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COMING AT YOU THE WEEK OF 4.19.22

Hey!

Check out this quote from Brad Stulberg who gives wellness advice that transcends the wellness fads that we encounter regularly.

If your goal is optimization today, tomorrow or this week, it almost always makes sense to push friendship-building and maintenance down the list of priorities. But I’d suggest that the more important cost-benefit analysis to do is the longer-term one: If your goal is to be grounded and fulfilled over the course of a lifetime, then there is nothing more important than nurturing our essential bonds.

Essential relationships aren’t efficient, just essential.

This week’s most important Marketing News
 

 

TWITTER RESPONDED TO ELON MUSK’S OFFER​

Before we explain their move, here’s a timeline for background:

  • April 4: Elon Musk buys 9.2% of Twitter shares (so he has more shares than anyone else)
  • April 5: Twitter’s CEO, Parag Agrawal, says Elon will join their company’s board
  • April 10: Parag announces Elon will not be joining the board
  • April 14: Elon announces he made an offer to buy Twitter

That brings us to April 15 when Twitter adopted a “limited-duration shareholder rights plan,” which is commonly referred to as a “poison pill.”

This kind of plan lets shareholders buy more shares at a nice discount. This makes it a lot pricier for Elon to buy Twitter.

Also, you might hear Elon’s offer to buy Twitter referred to as a “hostile takeover.” No, people aren’t just getting a little dramatic. Turns out, that’s an actual term used when someone tries to acquire a company and that company’s current management does not want to be acquired.

We haven’t seen much evidence of how Elon will respond to this, and it’s been a few days. He could fight back if he gets retail investors to help him. But, my take is that he never really expected his offer to be accepted.

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​COMMENTS CAN NOW BE SERVED IN SEARCH RESULTS ON REDDIT​

Until a few days ago, when you used Reddit’s search bar, it would only populate posts (plus communities and people) with your search terms. But as Reddit (and TikTok) users know, the fun is often in the comments. Now, comments can populate in the search results as well.

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​AMAZON WILL NOW RECOMMEND YOUR BEST OPTIONS FOR SPONSORED PRODUCTS​

When setting up a Sponsored Product campaign, you now have the option to sort your product catalogue by “suggested” products. Amazon will show you the options that it believes are most likely to be clicked.

RESOURCES

​Tool for migrating goals from UA to GA4: Google released this tool that lets you migrate (1) destination goals—like landing on a ‘thank you’ page and (2) event goals—like clicking on an ad.

To migrate goals like these, select them in Universal Analytics. Then, it will do the following in Google Analytics 4:

  • Make a Create event rule
  • Flag that event as a conversion

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​Elements of value: Keep a list like this in front of you to help identify why people want your product/service. Labeling that value will help you develop marketing messages people resonate with.
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HAVING EMPATHY BY SETTING BOUNDARIES FOR YOURSELF AND CO-WORKERS

 

Where does work start and our personal life begin? These boundaries have become blurred as more employees work remotely. Setting boundaries can be hard, especially when many employers want the employee to be available 24/7. We spoke to Anna S, who is head of marketing for Talk at Spotify, about empathy and setting boundaries.

Cut people some slack:

Not only are we trying to connect with our target audience but also with our co-workers. When Anna was pregnant during the pandemic, she had to remind people about her maternity leave.

She said:

“Maybe people would have cut me some slack if I was in a conference room and they saw me waddling with a huge belly. They would have changed their expectations a little bit due to my situation.”

Many times, our co-workers are battling things that aren’t so easy to spot— family loss, mental health, or added stress. It’s important to make our work environment a safe place when it comes to timelines and deadlines.

Having empathy:

Developing empathy and respect for those you impact with can make you a better marketer, designer, and advertiser. It’s important to create content that resonates with your people; the best way to do that is by understanding them.

Anna said:

“The most fun part of the job is looking at a project from the eyes of someone who I’m trying to reach. A sense of inclusivity happens because you’re trying to connect with all kinds of people.”

After-hours:

Everyone is guilty of occasionally (or often 🙃) forgetting to message a coworker during the day, and reaching out to them after-hours instead. This small incident contributes to many people not having a work-life balance and creating a culture of always being available—even late at night. Anna has worked to create a culture within her team that won’t respond after set hours.

She said:

“I try not to Slack or DM people after hours because it is important to respect boundaries. You don’t need to be answering me at 9pm for any reason.”

Here are some ways to prevent it!

📲 Set reminders with Siri

✉️ Schedule emails to send the next morning

⏳Schedule slack messages for the next day

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INTERESTING STUFF

📸 This artist took sneaky pictures of people’s texts and made it into a book. Intriguing and entertaining.

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​📻 This is the Museum of Endangered Sounds where you can listen to sounds that no longer exist in our regular life (like the Nokia ringtone, typewriter sounds, and the Windows95 startup).

LET’S GET VISUAL

Google is the new homepage