Global Digital Marketing & Retail by Alex 48
Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans. Welcome back! I summarized some great links again, I stumbled upon this week.
🇨🇳The TEMU (Taobao) house
Meet an all “Temu” house. Imagine if this video had affiliate links, you could have clicked anywhere on the video to order the product on Temu and the boy would have earned a lot of money. 😂mm I might be going to buy this shoe tower! Seems convenient!
🇨🇳 individual-initiated ads (OOH, advertising for the average person)
Forget retail media! Here are: Individual Initiated Ads. Great idea! Usually when you are in public or semi-public spaces, like subway stations, there are only the huge brands and corporations that advertise or can use retail media to publish ads But no more! In Guangzhou, China, it is now possible for a private person with a low budget to advertise themselves for only 380-999 RMB. (50-100 USD). Nice idea. 👍👍, not only for the individual but also for the people in the subway stations.
Li added that they have experienced a surge in personal advertising orders due to the growing attention online. “Currently, dozens of orders are being made daily, and it shows a growing trend,” she said, without disclosing the exact number of orders received since January.
“The goal is to foster deeper connections with passengers, bolster the appeal of subway advertisements, establish a bridge between subway media and riders, and encourage them to spread positivity,” Li Jing, a manager from Guangzhou Metro Media Company, told Sixth Tone.
According to manager Li, since the service was introduced, the personal advertising orders received can be divided into four main categories: affection (birthday and anniversary celebrations), searches (for jobs or partners), flaunting (talent displays), and appreciation (such as thanking teachers).
https://www.sixthtone.com/news/1015474
🇺🇸 Social media is bringing customers back into stores
Last week there was the “Lead innovation Summit” and one of the topics was how big retailers get more foot traffic in their stores by using social media. So what’s different?
According to the article (linked below) :
Urban Outfitters: Utilizes fans' social media photos by encouraging them to upload images of themselves wearing the brand's clothing. These images are then showcased on Urban Outfitters' Instagram page and website, linked directly to product pages.
Macy's and Urban Outfitters: They host special in-store events that encourage customers to sign up for exclusive offers or experiences
Urban Outfitters and Under Armour: Both brands are testing social commerce platforms like Fanreel from Curalate, which integrate UGC from social media directly into their e-commerce sites. This strategy bridges the gap between online content and actual sales.
So basically integrate social posts at your site -and encourage your audience to take pictures-, host in-store events, reply fast, and make sure you re-post instead of generating all kinds of fancy posts yourself. Engage with your audience.
TikTok allows Urban to comment under a customer’s post in real-time and serves as an informal way for it to leverage how it markets its items without the need for models, Leo explained. Rather than featuring a fixed ad, for example, Urban can instead just re-post one of their customers on its page.
“We really want to make sure that we’re not only part of your feed, but that we’re part of your conversations,” Leo said during the Lead Innovation Summit in New York City on Thursday.
It seemed like a very good event, too bad they do not upload the keynotes online, couldn’t find a lot of info on the event itself online unfortunately, so we have to do it with this limited -article-
https://qz.com/social-media-macys-urban-outfitters-under-armour-1851587238
🇺🇸 Marketplace watch: Keep Commerce Human
Etsy, gosh, I haven’t checked Etsy for a long time, but I did years ago. It was a creative platform where you could find hidden gems, things made by individuals on a marketplace that was easy to navigate, like browsing through a treasure hunt.
And the reviews were amazing, people loved the products they received because they were made by people with love. You could really read that. Unfortunately, that was all gone in the last couple of years.
Now Etsy, is making a shift in its strategy, back to its roots.
The company on Tuesday is launching a major overhaul of the policies that govern its site to make it “crystal clear” to shoppers what products belong on Etsy, Silverman said in an interview with CNBC. The changes include new labels on its website and app to show how each seller created a particular item
So I think it’s a great move. I really like it that the CEO (John Silverman) created a video where he explains all of it himself.
It’s worth a watch, he also explains new features on its marketplace such as listing and PDP improvements.
🇬🇧 Homebase transforms a traditional advertisement into a resource
Nice idea! I worked in the gardening retail industry before, wish we thought of something like this! By offering gardening tips in out-of-home advertising, Homebase transforms a traditional advertisement into a resource. This not only attracts attention but also provides value!
🏴 If you like analytics, follow Himanshu Sharma
This guy has a lot -and I really mean a lot-very insightful posts on Google Analytics. It seems he understands it better than Google itself, explaining it in a better way also. I decided to regularly re-post his work here, but you can also follow him yourself for great tips on Google Analytics.
This time a post on “key events’ , the GA team is bombarding me with “key events” modals lately, so good to dig into that.
So GA has an “attribution path” or “key event path” that refers to all these touchpoints.
Use this information to improve low-performing key events, improve the user experience, and allocate your budget in a better way.
Details:
https://www.linkedin.com/posts/analyticsnerd_ga4-activity-7218936044556029952-OJBv/
https://www.optimizesmart.com/ga4-conversion-paths-report/
🇺🇸 YouTube Conversational AI Radio
Now, I had my own private -talkative- radio station when I was young, together with this great “Soundlab VMM 500” 🤣. Now comes the news that will hurt my Soundlab if I still had it🤣
"YouTube Music confirmed that it’s testing an “AI-generated conversational radio” in the US for Premium users. It lets you create a custom radio by “describing exactly what they want to hear.”
So step 1 is that you can describe what you want to hear in natural language, this way you can get highly personalized AI radio stations.
I guess a possible step 2 would be AI-powered conversations on any topic you like. Talk radio 9.0!
If the test is successful, the AI-generated conversational radio feature on YouTube Music allows for hyper-targeted advertising by tailoring ads to users' specific music preferences. ➡️➡️This can then lead to increased engagement and longer listening sessions, ➡️➡️providing more ad opportunities. Dynamic ad insertion and enhanced data insights enable precise targeting and improved ad effectiveness. And then I do not even include interactive ads. The future is so interesting! So many things are happening!
Details:
https://9to5google.com/2024/07/15/youtube-music-sound-search-ai-radio/
🇰🇷 Time for a smile: retro commercial: Robocop Korean Fried Chicken commercial from the 90s
⚙️Tooltip: Sparktoro
Rand Fishkin is the founder of Moz one of the first and leading SEO tools. Also, he invented whiteboard friday where he explained SEO to everyone interested. Now he owns the company Sparktoro, which gives audience insights. I share it here as a tooltip, because I think it can be worth trying for many when you want to understand your audience better.
Details:
That’s it for this edition.
Greetings,