COMING AT YOU THE WEEK OF 10.04.22
This week’s most important Marketing News
There weren’t any Earth shattering announcements this year. Some Multisearch updates were the biggest deal (I say more about that below). The article I linked above is a nice, concise list of every announcement.
This Google quote sums up the main message of Search On 22: “We envision a world in which you’ll be able to find exactly what you’re looking for by combining images, sounds, text and speech. You’ll be able to ask questions, with fewer words — or even none at all — and we’ll still understand exactly what you mean.”
GOOGLE IS EXPANDING MULTISEARCH TO MORE LANGUAGES AND ADDING ‘NEAR ME’ CAPABILITIES
Multisearch has been available for US English queries since last year. Now it will become available in 70 languages. The feature lets you search combining text and a photo like the gif below shows. (And you need to be in the Google app on your phone to use it.)
In the next few months, Multisearch near me will launch. This will let people focus the results of their Multisearch to local places.
When you enable this, you’ll be able to track two new events. (1) When someone interacts with a form for the first time, and (2) when someone submits a form.
Google said, “Now, when certain changes are made to your Google Ads account, we may ask you to confirm it’s you…with a text message, mobile device prompt, or security key.”
Jump in your Google Ads account and check that the number in there goes to a phone who can respond to those confirmations quickly.
This can guide the conversation your post started.
According to FB, “Advantage
“Although error avoidance during learning appears to be the rule in American classrooms, laboratory studies suggest that it may be a counterproductive strategy, at least for neurologically typical students. Experimental investigations indicate that errorful learning followed by corrective feedback is beneficial to learning.”
I use this technique of building context to remember the info from the hundreds of marketing news articles I read.
Every day Refind picks 7 links from around the web that make you smarter, tailored to your interests.
ADVICE FROM LIQUID DEATH’S VP OF CREATIVE
Are you ready for a siiiick interview??? We talked to Andy Pearson, the VP of Creative for Liquid Death! In case you’ve somehow missed the cultural wave Liquid Death has crashed across America—they sell canned water. But they sell canned water like this. 👇
Are there certain Liquid Death projects you’re most proud of?
Over the last fifteen months, we’ve been putting out what I think is some of the most exciting advertising, marketing, and brand-building work that is happening right now.
We released a workout video with Bert Kreischer on VHS; it was bonkers.
We worked with Tony Hawk’s blood and painted it into skate decks.
We punked most of the Super Bowl by having what looked like a beer commercial with kids. It started with kids dancing around and just drinking water. There are so many things that are just wild.
What’s the strategy behind Liquid Death’s branding?
Someone said, “It’s an evil plan to make the world healthier and more sustainable.” It’s born out of this idea that all brands or products that are bad for you get to have all the fun.
How is Liquid Death staying true to its brand?
I think it’s a universal thing that everyone hates marketing. We hate marketing, yet we all work in marketing. So instead of marketing, how can we make entertaining stuff?
In a world where everyone is trying to have a consistent brand or putting up the same message and making a bunch of spots that all look the same; our intention is the exact opposite. We’re just trying to entertain you, and that’s sort of the basis of it. We want to come from the same place and mindset every time. But everything we’re going to make is new. That’s the exciting part about what we’re doing; you never know what’s coming next.
Did you have a set plan for your career?
Rather than sitting around worrying about my career, I would try to do things to put myself in weird situations. When I was in school, I flew to New York between quarters and knocked on agencies. I said, “Hey, I’m here for two weeks. Do you guys need any help?” And a couple of times, I accidentally broke into agencies as I walked in. I did things that I thought could get the attention of someone.
Do you have any other stories of grabbing people’s attention?
I was lucky enough to win a Cannes Future Lion while in school. We got an email saying, “Congrats, you won! Are you going to come to France to pick up your award?” Our first thought was, how are we going to get to France? We’re f—ing students; we have no money. We realized we needed $10,000 for plane tickets and hotel. We decided to sell 20 cookies, and sell them for $500 each.
We created a website called Cookies for Cannes—this was many years ago when it was harder to even put up a website just in general. In 24 hours, a couple of agencies and individuals bought cookies. We made $10,000. As a result of going to Cannes and the press we got off our website, we ended up all landing our first jobs at different places.
It takes you through annoying stuff the business world has done from the perspective of society in the year 3000.