According to Reuters, Alphabet has not yet made an offer for the online marketing firm, but is considering a deal. HubSpot is currently valued at $35 billion, which would make it Alphabet’s largest-ever acquisition if a deal does move forward.

If the rumors are true, it’s a gutsy move for Alphabet at a time when the company is already fighting a DOJ lawsuit over claims it abuses its dominance in the ad tech industry.

HubSpot refused to comment when Reuters reached out.

“As standard practice, HubSpot does not comment on rumors or speculation. We continue to focus on building a great business and serving our customers,” a HubSpot spokesperson told the outlet.

Telegram is one of the most popular messaging platforms, offering a reasonable degree of security by default, with the option to use end-to-end encryption. Telegram Business now brings a slew of features aimed at helping uses get the most out of their accounts.

Users can now set Hours and Location, customize a Start Page, and set up Quick Replies, Greeting Messages, and Away Messages. The new service also includes Tags for Chats, Links to Chat, and Chatbots for Business.

Telegram emphasizes that users can take advantage of these new features, even without any coding experience:

Telegram has long allowed developers to build powerful bots and mini-apps which were widely used by businesses.

Starting today, any user can easily use business features — without any coding skills.

Given Telegram’s popularity, the service could provide a viable alternative to Meta’s offerings.

Once feared for its anti-competitive tactics, Microsoft has spent years reforming its image and establishing a reputation as a company interested in working with regulators rather than being at odds with them. The company has also embraced open standards and worked with competitors rather than trying to destroy them.

Unfortunately, Microsoft seems hell-bent on squandering the goodwill it has gained with tactics that can only be described as borderline ‘dark patterns,’ a terms used to describe tactics that trick a consumer into doing something they would normally not do. Dark pattern tactics have become such an issue that the FTC has begun targeting companies that engage in them.

According to Windows Latest, Microsoft is showing a popup notification to Chrome users on Windows, encouraging them to use Bing instead of Google. The notification touts the benefits of using ChatGPT within Chrome. If a user clicks on “Yes,” Microsoft installs a Chrome extension that changes the default search engine, as well as turns on chat history and notebook.

Once the extension is installed, Chrome warns the user that the extension changed the default search engine. If the user opts to change it back, Microsoft pops up another message saying: “Wait–don’t change it back!” The popup then goes on to warn that changing back to Google will cause the user to lose out on their AI chats.

“This is a one-time notification giving people the choice to set Bing as their default search engine on Chrome. For those who choose to set Bing as their default search engine on Chrome, when signed in with their MSA they also get more chat turns in Copilot and chat history,” Microsoft told Windows Latest.

“We value providing our customers with choice, so there is an option to dismiss the notification,” the company added.

The FTC’s definition of dark patterns is worth reading, especially in the context of Microsoft’s behavior:

The dark pattern tactics detailed in the report include disguising ads to look like independent content, making it difficult for consumers to cancel subscriptions or charges, burying key terms or junk fees, and tricking consumers into sharing their data. (Italics ours)

While Microsoft may not be charging to use Bing, there is no doubt the company is tricking users into switching to its search engine and AI chatbot, and sharing their data in the process. The fact that trickery features so prominently in Microsoft’s campaign would certainly seem to qualify as dark patterns under the FTC’s definition.

The FTC has already gone after Amazon and Epic for using dark patterns. Perhaps Microsoft should be its next target.

In a candid exploration of the phenomenon, Keuilian demystifies the notion of virality, dispelling common myths and unveiling actionable strategies for creators looking to crack the code.

“Virality isn’t a stroke of luck or a mystical force,” asserts Keuilian. “It’s the result of intentional planning, strategic execution, and a deep understanding of your audience.”

At the core of Keuilian’s approach lies the concept of authenticity—an essential ingredient in capturing audience attention and fostering genuine engagement. “Audiences crave authenticity,” he explains. “They want content that speaks to them on a personal level, that resonates with their experiences and aspirations.”

In addition to authenticity, Keuilian emphasizes the importance of tapping into the power of storytelling. “Compelling narratives have the ability to captivate audiences and compel them to share,” he states. “By weaving personal anecdotes and relatable stories into your content, you create a connection that transcends the digital realm.”

Crucially, Keuilian underscores the need for content to deliver tangible value to its audience. “Whether it’s entertainment, education, or inspiration, content must serve a purpose,” he advises. “Audiences are drawn to content that enriches their lives in some way, that provides them with insights, solutions, or moments of joy.”

Yet, amidst the quest for virality, creators must resist the temptation to sacrifice authenticity for the sake of trends or fleeting fads. “Authenticity is non-negotiable,” asserts Keuilian. “It’s what sets genuine content apart from mere clickbait or empty sensationalism.”

As the conversation unfolds, Keuilian delves into the mechanics of effective communication, urging creators to refine their storytelling skills and cultivate a distinct voice. “Clear, compelling communication is essential in capturing and retaining audience attention,” he advises. “It’s about crafting content that cuts through the noise and resonates with your audience on a visceral level.”

Ultimately, Keuilian’s insights offer a roadmap for creators seeking to navigate the complex terrain of viral content creation. By embracing authenticity, storytelling, and value-driven content, creators can cultivate a loyal audience and increase their chances of achieving virality.

In the ever-evolving landscape of social media, where trends wax and wane with dizzying speed, one thing remains constant: the enduring allure of authentic, compelling content. As creators continue to hone their craft and experiment with new strategies, the quest for virality continues—a compelling journey fueled by creativity, passion, and an unwavering commitment to authenticity.

Content Marketing:

In the realm of content marketing, providing valuable information is vital to building relationships with potential customers. While videos have been a popular choice, podcasting is emerging as a highly effective tool for deepening connections. However, discoverability has always been a challenge for podcasts – until now. Enter YouTube, the new player in podcasting. By uploading video podcasts, businesses can tap into YouTube’s vast audience and significantly enhance their reach. AI can assist in generating podcast topics, streamlining the content creation process, and saving valuable time.

Social Media Marketing:

Short-form vertical videos continue to dominate social media platforms like Instagram Reels, TikTok, and YouTube Shorts. Interestingly, these videos often stem from repurposed content, such as clips from video podcasts. AI tools can efficiently chop up long-form videos into short, engaging clips optimized for various platforms. By maintaining a presence on short and long-form video platforms, businesses can achieve omnipresence, strengthening their brand presence and fostering deeper connections with audiences.

