Hi all,

Missed you last week, but we’re back with all the digital marketing action today!

Another week, another “HUGE” Google story has the SEO world buzzing. No, it’s not more about AI Overviews (that’s so last month). It’s about a document leak that reveals the inner workings of Google’s ranking algorithm. Rand Fishkin, SparkToro co-founder (and formerly, a founder of Moz) shared the documents from Google’s Content API Warehouse that were shared with him and added his thoughts. There’s a lot to unpack, but in DBE’s tradition of Omotenashi, here are the quick hits:

• We used to say there were over 200 factors in Google’s search ranking algorithm. Turns out, the API documentation includes over 14,000 attributes. The depth of the data Google is collecting to feed its API is astounding. For example, they aren’t just cataloging “clicks” – there are “goodClicks”, “badClicks”, and “lastLongestClicks” attributes.

• BUT the documents do not include data on how each feature is weighted in search ranking.

• How does this impact SEO strategies and best practices? Initially, not much. We already factor many of the attribute categories into our recommendations. In the longer term, when we have a better sense of weighting, we will tweak our recommendations accordingly. Here’s the release from Fishkin and Search Engine Land’s coverage. 

• What’s the most important word in marketing? Marketing expert, Mark Schaefer, lays down a real-life example of this word in action. What’s the word, you say? It’s maneuver. While I don’t believe it needs be compared to “warfare” per say, he still makes an excellent point. Marketers need to be swift, accurate, unexpected, resourceful, flexible, and decentralized in leadership. Read more to get the full picture.

• After the big TikTok ban news, the company announced layoffs of ~1,000 employees in operations, content, and marketing. The LinkedIn News page has a variety of opinions and perspectives on the issue. Business Insider gives quotes from ex-employees who were surprised at the abruptness of the scenario.

• In lighter news, you ever wonder who was really behind the Duolingo marketing stunts. Duolingo on Ice? A fake reality TV show where no one speaks the same language? The Super Bowl Ad? That’s the brand team. Zaria Parvez, their Global SMM, interviews Duolingo’s Creative Director, James Kuczynski, to see how the social and brand teams create uniquely original, viral content.

• EMARKETER shares data that “nearly a quarter (23%) of US adults say they research a product online and purchase it in-store”. Their chart also shows other interactions between online and in-store behavior. All the more reason to leverage omnichannel marketing strategies.

• Techie news (particularly helpful for tech startups and media companies): Some brand websites are exploring the fediverse as a way to get referral traffic. The fediverse allows people to interact with others via different federated social platforms (like Threads, Mastodon and Bluesky). This way, your audience can reach you from their platforms of choice. Digiday does a much better job explaining it if you are interested.

Thoughts to Take With You… 💞

We know AI can do lots of things for us.

But what does it take away when we allow it to create for us?

We lose the flavor, pizazz, complexity, passion, excitement, unknown, truth that’s wrapped up in the creative process. It’s not always easy – coming in inspirational waves, drawn by mysterious currents. You find it buried underneath the blank stares at empty pages. The process can lead us down a pothole-packed road that is miles off the highway on which we started. Sometimes, it hits us in the face with brilliance. Other times, it has the humble presence of the “b” in the word “subtle.”

The meaning of the fluffy paragraph above is: No person or robot is going to say things exactly like you.

You are the originality – the authenticity – this automated world craves. Don’t look down on yourself for not being as perfect as the autogenerated piece… because it’s the imperfections that make lasting impressions.

Keep on keepin’ on,

Natalie

The writer’s voice is one of the key reasons a reader keeps reading.

If you’re an editor, how are you preserving that? Check out this piece from Proofed for advice!

Wait, sit down!

Seriously, you’re gonna wanna read this totally fetch edition of your favorite digital marketing newsletter. (Sorry, Mean Girls Day was on Monday, and I’m releasing this post on a Wednesday…can’t help but steal a few movie quips and quotes!) So, let’s get started!

• You’ve heard about AI-generated art before. Now, Facebook jumped on the bandwagon with Make-A-Video, an AI that generates videos from text. People have a lot to say about it. Here’s one opinion from Andrew Hutchinson in Social Media Today.

