By Kristen Dolan

Over the course of this year, I’ve helped brands navigate seismic industry changes, from Oracle’s departure from the advertising business to Google’s cookie phase-out reversal. At the centre of discussions (besides the obvious, AI) is an increasing focus on the role influencers play across the media mix and customer journey. After engaging in meaningful discussions with the industry’s top marketing leaders, I’m sharing a top 10 list of my favourite questions, along with my perspectives, which have helped to shape media strategies and innovation roadmaps.

Let’s dive in!

10. How is AI transforming influencer marketing?

While AI has been around for quite some time, generative AI (GenAI) has been a recent topic of interest over the last two years. GenAI is a type of AI that generates copy, graphics, audio and videos. The integration of AI technologies, including GenAI, in the influencer marketing landscape is catalysing transformative advancements in creator vetting, communication efficiency and content creation. In other words, it’s a BFD.

By harnessing AI-driven insights, agencies and brands can optimize workflows, strengthen client relationships and navigate regulatory complexities. These are mere examples, but the opportunities are limitless.

9. Will virtual influencers replace traditional influencers?

If the question pertains to the human impact on influence, I find it hard for AI to replace human connection. People follow influencers because they genuinely have built these parasocial relationships, trust what that influencer is saying and trust their recommendations as they would seek their own friend out to do so. The human connection is what drives that authenticity.

While I don’t see that wavering in place of AI, I do see a more collaborative role in that creators can tap into AI tools to help manage their businesses. Operationally, they can save so much time and resources by tapping into AI tools to help automate things like resourcing, invoicing, planning, data/analytics and so much more. From a content perspective, AI can certainly expedite and advance the creation process—I see an early-stage use case here of expanding creativity, not used to directly influence an action/recommendation.

8. How will creator content evolve over the next few years?

Outside of AI collaboration, creator content is becoming more pervasive. I hope to see brands more proactively adapt to a creator and audience-first mindset when developing omnichannel strategies.

7. What are the most innovative ways influencers are using new social media features?

Anecdotally, I really want creator-led programming to have its moment. Humor me…if we are seeing more consistent tune-ins across lives on social, inevitably, that means people are developing the habit of tuning into their favourite creators at a specific time.

In parallel, we’re seeing Netflix test out live content.

If both worlds are successful, creator live content becomes extremely valuable. I can see a world where streaming platforms are picking up creator programming (as they would broadcast programming) and offering creator content as a viewing option.

6. What influencer strategy is most slept on?

From a brand perspective, deeper creator collaborations. Creators, as their own small businesses, are an untapped resource for brands to realize their full ROI potential.

5. Which past social predictions have made an impact so far this year?

Less of a prediction and more of a framework for discerning marketing hype from hyperbole. Essentially, the parameters that need to be met in order for an emerging social platform to truly be noteworthy are: consistent adoption, a positive and value-adding user experience, serving a need and evolving with its user base as those needs change.

Threads userbase hit 200 million monthly active users according to their Q2 earnings. Up 100 million from their initial launch week in July of last year—a platform to monitor and distinguish from hyperbole if the framework elements continue to be met.

4. How can brands leverage creators to streamline the checkout process?

Approaching strategies with a customer-first mindset, understanding the customer journey and the role influencers can play in driving sales on your website or in your store. An important concept is recognizing creators as a standalone media channel. Creator content will become more pervasive as the ROI continues to be justified.

3. What does the future of creator commerce look like?

I don’t look at things as if there’s a definitive endpoint, but I can speak to the general cyclical pattern of ubiquity to consolidation and vice versa. Consumers have so many options, more than ever. Their attention grows more and more fragmented, and the ability to meet them where they are, with relevant messaging and the ability to immediately shop, is business critical but also cumbersome. The next phase in the future will inevitably shift to a version of consolidation, which we’re starting to see a glimpse of via Google’s Anti-Trust ruling and TikTok’s partnering with Amazon for integrated shopping.

2. What examples across the creator economy stand out as ground-breaking applications of AI, and how can businesses tap into that potential?

What I consider ground-breaking isn’t necessarily the splashy consumer-facing side of marketing but the technical infrastructure that fuels consumer insights and strategy. The stronger the first-party data for a brand, the more opportunity there is to eliminate wasted spend and influence more immediate ROI. I look forward to seeing applications of AI that enrich the data process for consumer profiles and strengthen propensity modelling for stronger go-to-market strategies.

1. How should companies be navigating this new wave of digital transformation through AI technology?

Be agile or stay fragile. I encourage everyone to embrace innovation and technology while finding ways to uplevel yourself, your business and your people.

Today is the worst state we’ll experience technology. It only improves from today onward. Those embracing it today are setting themselves up for success in the future.

Feature Image Credit: getty

By Kristen Dolan

Kristen Dolan is SVP of Growth at Influential. Read Kristen Dolan’s full executive profile here.

Sourced from Forbes

By Lindsey Gamble

Facebook announced that it will roll out a new monetization program called Facebook Content Monetization Beta. This program will merge in-stream ads, Ads on Reels, and the Performance Bonus into a single initiative. Creators will be compensated for Reels, longer videos, photos, and text posts based on a performance-based payout model.