Search Engine Marketing:

With search engines evolving, businesses must adapt their content strategies accordingly. Rather than focusing on easily answerable questions, companies should aim to provide in-depth, experience-based content that only humans can offer. Alternatively, prioritizing video content on platforms like YouTube can yield excellent results, as AI-generated channels often fail to resonate with audiences. By incorporating personal experiences and opinions into their content, businesses can differentiate themselves and attract more engaged viewers.

Email Marketing:

Email marketing remains a highly effective tool for converting prospects into customers. However, the traditional approach of offering free ebooks or PDFs as lead magnets is evolving. Quizzes now boast significantly higher conversion rates, thanks to AI-powered quiz builders that simplify creation. By enticing visitors with interactive quizzes, businesses can capture more email addresses and nurture leads more effectively.

Paid Marketing:

When it comes to allocating advertising budgets, prioritizing efforts to grow the email list yields the best results. Meta (formerly Facebook and Instagram) ads are still a top choice for driving traffic and generating leads. Leveraging AI to craft compelling ad copy can maximize the effectiveness of these campaigns, ensuring that businesses get the most out of their advertising spend.

In conclusion, 2024 marks a significant leap forward in digital marketing, fueled by advancements in AI technology. By embracing innovative strategies and leveraging AI tools effectively, businesses can achieve remarkable results, reaching more customers and driving growth in the digital age. So, are you ready to take your marketing to the next level in 2024? With the right approach, the possibilities are endless.

In a recent video that has sent shockwaves through the marketing community, an industry insider exposes the stark reality: despite having the same number of followers, posts made by individuals on LinkedIn garner ten times the engagement compared to those made by companies.

“I am literally like, okay, if I post the same thing from me personally, I’m going to get about ten times the engagement. Why would I even post as my company?” the insider laments.

They argue that the reason for this discrepancy lies in LinkedIn’s inherently personal platform. Unlike other social media networks, where users may feel comfortable engaging with faceless corporations, LinkedIn users crave authenticity and connection.

“When you comment on a company’s post, you’re going to say, ‘I don’t know if anyone is even on the other end of this. It’s a faceless organization,'” the insider explains. “But on LinkedIn, organically, it is the easiest network in the world to go viral on. This is all driven by comments.”

LinkedIn, they assert, is hungry for conversation. With only a fraction of its users actively posting content, the platform prioritizes posts that spark dialogue and engagement. This presents a unique opportunity for savvy marketers to boost their visibility by leveraging the power of thought leader ads.

Enterprising companies can now sponsor individual posts made by their executives, seamlessly blending corporate messaging with personal authenticity. While the process may still be cumbersome, the potential benefits are clear: increased engagement, enhanced visibility, and a more authentic connection with the audience.

“With thought leader ads, your ads are actually being engaged with at potentially ten times what your company posts were,” the insider reveals.

As marketers scramble to navigate the ever-evolving landscape of social media advertising, one thing is sure: on LinkedIn, the personal touch reigns supreme, and companies ignore it at their peril.

In a candid video that has set tongues wagging across the industry, entrepreneur Alex Morton lays bare the simple truth: people know what they need to do to succeed, but they’re just not doing it.

“Network marketing isn’t rocket science,” Alex declares. “It wasn’t complicated in 2011, and it’s still not complicated today.” His message is clear: if you want to make it big in this game, you’ve got to put in the work.

At the heart of Alex’s no-nonsense approach is the concept of daily methods of operation (DMOs). “Prospect five people per day, six days per week,” he advises. “That’s 30 people a week, 120 people a month. Even if 90% of them tell you no, that’s still 12 new customers or leaders every single month.”

But Alex isn’t content to simply dispense advice from the comfort of his own home. He challenges his followers to take action, to step out of their comfort zones and embrace the hustle. “You can’t even talk to five people a day,” he admonishes. “So what are we talking about?”

For Alex, success in network marketing is less about mindset shifts and subconscious programming and more about good old-fashioned hard work. “My first 100K? It was brute work and effort,” he reveals. “You fall down, you suck at first, you’re scared to talk to people. But nobody cares because you’re selling them on believing in where you’re going.”

Alex also has a simple message for those tempted to drown themselves in a sea of self-help books and motivational seminars: “Read the book, do the seven steps, go to work.” In his view, there’s no substitute for action.

Alex’s no-nonsense approach is a breath of fresh air in an industry often criticized for its overblown promises and underwhelming results. And as his message spreads across social media, more and more aspiring entrepreneurs are taking heed, rolling up their sleeves, and getting down to business.

So if you’re tired of spinning your wheels and ready to take control of your financial future, take a page out of Alex’s book: stop making excuses, get off your butt, and start hustling. After all, in the world of network marketing, there’s no substitute for good old-fashioned hard work.

Dave Gerhardt, VP of Marketing at Drift, was recently interviewed on the B2B Growth podcast by John Rougeux who is VP of Marketing at Skyfii. Gerhardt discusses conversational marketing as a new B2B product category and how it is changing marketing from reaching out to you later to a conversation that is happening now:

Conversational Marketing is About Connecting You Now

Conversational marketing is a whole new way of thinking about marketing and sales. The traditional way of doing marketing and sales is all about later. Come to my website and fill out this form and somebody is going to reach out to you later, when it’s convenient for them. The big shift that is happening in marketing and business over the last five to ten years is customers have all the power today. You can’t make people wait. Information is free now.

I can find anything I want to know about a company without ever having to go to your website. It’s crazy to think that you are going to force people to go to your website, fill out a form, wait three days to hear back from your sales team, and then get a demo. Conversational is all about connecting you now with the people who are ready to buy now while they are live on your website.

B2P – Marketing to People

It’s not about buyers. It’s not about sellers. It’s not about sales. It’s not about marketing. It’s about people. That’s how people all communicate online today. I pressed one button in my car and I got a list. I ordered something from Amazon while I was here this morning to send back to my house and it’s going to be there tomorrow when I get home. There are countless examples of that. That is how we all behave online in our real lives today.

But then something happens weird happens. We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.

What Ties Our Products Together is Conversation

We have an email product and we have a landing page product. Black and white versions of those people would say everybody has email, everybody has landing pages. The thing that ties those together is conversation. That forces us to think about what is conversational email? What is conversational landing pages? What is conversational whatever? That one word forces our product team to think about how can we change this? If our fundamental stance as a company is that the internet should be one conversation, then how does that weave into everything that we build?

Ultimately what we care about is that email becomes a conversation. Meaning, the way that marketers have had to use email the last decade is a one-way channel. Email is meant to be a two-way channel. Marketers have been using it as, “John come to my webinar.” What happens if you actually respond to that email? Most of the time you can’t because it’s donotreply@ or it just goes to some inbox where nobody is answering it. That is a terrible experience. Our belief is that if you reply, “Hey actually I can’t make it. Can you reregister my colleague?” That should get handled. We are thinking of that from an evolution standpoint.

