Hey y’all!

We want to thank you for being readers of our newsletter. 😊 We get lots of questions about Search AI Optimization (SAIO), so we created a comprehensive SAIO strategy guide that overviews how it differs from Search Engine Optimization (SEO). It includes our research with links to resources! 

In the words of Dwayne “The Rock” Johnson in the movie Moana, “What can we say except you’re welcome?” Here it is:

• Google is starting to feel the competitive search “heat” from OpenAI, Microsoft, Meta, and other AI ventures. Machines for Gen AI are expensive and there are fewer new devices coming into the world to use them. Prabhakar Raghavan, the head of Google Search, said “it’s not like life is going to be hunky-dory, forever” and told his team to “meet this moment” and “act with urgency.” Sounds a little like a coach of a losing team challenging his players to work harder, no?

• Ever get frustrated with a less-than-ideal AI chatbot response? How are you prompting? Tech influencer, Jeff Su, explains an AI prompt formula in this short video. Warning: he speaks quickly, so you can put on subtitles or slow down the video if needed!

• It happened. The TikTok ban has been signed. Before the freak out happens, there are still a few things in the air. TikTok currently has 9 months to find a buyer, but plans to take the Biden administration to court first. If you’re looking for a quick run through, try Inc. If you’re looking for a more detailed story, try NPR.

• It’s astounding how a huge company, like Meta, can provide such little support to the creators who’ve built businesses around Meta. A recent example of this comes from fashion influencer, Lauren Holifield. Holifield was locked out of her Instagram account and faced social media managers’ dread… contacting Meta support. Trying to find a human customer service rep is incredibly difficult… so much so that some people sell their support rep contacts to others. SMH.

• Speaking of social media influencers, here’s a list of some of the top social media influencers by followers from Search Engine Journal. Most of these people crossover into different types of fame. They’re not just musicians, they’re actors and activists. They’re not just based in one country, they have world renown. They’ve tapped into so many types of audiences.

DBE Perspectives 💬

Nature gives us an intuitive feeling of relaxation and renewal. Imagine bringing that clear mindset to work. That’d be pretty sweet, right? Delve into the benefits of nature in the office and learn how to greenify your workspaces in our latest POV.

Natural Workplaces: Integrating the Outdoors into the Office

Thoughts to Take With You… 💞

We can time travel, in fact, we do it every day.

No, we don’t physically travel in DeLoreans with mad scientists. (If you do, please invite me!) It’s much more subtle than that.

We travel through our thoughts. You could be sitting at your desk and be thinking about the last time you called your mom. You could be walking the dog and thinking about what you’re getting at the grocery store later. 

Time travel is a skill that helps us learn and keeps us safe in some cases. But what can we uncover if we paused that skill for a while? How can we change moments of our lives if we focus on being fully present now? I’ll leave you with that question.

Have a lovely week,

Natalie

Psstt, don’t leave without your free SAIO guide!

Greetings!

You’re traveling through another dimension – a dimension not only of digital marketing but of mindfulness. A journey into a wondrous land whose boundaries are that of imagination. Next stop: Perceptive Marketer!

Yes, we changed our name. No, this is not a drill. The name change is better aligned with our mission: to widen our perceptions as marketers through industry news and mindful perspectives.

Let’s jump in!

• Want to know what’s keeping marketing and PR leaders awake at night? Check out the top 10 challenges marketing decision makers are facing in 2024, based on UK respondents. Search engine updates and volatility, anxiety of being replaced by AI, plus a lack of understanding how we could use AI are some of the top concerns. This report is from the UK, and they haven’t even seen the Google SGE roll-out yet. No wonder a separate survey cites 76% of UK employees have experienced some form of stress-related staff absence.

• Understand Google SGE through this Lady Gaga search result. Business Insider’s overview helps you gain a deeper understanding of how disruptive SGE (and other Gen AI platforms) can be to the traditional search marketplace. The article even includes a discussion on the emergence of ads as sponsored links in Gen AI results – a topic we just covered in our latest blog.