• Check out the latest Google Search updates and innovations from the Google Search On 2022 Highlights include “multisearch” (that lets you search via images and text at the same time) and Business Messages (that will let consumers message brands through search ads).
  • For a third-party perspective, check out Search Engine Land’s “10 biggest announcements” article.

• Who made it in Gen Z’s Favorite Brand book?? Morning Consult gives us a surprisingly unsurprising review of the post-Millennial mindset including how theirs compares with the general public.

Do Good Spotlight
🌟 Sunny Ronald’s Lemonade Stand 🌟

We have always loved the message behind Alex’s Lemonade Stand. Our team members just supported Sunny Ronald’s Lemonade Stand to help fund the cure for childhood cancer. See how you can support the cause, too.

• What most affects US social media users’ decision to engage with ads/sponsored content on social media platforms? eMarketer reports:
  • 52% say a platform’s privacy and data practices are extremely impactful
  • Only 13% say “the platform shows me relevant ads” is extremely impactful. Check out the other factors here.

• If you’re a numbers person or a list person, here are a few articles to spark your interest:
  • 4 New Useful LinkedIn Ads Features
  • 5 New Updates to Meta Call Ads
  • 9 New Google Search Features and Tools for Shopping

Just remember you’re, like, really awesome. 😊

Enjoy the rest of your week!

Natalie

*ring, ring* 📳

Hey, I heard from my best friend’s mom’s boyfriend’s brother’s cousin’s daughter that you haven’t told all your digital marketing friends about What’s Hot Wednesday.

You need to send them this signup link, like, now!

Howdy Ho!

Hoping you all had a wonderful Labor Day weekend 🎉. As hard workers, we all need a little break sometimes. We’re happy to have you back. Now, here’s what you’ve been waiting for….

• TikTok’s opening up… *drumroll please 🥁* Shopping Ads. Advertisers will be able to highlight their products to the 56% of TikTok users who discover new brands and products through the platform.

• Videos are showing up more frequently on Search Engine Results Pages (SERPs) in video carousels or as video-rich snippets. Plus, see some other benefits of leveraging videos and YouTube search results to gain insights on your customer’s buying journey in this MarTech article.

• Words have power ⚡ (obviously). But what can selling on Facebook marketplace teach you about copywriting? Ann Handley gives us a little info on her experiment in her blog post.

• “We’re so accustomed to hustling, we don’t remember how to float.” In this interview from Think with Google, resilience experts share how to maximize creativity in stressful times. #BobRossYourLife🎨

• 🔥 Hot Tips from DBE 🔥 When you think of organic or naturally grown or preservative-free, you think of food, right? How about brand authenticity? No? Time to read our latest blog. 😁

Do Good Spotlight
🌟 PennFuture 🌟

Clean energy. I feel we hear those words a lot these days, but how can we change our economy for green initiatives? PennFuture is leading the “transition to a clean energy economy in Pennsylvania and beyond.” Not only are they working for a carbon neutral economy, but they protect green and wild places for new generations. See what they’re up to: https://www.pennfuture.org/

• LinkedIn has bestowed the power for users to pin comments in replay chains. This’ll help guide more relevant, thought-provoking conversations on the platform!

• More on the shrinking talent pool from McKinsey: They call it the “Great Attrition”. Check out their five personas to help companies attract the right talent based on addressing what’s important to them. 💼

• If you’re a little bit (okay, a lotta bit) of a nerd like me, you’ll find this interesting: There’s a possibility transparent solar panels could replace windows in the future! While I can’t understand all the technical language, it’s an awesome idea!

Sending positive energy your way this week and beyond!

Rock on, y’all 🤘

Natalie

Did you know?

• Anteaters have no teeth.
• A flock of flamingos is called a flamboyance.
• There are 32 muscles in a cat’s ear.

If you did, that’s pretty awesome. If you didn’t, join the club 🤪

Hey, speaking of clubs… tell your friends to join ours!