Facebook also reported that:

• It has paid out creators $2 billion in the past year alone, following its expansion from compensating creators for longer videos to other content formats.

• Payouts for Reels and short-form videos have grown by more than 80 percent.

• Currently, only one-third of creators who monetize on Facebook do so through more than one Facebook-funded program.

The new program will be available in 2025, but creators can learn more and express their interest in the program here.

Why It Matters: Facebook is simplifying its monetization programs for creators by consolidating what were previously multiple programs, which had varying availability, eligibility requirements, and sign-up processes, under one umbrella. This streamlined approach will make it easier for creators to participate in and earn from Facebook’s monetization opportunities.

Despite paying out billions to creators in the past year—though still much smaller than YouTube’s $70 billion over the last three years—Facebook often doesn’t receive enough recognition for the opportunities it offers on its platform. However, with recent moves to create a more TikTok-like video experience and its push to attract Gen Z, we can expect an uptick in creators investing their time and resources in Facebook.

Feature Image Credit: Facebook / Facebook Content Monetization Beta 

By Lindsey Gamble

Sourced from The Drum

Suzanna Chaplin, CEO at esbconnect, looks at what the company’s partnership with Eyeota means for digital advertisers.

Data privacy is one of the biggest issues facing the digital advertising industry, and rightly so. For too long, advertisers and those who support them have relied far too heavily on third-party cookies that many browsers no longer support, many consumers have opted out of, and which, in any case, are a poor proxy for true consumer intent.

At esbconnect, we decided, many years ago, to take a different approach – one that is completely up front and transparent with consumers about the value exchange involved in sharing their data with us and with our clients.

As a result, we have been able to build an opted-in email database of 17 million UK consumers and 2 million B2B email addresses, with more than 400 attributes, spanning demographic, behavioural and modelled data. That’s everything from age and income to marital status, proximity to specific retail outlets, and a proven history of actively researching certain product categories, amounting to strong purchase intent data, based on the emails they are reading, clicking and transacting on.

It’s one of the largest, scaled addressable data sets in the UK, and it’s compliant with all major data privacy regulations, including GDPR, CCPA and COPPA. It’s also completely cookieless, since all our data comes from consumers who have shared it with us, and consented for us to share it with our marketing partners.

Email represents a rich and sometimes overlooked channel to reach consumers. An OptinMonster study found that 58% of people check their email before looking at anything else online each day, while research from Adobe suggests that we spend an average of 6.4 hours each day in our inboxes.

And, as with search and social, email provides powerful behavioural signals when you track actions taken after an email arrives in an individual’s inbox. Lookalike modelling enables brands to use the data to find prospects who share the same attributes as their existing customers. Ready-made vertical segments include travel, auto, retail, home and finance, among others.

But the real power of data comes when it can transcends channels, and that’s what esb’s recently-announced partnership with audience data firm, Eyeota, is all about. The partnership makes esb’s email data available to marketers in any channel, including social, programmatic and offline.

This is the first time this type of intent-powered data, direct from individuals’ inboxes, has been made available, and it’s also the first solution to enable a full omnichannel journey at a one-to-one level, allowing a brand to span a journey across programmatic, social, email and postal. I believe it’s a game-changer for brands looking to harness the power of email data across all their channels – online and off.

It takes the power and proven effectiveness of esb’s email database and sets it free across the wider open web and social, as well as offline channels. We send 50 million emails a month to drive acquisition for over 100 brands, gathering rich intent data on what a consumer engages with and buys. Brands like Clarks, Coach, AA, IcelandAir, Ocado and Tapi have come to rely on the quality of our data for email marketing. Now they, and others, can put it to work wherever they see fit.

About esbconnect

Esbconnect equips brands with the tools and strategies they need to better target and connect with customers. It has a scaled, addressable and rich dataset of 17 millino consumers, with over 440 data points appended, including real-time information on what emails they are opening and clicking on in their inbox. Its Inbox Intelligence provides valuable insights, enabling brands to understand their customers, expand their first party data, and create personalized marketing campaigns across offline and online channels. As a strategic partner, esbconnect helps brands navigate the challenges of a changing digital landscape, unlocking new opportunities for growth and delivering exceptional results. Esbconnect has helped more than 600 brands grow, including the likes of Clarks, Tails and HelloFresh.

Sourced from The Drum

By Kevin Okemwa

References to something called “Windows Intelligence” has been spotted in the latest Windows 11 builds.

What you need to know

• According to a file surfaced on X (formerly Twitter), Microsoft could rebrand its AI-powered features in Windows to Windows Intelligence.
• The potential Windows Intelligence rebrand is reminiscent of Apple Intelligence.
• Last year, Microsoft rebranded its AI service from Bing Chat to Copilot.

Following Microsoft’s multi-billion dollar investment in OpenAI, the tech giant ventured into the artificial intelligence landscape face-first, integrating the technology across its tech stack and unveiling Copilot (formerly Bing Chat) in February 2023. Since then, the AI chatbot has undergone critical changes, including Microsoft moving away from the “Bing brand,” integration of advanced features, and more.