• Google SGE has been released to the public… at least for a starting set of queries. Whether you’ve signed up to see SGE or not, you may see AI overviews filling your result pages. This is only a test but stay tuned for alerts when SGE finally goes live for reals.

• Are you afraid of the robot uprising? 🤖 Maybe this might make you feel better. The United Nations adopted a resolution for the “respect, protection and promotion of human rights in the design, development, deployment and the use of AI.” Sustainable development and a commitment to closing the digital gap between countries are two purposes of this resolution. If you love legal jargon, here’s the full resolution.

It’s Raining Ads! 🌧️

Ads in AI to be specific. Google SGE and Bing Copilot are showing ads in their Gen AI responses. What does this mean for Search AI Optimization? Find out here: Spring 2024 Rains Ads On Gen AI Results!

• As a perceptive marketer, you’re probably aware of multichannel and omnichannel marketing strategies. Have you heard about “optichannel”? “Optichannel strategies aim to deliver the right message to the right audience at the right time through each channel, maximizing engagement and conversions.” Martech explains the optichannel approach is a way of optimizing individual channels to improve customer experience.

• TikTok is not giving up! (And who would expect them to?) The attempt? A $2.1 million TV ad buy. Many TikTok users have been lobbying the senate to not pass the house bill, especially with so many businesses depending on the platform. But will a TV ad make a difference to the senators’ thinking? We have to keep watching.

• 🦉 With hot tracks like “Spanish or Vanish”, who wouldn’t want to go see Duolingo on Ice! Check out this spoofy Disney on Ice remake released on April 1st! (Pro tip: if you go to the ticket link, you can get promo codes for future Seat Geek tickets AND a free month of Duolingo.)

Thoughts to Take With You… 💞

Spring makes life go a million miles a minute. Are you taking time to pause? Here are some ways:

• Take nature breaks.
• Look up from your screens.
• Focus on your breathing.
• Eat without distractions.
• Ground yourself with nature-inspired activities like gardening.

Overall, finding moments of stillness will help us truly see the beauty and wonder that is the spring season.

Happy Wednesday!

Natalie

10 points if you got the intro reference! 👏🔟👏

Here’s some spooky fun facts about the famous show. 🙂

Hey y’all!

March is named after the Roman god of war, Mars. In most myths, Mars is known for being quite brutish and hot headed. Now, traveling a little further east. In Ancient Chinese medicine, spring is the time of the wood element, which is associated with being highly motivated, ambitious, and sometimes forceful.

Personally, I don’t think this connection is a coincidence. The weather is getting warmer. The days are getting longer. It’s not unreasonable to get riled up in the action. While this newfound energy is exhilarating, let’s be cautious not to get too drawn into the heat of the moment. Instead, try to channel this energy into meaningful projects and present awareness.

Now that we’re a bit more centered, let’s take a looksie at this week’s digital marketing:

• Where do website traffic referrals really come from? Datos & SparkToro research concluded that 63% of US web traffic referrals came from Google. The next two runner ups are from Microsoft/Bing and YouTube. *cough cough* Another reason why SEO is not dead. Shoutout to Jessica Perry for this interesting piece!

• Is your website content “helpful”? If not, you’re likely to experience dramatic reductions in organic search traffic. Elizabeth Tucker, Google’s Director of Product, Search, stated the latest Google Core Update will “reduce low-quality, unoriginal content in search results by 40%”. We have always emphasized the need for quality, relevant, and helpful content, so we don’t expect our clients to see declines due to the update.

Do Good Spotlight
🌟 Action Against Hunger 🌟

For 40+ years, Action Against Hunger has taken decisive action against the causes and effects of hunger. They’re a top-rated charity on Charity Navigator and Charity Watch as well as a recipient of 2023 Platinum Transparency Candid Seal. Learn more about what they do: Action Against Hunger.

Thanks, Domenick D’Agostino, for sharing this organization!