Greetings! 👽

Are you ready for this week’s roundup of sizzlin’ hot digital marketing beans? Welp, it’s coming at you anyway, so get pumped!

• ⏲ Pop Quiz ⏲ Which social media platform is most trusted for finding and purchasing products? Facebook, Instagram, or YouTube? Discover the answer here or you can read to the end of this edition for an answer in our PS. 😉

• We’re venturing into the unknown! Our imaginations are the limit when it comes to the future of the internet. This article from Rishad Tobaccowala challenges what we think we know about Web3 and our technological future. (While reading this, all I could think of is this AAR song from Meet the Robinsons. Call me up on the day when we can build skyscrapers in seconds. #SoCool.)

• If you’re like 56% of Americans, you are likely to participate in a “big life moment” in the next two years. Think with Google defines these moments and four pathways brands should consider to meet customers’ changed expectations as they do their planning.

Do Good Spotlight
🌟 No Kid Hungry 🌟

NoKidHungry.org is on a mission to end childhood hunger in the U.S. They work to expand awareness and implement programs, grants, etc. to make sure kids get their 3 meals a day. Discover more about their cause and how you can help: https://www.nokidhungry.org/

We’d like to thank Angie Bruhn for the wonderful suggestion!

If you have an impactful organization to which you’d like us to donate and spotlight, give us a holler via email, snail mail, pony express… whatever floats your boat. 📢🐌🐎🚢

• Facebook is pulling the plug 🔌… on live shopping. In our last issue, we discussed Facebook’s transition to a TikTok-like format. Therefore, it has decided to toss out the old to make space for more Reels.

• Embarking on a new marketing campaign soon? Martech offers this article on how “Most marketing fails before it starts”. It includes the top 5 reasons marketing fails, as well as the top 5 rules for marketing success. Read onward >>

We hope you’re crushin’ so far this week. Looking forward to chatting at the same time next week!

TTYL 📱

Natalie

PS: The pop quiz answer is YouTube.

P.P.S. 👀 Share our rockin’ newsletter with your buddies and send them this signup link.

Duh-DUH…Duh-DUH… DUHDUHDUHDUH 🦈

Put down the popcorn! 🍿 Time to take a break from binging Shark Week to get your digital marketing gossip…

• Drumroll, please. 🥁 Snapchat is coming to a desktop near you after 10 years of being a mobile-only app. Granted, it will be watered down, but it definitely opens new possibilities for the platform.

• LinkedIn has a lot of power with its platform data. Ya Xu from LinkedIn states that they “can’t afford to not do AI responsibly.” See what that means to the company in this interesting, tech read. 🤖

• How many TikTok followers do you need to start making money? 🎵🤑 See what Business Insider has to say on the subject….

• Paraphrasing a common adage: you can lead an online customer to your website, but you can’t make them buy. That’s why this article on “Five must-haves of a conversion worthy ecommerce website” from Search Engine Watch may be worthy of your time. (P.S. The title is misleading as the 5th must-have, called “Everything Else”, actually includes 5 tips, not just 1.)

Do Good Spotlight
🌟 American Psychiatric Association Foundation 🌟

The American Psychiatric Association Foundation works to spread awareness and erase stigma around mental illness. This nonprofit programming arm of the American Psychiatric Association complements the professional work of the APA by administering public outreach programs and support. Learn more about their mission: https://apafdn.org/

Got a great cause you’d like us to support? Reply to this email with your suggestion!

• Only 3% of B2B website visitors fill out on-site forms to access content. Why is that? 6Sense thinks enabling free access to content as a benefit will result in real buyers revealing themselves when the time is right. Don’t worry, you won’t have to fill out a form to read this article.

• 🔥 Hot Tips from DBE 🔥 We’ve had a few people interested in our unique team building exercises, so our Office Manager, Stacy Sarno, shared some of her best tips and tricks! And for those hardcore marketers who are not totally convinced activities to cultivate company culture are important, we’ve had some fun correlating Stacy’s activities’ planning with planning marketing campaigns. Read it all here.

Alright, back to your regularly scheduled programming! 📺

Warm Reefgards,

Natalie

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