Recently, Microsoft shipped a massive update to its Copilot AI, overhauling the service user experience with new features, including Copilot Vision. However, the drastic changes seem to be a miss for many users. Users have taken to social media to express their displeasure with the new update, citing a degraded user experience. Some have blatantly expressed their preference for Copilot’s previous version and even requested Microsoft to introduce a toggle button that would allow them to switch back to it.

Microsoft has seemingly remained silent about the issues highlighted through user feedback. Now, references from the appprivacy.adml file shared on X suggests the company could potentially group Windows 11’s AI-powered features under one umbrella called Windows Intelligence (via TechRadar).

As you may know, Apple unveiled its new AI strategy earlier this year, branding it Apple Intelligence. Microsoft’s potential branding strategy for Windows 11 AI-powered features is oddly reminiscent of Apple’s AI strategy. While details about the possible rebrand are under wraps, it could indicate that Microsoft is doubling down on its AI efforts and looking to place its services under one roof in Windows, including Copilot.

Our sister site, TechRadar, pointed out, that this isn’t the first time Microsoft has used Windows Intelligence. The tech giant has previously used the term while talking about cybersecurity upgrades.

Copilot is going through not so great changes

The recent Copilot update has received considerable backlash from users, including Microsoft staffers who have blatantly indicated that it’s “a step backward” and “absolutely ruined” the tool’s experience.

Interestingly, in an interview, Microsoft AI CEO Mustafa Suleyman recently indicated that Copilot might evolve into more than just a tool and become an AI companion:

“I mean, this is going to become a lasting, meaningful relationship. People are going to have a real friend that gets to know you over time, that learns from you, that is there in your corner as your support.”

RELATED: Microsoft’s Copilot+ PC launch has been a disaster

Multiple users have already depicted some instances of the highlighted while interacting with the chatbot. “It tries to be my friend when I need it to be a tool,” indicated a concerned user. It’ll be interesting to see how Microsoft addresses the issues highlighted concerning Copilot’s degraded user experience and whether it will rebrand its AI-powered features to Windows Intelligence.

Feature Image Credit: Satya Nadella on stage at an event in London talking about Copilot (Image credit: Windows Central)

By Kevin Okemwa

Sourced from Window Central

Sourced from Fingerlakes1

All businesses want to reach more people, make more sales, and make their brand more visible in the ever-changing world of digital marketing.

Affiliate marketing stands out as a powerful and low-cost strategy among the many that are used. To get the most out of affiliate programs, you need more than just the right partners. You also need effective management tools to make sure everything runs smoothly, keep track of performance, and get the best results.

So, here in this blog post, our affiliate experts will let you know about certain affiliate management solutions and their main features and how they can help different companies to grow.

Key Takeaways on Affiliate Management Solutions

• Strategic Importance of Affiliate Marketing: Affiliate marketing is a powerful, cost-effective strategy for businesses aiming to expand their reach and increase sales in the digital landscape.
• Essential Role of Affiliate Management Solutions: To maximise the benefits of affiliate programs, effective management solutions are crucial. They ensure smooth operations, performance tracking, and optimal results.
• Components of Affiliate Management Systems: These systems encompass platforms, tools, and apps facilitating various aspects such as finding partners, monitoring sales and rewards, providing marketing resources, and offering analytical insights.
• Efficiency and Automation: Affiliate management solutions streamline processes, automate tasks, and simplify administrative duties. This allows businesses to focus on growth and strategy rather than mundane tasks.
• Real-time Tracking and Analytics: Robust tracking features and detailed analytics empower businesses to make informed decisions based on real-time data, enhancing marketing strategies and ROI.
• Support and Resources for Affiliates: Successful affiliate programs include marketing materials like banners and links, coupled with a reliable support system. This ensures affiliates can effectively promote products and build stronger networks.
• Flexible Commission Structures: Ideal affiliate management tools permit businesses to adjust commission rates based on performance, products, or individual affiliates. A reliable payment processing system ensures timely and accurate payments.

Affiliate Management Solutions: An Overview

Affiliate programs that work depend on affiliate management systems. They include a variety of platforms, tools, and apps that are made to help businesses manage, track, and improve their affiliate marketing efforts.

These solutions make many segments of affiliate programs easier, like

• Finding new partners
• Keeping track of sales and rewards
• Giving marketing resources
• Giving analytical information.

Since they are centralised, companies can keep an eye on their whole affiliate marketing environment.

However, to get more help with affiliate solutions, hiring affiliate veterans can be one of the best business solutions too!

What Actually Makes Affiliate Management Solutions so Effective in the First Place?

Well, there are many reasons for affiliate management solutions to be super effective. Here are some of those mentioned.

• Efficient solutions make it easier to hire agents and get them up and running. They offer a place for possible partners to sign up, get the tools they need, and learn about the regulations of the program.
• Key features include keeping track of success metrics and making analytical reports. These tools let you track clicks, conversions, and commissions in real time. Businesses can use this information to make smart choices that will help them improve their plans.
• Many management systems give affiliates marketing materials like banners, links, and creatives to make sure that the brand and message are always the same.
• They automate the process of paying affiliates and estimating commissions based on rules that have already been set. This makes sure that the pay-out process is clear and on time.
• These options also include good ways for affiliates to talk to each other and get help, so they can get help and feedback quickly.

