive their brands. We cannot change what the AI models already know, but we create new, optimized web content now with SAIO strategies to align their answers with what we want them to perceive.

• Does it perplex you how Perplexity’s referrals to brand sites are growing? MediaPost notes: “Perplexity… is most likely to reference product sites, whereas Google SGE will also include informational resources such as lifestyle and news sites.” Although these search engines and chatbots may give different results, we still see some overlap in their sources. This emphasizes the importance of brand authority on SAIO/SEO optimization.

• Last week, we talked about ads appearing in Gen AI responses from SGE and Copilot. Now, Google’s floating the idea of paid plans for those using the generative AI features! Regular search would remain free. But, how many people will pay for Google’s Gen AI when other platforms are giving us just as good, if not better, results? 🤔

• User-generated content… we know about that. What about employee-generated content? (*cough cough* like this newsletter) Jesse Liszka talks of the benefits of employee-generated content. It provides a looking glass view into a company’s culture, giving employees a chance to show their expertise and personality. Highly recommend this if you haven’t already implemented it in your marketing plan.

• We’ve all seen bad AI artwork. Keen eyes are able to spot AI-generated images and some audiences are upset by it. Multiple brands are banning the use of generative AI, even putting it as a clause in their agency contracts. This is a good question to address for your brand if you haven’t already.

• Social Media Manager (SMM) burnout.😔 Like PR, you have to be constantly attentive, creative, and quick. If not carefully guided, this position could be draining on a person/team. Zaria Parvez, Senior Global Social Media Manager at Duolingo, goes over her views of work/life balance as a SMM. She mentions making something beautiful with her hands every day. Adding physical creativity can ground us when most of our days are spent in a virtual landscape.

Thoughts to Take With You… 💞

Here’s an interesting metaphor:

“Forests lower temperatures through a mechanism that’s similar to sweating in humans. When trees release water vapor from their leaves in a process called transpiration, the evaporating water cools the surrounding air.”

This is from a Scientific American article on reforestation efforts. Apparently, forests are helping keep the Eastern U.S. cooler. Isn’t that amazing? If we truly look, it’s not hard to uncover wonder in the beautiful, regenerative powers of nature.

Have a superb day!

Natalie

Did you know trees can communicate with each other?? 🌳

Read The Hidden Life of Trees by Peter Wohlleben to learn about our surprisingly social leafy friends! If you’re looking for a quick review, check out the documentary!

Hello and welcome!

In case you’re new here, this is your weekly dose of digital marketing news and data to help you make informed decisions. Stay tuned to the end for a dash of mindfulness to ease the stress of the day.

• 72% of respondents to a recent survey said AI-driven personalization and generative AI will affect their business the most in 2024. Here’s the scary part: “AI is also powering hyperpersonalization by using complex user data such as real-time browsing behavior and predictive digital preferences to create highly customized experiences.” What could go wrong with that? We should all be pondering the ethics of that question.

• What is a position-less marketer? According to Optimove, this marketer has a diverse skill set and can adapt and collaborate to drive business outcomes. Is this the direction marketing is going in the automated, AI-driven future? Our thought: AI still needs inputs and oversight from well-versed specialists in some of today’s key digital marketing roles – SEO, PPC, Data Analytics, etc.

• Generative AI is a hot topic (still), but how are people actually using it? As a marketer, I found this interesting because “content creation & editing” was the second-most popular use. We go into this in our latest POV, but as a reminder: AI should be an assistant, not the sole writer.

• We all know social media shows us what we want to see. If Joe Schmoe engages with a video of monkeys doing the tango, naturally, the algorithm will show him more dancing monkeys. The day Joe takes a trip to the jungle, with the thought of seeing these hairy performers live, he’ll be in for a rude awakening. Now, this is a silly example, but the topic can be ANY topic. We need to be aware that social media algorithms silo our information. A way we combat this is through ethical marketing, based on the principles of transparency and accuracy. Get more about ethical marketing and disinformation from ClickZ.

• We’ve been talking about antitrust suits for Google, Meta, and Amazon, but what about Apple? U.S. regulators are now also targeting Apple for monopolizing the smartphone market. Are there other situations we take for granted that may be up for targeting by regulators?

Has Written Content Become the “Um Like” of Marketing? 💬

Um, like, I mean, you know, uh…

We are all familiar with these filler words…. We tune them out whenever someone is talking and just listen to the stuff that matters.

