Global Digital Marketing & Retail by Alex 22
Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans.
A new edition of the Alex News Newsletter. Thank you for reading! I have collected some links on various topics including video marketing, performance marketing, hospitality, strategy, and product management. Enjoy reading.
📹Report on video marketing
It’s easier nowadays to link to reports, as they are more and more available on a fancy webpage instead of a PDF. The problem is, that it only stays online as long as the company wants it to. Let’s hope this one stays online for a while.
A recent report on video marketing tells us a lot we already know, but I link to it anyway as it might be good to read through and make a checklist before you are going to create videos or brief an agency.
In short:
Short-form video marketing is impacting businesses.
Bite-sized videos are on the rise. (under 15 seconds)
User-generated content is important.
Subtitles and captions are effective.
Video content has a good return on investment.
Effective video marketing is challenging to create.
Businesses should consider using short-form, user-generated videos with subtitles and captions.
https://go.getmunch.com/state-of-short-form-videos-2024
🌏Only in Asia: be that robot delivery driver
I don’t think this would work in most countries in Europe or Thailand, but in countries like Korea or Japan, these things are possible. Don’t let a delivery driver come to you, be the delivery driver yourself without leaving your home.
This video is taken in Seoul, Korea.
🧐Fletch: leading with a use case unlocks other use cases
I am a member of Fletch, they have a huge database with Figma templates and LinkedIn posts. Awesome. I will regularly, share one of these posts or infographics as they are valuable, especially in the SaaS /startup world.
Providing a use case unlocks more use cases: If Loom had said "Here's a screen recorder — you can use it for videos of all kinds!" then it puts the burden on the prospect to come up with ways to use it.
Loom led with several different use cases, but what they eventually landed on was Loom as a way to update your team — while replacing boring meetings.
This messaging was on their homepage during their main period of hyper-growth, and it allowed Loom to gain a "position" in the minds of potential customers that other screen recorders couldn't compete with.
📈Search engine land on Performance max campaigns and AB testing
I regularly read searchengineland and sometimes an article jumps out. This is such an example.
We all know Google is pushing their advertising customers, more and more into PMax campaigns so they have much more control (and you less).
It’s increasingly difficult to compare success of these campaigns, but the author of the article makes (I think) a valid point to compare it across your entire setup.
There are many more takeouts in the article worth reading for every marketer in my opinion.
As mentioned above, reaching 95% acknowledges that your control and experiment cells behave differently. But your top performer could switch from cell A to B and then from cell B to A even after reaching 95% stat sig.
Bottom line: you want to segment your test by traffic source as much as possible.
Sources I’d recommend looking into before launching your test:
SEO (oftentimes, that’s 90% branded traffic).
Emailing and SMS (existing clients overperform most of the time).
Retargeting (those people know you already; they’re not your average Joe).
Branded paid search.
To get accurate results, compare Performance Max with your entire Google Ads setup, unless you use brand exclusions. In which case, you’ll want to compare Performance Max with everything Google Ads except branded Search and Shopping campaigns.
If you’ve been in the PPC business for some time, you’ve noticed common patterns such as:
What usually works: Urgency, limited stock and exclusive deals messages.
Doesn’t necessarily work: Environmental and societal messages (sorry, Earth!).
What usually works: Placing that lead form above the fold on your landing page.
Doesn’t necessarily work: Complex, long lead forms.
https://searchengineland.com/a-b-testing-mistakes-ppc-436695
🙃Soon to be famous brands: Philips Philiip
I found this “Philiip” hair dryer, awesome brand! 😂
Did anyone else read this in a French accent?
So it's only for people with super hair?
🧐Template time: PRD a.k.a. product requirement template.
As a product owner or product manager, templates can help you take your product to new heights quickly. That’s why I share this great template I found for product owners and product managers.
https://docs.google.com/document/d/16TL3qt3HgQBkMzKcgoWVMMzDoStQy79sttzQzYN2rK0/edit?usp=sharing
Source:
https://twitter.com/kevinyien/status/1402784082073956356?lang=en
🛒Amazon Live
This trend comes from China, where video content is already much more mature on all major platforms. Amazon US is also adding it, and I am 100% sure we will see this more and more in other countries as well. That’s why I posted it here. Be that trailblazer and test with integrated video content on your platform.
Excellent article by Jungle Scout, on what is needed and how to setup:
https://www.junglescout.com/blog/amazon-live-creator/
That’s it for today.
Thanks for reading,
Alex