Possible Solid Benefits of Affiliate Management Solutions: Experts’ Solutions

Here in this section, you’ll know some of the possible solutions with affiliate management solutions recommended by experts. So, make sure you skim through till the end of the section.

• Centralised platforms with clear routes for communication and support make it easier for businesses and their affiliates to work together and succeed.
• These solutions reduce the amount of work that needs to be done by hand by automating several processes. So, it lets businesses focus on strategy and growth instead of boring administrative tasks.
• Tracking in real time and thorough reports give businesses a lot of useful information. This helps to make decisions based on data that improve marketing strategies and return on investment (ROI).
• These solutions make it easy to handle a growing number of affiliates, which helps businesses grow their partner network.
• Solutions do cost money to buy and set up at first, but their ability to automate and streamline processes mostly saves money in the long run.

Note: There are a few things you should think about when choosing an affiliate management system. It’s essential to look at the “4 hows”

• How much the software costs
• How easy it is to use
• How conveniently it works with other systems
• How secure it is

It is very important to fully understand the business’s needs and goals in order to make an informed choice.

Top 4 Considerations You Need to Keep in Mind While Picking Your Ideal Affiliate Management Solution Tools

When it comes to picking the ideal affiliate management solution tools there a few things you need to keep under consideration. Here are those 4 considerations that you need to know while making your pick for these tools

Tracking and Analytics Ability

Affiliate marketing tools should have strong tracking features and detailed analytics. Look for systems that show you clicks, conversions, and sales in real time. With these tools, businesses can properly track how well their affiliate marketing is working.

Easy User Experience

Choose affiliate control tools with easy-to-use interfaces. Businesses and affiliates can easily use the tool because it is designed to be easy to use. Look for features that make it easy for affiliates to get started and give you quick access to the tools you need. This ease of use makes things run more smoothly and gets more friends to participate.

Management Support and Resources

A good partner management tool should come with a set of marketing materials to help affiliates with their advertising. These can include things like banners, links, creatives, and other business materials.

It is also essential to have a reliable help system so that questions can be answered and problems can be fixed quickly. Businesses and affiliates can build stronger networks when resources and help are always there to help.

Changeable Commission Structures and Payment Processing

Businesses should be able to change commission rates based on performance levels, products, or individual affiliates. This is what the best affiliate management system should allow. A good payment handling system also makes sure that affiliates get paid on time and correctly.

Bottom Line

Affiliate management tools are essential for companies that want to get the most out of affiliate marketing. These tools have the ability to automate, streamline, and improve processes for making more money and working more efficiently.

That’s not all; businesses can reach more people, make partnerships stronger, and get the most out of their affiliate marketing campaigns.

Businesses can even successfully navigate the competitive world of digital marketing by investing in these solutions and picking the one that best fits their needs. This will aid them grow and build a strong network of affiliates, which will surely lead to more brand recognition and higher revenue streams.

Sourced from Fingerlakes1

BY DANIEL FEININGER

You’re an entrepreneur on your way toward amazing business success with a head full of ideas from leaders like Jeff Bezos and a great business plan.

You have more than a couple of important key concepts for how to balance your budget, find customers, and build a reservoir of product or service offerings. Small businesses form the backbone of the American economy; this is a common refrain from consumers and politicians alike, and there’s a good reason why it’s so often repeated. There are over 33 million small businesses across the United States, accounting for 99.9% of all firms in the nation. It’s a key feature in any local community, and many provide a personalized service that can’t be replicated in the interactions between huge conglomerates and the customer.

Offering a key good or service and doing it at reasonable pricing is a great way to build rapport in your little slice of America. First you’ll need to establish yourself and your brand locally (or its equivalent in the digital sphere). However, there are still plenty of pitfalls in any business plan. From paying for inventory to managing marketing and expansion, there’s lots to plan for moving forward. Yet, the first hurdle that business owners have to navigate is the business itself. Plenty of businesses have become obsolete in recent years, and there are many ways to set yourself up for catastrophe right out of the gates. If you’re considering a new business, steer clear of these kinds of enterprises.

Opening a franchise

Franchise business opportunities offer entrepreneurs a unique avenue into the business world without having to establish their own brand power and user base. Countless businesses in the American corporate ecosystem offer franchise opportunities to interested prospective business owners, including shipping giants like UPS and restaurant titans like McDonald’s. Opening a franchise location gives you access to an existing client base that knows and trusts the brand. You’ll also gain access to the company’s proprietary or signature recipes, product offerings, and workplace processes. It’s easy, therefore, to think that franchise opportunities make for a great start when considering the launch of a new business.

But franchises come with plenty of strings attached that can stifle growth or even doom your business venture from the start. To launch a McDonald’s franchise, for example, you’ll need at least half a million in liquid capital, and should expect to spend over $1 million to launch (perhaps even over $2 million). Operating costs on existing franchises routinely reach over the $1 million threshold once established, so the going doesn’t get easier as you find your footing. Franchises can take in over $2 million in sales annually without batting an eyelash, but the expenses required to run a McDonald location severely eat into the profits you stand to earn. Launching a franchise means starting with some helpful resources but trading a large hunk of your profits for the pleasure. As a result you’ll be operating on the back foot from the beginning.