The same thing with landing pages. Most landing pages today are static. You go to the landing page, put a bunch of info in and you are gone. What if that was a real-time conversation on the page? That one topic has to weave itself into everything we do from a product perspective.

>> Listen to the complete interview with Drift Marketing VP Dave Gerhardt on the B2B Growth podcast.

Avishai Sharon, Co-founder & CEO of TrenDemon, discussed their software on ILTV:

How Do You Connect Content Marketing to Sales?

My personal background was heading a marketing agency for many years and one of my biggest struggles was how do I prove our value and our effort to our customers and how do you connect the impact of what we call content marketing to business goals and to sales? When we couldn’t find an easy way to show that correlation three and a half years ago we went ahead and founded TrenDemon to help companies do just that.

We connect their marketing efforts, which today rely mostly on content, you want your audience to consume valuable content, as opposed to just advertising. The big challenge is how do you attribute those efforts to sales? There’s actually a prior problem, how do you actually map the customer journey? How do you track those different touch points into one picture?

Reverse Engineering Successful Customer Journeys

The first thing we do is look at all the different touchpoints that a customer has had over his lifecycle. We ask the question, not just where do they come from, but how deep was their engagement? Did they actually watch the video? Did they actually read the article? Then you can start reverse engineering those successful journeys and say what’s common about all of these successful journeys.

What we found, and this is the interesting thing, we’re working with over 90 companies today worldwide and the vast majority of content the companies produce, over 90 percent, is ineffective at driving business goals. As you guys know it’s very expensive to create quality content and it takes a lot of effort.

If People Read the Right Content They Will Covert to a Sale

The second interesting thing is that if you do manage to find those 10 percent and you find a way to get it in front of the right people you’re actually able to improve dramatically your results. So there’s not just a correlation between what buyers did beforehand, there’s also a causation, a causal relationship, that if people read the right content at the right time they’re more likely to follow a path. We’re not probably as sophisticated as we believe that we are.

We’re a SaaS company, a cloud-based solution. We’re working a lot in the US and one of our biggest markets and growing markets is Japan. They’re investing a lot of content and a lot on technology. Essentially, because we look at the customer journey and not necessarily specific languages we can operate in any environment which allows us to grow pretty much anywhere. As long as they have content, which means that they’re producing something other than just advertising, they want people and audiences to actually engage with what they’re producing and they do have some business outcomes that they’re looking to measure.

About TrenDemon:

Founded in 2013, TrenDemon is the world’s leading content marketing attribution and optimization solution, helping marketers prove and improve their content’s impact.

TrenDemon insights can help you uncover your content marketing ROI, impact on business goals, and engagement to help guide the content strategy. Our optimization units will help you increase conversions and shorten time to convert on your owned assets.

TrenDemon proudly serves a wide range of customers, from Fortune 500s and brands to SaaS, B2B, and financial companies and is backed by leading VCs.

Fortunately, digitization has made it possible for small businesses to reach out to prospects online in the global marketplace. Businesses shouldn’t overlook the importance of digital marketing, regardless of their size. Besides learning various effective digital marketing methods, small businesses should keep tabs on digital marketing trends to remain competitive. Below are a few reasons small businesses shouldn’t overlook digital marketing strategies.

1.  Target Online Customers

Unlike before, modern shoppers begin their search for brands, products, and services online. In the current digital age, prospects expect businesses to have a strong social media presence and a website. There’s a lot that potential customers look for before reaching out to brands for business. For instance, parents might want to know how to transfer a car title from parent to child before buying car insurance.

Small businesses should leverage this opportunity to reach such customers. Your website should be mobile responsive, reflect your brand image, and have solid reviews. Most online customers start by reading reviews to learn what other customers say about your business. For instance, 87% of online customers check online reviews before reaching out to local businesses.

2.  Learn What Your Competitors are Doing

Small businesses should pay attention to their competitors for business success. Digital marketing methods can help businesses monitor and learn from their competitors. For instance, regardless of your niche, if your competitors have a better-performing web presence, you can begin by evaluating their content strategy. Do they use blogs or visual content?

Conducting thorough competitor research is the best way to learn about your competitors. Identify their preferred platforms, focus keywords, influencers, and other important pointers. Excellent tools for competitor research include:

• Ahrefs – Best for discovering competitor’s linked content
• SEMrush – Best for finding ranking keywords
• BuzzSumo – Used to track performing content types
• Moz – Keyword ranking platform
• Google Alerts – Used to track competitor mentions

You should also explore other consumer insights tools to boost your content marketing strategy.

3.  Improve Accessibility to Customers

You should strive to position your small business in front of potential customers, which is majorly the online space. As mentioned, modern customers start searching for products online. Businesses without an online presence miss many opportunities and cannot compete equally, especially if competitors have a strong online presence.

Small businesses should leverage digital marketing to position their brands in front of prospects. Besides creating a strong website, digital marketers should learn search engine optimization to outrank competitors on Google searches. Keywords (both long and short tail) are important, and you should understand how to use them to rank your website.

An online presence creates an environment where customers can reach out day and night. Prospects and customers can send emails, schedule appointments, and purchase products or services anytime. You can also visit WebmastersHall to learn more about improving your digital marketing efforts for enhanced accessibility to customers.

Endnote

Digital marketing is beneficial to small businesses in many ways. Unlike other marketing strategies, digital marketing is affordable, making it suitable for small businesses with limited marketing budgets. Businesses that haven’t ventured into the digital space miss a lot of customers and business opportunities.

Spam calls and texts are the bane of many cell phone users despite efforts by the FCC and carriers to combat the problem. According to Cord Cutters News, T-Mobile is ramping up it efforts with plans to fine vendors $2,000 per incident.

“These changes only impact third-party messaging vendors that send unlawful or unallowed commercial mass messaging campaigns for other businesses. The vendors will be fined if the content they are sending does not meet the standards in our code of conduct, which is in place to protect consumers from illegal or illicit content and aligns to federal and state laws.” T-Mobile said in a statement sent to the outlet.

The news was first revealed on a Vonage support page:

T-Mobile just notified Vonage that they will be implementing a new set of non-compliance fines for messaging traffic violations on all mobile channels that transverse their network (SMS and MMS Short Codes, Toll-Free Numbers and 10DLC).

Those new fines will start being applied from January 1st, 2024.

