COMING AT YOU THE WEEK OF 11.29.22
This week’s most important Marketing News
NEW SHOPIFY APP FEATURE ALLOWS CUSTOMERS TO SEARCH ACROSS ALL MERCHANTS
Shopify’s new feature competes with Google’s Shopping options. With it, users can search a term to previous purchases, merchants, or all products sold by Shopify merchants. Right now, it’s available to only some users while it’s being tested.
GOOGLE HAS A NEW SPAM POLICY CIRCUMVENTION POLICY
Google says, “If you engage in actions intended to bypass our spam or content policies for Google Search…we may take appropriate action which could include restricting or removing eligibility for some of our search features”
TWITTER HAS 3 NEW AD TARGETING OPTIONS
These updates have been in the works for a while.
New conversions objective. Twitter said, “Website Conversions Optimization (WCO) is a major rebuild of our conversion goal that will improve the way advertisers reach customers who are most likely to convert on a lower-funnel website action (e.g. add-to-cart, purchase).”
Dynamic product ads. These ads work to optimize performance through privacy-friendly methods.
Collection ads. These ads show a main image along with smaller images all at once.
USEFUL LINKS
Use this SEO forecasting template to gain insights for 2023
Forecasting SEO results is a pain, and there isn’t a magic spell to solve that problem. But this Google sheet template is well-thought through and the article tells you how to adjust it for your case.
5 free, time-saving Chrome extensions for Gmail
My favorite of these extensions gives you a way to write an email without getting lost in the rest of your inbox.
The Flow State newsletter recommends two hours of music perfect for working every weekday morning.
Self-care allows you to succeed, advice from the Head of Integrated Brand at Snap Inc.
We spoke to Asha Davis, Head of Integrated Brand/ Comms Strategy at Snap Inc. about successful campaigns. We learned that success doesn’t just depend on the metrics but on how our work changes the world. While striving for success, Asha teaches us how to put ourselves before our work and maintain a healthy balance in our lives.
What are some of your favorite award-winning campaigns that you have been a part of?
I was a part of the No Baby Unhugged Initiative by Huggies, and it was increasing the amazing volunteers who work in hospitals called Baby huggers. They give babies skin-to-skin contact and improve their life. That was a joy to work on from the ground up because it was the highest sales in brand history.
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Other projects were Dove Campaign for Real Beauty, Kleenex, and Nissan. Working on these projects required some luck, but mostly a mentality of caring. When you are working for brands that want to do something positive in the world. It’s more than just the campaign, right? How are we doing something in real life too? “Walk the walk, not just talk the talk.” With Dove, I went to schools and talked to girls about self-esteem and body image. In eighth grade, I was bullied. I had self-esteem issues, and to see that come full circle and share my story on behalf of a brand trying to do good things in the world was amazing.
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What have you been working on at Snapchat since starting there?
We created augmented reality experiences for some of the biggest festivals and artists’ scores. Imagine an augmented reality map guiding you through the festival space. One of the features we invented was a friend finder. You could find your friend in a crowded festival using Snapchat’s augmented reality.
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Other cool projects we’ve worked on using augmented reality have been with Lil Nas X Tours, Vogue magazine, Fashion Week in New York, and a bunch more cool stuff on the horizon.
You have worked on so many projects, how do you make sure everything runs smoothly?
Number one, make sure that you’re taking care of yourself. It’s easy to get caught up in a cycle of prioritizing your work over your life and living in a way that’s not the healthiest of behaviors. Take care of yourself before the job and ensure everything you’re doing is in service of yourself first.
Second, adding clarity to chaos. Bringing a level of organization and making sure there’s clarity along the way. Working together with cross-functional teams to make sure that we’re connecting all the dots across all elements of a project.
How do you measure personal success?
For me, success means the ability to be fulfilled at work while leading a fulfilling life outside of work. As we’ve seen recently, work can be taken away from you in an instant. If you can’t answer the question, Who am I outside of this job? You’ve got some work to do. If you can be in a professional career and feel like you’re not lost in the sauce of your job. That is a major success in my books.
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