• As the US Congress decides whether or not to ban/sell TikTok, we thought you might be interested in TikTok usage data. See the share of US TikTok users who have posted a video broken down by Age, Sex, Political Affiliation, and Education. Plus, read some interesting analysis from MarketingCharts including the observation that over half of TikTok users have never posted a video.😲

• 59% of people think there is too much brand advertising on social media. Yet, 61% of consumers agreed they discovered brands/products/services they’re interested in from paid/sponsored social posts. Confusing, right? It’s all about strategy. If selling is a brand’s only strategy on social media, the brand has already lost. The audience has to be the focus. No audience – no business. Check out Hootsuite’s report.

• Paging B2B sales leaders. 📟 McKinsey has 3 game-changing case studies highlighting different approaches to increasing sales productivity. AI is not directly mentioned but it could be used to leverage sales technology and automation. The other two areas for improvements include re-focusing on inside sales and driving personalization with data analytics.

• ESG is growing in importance to consumers and, ultimately, brand marketers. Sustainable marketing reduces social and environmental impacts and creates lasting positive change. This ClickZ article also highlights two noteworthy successful sustainable marketing campaigns from Patagonia and The Body Shop.

Happy Spring! 🌹🪻🌷

Natalie

Is the day already off to an off-kiltering start?

Hey, that’s okay. Here’s a time lapse video of flowers blooming to remind you of the simpler things. 🌸

If you’re in a sharing mood, send our WHW signup link to your friends and sign up for our LinkedIn newsletter. 🙂

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!

Hi! 👋🏼

I don’t know about you, but I love grabbing my laptop, setting up an umbrella, and working outside. There’s nothing like a face full of fresh air while you work. (I’m actually writing this edition on my deck.) If you have the ability, try changing up your workstation. Shifting the scenery is often refreshing for the brain and mindset. Anywho, let’s get to it!

• Want to take a peak at what the new AI-driven Google Search Generative Experience (SGE) will look like? For now, you will have to see it through screen captures from Search Engine Land and detailed explanations on how it will work.

• TikTok is at it again… trying hard to break into the search engine space. This time, it’s with a TikTok search widget. This is what I imagine whenever TikTok says it’s encroaching on Google search engine territory:

• eMarketer reports on a Razorfish survey on “Factors That Would Influence US Consumers To Gain Trust in a Company.” Their answers may surprise you as only 40% said “If I heard good reviews from other people” 🤔 while 66% said “If the company was transparent about how they use my personal data.” 👏🏼

Do Good Spotlight
🌟 One Tree Planted 🌟

Their goal is simple. Plant More Trees. One Tree Planted is a global organization focused on reforestation in North America, Latin America, Africa, Asia, Europe, and the Pacific. Every dollar is one tree planted. Check them out: One Tree Planted.

• You know when you said something funny, but then someone else reframed it slightly and got the whole room laughing? WELP, looks like something similar is happening to Bing. Bing’s efforts in obtaining search market share has backfired in Google’s favor.

• Not everyone has a super-rad, performance-based digital marketing agency (*cough cough* like us) in their back pockets. Sooo, if you need a little help with Facebook advertising, here’s a nice guidebook for ya!

May your successes be sweet, and may your workdays be smooth. Have a great rest of your week, y’all!

¡Adios!

Natalie

Here’s how to say ‘hello’ in 21 different languages: Babel.

You can use them as conversation starters for telling your friends about us. 😎

Send your buddies this signup link!

Hello out there!

Last week of March. Can you believe it? Time is whizzing past us! With everything going so fast, isn’t it great you got a summary of digital marketing news delivered to ya each week? (You’re welcome. 😁) Let’s get on with the fun, then!

• Google released its A.I. chatbot, Bard. It’s interesting how Google is trying to position Bard as a resource that is complementary to, but not part of, its search engine (vs. ChatGPT’s integration with Microsoft’s Bing search engine). The NYTimes covered both the unveiling story and a sidebar article on What Bard Can and Can’t Do that covers how cautious Google is being with the release. For example, Bard tells you right away that it makes mistakes, and it will decline to answer questions when it does not have enough information. Let chatbot wars begin….