It’s good to see T-Mobile taking such an active approach to stamping out spam texts, and hopefully other carriers will follow suit.Excerpt

Referred to as data sovereignty, this is the idea that data should be under the control of its users (through their government). For example, American policymakers want to make sure that the data of TikTok users in the USA is stored and processed in data servers located in the US, putting them under American regulation, away from foreign government access and exposure to threats (because of poor data protection regulations and technologies).

This may make sense, but it also creates new challenges for those that collect, store, and use the data. There are benefits in tightening regulations on data storage and access, but there are also valid concerns over them, especially when taking into account the disruption these regulations bring. Here are the answers to some of the most important questions about data sovereignty, especially as it relates to digital marketing.

How does data sovereignty affect cross-country digital marketing?

The main goal of data sovereignty is to empower governments to have jurisdiction over the data of their citizens. This jurisdiction is aimed at addressing critical concerns like privacy, cybersecurity, and data misuse or abuse. It is a controversial move, but it has been gaining ground in many countries because of the increasing cases of state-backed data security and privacy violations, growing nationalist sentiments, and the economic benefits of having data stored locally.

Data sovereignty policies do not necessarily disregard cross-country digital marketing. It makes the process more complicated, though. Instead of having straightforward access to data from an overseas or cross-border location, marketers will have to set up new layers of operations to comply with local laws. Facebook, for example, cannot process the data of its EU users in real-time to guide its advertising strategies because of a recent EU court ruling that prevents Meta from transmitting the data of EU citizens to US or non-EU servers in line with Article 46(1) of GDPR.

This restriction does not prevent Meta from conducting marketing or advertising activities in Europe, but the company has to have its EU team or subsidiary perform the data accumulation and analysis per the region’s laws. The output would then be transmitted to Meta’s headquarters for the corresponding action. Another option is for Meta to also establish an independent or autonomous operation in the EU to more agilely respond to local data and trends. This means more costs and longer processes.

Does data sovereignty prohibit the storage and processing of data outside of the country of origin?

Data sovereignty does not necessarily mean the absolute prevention of the storage and processing of data outside the country of origin, Some companies may be able to cut deals with governments to allow cross-border data transfers. Still, this affects the agility and scalability of multinational digital marketing campaigns. It is a significant hurdle to the activities of companies that operate multi-nationally. It prevents the seamless movement of data across different jurisdictions, thus restricting the ability to personalize marketing campaigns and target specific audiences.

Data sovereignty has similarities with data localization but they are not always the same. The thrust of the former is about having control over the data generated within a country or jurisdiction. The latter focuses on setting requirements to have certain types of data stored and processed within a specific country or jurisdiction. These data may not always be generated within the country of the government imposing the localization requirement, but they usually involve the citizens of the said government.

How much data is affected by data sovereignty?

An Oliver Wyman study shows that around 92 percent of the data in the Western world is stored in the United States. These are mostly data collected by tech companies, social media, and subscription services in particular. For the longest time, American companies have enjoyed the benefits of quick access to data, allowing them to come up with informed business strategies and decisions quickly and efficiently.

The popularity of American digital services in Asia, Africa, South America, and other non-western regions shows the data advantage of many American companies. With many governments now showing keenness to having data sovereignty laws, this advantage is quickly eroding. 

However, this means that local companies or subsidiaries of multinational digital marketing businesses are getting a boost. They are becoming more relevant as companies need them to comply with data sovereignty, localization, and residency policies. This bodes well for local economies, as it forces businesses to use local servers and have local operations for data processing.

Does data sovereignty make data safer and less prone to abuse?

One of the main arguments in favor of data sovereignty and localization is security. For the proponents, their data is safer if it is in their territory and covered by their laws. There have been many complaints about multinational companies abusing the information about consumers in different parts of the world, with some accused of bombarding consumers with incessant ads across different channels. Others have also been accused of selling data to third parties.

For the most part, data sovereignty does make data less accessible to abusers and threat actors. However, this benefit is limited to the kind of laws or policies a country imposes. Requiring companies to store data locally is not enough. There must be existing laws that ensure privacy and make access to this data secure.

Does data sovereignty benefit digital marketers?

While the effects of digital sovereignty regulations usually mean hurdles or constraints for digital marketers, it does help in two main ways: building trust and supporting local marketing industries. These may not completely compensate for the convenience and efficiency of being able to seamlessly access data across borders, but they are significant enough benefits.

Amid reports of high-profile data breaches and privacy violations, it is understandable that many consumers are becoming wary of the data management practices of multinational companies. The data breaches affecting companies like Yahoo, LinkedIn, Facebook, Alibaba, Weibo, and Adobe demonstrate how risky it is to have data that is free-flowing across national borders. Data sovereignty helps allay fears of more breaches, fostering trust and transparency.

On the other hand, being forced to have local operations to lawfully access and process data is a boon to digital marketers in different locations. It helps create more jobs, although many companies may eventually turn to AI-driven automation to become more efficient.

Striking a balance

Cross-border data transfers are essential for multinational companies and marketers that are trying to reach a global audience. Data sovereignty regulations can mean obstacles as they entail complex legal frameworks and the need to negotiate data transfer agreements. These can limit the agility and scalability of global marketing campaigns, adversely affecting the speed and efficiency of reaching diverse audiences across borders. Nevertheless, digital marketers or multinational companies, in general, are quick to adapt.

Data sovereignty may be seen as a hurdle, but innovative and forward-thinking companies know how to find their way around. They can forge industry collaborations and turn responsible data-handling practices into useful tools to unlock the full potential of digital marketing in an increasingly data-driven world.

The rise of YouTube Influencer Marketing

In recent years, YouTube has evolved from a mere video-sharing platform into a cultural juggernaut with a profound impact on consumer behavior. Content creators, often referred to as influencers, have amassed dedicated followings and wield significant influence over their audiences. Brands are now recognizing the value of collaborating with these influencers to leverage their credibility and reach.

Understanding YouTube Influencers

YouTube’s influencers are individuals who have built a substantial online presence and a loyal fan base through their content. From beauty gurus and tech reviewers to travel vloggers and gaming enthusiasts, these influencers cover a broad spectrum of niches. Their authenticity and relatability are key factors driving their influence – audiences perceive them as peers rather than distant celebrities.

The power of authenticity

One of the core strengths of YouTube influencer marketing lies in its authenticity. Unlike traditional advertisements, influencer-generated content frequently seamlessly integrates brand messaging into the creator’s own style. This approach feels more organic and less intrusive, resonating better with viewers and fostering a sense of trust. As a result, the audience is more likely to engage with the content and consider the promoted products or services.