ATM networks

Setting up an ATM service network can seem like a uniquely profitable opportunity. ATM operators don’t need to physically trade in any specific business space, and these machines don’t function in the same sense that a brick and mortar store does. You won’t have to pay potentially astronomical rent prices to set down an ATM in a new location, and staffing the facilities isn’t an issue either. However, ATM’s offer razor thin profit margins and earning your money back (before turning a profit, that is) appears to require a time scale ranging between four and seven years.

In addition to the lacklustre financial performance that managing an ATM network provides, the actual business of managing these machines isn’t nearly as easy as you might think. ATM machines need to be refilled constantly, especially if they’re located in areas that see high traffic and plenty of cash usage like in a neighbourhood housing a sports arena. If your ATM is out of cash you aren’t making any money so refilling the machines is your main priority. Another potential sticking point comes into play here in the reality that you’ll need to cart around a lot of cash to do your job. This could possibly make you a prime target for criminal activity, putting you in jeopardy and placing your business in financial jeopardy at all times.

Print media companies

Digital is where it’s at these days. Print media companies large and small are experiencing significant downturns in physical readership, with a concerted shift to the digital media landscape taking priority across the marketplace. Print media is by no means dead, but its role in the marketplace of ideas, the news cycle, and in entertainment spaces alike has shifted dramatically over the last few decades. With the rise of the internet and the truly amazing kaleidoscope of roles that social media and search engines can play in the modern information age, print media is simply too slow to keep up. This isn’t to say that physical production in the contemporary world of information sharing doesn’t have a place. There’s something uniquely special about holding a book or picking up a newspaper, but getting into this business is ill-advised.

Click HERE to Read More

Feature Image Credit: PeopleImages.com – Yuri A/Shutterstock

BY DANIEL FEININGER

Sourced from MoneyDigest

By Nicholas Mattingly

There has been a tremendous amount of change in the business marketing landscape. We have entered late-stage social media, and many of the tactics that worked previously for creators and businesses aren’t as effective today. “Social” platforms have moved from “social graphs,” where our feeds are driven by posts/content from friends and family, to “interest graphs,” where content is primarily tuned to our personal interests and originates from brands or creators that know how to game the algorithm. Not to mention how every third “post” is now an ad.

Meanwhile, a follower or subscriber isn’t a 1-to-1 relationship anymore. At this point, most of us passively consume on social, but when you choose to post, you could get dozens or hundreds of views on a post today and 100,000 views the next. It can be difficult to get consistent results, even if you have a large following and are willing to get out your pocket book and pay to boost your content in hopes of getting more views.

With social, you are effectively playing on rented land, and the rules can change at any time. No one wants their business to turn upside-down overnight because of a platform change. While it’s important to participate on social for reach and awareness, businesses should have a marketing and channel strategy that goes beyond social media alone. In my experience, the real benefits of social come when you are able to move those viewers who show interest and engagement off of social and onto your business’s “owned” channels.

The Challenges Of Social Media Marketing

Social is typically great for top-of-funnel, but it’s difficult to build a business on likes and shares. If you don’t have an end game beyond serving content up for social, you may spend all your marketing time and energy chasing the algorithm, making content decisions depending on what they are prioritizing, and making videos that are never seen again after 48 hours.

When it comes to monetization, you could turn on ad-matching services or enrol in a creator fund, but unless you get large viewership numbers each month until the end of time, you’re unlikely to see meaningful pay-outs. The creator fund model in particular is challenging to master, as the pool of funds established for pay-outs are often fixed amounts of budgeted dollars for a set period of time. This means that as more people get traction, everyone earns less while the platforms make more.

TikTok has been addressing this by turning to more affiliate-based models, where products are promoted by creators en mass in exchange for a kickback in order to train audiences on how to purchase directly from the platform. However, it’s more rare to small businesses and brands selling their own custom products “direct” through these platforms with the same type of success.

Worse yet, transactions through social platforms put a third party between you and your buyer. This means you know less about who is buying, have fewer options for reengaging with them and, in the end, may become less visible and lose top of mind with your audience as more transactions happen via the “platforms” instead of your own website.

How To Attract Social Viewers To Your Domain

If you’re ready to rewrite the narrative and use social media to your advantage, there are several strategies you can use to bring folks back to your website and build a home base where you control the content, audience, data and transactions:

• Use LinkedIn’s Newsletter feature to post regular content relevant to your industry. Build an email list, and stay top-of-mind with your target customers and partners. In my experience, this tactic is especially good for B2B companies selling into specific roles like CEOs, CFOs, CIOs, marketing directors, etc.

• Post “How To” videos to YouTube that address common questions or concerns. This will allow you to appear in YouTube search results and helps make your business more discoverable. Include your business details in the description.

• Make social posts that go over new arrivals, then tell viewers to go to your website to buy online before they’re gone. For example, I have seen clothing boutiques use this strategy effectively by offering weekly tips on what to wear.

• Go live across all your social channels, then end the stream on social and redirect users back to your website. This redirect might be to watch the content in full or to reward visitors with extra “behind the scenes” content. This is a common practice for talk shows and podcasts that go live to discuss a show after a new episode airs.