• #️⃣ Drama on the TikTok front. TikTok CEO Shou Zi Chew’s testimony in the Congressional hearing could determine the social media app’s fate in the US. Search Engine Land’s slightly different take was that it was “mostly theater starring politicians who are ignorant of the topic and ill-prepared by their staffs” BUT that the political smoke could scare away brand advertising support for the platform. We’ll have to see….

• Bing has new category-based targeting for search ads. The tests have shown higher CTR and RPM with this unique solution.

Do Good Spotlight
🌟 Princeton-Blairstown Center 🌟

The Princeton-Blairstown Center (PBC) provides adventure-based, experiential education to youth from historically marginalized communities. What began in 1908 as a summer camp has grown into an outdoor education center with a wide variety of year-round programs serving almost 8,000 young people each year. Programs include those to improve learning retention over the summer to approximately 500 students from historically marginalized NJ communities in Trenton, Newark, and Camden, free of charge. There’s a fund-raising soiree on May 5 that NJ locals will want to check out. Learn more about PBC here: Princeton-Blairstown Center.

• Do you run a website? Chances are you have a say in at least one. Here are some hot tips for creating a compelling user interface (UI)/user experience (UX) design in 2023.

• Marketing Charts shows the impact of inflation on consumer spending. Here’s what we see:
  • 80% of US Adults said that inflation has impacted their spending in Q1 2023, which fell back 4% since Q3 2022.
  • Places consumers have been starting their online product shopping journey:
    • Amazon is #1 with 56% (no surprise here).
    • Search engines are not far behind at 42%.

That’s what we got for ya. Get ready for more juicy digital drama next week!

Happy Wednesday!

Natalie

We’re basically like your Wednesday cup of coffee. ☕

We boost your day with an espresso shot of digital marketing news.

Like a good cuppa joe, we’re worth sharing with your favorite buddies – send ‘em the link!

Heyo!

Fun fact: it’s Buzzards Day! Did you know that this bird returns from migration at the same time every year? It’s a popular tradition to watch for the bird in Ohio! It’s fascinating how nature has its own way of keeping time like we do a calendar… Anyway, here’s the latest in digital marketing flying your way! 🦅

• YouTube overlay ads are being underlayed. Creators are rejoicing at the chance to earn revenue from other, more profitable ad placements. This will also mean more competition for advertisers….

• TikTok is launching *drumroll 🥁* search ads! Advertisers will be able to bid on keywords along with interests, demographics, and behaviors. We’re keeping our eyes peeled to see how TikTok will be competitive against the Google search behemoth.

• Another day, another verification step. Google Ads is requiring one or two more verification processes for users. Gradually, certain accounts are getting pinged to provide basic information and identity to comply. See more.

• What makes a person think more sustainably? Documentaries? News articles? Good guesses, but it’s influencers. A study by Unilever with the Behavioral Insights Team (BIT) found that influencers were rated as impactful in helping consumers make sustainable choices by 78% of respondents. Here’s the lowdown.

Do Good Spotlight
🌟 Generation Hope 🌟

Becoming a parent at any age is a huge lifestyle change. For student parents, the stress of this transition can be amplified. Generation Hope supports teen parents and their children as they pursue their education. The charity provides families with custom assistance, so they are empowered to create the best futures for themselves. See how they are making a difference: Generation Hope.

• 🎶 Good day, sunshine… Good day, Bluesky? 🟦 Twitter co-founder and former CEO, Jack Dorsey, just backed invite-only platform Bluesky as a Twitter alternative. The platform is designed to test and develop technology for “open and decentralized public conversation.”

• SEM Rush wrote an awesome one-pager on SEO content writing tips!

That’s all I got for this week, but don’t worry, I’ll be back next week for more marketing fun! Wishing you a productive rest of your week.

Natalie

Owl let you know that you have impeckable taste in newsletters.

It’d be a hoot if you shared us with your flock – send them this signup link!

Hey-yaaa

Alright, alright, alright. We’ve got a jam-packed edition for all you curious readers out there. Ready? Let’s go!

• When are we not talking about TikTok and Gen Z these days? 📱🎵 This article helps make sense of it all. Gen Z seeks discoverability, interactivity, and authenticity. TikTok cracked that code to give just what was needed after a time of social disconnectedness and disingenuousness.