The same thing happens with poorly written content. Unless content is created with the audience in mind, it becomes as meaningless as the filler words peppering English sentences. Why has some written content become so boring, and how do we fix it? Read more in our latest POV: Has Written Content Become the “Um Like” of Marketing?

Thoughts to Take With You… 💞

Recently, I had a stranger treat me unkindly.

I didn’t respond and went on my way. It was a small interaction, but it made me think (as pretty much everything does). Maybe this person had a bad day or believes they’re stuck in an unhappy life path.

In a later conversation with Niki , our amazing CEO, she shed some light on these kinds of interactions. She said we have three ways to respond: 1. react with the same hostility, 2. pretend to ignore it, or 3. genuinely respond with civility.

When we choose the high-road option in #3, we surpass our own ego and show kindness to someone who may need it. Whether they rethink their actions is not up to us. But we all know deep down if we show more kindness and compassion, the world can be better.

Looking forward to seeing you here next week!

Natalie

Growing season is here 🌱

If you love to garden, here are some awesome hacks for you!

Hiya,

How’s March rollin’ out for ya? Are you excited for the Spring Equinox on the horizon? 💐 I am excited for those flower buds to start popping up. Anyway, let’s dig into this edition of your favorite digital marketing newsletter, shall we?

• YouTube’s rolling out a dubbed video feature for creators. This will allow multiple language audio tracks to be uploaded for one video. What a wonderful way to reach more people!

• B2C marketers are increasing their use of “social video”. First was this article citing TikTok/Social Video as the most important consumer trend of 2023. Then, came this story on how YouTube is by far the “The Top Social Platform for ROAS Among Large B2C Advertisers“. Time to get “vid” it… (pun courtesy of Marc Engelsman).

• Snapchat+ users have a new robot friend in their Chat. Check out the company’s announcement.

Do Good Spotlight
🌟 K9s For Warriors 🌟

K9s For Warriors gives highly-trained Service Dogs to military veterans suffering from PTSD, traumatic brain injury and/or military trauma. Many of the dogs come from high-kill rescue shelters, and they are paired with a military veteran to help in the healing journey. They are truly making a positive impact on so many lives. Please consider checking them out and donating: K9s For Warriors.

• Similar audience segments will be floating out of the Google Ads picture this August. Here’s what you need to know to transition.

• The Google Ads Malicious or unwanted software policy will be updated in May. Some changes surround malicious software, compromised sites, and unwanted software. Check out Google’s page.

Why We 💗 What We Do…

Our wonderful Office Manager, Stacy, surprised the team with an Employee Appreciation Awards Ceremony! (She’s the best. 😄) Check out the video!

• eMarketer presents a different angle on AI in this chart from on “AI fails to generate consumer enthusiasm across media.” More than half of respondents polled by Ipsos prefer human-generated content across a broad range of media.

Wishing you awesomeness this week and beyond. We’re rooting for you! 🌸

Natalie

Does February like March? 📅

No, but April May.

How does a flower whistle? 🌷

By using its tulips.

Why do trees have so many friends? 🌲

They branch out.

We’re basically one step below Comedy Central.

Share the joy, and send your friends the signup link!

Good day! *hat tip* 🎩

January whizzed by faster than a hummingbird’s wing, but I hope you had a good start to the year! Let’s get down to it….

• The Department of Justice is suing Google over its perspective on Google’s advertising dominance on the internet, particularly for Display advertising. Learn more on the case here. See reviews by CNN and TechCrunch.

• McKinsey Quarterly has this quick and easy-to-read, 5-minute briefing (more like an interactive infographic) on “Employee Well-Being: The Holistic Way.” The brief then links to a deeper, 50-minute dive as part of McKinsey’s Five Fifty Edition Series. While there, you could also check out the December Five Fifty edition that covered the Metaverse.

• It’s a new year, and it’s time to “move on from these nine fundamental content marketing myths.” We agree with all nine including “more is more” and the biggest myth of all is “content marketing is easy.”

Do Good Spotlight
🌟 Rescue.org 🌟

The International Rescue Committee’s goal is to help those affected by conflict and disasters with high-impact and cost-effective solutions. They focus on health, safety, economic well being, education, and empowerment. Learn more about who they are and what they do: The International Rescue Committee.