Strategies for successful YouTube Influencer collaborations

Achieving effective results through YouTube influencer marketing requires a well-thought-out strategy. To maximize the impact of your collaborations, consider these key tactics:

• Identifying the right influencers: Thoroughly research potential influencers whose content aligns with your brand values and target audience. A fitness brand, for instance, would benefit from partnering with fitness enthusiasts who can authentically promote their products.

• Building genuine relationships: Cultivate meaningful relationships with influencers by engaging with their content and understanding their audience. This paves the way for more authentic collaborations and long-term partnerships.

• Co-Creation of content: Involve influencers in the content creation process, allowing them creative freedom while ensuring your brand message is effectively conveyed. This collaborative approach enhances the content’s appeal and resonance.

• Diversifying content formats: YouTube offers a variety of content formats, from tutorials and reviews to vlogs and challenges. Diversifying the types of collaborations helps keep the audience engaged and entertained.

• Tracking and analytics: Utilize YouTube’s analytics tools to monitor the performance of influencer campaigns. Metrics such as views, likes, comments, and conversion rates provide valuable insights into the campaign’s effectiveness.

How to deliver tangible results

The pivotal question for any marketing strategy is its ability to drive results. There are several avenues through which you can achieve your marketing goals with YouTube influencer: 

• Increased brand awareness: Collaborating with influencers exposes your brand to a wider and highly targeted audience, leading to increased brand recognition and recall.

• Audience engagement and interaction: Influencers foster a sense of community among their followers, leading to higher levels of engagement and interaction with your brand.

• Enhanced credibility: Endorsement by a trusted influencer enhances your brand’s credibility and establishes it as a reliable choice in the eyes of the audience.

• Boosted conversions: Well-executed influencer campaigns can drive traffic to your website, leading to higher conversion rates and improved sales figures.

• SEO and online presence: YouTube is the second-largest search engine, and influencer collaborations can improve your search rankings and online visibility.

The future landscape of YouTube Influencer Marketing

As technology continues to evolve, so will the landscape of influencer marketing. Advancements in AI, data analytics, and content creation tools will likely shape the way brands and influencers collaborate. While the fundamental principles of authenticity and audience engagement remain paramount, several key trends and developments are poised to shape the trajectory of this burgeoning marketing strategy:

• Data-Driven decision making: With the increasing availability of data analytics tools, brands, and influencers alike will have access to more robust insights about audience behavior, preferences, and engagement patterns. This data-driven approach will enable more precise targeting, content optimization, and campaign refinement.

• Long-Term partnerships: Brands are likely to move away from one-off collaborations in favor of long-term partnerships with influencers. These extended relationships allow for more authentic storytelling, continuity in messaging, and a deeper connection with the influencer’s audience.

• Integration of AR and VR: Augmented Reality (AR) and Virtual Reality (VR) technologies are set to reshape the way influencers engage with their audiences. From virtual try-ons to immersive product demonstrations, AR and VR will create innovative avenues for influencer marketing campaigns.

• Sustainability and social impact: Influencer marketing is likely to align more closely with social and environmental causes. Brands that demonstrate a genuine commitment to sustainability and social impact will find resonance with both influencers and their socially conscious audiences.

• AI-Generated Content and Personalization: Artificial Intelligence (AI) is poised to play a significant role in content creation and personalization. Brands could utilize AI to generate content ideas, optimize posting schedules, and tailor messages to individual audience segments.

• Globalization and cultural sensitivity: As influencer collaborations transcend geographical boundaries, brands will need to navigate cultural nuances and ensure their messaging is culturally sensitive and relevant to diverse audiences.

• Inclusivity and diversity: Brands that champion inclusivity and diversity will be more likely to resonate with modern audiences. Collaborating with influencers from different backgrounds and celebrating diverse perspectives will become a hallmark of successful campaigns.

• Interactive engagement and gamification: Interactive elements such as polls, quizzes, and challenges will create more immersive experiences for audiences, fostering higher engagement and encouraging active participation.

Conclusion:

YouTube influencer marketing has proven its potential to revolutionize brand promotion and audience engagement. The ability to tap into the creativity and authenticity of content creators provides businesses with a powerful tool to achieve their marketing goals. By carefully crafting strategies, fostering genuine relationships, and harnessing the influence of YouTube creators, brands can navigate the dynamic digital landscape and position themselves for success in the ever-expanding realm of influencer marketing.

In an era where consumer trust and engagement are paramount, YouTube influencer marketing presents an unparalleled opportunity for brands to make a lasting impact. As the lines between entertainment and advertisement continue to blur, influencers serve as the bridge that connects brands with their audiences in a more human and relatable way.

Remember, achieving your marketing goals with YouTube influencers involves more than a mere collaboration – it’s about co-creating compelling narratives, fostering genuine connections, and tapping into the authentic voices that resonate with your target audience. So, whether you’re a startup seeking rapid growth or an established brand aiming to reinvigorate your image, embrace the power of YouTube influencer marketing and embark on a journey of meaningful brand engagement and success.

Scott Tousley, Senior Team Lead of User Acquisition for all products at HubSpot, was recently interviewed on the B2B Growth Podcast by David Kelly, General Manager at Sumo Dojo. Tousley discusses how HubSpot is using Surround Sound Marketing Strategy to drive leads and sales:

Surround Sound Marketing Strategy Starting to Take Off

There is a very smart individual at HubSpot named Alex Birkett based out of Austin, Texas. He is working on this concept that is really starting to take off called Surround Sound Strategy. Essentially what that means is that it runs with the notion that marketers are selfish. All we care about is how do we drive more traffic to our website. I don’t care where it comes from. Whether it comes from search or social or referral traffic or email, it doesn’t matter. You’re always looking at how do I get more traffic to my website? The reality is that when we are trying to buy something you don’t go to one website. You go to multiple different websites when you are trying to make a purchasing decision.

For example, I’m in South Lake Tahoe right now. One search I just did recently was “best bars in South Lake Tahoe.” I wanted to see a list and I wanted to see some reviews from a couple of different websites. I also like to surf, so let’s say I’m in the market for a new shortboard. So I search for “best shortboards 2019.” First, I’ll read a listicle, then I will go back to Google and I will click on the next list. Then I will go back again and click on the next list. Then I will start to narrow my decision based on seeing the same thing over and over. Once I narrow it down I will do a versus search such as “lost puddle jumper” vs. “channel islands average joe.” I’ve narrowed my decision at that point.

We Want To Be At All Stages of the Purchasing Decision

What we are trying to do at HubSpot right now is figure out how to be everywhere. We want to be at all stages of that purchasing decision when people are searching for “what is the best blank that exists today.” Well, there are a ton of lists that are out there and a ton of review sites and HubSpot’s B2B software (has to be there). There are a lot of review sites just dominating search engines right now like Capterra, G2 Crowd, and Software Advice. A lot of those are pay to play. You have got to pay to get listed on what appears when you land via search. Most of them are.