• Post TikTok videos that include a testimonial from a customer. This tends to feel more authentic and get viewers’ attention. When the customer talks about your product or service in the testimonial, make sure they mention your website.

• Create “Lists” on X (formerly Twitter). Group X users together by company, industry or geographical location to help you focus on conversations you want to monitor. You can include brands and companies in your list without them being a follower. Rowan Cheung did this early on for AI-focused startups and has established himself as a go-to source for AI-related industry news and updates.

Finally, webpages with video typically see more time-on-site than pages that don’t, so consider how you can borrow a page from social’s playbook by including videos on your site. By following these strategies, you can not only increase time spent on your webpage but also help visitors learn more about what you have to offer.

Feature Image Credit: getty

By Nicholas Mattingly

Nicholas Mattingly is the CEO and Co-Founder of Switcher Inc. Read Nicholas Mattingly’s full executive profile here.

Sourced from Forbes

By Hunter Thurman

This is the ninth instalment in a series exploring the key decision-making factors that explain shopper and consumer behaviour, focusing on the four behaviour drivers and five barriers that can impede consumer choice and brand use. These factors draw on extensive insights from across psychology and behavioural science.

Together, these core “WHYs” offer a practical framework for assessing what really drives your business, what may be holding back your results, and which actions can significantly impact real-world behaviour.

As neuroscientist T. Sigi Hale, PhD, explains, “Human behaviour is actually predictable; given external stimuli—like a bear on a hiking trail—we know with pretty strong confidence how a person will react. And while it gets more subtle in contexts like everyday purchase behaviours for things like food and drinks, it’s no less predictable.”

This instalment sheds light on a less-exciting-but-no-less-important aspect of consumer behaviour: physical barriers. While transactional elements, such as price, and psychological factors, like consumer emotions, often take centre stage, the physical experience of buying and consuming is frequently overlooked.

As a recap from previous articles in the series, five core barriers can deter someone from making a purchase:

• Price—Is this worth its cost?

• Time—What am I giving up if I choose this?

• Social—How will others perceive my choice?

• Physical—Physically-speaking, will this negatively affect me?

• Emotional—Will I be disappointed by this choice?

The fourth, physical barrier encompasses both the shopping experience and consumption itself. Shoppers in this mindset are essentially asking, “How will this choice make me physically feel?”

This consideration can be broken down into one of three perceived definitions of “physical feeling”.

• Difficulty: Brand use hindered by perceived practical challenges.
• Acute: Brand use hindered by the concern of immediate discomfort?
• Chronic: Brand use hindered by potential long-term effects on the body.

Let’s explore these further, how they impact behaviour in everyday life and, most importantly, the ways marketers can overcome them.

Difficulty: Brand use hindered by perceived practical challenges.

This expression of the physical barrier is often misconstrued as being simply about availability. While this can be the case for niche products like speciality Bourbon, “difficulty” frequently surfaces in more routine situations. Often, consumer behaviour is not obstructed by the challenge of finding the brand, but rather the process of getting it stands in the way of enjoying it.

A notable and somewhat paradoxical example is Starbucks with its Mobile Order & Pay. While designed to streamline the drink-buying process—and ultimately reduce the physical barrier—Starbucks’ mobile ordering system can sometimes unintentionally introduce new physical barriers. These barriers manifest as both practical and psychological obstacles.

During peak hours, customers using the app may encounter crowded stores with long lines of mobile order pickups. Beverages are occasionally misplaced, promised ready times are missed, and navigating a busy café quickly detracts from the enjoyment of their coffee. This palpable congestion can turn what should be a convenient process into a stressful one, potentially discouraging customers from using the mobile ordering option or visiting Starbucks during busy periods in general.

This leads us to the psychological or perceptual aspect of the physical barrier: When the only metric you provide consumers is physical ease, it sets an almost unattainable expectation in their minds.

Starbucks initially built its brand around the concept of the “third place”—a relaxing environment for socializing and hanging out. However, in their drive to serve more drinks to more people more efficiently, the experience has shifted to an increasingly transactional, mobile-first model.

While effective, this shift has inadvertently reframed customer expectations, focusing them on the experience’s physical elements—easy ordering, effortless pickup, and so on. Under these reframed experiential metrics, any deviation from a perfectly streamlined transaction is perceived by the consumer as producing “high costs” in the form of the physical barrier.

A similar issue happens with Jimmy John’s sandwiches, whose tagline “Freaky Fast” places emphasis on speed. Once speed becomes the sole measure of satisfaction, it raises the question: How fast is fast enough?

In contrast, QSR Magazine recently reported Chick-fil-A’s drive-thru wait times were long relative to competitors like McDonald’s, Wendy’s, and Taco Bell. However, customer satisfaction scores for Chick-fil-A led the pack.

How’s it possible that the service was slower, but guests were happier? It’s potentially because Chick-fil-A successfully takes the focus OFF of the physical hassle of the drive-thru and refocuses guest attention on non-physical factors like friendliness, order accuracy, and experience.

Acute: Brand use hindered by the concern of immediate discomfort.