• What do TikTok, YouTube, and Google have in common? Marketers expect to increase their investment in these digital platforms the most in 2023. Meanwhile, Facebook and Twitter are expected to see the greatest decreases. MarketingCharts has the deets, and you might be surprised where Amazon falls in the mix.

• The ad market fell 12% YOY in December, continuing a 6-month decline. But something we did see: “digital accounted for 64% of total ad spending in December, up from 62% in December 2021.”

Why We 💗 What We Do…

Part of loving what you do is finding ways to make it better. Our team frequently has discussions on everything from improving company efficiency to establishing healthy work habits. This concept floated up in a team discussion, and we thought it would be good to share what we learned:

Imposter syndrome affects most of us at one point or another. A key to prevailing over these feelings is to understand where they come from. Here’s what we’ve learned about Imposter Syndrome.

• Twitter has been teetering over its own fence lately. In an effort to gain trust with the public, the company is looking into having third-party verification on its ad systems. Get the scoop here and, if you need a little more info on third-party verification, try this article.

May your February be glorious. Don’t forget to make time for yourself. In many situations, you can spare 10 minutes to reset before getting back to life. Take a walk. Do some breathing exercises. Listen to some music. Sometimes a break is just what you need to get back on your game! 🙂

Ciao!

Natalie

You know that feeling you get from drinking a hot drink on a cold day? ❄➡☕ =😄

It’s #TheBest… just like you for reading through this newsletter!

While you’re here, might as well share us with your buds!

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

We think your friends will fall 🍂 for our newsletter.

Send them this signup link!

… Come on, don’t leaf us hanging!

Hiya!

Fun fact: Wednesday is one of the most misspelled words in the English language. (Makes sense with such a sneaky silent letter!) Anyway, here is some digital marketing news to start your Wenesday off right! 😁

• Calling all PPC professionals 📞 Looking for a way to level up your PPC knowledge AND have a beach view in Palermo, Buenos Aires? The [Exact Match] Conference is exactly what you need. Check out the one-pager and the website!
• We all know the marketing “funnel”. What about the marketing “möbius strip”? Delve into the increasingly complicated customer journey with this LinkedIn article.
• Metaverse Meddling
  • As a digital metaverse, it looks like Roblox has it all… or do they? 🤔 Amidst all the brand partnerships, you’d expect to see higher revenues. Read how the gaming platform is really doing.
  • “Virtual worlds, real money” sums it up nicely for this McKinsey chart on metaverse spending. Their recent survey found consumers are already spending more money each year on digital assets (e.g., NFTs) … and they expect to be spending more in years to come. 🌐💰
  • Check out this “reality check” from Econsultancy as it looks at consumer attitudes toward this new realm. It includes a wide range of data on feelings regarding both the perceived benefits, the potential drawbacks, and general confusion about joining the metaverse.
• As you have heard us say frequently, “real” SEO requires the strategic planning and tactical implementation of a variety of best practices. Search Engine Watch offers an overview of one of those practices in this article on “How to write effective title tags in 2022“. In short, keep the title tag relevant and short while putting the target keyword phrase first.

Do Good Spotlight
🌟 Heroes to Heroes 🌟

Heroes to Heroes provides emotional strength, spiritual healing, and peer support for Combat Veterans of all conflicts and all faiths who have attempted suicide or are on a path to self-destruction due to moral injury/PTSD. Heroes to Heroes’ coaching, events, and programs have helped countless veterans and their families. Learn more about this organization: https://heroestoheroes.org/

We’d like to thank Michael Haltman for showing us this impactful organization.

If you have an organization you’d like us to feature and donate to, just reach out!

• This is probably not a surprise, but Gen Z is using Facebook less and less. TechCrunch notes that the population views the platform as a “utility and an obligation” rather than a new, exciting platform of choice. Pew reports that Gen Z’s attention is mainly drawn to YouTube. Only the future knows what the platform will become!
• Speaking of generational differences in the digital world, have you heard of the “millennial pause?” Apparently as millennials age (it happens to the best of us), Gen Zs are finding some of Gen Y’s habits hysterical. This fun read from The Atlantic may create some entertaining conversations for you.
• Looking to spice up your short-form content game? Check out these interactive tips from Facebook! 🎦

Sending positivity your way while wishing you have a great day! 😊

Stay cool 😎

Natalie