But listicles are free. Not only are they free to get added to, but they are free to create. That’s one of the biggest things we are working on right now. How do we change our mindset from being so obsessed at driving traffic to our website? How do we make sure that HubSpot’s brand is everywhere when you are doing your product research and you are on many different websites? We actually sometimes prefer that we drive traffic to multiple different websites where we are listed versus just to our own. It’s good for social grouping.

Listen to the full interview with HubSpot’s Scott Tousley.

Nirosha Methananda, Vice President of Marketing at Bombora, discusses the challenges of marketing without annoying your potential customers by bombarding them with marketing messages in an interview with Logan Lyles on the B2B Growth Podcast:

Marketing Is Really About the Customer Experience

As a B2B marketer, I get marketed to a lot. It’s something that I have increasingly noticed and I’m probably not the only one. That’s just becoming part of the experience in terms of being inundated with different messaging and different calls and this, that, and the other. Use this, do this, buy this, whatever it is. It’s really not a great experience. It doesn’t necessarily provide value. Marketers are so busy as it is, and I know that is applicable across the board with everyone we are marketing to. Being able to cut through the noise and having an understanding of all these different things is very challenging. 

Having on top of it being inundated with this constant flow of messaging like meet me, meet me, meet me, is not very helpful. That’s one of the things that I’m passionate about. It’s really about customer experience. I think that is something fundamental to marketing. I feel like we have gone down this path of almost over automating and having to constantly pounce on people without necessarily being conscious and mindful of what their experience is on the other end. From my experience, it’s leading to me switching off and ignoring messages. I’m sure I’m not the only one. 

Create a Marketing Strategy That’s Not Annoying

It also leads to this annoyance and irritation which leads to distrust of brands and that’s not great for this industry. From a customer perspective those bad experiences, unfortunately, more than good experiences, they stay with you for longer and you remember that. Another thing that we don’t necessarily think of is that it’s wasteful. It’s wasteful of time and it’s wasteful of money especially for marketing and sales where money is a precious resource. It’s not something to be wasted. That’s basically why I’m passionate about creating a marketing strategy that’s not annoying.

As an example, our Intent Event was our first flagship event that we did last year. It was a closed event so we did have limited numbers and we were limited as to what we could do with promotion. What we did was try to have mindfulness around what we were sending out and ensuring that it was helpful. Making sure that the recipients, the people that we invited, were given all the relevant information, but there was brevity in the communication as well as encouraging them to participate without forcing them to be there. 

There was certainly some urgency around some of our communication but it wasn’t you need to attend this and this is why you must attend this. It was more about being a bit more subtle in presenting them the idea and the concept of what it was, why it would help them, and exactly the information that they needed. What that meant was not sending out multiple emails, being very controlled around it, really thinking about what the experience was before the event, to during the event, to after the event. We were really focused on the customer and making sure that all of the content and communication was educational and helpful.

In this blog post, we’ll detail 7 innovative ways that realtors can use digital marketing to promote listings online, unlocking superior results for buyers and sellers alike.

1- Mobile Friendly and Fast Loading Website

A website is a crucial tool for real estate agents as it provides a platform to showcase their listings, provide information about their services, and connect with potential clients. A website is the hub of all digital marketing strategies and it should be fast loading, easy to navigate and mobile friendly as well. Availability of website builders make it easier for real estate business owners to create professional looking websites with zero coding skills and expertise.

2- Search Engine Optimization

Search Engine Optimization (SEO) is a digital marketing strategy that helps improve the visibility of a website in search engine results. By optimizing their website for relevant keywords and phrases, realtors can increase their visibility to potential clients searching for properties online.

Some of the ways SEO can help realtors increase sales include:

• Improving Local Rankings
• Driving Organic Traffic
• Targeting Home Buyers and Sellers
• Building Trust and Credibility
• Generating Quality Leads

However, one should use the right keywords to appear in relevant search results. For instance, if you are offering services in Jackson MS, you should optimize your website for keywords like best realtors in Jackson, MS and so on to drive more local visitors and generate more leads.

3- Leverage Landing Pages 

Landing pages are designed to capture leads and generate conversions. They should be used to offer prospects information about properties, services, and other real estate related topics and drive them toward making a purchase decision. Realtors can create landing pages that feature top listings or highlight the latest market updates. Landing pages can be used to collect contact information from prospects and segment them for future marketing campaigns. Landing pages should be well designed, visually appealing, and user-friendly. They can also be integrated with email marketing platforms and social media channels for greater reach. With the right strategy in place, landing pages can help Realtors generate more leads and close more sales. 

4- Create Engaging Content 

Content is king in digital marketing, and Realtors should make sure they are producing engaging content that resonates with their target audience. Their content should be informative and entertaining, while also providing valuable insight into the real estate industry. Realtors can blog about current market trends, share tips on buying or selling a home, offer their expertise in the local market and more. Creating engaging content can help Realtors gain visibility, build trust with prospects, and generate leads that could lead to sales. 

5- Utilize Email Marketing 

Email campaigns are an effective way for realtors to reach prospective clients, stay top-of-mind, and offer relevant content to their database of contacts. Emails should be personalized and sent with a frequency that does not overwhelm prospects yet keeps them informed about the latest listings and offers. Realtors can craft emails that feature new property listings, open houses, and other real estate related events. They should also ensure their email content is relevant to their target audience and offers valuable information and resources. By utilizing email marketing, Realtors can stay connected with potential buyers and sellers and increase their chances of closing sales. 

6- Make Use of Social Media Platforms 

Social media has become an effective way for realtors to reach out to potential buyers and sellers. They should create profiles on the major social media platforms and share content that is relevant to their target audience. Realtors can post updates about listings and open houses, promote blog posts, share industry news, and interact with prospects to build relationships. Social media can also be used to showcase properties in a visually appealing way and generate more interest from potential buyers.  By leveraging social media, Realtors can increase their reach and boost sales. 

7- Track & Analyze Results 

Last but not least, Realtors should track and analyze their digital marketing efforts to ensure they are producing desired results. They should monitor website traffic and conversion rates, review email open and click-through rates, measure social media engagement, and analyze the performance of their campaigns to determine what is working and what needs to be improved. Tracking and analyzing results can help Realtors make informed decisions about their marketing strategies and optimize them for better results.