This version of the physical barrier focuses on concerns about near-term physical consequences. Few categories face this barrier more widespread than energy drinks. Customers worry, “Will I feel too jittery? Will I feel an energy crash? Will the niacin make my face flush?”

As alluring as the fast-acting effects of these products—from a burst of energy to the convenience of the drive thru—can be, short-term physical concerns can be a deterrent.

Celsius is one brand that disrupted the category dominance of brands like Red Bull and Monster by reframing the physical effects the category provides. Rather than promoting an instant energy boost, Celsius touted the effects of “accelerating metabolism”, which shifted the conversation toward more balanced, health-conscious effects.

This approach successfully repositions the brand’s physical impact from quick energy to a more desirable physical experience which, as the brand’s tagline suggests, helps one “Live Fit.” It promises a much lower physical consequence versus the category’s status quo.

Chronic: Brand use hindered by potential long-term effects on the body.

The third physical barrier that might hinder a consumer’s decision is the more chronic concern; specifically, the concern of long-term physical considerations, such as health concerns.

While it’s difficult to experience the long-term effects of consuming something immediately, the concern of lasting consequences can significantly impact a customer’s decision. The most prominent of these longer-term physical barriers comes in the form of weight management, followed by concerns such as heart health, risk of diabetes, and cosmetic concerns related to one’s skin and hair.

The “clean label” movement addresses the chronic physical barrier, with snack brands like Lays and Walkers easing consumer concerns by highlighting that their chips are made with just four simple ingredients. Kroger’s Simple Truth takes things a step further, leveraging innovation to create offerings that promise more of the good or less of the bad. The brand’s cross-product “Free From” list assures shoppers that the products omit virtually anything that would cause physical concerns in the long run.

As Kroger states on their website: “Trust in Simple, Simple Truth® makes it easy to know you’re getting quality products, Free From over 101+ unwanted ingredients. That’s why we proudly display our ‘Free From’ badge across our products. When you see Simple Truth®, you can be confident in your choice.”

Marketers frequently use the word “feel” when diagnosing consumer perception and behaviour, but this word is usually reserved for the assessment of emotions or mental “feelings”. By assessing the physical domain, however, brands gain the potential to address consumer concerns and remove barriers to brand choice, thereby opening a new domain of consumer experience and brand effectiveness.

Feature Image Credit: Danon

By Hunter Thurman

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Hunter Thurman is president of Alpha-Diver, the market research and consulting firm that applies decision science to more deeply understand marketplace behaviour. The firm’s neuroscientists and strategists work with leading brands, retailers, and Wall Street analysts to explain–and predict–consumer behaviour in ways proven to help clients drive double-digit brand growth via activation.

Sourced from Brandingmag

By Tyler Jordan

Maximize your marketing budget with effective Google Ads optimization strategies that prioritize performance and protect your brand’s interests.

The Gist

• Beware of default settings. Make sure your budget is allocated to high-performing channels like search, not Google Display Network or Search Partners.
• Question recommendations.Take Google’s rep suggestions cautiously, as they may prioritize Google’s profits over your brand’s needs.
• Optimize what you control. Use advanced strategies like optimizing for revenue and integrating CRM data to guide campaigns toward desired outcomes.

I’ve worked with Google Ads for almost 15 years. When I started working in search engine marketing, Google was a great partner that cared about helping brands succeed.

Those were the good old days.

Today, there are countless stories of reps pushing irrelevant features, formerly helpful reps being laid off in the shift to AI-based “service” and Google Ads campaigns that essentially encourage advertisers to set a budget and leave the rest to Google. Google reps are now prioritizing revenue for Google above all else, brands be damned. (If you don’t believe me, check out Sundar Pichai’s commentary on Google’s Q1 earnings call.)

Now, effective Google Ads optimization is especially crucial to make sure your budget is allocated to high-performing channels.

How to Make Your Marketing Budget Work for You, Not Google

Unless you’re marketing for a huge brand and have a dedicated rep whose main goal is to retain your business, your brand is vulnerable to all this. Here’s a list of recommendations for making sure your advertising budget is working for you — and not just Google’s bottom line.

Check Your Default Settings

Multiple brands have come to us with default settings that allocate the majority of the brand’s budget to Google Display Network and Search Partners, with nothing going to search — which is an exponentially higher-performing channel. Last month, we did an audit for a brand that had just spent many thousands of dollars on the GDN and Search Partners, with zero conversions to show for it.

Take Every Recommendation You Hear From a Rep With a Grain of Salt

Remember that their goal now is to make money for Google’s shareholders, not your brand. Even if it’s a cool-sounding beta that might offer early adoption advantages, think critically about whether it’s the right strategic move for your brand before signing up. Prioritize strategies that support your Google Ads optimization goals.

Make Sure You’re Controlling What You Can Control in Your Campaigns

Let’s say you’re an ecommerce brand that has to use PerformanceMax campaigns, and you’re telling the campaigns to optimize for conversion goals. If you leave the rest to Google, they’ll optimize for the easiest conversions, which will probably be your lowest-cost products.

By Tyler Jordan

Tyler Jordan is CEO of Jordan Digital Marketing. Tyler founded Jordan Digital Marketing (JDM) in July 2017 after extensive stints working on both sides of the agency-client relationship.

