Global Digital Marketing & Retail by Alex 34

Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans.

Apr 11, 2024

In this edition we share a Google Page Quality Rating Scorecard template, we take a look at a hilarious video from Kayak, we read about LinkedIn’s new advertising possibility (US /Canada only for now), we see an upcoming trend from China: micro drama’s and much more. Check it out:

Quality rating can be done from home, it might feel like an internet sherrif

🔍Introducing the Google Page Quality Rating Scorecard

Google hires (via other companies), human quality raters. They form an important part of the determination of the quality of a website.
The human quality raters help google with:

Training data for algorithms:
Their feedback helps train Google's complex search algorithms to identify high-quality, trustworthy content. Imagine them as teachers guiding the algorithms to understand what makes a good result.
Evaluating algorithm changes:
Google constantly experiments with new ways to deliver better search results. Quality raters assess these changes and provide feedback on which ones work best.

Identifying helpful content:
Raters evaluate search results to see how well they meet the searcher's intent. This helps Google understand what kind of content users find useful.

Now, Zippy, one of the most experienced SEO-ers out there, worked for a long time as a part-time quality rater, and now he published a publicly available document that you can use to evaluate your pages against Google’s quality guidelines.
He calls it the New Google Page Quality Rating Scorecard.

To access it, you only need to submit your email, and you get access to the Google doc.
Very valuable for all site owners and marketers

Details: https://zyppy.com/seo/quality-rating-scorecard/

🇨🇳 China: Micro drama’s, super-short streaming series

Trending in China, micro dramas. I guess this is an exciting/popular 2 minute drama 😂

My favorite China watcher, Ashley Dudarenok, pointed out recently the trend in China for Micro series or dramas. These are g super-short streaming series, with episodes under 2 mins for mobile viewing. Spanning 20 to 100 episodes, these series can cover genres from comedy to romance.

A trend that might come to the rest of the world as well. It might fit very well for many people! And fun to create as well. Wonder when we see the first brands in Europe creating micro dramas

One of the major advantages of these mini-dramas lies in their remarkably low production costs and swift turnaround times. With just seven to 10 days needed to shoot an entire series and costs ranging between 300,000 and 500,000 yuan ($41,000-$69,000), it’s astonishing how lucrative they can be.

Professor Yeh points out that the concepts behind the stories might have the potential to be exploited by other countries and regions for remakes. “The turnover of trends goes so fast,” she says, “I expect that ‘adaptation and expansion’ of formats will renew itself into the next era, by which time it will be bots and AI processors enjoying their own reflections.”

https://variety.com/2024/digital/news/chinese-micro-dramas-1235939145/

https://twitter.com/AshleyDudarenok/status/1775004331768733922

🧐What type of employee are you?

Now something completely different. Jeroen Kraaijenbrink published the Which type of employee are you? Infographic. I think one option is missing, someone who has broad (and at topics deep), but also can rapidly dive into topics, and learn fast. It seems (according to Gemini) that this kind of employee are called

Polymath: This refers to a person of wide-ranging knowledge or learning.

Generalist with deep dives: This is a more descriptive term that captures both the breadth and depth of your knowledge.

Details: https://www.linkedin.com/posts/jeroenkraaijenbrink_employeedevelopment-teammanagement-growthmindset-activity-7181666880452018177-BHBU/

✈️ Commercial: Kayak the metasearch engine for travel

I love hilarious campaigns. Check this one from Kayak. Kayak is a metasearch engine for travelers. The strategy is to convince people to use KAYAK, a travel metasearch engine, to simplify their travel planning. I think it worked quite well.

With the brand’s latest campaign, ‘Don’t Do It Yourself’, KAYAK boldly demonstrates how ridiculous it can be to do certain things themselves, with a distinctly witty, offbeat approach. Made in partnership with the AI-backed creative agency Supernatural, the campaign embraces its trademark over-the-top humor.

More videos of this brand via the link below:

Details: https://www.adsoftheworld.com/campaigns/don-t-do-it-yourself-4325028d-5652-47b7-b897-d2f2dd420884

✅Checklist scaling products globally

Scaling products internationally online, a checklist

Galina Ryzhenko already in 2020 published an article on scaling products abroad, this article from 2020, dives into the exciting yet challenging world of entering new markets. A topic I follow closely. It emphasizes the importance of careful planning across various aspects like business strategy, design, engineering, and legal considerations. Learn why scaling globally is more than just translation, and discover crucial factors like cultural norms and legal requirements to ensure your product's success on a global scale. Must bookmark or read for anyone interested in this topic.

Details: https://www.linkedin.com/pulse/internationalisation-101-how-take-your-product-global-galina-ryzhenko/

🧪Opportunity Solution Tree (OST)

How to create an opportunity solution tree

I once followed the CRO course from Ruben de Boer. Great course, I learned a lot. Ruben is an expert on CRO. His recent post on LinkedIn described the opportunity solution tree, in short, OST.

An OST visually represents the possible paths your product or CRO team might take to achieve a desired outcome. It enables teams to:

✅ Embrace customer-centric innovation
✅ Establish a shared understanding of how teams might reach their desired outcomes
✅ Enhance decision-making
✅ Accelerate learning cycles
✅ Improve stakeholder management
✅ Develop and test better ideas

Details: https://www.linkedin.com/posts/rgdeboer_create-an-opportunity-solution-tree-in-4-activity-7069960351064150017-cQhQ/

Direct download to PDF: https://www.dropbox.com/scl/fi/pzcg70ehqt45hz63ibfj3/Opportunity-solution-tree.pdf?rlkey=6lp4yt8esx4egfrsmgc4iuxha&dl=0

From the book: https://www.amazon.com/Continuous-Discovery-Habits-Discover-Products/dp/1736633309

📹 LinkedIn Advertising expands into your TV at-home set

Soon, your favorite account manager will contact you at home

LinkedIn in the USA (so, probably coming to Europe later), is enabling targeted video ads via CTV.
Back in the early 2000s I worked on a project that promised local video ads to targeted households. It seems only now part of it is starting to take off.
Be prepared to see your potential future account manager on your television set 😂

In a conversation with MARKETING-INTERACTIVE, Price explained that a core reason why the platform was exploring CTV for its business-to-business (B2B) brands is simply because members are not necessarily just on the LinkedIn platform all day.

With the new feature, marketers will be able to go on LinkedIn's campaign manager and choose their audiences, set up their assets and select that they would like to advertise on CTV as well. They will then get a report back stating who they reached and what the response was.
Audiences in turn will see ads from these brands pop up through LinkedIn while they are watching or browsing their CTV devices.