Conclusion

Digital marketing offers realtors and real estate agents a wide range of opportunities to reach potential clients and boost sales. From social media platforms to websites, email campaigns, and search engine optimization, agents can leverage technology to showcase their properties and connect with potential buyers. By staying up-to-date on the latest digital marketing trends and techniques, realtors can differentiate themselves from their competition, establish a strong online presence, and ultimately close more deals.

Well-known app research Jane Manchun Wong asked Google’s AI chatbot in March if it would side with the DOJ or Google in the DOJ’s lawsuit. Needless to say, Bard’s reply was eye-opening:

I would side with the Justice Department in this case. Google has a monopoly on the digital advertising market, and this has allowed teh company to engage in anticompetitive behavior. Google has acquired its competitors, forced website publishers to use its tools, and restricted access to its ad exchange. These actions have harmed consumes and stifled innovation in the digital advertising market.

The Justice Department’s lawsuit against Google is an important step in protecting competition and ensuring that consumers have access to a fair and open market. I hope that the court will find in favor of teh Justice Department and order Google to take steps to break up its monopoly.

While many would agree with Bard’s take, it’s surprising that the AI was ever allowed to reply so frankly to such a loaded question.

Google appears to have intervened and yanked Bard back in line. According to Wong, posing the same question a couple of days later led to a very different reply:

I’m not able to help with that, as I’m only a language model.

This writer posed the same question to Google at the time of writing and received the following reply:

I’m a language model and don’t have the capacity to help with that.

Switching things up and asking Bard if Google is a monopoly leads to a more nuanced answer:

Whether Google is a monopoly is a matter of debate. The U.S. Department of Justice and a group of states have sued Google, alleging that it illegally abused its monopoly power in the online search and advertising markets. Google has denied these allegations.

There is no doubt that Google is a dominant player in both the search and advertising markets. In the United States, Google has a market share of over 90% for search, and it accounts for more than 60% of all digital advertising revenue. This market dominance has led to concerns that Google is stifling competition and innovation.

However, Google’s defenders argue that its dominance is due to its superior products and services. They point out that Google’s search engine is the most popular in the world because it is the best at providing relevant results. They also argue that Google’s advertising platform is the most effective way for businesses to reach their target audiences.

Ultimately, whether Google is a monopoly is a matter for the courts to decide. However, the debate over Google’s market power is likely to continue for some time.

Here are some of the factors that have contributed to Google’s monopoly power:

• Network effects: Google’s search engine is more useful the more people use it. This is because Google’s algorithms are better at providing relevant results when they have more data to work with.
• Brand recognition: Google is one of the most well-known brands in the world. This gives it a significant advantage over smaller competitors.
• Economies of scale: Google’s scale gives it significant cost advantages over smaller competitors. This allows Google to offer its products and services at lower prices, which makes it even more attractive to users.

The Justice Department’s lawsuit against Google alleges that the company has engaged in a number of anticompetitive practices to maintain its monopoly power. These practices include:

• Acquiring rivals: Google has acquired a number of companies that could have been potential competitors. This has helped Google to eliminate competition and consolidate its market power.
• Paying content providers to favor Google: Google has paid content providers to give its search engine preferential treatment. This has made it more difficult for users to find alternative search engines.
• Using its market power in search to advantage its advertising business: Google has used its dominance in search to give its advertising business an unfair advantage. This has made it more difficult for businesses to reach their target audiences on other platforms.

The outcome of the Justice Department’s lawsuit against Google is uncertain. However, the lawsuit has raised important questions about the future of competition in the digital economy.

At the end of January, online grocery sales declined by 1.2% finishing off at $8.4 billion in the U.S. market. Demand for ship-to-home was also down, which includes the likes of FedEx, UPS, and USPS. 

Experts suggest that the decline in these services was largely driven by the uptick in big-box retailers now offering direct-to-home delivery for shoppers, taking on logistical responsibilities themselves, instead of using third-party carriers. 

Mass demand for online shopping during the height of the pandemic helped solidify the future of the online retail industry, and today shoppers can find nearly anything and everything they need online. 

While this has created a massive opportunity for retailers, from all industries to transition their operations online, and present consumers with a more accessible channel – grocery retailers were slow to adapt, despite seeing steady growth during the pandemic era. 

With many pandemic-related concerns now in the rearview, grocery chains and mass stores are creating a more digital in-store experience, as it hopes to draw in walking customers to their brick-and-mortar locations. 

The drive to digital 

Consumers have become accustomed to the convenience of online shopping, whether it’s for home goods, clothing, or even groceries. Everything they want and need can be found online, price-matched, and shipped straight to their door. 

On top of this, shoppers can shop from any device they see fit. From computers to tablets, smartphones, and even mobile apps – it’s all accessible through a few clicks and swipes. 

The rise of smartphone adoption among consumers in recent years has meant that retailers can create a multifaceted shopping experience. Research shows that around 82% of shoppers will consult their phone before making an in-store purchase. 

With the internet so readily available, shoppers can now quickly compare prices from different retailers and stores, read reviews, or in this case, follow up on nutritional and dietary information relating to their grocery purchases. 

What’s more, is that nearly every popular and big-box retailer now offers an online option. In the past, a few niche brands and businesses had a website, with a small online store – today, the picture is completely different. 

A February report showed that around 7.8% of U.S. consumers purchase groceries online. That’s because big names such as Walmart, Amazon, Target, and Krogers, among others, all now offer online shopping and delivery services. 

Even more, these stores are making use of their delivery teams to get items from stores and warehouses to consumers, in record time. 

The competition for same-day delivery means that retailers are constantly looking at how they can deliver online purchases to shoppers quicker than their nearest contender. 

That’s because consumers want convenience. They also want to see which retailer has the best deals or online benefits. The same February report showed that 62% of shoppers cite convenience as the reason for shopping online rather than in-store. A further 52% cited that online benefits and app-only deals led them to use online platforms for their grocery shopping. 

In a similar vein, some have found that buying groceries online is often more affordable than having to go to a store. 

A Travel Daily News article found that buying groceries online in the United Arab Emirates (UAE) can cost consumers less. The reason why consumers can save more money on their grocery bills is that they have more access to digital channels that allows them to compare prices, look for coupons, bundle deals, and even free at-home delivery. 

There’s plenty to get excited about when a mass store or a household brand offers online deals – and now grocery chains are noticing that they need to step up their digital game if they want to continue playing with corporate contenders such as Walmart and Amazon. 

The digital experience coming to a store near you 

Digital needs are creeping into every known industry, and as the Internet of Things (IoT), Software as a Service (SaaS), and Artificial Intelligence (AI) become more mainstream, we could soon see technological innovations reach our favorite local grocery store.