Sourced from CMSWIRE

By Steve Hall

In the highly competitive world of e-commerce, building a recognizable and trustworthy brand is crucial for success. With an overwhelming number of online stores vying for attention, businesses need innovative strategies to stand out. Guest posting is a highly effective approach that has proven its worth over time. This method involves contributing content to other websites in your niche, and it offers tremendous potential for boosting your brand’s visibility, authority, and reach.

This article will explore how guest posting can significantly boost your e-commerce brand and why it should be part of your digital marketing strategy. Along the way, we’ll discuss how certain niches, like sports, can use targeted guest posting strategies by leveraging opportunities.

Increased Brand Visibility and Reach

Guest posting allows you to tap into an established audience, giving your brand instant exposure to a broader group of potential customers. When you contribute high-quality, relevant content to authoritative websites within your niche, you position your brand in front of readers who may have yet to encounter your e-commerce store.

Writing informative and engaging content related to your products or expertise in sports can subtly introduce readers to your brand while providing them with valuable information.

The more exposure you get through guest posts, the more likely readers will recognize your brand, which can increase traffic and conversions for your e-commerce store. This awareness is crucial in building a brand that resonates with its target audience.

Improved SEO and Domain Authority

Search engine optimization (SEO) is vital for the success of any e-commerce website. One of the most significant benefits of guest posting is its ability to strengthen your SEO efforts by building backlinks to your site. Backlinks, or links from external websites to your e-commerce site, are one of Google’s ranking factors. When you guest post on authoritative websites, those backlinks signal to search engines that your website is credible and relevant.

For instance, if you write a guest post for a sports website that offers guest post opportunities, including a link to your store, it can enhance your SEO profile. The more high-quality backlinks you obtain, the higher your website is likely to rank on search engine result pages (SERPs). Improved search rankings lead to greater organic traffic, giving your e-commerce brand more chances to convert visitors into customers.

Moreover, guest posting helps to diversify your backlink profile, reducing the risk of penalties from search engines. Building links through various reputable sites increases your domain authority, further boosting your site’s ability to rank.

Establishing Authority and Trust

One of the most powerful ways guest posting can boost your e-commerce brand is by establishing you as an authority in your niche. When you regularly publish insightful and valuable content on well-regarded websites, your audience begins to see you as an expert.

This authority doesn’t just lead to respect among your peers; it also fosters trust with potential customers. People are more likely to buy from brands they perceive as knowledgeable and trustworthy. You showcase your expertise non-promotionally by contributing guest posts on topics related to your e-commerce products or services. This builds credibility, making your audience more inclined to choose your products over a competitor’s.

For example, if your e-commerce store focuses on selling sports equipment, writing educational pieces for sports websites about training tips, product reviews, or sports science can help you establish yourself as a go-to source of information in the industry.

Building Relationships and Networking

Guest posting is not only about reaching new customers; it also helps you build relationships within your industry. Contributing to blogs, websites, and platforms in your niche fosters partnerships with other content creators, influencers, and business owners. These relationships can open up further collaboration opportunities, such as co-promotions, joint ventures, or influencer partnerships.

Additionally, networking with editors and blog owners creates a positive reputation within your industry. This can lead to more guest post invitations, cross-promotions, and potential media coverage, boosting your brand’s visibility.

In the sports niche, for instance, contributing to a website blog section can help you connect with fellow sports enthusiasts, coaches, or influencers. These relationships may result in opportunities to feature your e-commerce products in their content, guest appearances on podcasts, or sponsorships in sports-related events.

Targeted Traffic and Qualified Leads

Unlike paid advertising, which can bring in untargeted or uninterested visitors, guest posting tends to attract more qualified leads. Since guest posts are typically hosted on niche-specific websites, you’ll reach an audience already interested in your offer. If your e-commerce store sells fitness apparel or sports gear, this audience will likely click through to your website, explore your products, and purchase.

The key to generating qualified leads through guest posting is to offer valuable, actionable content while subtly promoting your brand. Instead of aggressively advertising your products, focus on providing solutions, tips, and information that align with your audience’s interests. This will naturally lead interested readers to your website, where they can explore your offerings further.

Enhancing Content Marketing Strategy

Guest posting is a natural extension of your content marketing efforts. In today’s digital landscape, businesses must consistently produce high-quality content to engage audiences and keep them returning. By diversifying your content distribution through guest posts, you’re expanding your content marketing reach and driving more traffic to your e-commerce website. For instance, if your e-commerce store focuses on the sports industry,

Publishing sports guest post on sports websites that accept can help you distribute your content to an audience already passionate about your products. At the same time, you’re adding new layers to your content marketing strategy, such as blog posts, articles, and tutorials, which provide long-term value to your audience.

Conclusion

Guest posting is a powerful and cost-effective strategy for growing your e-commerce brand. From increasing visibility and improving SEO to establishing authority and attracting qualified leads, the benefits of guest posting are undeniable. By contributing valuable content to reputable websites, particularly those within your niche, you can position your brand as a trusted authority while driving traffic and boosting sales

By Steve Hall

Sourced from ADRANTS