• Google Analytics 4 just added 12 new ecommerce metrics and dimensions. As if the sunsetting of Universal Analytics wasn’t enough to make the switch to GA4.

• On another social note, data.ai released a full report on the “State of Mobile 2023”. Social Media Today does a great job with the wrap-up. Some highlights below:
  • BeReal takes the cake for rookie app of the year with downloads reaching “5.3 million in August 2022.”
  • Instagram, WhatApp, Snapchat, and TikTok dominated the most downloaded app category in most regions.
  • Time spent on socials hiked up over 2 TRILLION hours in 2022.

• What is wrong with this picture from Marketing Charts of B2B ABM Marketers self-assessments of competency in critical tactical skills? 🤔 Could it be that they are most proficient at “Campaign planning and execution” and least proficient at “Data and analytics for ABM”?

Do Good Spotlight
🌟 Solar Cookers International 🌟

You may be wondering… what are solar cookers? This charity’s name immediately got my attention because of it. According to their website, “3 in 7 people lack sustainable fuel to cook meals and make water safe to drink. So, Solar Cookers International provides cookers that use the power of the sun to purify water and cook food. To learn how you can help (and see what solar cookers look like), visit their website: Solar Cookers International.

• Here are some PPC marketing trends to note for 2023. Our paid search team thinks number 3 is the most important one, since we’ve seen great performance with Bing.

• Another day, (yet) another lawsuit for Meta, Alphabet, and other social media giants. Seattle schools “allege that “misconduct” by the Big Tech firms has been a large factor in the youth mental health crisis. Opinions are split. My question: how a lawsuit can aid in fixing a cultural issue. Stay on top of the news here.

• Econsultancy offers an ICYMI compilation of recent articles with experts’ takes on digital marketing innovation and trends to watch for in 2023. Topics range from Personalization to Search and SEO to Social Advertising and more. Check it out, y’all!

That’s it for this week. Happy Wednesday!

Natalie

What’s cooler than being cool? 🧊

Sending your friends this newsletter’s signup link!

Happy 2023 🎈🎉🥳

Welcome to another year of kicking butt and taking names, digital marketing friends. I hope you had some time to relax and are getting H-Y-P-E for the year to come. Let’s get this party started!

• New year – new best times to post and social media image sizes. You’re welcome. 😁

Why We 💗 What We Do…

You may have heard, but our phenomenal President & CEO, Niki, appeared on TWO podcasts this year (already). If you haven’t checked them out, you need to. Like, now. 🎧

INspired INsider hosted by Dr. Jeremy Weisz

The Limitless podcast with Johanna Buchweitz

• Start with this article from McKinsey that opens with ChatGPTs response to the prompt about writing the opening paragraph about how transformative generative AI will be for business…. It’s pretty amazing.

• Next, for more about potential applications and disruptions ChatGPT could cause in the search world, check out Search Engine Journal’s ongoing news story.

• And Search Engine Land just weighed in with this about Microsoft adding ChatGPT features to Bing Search. It includes their take that maybe Google isn’t in a “code red” situation.

• (And, no, this segment of WHW was not generated by ChatGPT – all human-generated content here at DBE.)

Do Good Spotlight
🌟 Evidence Action 🌟

Evidence Action’s goal is “[r]educing poverty and spurring growth in developing countries requires strategic, high-value investment of scarce resources, whether they come from donors, governments, or communities.” Some of their initiatives include delivering safe water and providing treatments for parasitic infections. See how you can help: Evidence Action.

• Like good wine 🍷, TikTok is maturing 🎶. There is a wealth of ad formats for advertisers to choose from now, and TikTok advertising spend is going up for many companies. Get the deets on DigiDay.

• Speaking of advertising $$$, Google and Facebook are losing advertising market share as TikTok, Amazon, and others grow.

We wish you smooth sailing as you get into ya 2023 groove. 🕺🏿💃🏼

Keep rockin’ it!🎸

Natalie

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Send them this signup link!