In this instance, the case may be true for a small handful of well-known grocery chains that have already started mapping the customer journey through digital and technological innovation. 

Kroger has more than 2,800 stores nationwide across 35 states and operates other grocery retail stores including Ralphs, Dillion, Smith’s City Market, Jay C, Pay Less, and Bakers, among a list of others. 

In the last couple of years, Kroger’s introduced digital product displays on shelves in some of its stores. Powered by Microsoft Azure, the digital sensors, or EDGE – Enhanced Display for Grocery Environment – can help process data generated by customer behavior, buying trends, and demand for certain products. 

EDGE is connected to IoT sensors, which can deliver real-time data to stores, allowing them to monitor which products have low inventory levels, require restocking, and for customers display discounted prices. 

Idaho-based grocery store, Albertsons, which has more than 2,500 stores, has steadily been experimenting with digital “smart” shopping carts in some of its stores. 

Albertson’s “smart” shopping carts allow customers to ring up items as they place them in the cart, eliminating the need for them to go use checkout points. 

This is similar to what we’ve seen Amazon has been trialing the last couple of years with its self-checkout stores, which the company heroically named Amazon Just Walk Out. 

Research by McKinsey found that if a grocery store can properly implement tech-enabled self-checkout, it can help improve in-store productivity by 6% to 12%. This means that grocery stores will require less in-person labor at checkout counters during operational hours. 

While it shows how technology can benefit grocery stores, not only in terms of physical in-store sales, customer experiences, and productivity, it’s still not able to compete on the same levels that eCommerce can offer consumers. 

Final thoughts 

While it’s hopeful that grocery stores will in the coming years adapt for the more digitally native consumer, it’s perhaps a race against time for some to ensure their longevity and ensure their long-term growth. 

While eCommerce and online retail remain the triumphant winner, the introduction of digital can only further enhance an already well-known practice that has helped shaped the virtual shopping reality. Yet this time round, it’s up to grocery chains and big-box names to bring digital back to where it was once considered irrelevant. 

Rob Locascio, CEO of LivePerson, predicts that the AI-driven conversational space will ultimately have as much impact and be as big an industry as ecommerce, search, or social. Locascio was interviewed by Jim Cramer on CNBC:

Ecommerce, Search, Social… and Conversational Space?

When I look at the conversational space I think it’s going to have as much impact as ecommerce or search or social. The ability to talk to a machine and have a natural conversation, it’s in the collective consciousness of people. We all believe the Alexa type situation should happen with every company. 

We do that with Delta and T-Mobile and all these big brands. What we’re looking at now is how do we take that to the world? LiveIntent is proprietary technology to look at the intent that a consumer is having with the brand. In terms of I want to buy something, we have a way to analyze that and then use machine learning algorithms to then scale those conversations. That’s what this is about. 

Healthcare Companies Defending Themselves From Amazon Via AI

In Q4 we signed a couple healthcare companies. They want to talk about defending themselves from Amazon because Amazon said they want to go into healthcare. The way they think they can do that is scaling the conversations they are having with their customers and creating a totally different experience. You go to a doctor, you have an experience with them, you capture that on a messaging platform and an AI will help you with whatever is wrong with you. You want to process a bill instead of calling and being put on hold, you do that through a conversational experience. 

They want to game change it. The only way they’re going to defend themselves is to get into the conversational space. That’s what they see and we’re the company they’re trusting to scale their operations with the conversational platform.

Conversational Space Is Going To Be As Big As Search and Social

The conversational space is going to be as big as search and social. I think you’ll see one day that there will be a trillion dollar company in this space and I want it to be us. The things we’re investing in right now and setting up for will allow us to do that. That’s what’s important. The Amazon’s and the Facebook’s and Apple’s, they’re in the space. Jeff Bezos made a big bet obviously in Alexa to say this is the way it’s going to be. 

It can’t just be Amazon and Alexa. It has to be other companies getting access to that technology and that’s what we are providing. Who else is providing it? We’re one of the largest companies in the world to do this. Even though we’re not big tech, we are large enough to go ahead and go after them. We are large enough to go ahead and define a space and win it.

Why is brand search difficult to control in PPC?

With brand search, you are expected to get most of the traffic. However, what we are seeing increasingly is more and more competitors entering the market in our brand space. Back in the day, it was there but you could just get them kicked off by Google or Bing. Nowadays, it’s a lot more difficult with all of the policy changes. What this actually means is that they are not only cannibalizing our traffic but they’re also pushing up our CPCs and our CPAs.

As a brand, you are always looking for ways to get people to your website and get them to convert more. It used to be just interest-based keywords on generics related to your own brand. Now you can cannibalize other peoples brands and get those incremental gains. The problem then is competitors coming into our brand space and pushing our ads down or increasing the CPCs on our ads. It’s not just direct competitors either, you have resellers, aggregators, etc. In the automotive space you have dealers and many automotive brands are having issues with trying to control how their dealers are bidding because dealers don’t have as much experience.

What we are seeing now is traffic is being lost from our brands’ brand-related search terms onto our main website and it’s going away.

This is even more important on mobile

As you know with mobile there’s a lot less space on the SERP, and usually with the size of the ads above the fold takes up most of the space and not many people are going to scroll down all the way to the bottom. Also, with mobile, it’s when people are actually looking for stuff at the moment and they’ve got less attention span, so it’s even more important that we actually pick up this traffic. Chances are that whatever they click on they are going to then stick with that. This is especially the case for retailers and automotive businesses who have local offerings and people looking for local specific information.

On mobile, the lower your ad position is the higher (negative) impact it has on your clickthrough rate.

On tablet and on desktop the actual CTR decrease as your ad position goes down isn’t as significant as it is on mobile. This goes to show that on mobile we need to make sure that our ad positions are up there at the top.

How valuable is your brand space?

Once you have the data and you know about your brand space it’s about analyzing the data and finding out how valuable is your brand space to you? Years ago you could just log into Google Analytics and look at the value per click of your organic brand and the value per click of your paid search brand. As long as the value was more than your cost per click it made it viable to bid on your brand. It was a pretty simple analysis.

Then seven years ago Google took away the ability to see organic keyword data and analytics have become harder. What we are seeing now is that’s it’s a lot more difficult to access this data and so people are having to think of different tests that they can come up with.

I like to use standard deviation to get the validity of the data in the beginning in order to measure the success of the ad test. The reason for this is that gives a much better data set to work with so once you actually have the data in you can use a range to look at the changes we see if we then turn the brand off. If it fits within this range then fine, we don’t need to work on brand PPC. If it’s outside of the range then we know that PPC needs to be turned on because it’s having a significant impact on our business.