COMING AT YOU THE WEEK OF 2.21.23
THIS WEEK’S MOST IMPORTANT MARKETING NEWS
After March 16, you won’t be able to tag products while livestreaming. This feature was originally launched in 2020 but won’t be an option much longer. I’m not smarter than Meta, but this seems like a bad idea since live online shopping has generated over $400 billion for China in 2022.
CTV ads show up within streaming content. With Google advertising you can forecast campaign results, target more specific audiences (like sports enthusiasts) and reduce reach overlap. With streaming services on the rise and advertising leaving social media in droves, taking a different approach to ads might not be a bad idea.
You can now respond in the comments with a short video. With TikTok being at risk to be banned in the US, this is a smart move for YouTube. They also released “Data Stories”, essentially more analytic data consumable at a glance.
Channels lets creators share public, one-to-many messages with followers. Text, images, polls, reactions and more are all part of the package. In the future you’ll also be able to do collabs with other creators. Right now it’s just for IG but should come to FB and Messenger in the coming months.
This was already a feature in Google Shopping but now you can do it directly from search. Although we haven’t seen this ourselves yet, it should be rolled out over the next few weeks. Might be time to up your coupon game.
On both Facebook & Instagram you’ll soon be able to pay for account verification. It costs $11.99 per month on the web and $14.99 on iOS (not sure why those are separate? lol). You’ll get things like: account verification badge, better customer support, impersonation monitoring and cool stickers. Not too impressive from the largest social company on the planet.
Have you ever got stuck doing the same thing every day with little or no intention? This can really take a toll on our mental performance. We might feel less sharp and curious. Have a harder time coming up with new ideas. Startup Flyby is exactly what you need to break out of your old routines and unleash your inner creativity. You’ll get access to…
📚 High-quality book club
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🤔 Thought-provoking articles
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And lots more. It’s totally unpredictable; perfect for helping you think outside the box and make those breakthroughs you need to make. Click here to check it out now:
My personal favorite: “Success always leaves a trail. Follow the footsteps of those who have achieved what you aspire for. Don’t reinvent the wheel.” As marketers and entrepreneurs we try to start from scratch a lot. Model success instead plus 18 other really useful tips to remember.
Stress management, michelin star restaurants, from home jobs and the metaverse all skyrocketed last year in search results. Google is revising its priorities and maybe you should too.
Are we in a recession? Doesn’t matter because your customers THINK they’re in one. Thanks Patrick for putting together this research for us. We’d recommend going through this thread and implementing some changes in your landing pages and email copy right away.
Anyone out there in the e-commerce world? Max from Growth Daily humble brags that their newsletter is the Wall Street Journal for e-commerce. And so far, he’s not wrong. His growth hacks are always up-to-date, useful and interesting.
If you’re ready to stay on the cutting edge of all things online shopping, click below.
AN EXERCISE IN UNLOCKING MARKETING DIMENSIONS
Check out this picture. 👇 What do you see? Not much, huh. But ultimately, it’s a…
But then you take a step back. It’s a…
But wait—now you realize that the object has even more to it. It’s a…
I know, a white cube on a white background. Kinda hard to discern. But trust me, it is—really—a cube. And if we lived in a 4D world, we could go on to add dimensions to our cube and create a tesseract. But anyway…
There’s a noncanonical term for what we just did:
- To provide with dimensions
It’s intriguing what happens when you add dimensions to something or when you discover that something has more dimensions than you realized. Like how our simple line became a cube.
There’s more than one kind of dimension.
We’ve been talking about mathematical dimensions, the kind that build cubes and tesseracts. I want to make connections between that kind of dimension and another kind.
The not-mathematical dimension:
An aspect or feature of a situation, problem, or thing.
“Sun-dried tomatoes add a new dimension to this sauce.”
Similar: aspect, feature, element, facet, side
Discovering and understanding dimensions will make you a better marketer.
Here’s what dimensionalizing might look like when you’re doing something like writing an ad or landing page or planning a campaign.
First: find the one-dimensional customer 😶
What’s the obvious trait of your ideal customer?
Examples: managers, balding men, or maybe parents
Next: dimensionalize the customer 😃😭🤪
- Realistically consider how they’ll interact with what you’re creating (the ad, page, campaign, etc.).
- Think of moments when your product would make them feel a strong, positive emotion.
- Imagine what could be happening in the customer’s life right now, even things that at first glance wouldn’t be connected to your product.
Then, find the one-dimensional product 📈
What’s the obvious benefit or feature of the product?
Example: helps you clean small crevices in your ear (can you guess what product we’re thinking of here)
After: dimensionalize the product 🧊
How does it provide that main benefit? Why were the founders passionate enough about this to start the company? What do people mention in reviews that they love about the product?
Finally, discover dimensions of the relationship 👭
Your audience and product have a relationship. You’ve probably already considered certain aspects of it in the exercises above. But take a few moments to exclusively focus on it.
There are tons of times it’s helpful to discover and explore dimensions. Best of luck finding them.