Global Digital Marketing & Retail by Alex 49
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.
👤Simple things help users: we all benefit
This tiny change helped decrease support tickets by huge numbers. Sometimes ideas can be very simple and beneficial to users. Change something simple frequently. We all benefit.
From: https://www.headshotpro.com/ / https://x.com/dannypostmaa
🪧Global Ad Library’s: a complete list
You can build your own ad library with Foreplay, a great tool! But you can also take advantage of existing ad library’s from large organizations. Now, there are many complaints on these libraries that they miss information or are not accurate. Still, as a marketer, it can be a source of inspiration or learning:
AliExpress Ad Library (EU, UK)
Amazon Ad Library (EU, EEA)
Alphabet (Mostly Global)
Apple App Store (selection of European countries)
Bing Ad Library (EU, EEA)
Booking.com Ad Library (EU, EEA)
LinkedIn Ad Library (Mostly Global)
Meta Ad Library (Mostly Global)
Snapchat Ad Library (EU)
TikTok Ad Library (Mostly Global)
Zalando Ad Library (EU, EEA, UK)
Twitter Ad Library (EU)
As a tip, to save ads and create your own repository, use foreplay: https://www.foreplay.co/
🌍Central and Eastern Europe taking off
I traveled a lot to Central and Eastern Europe. I like it in that region, and I have seen it change. I always predicted to myself that purchasing power one day would take off and surpasses many in the West. It appears it is happening now as the IMF also is indicating it.
So you are on a good boat if you are already active in e-commerce within these countries.
If you need more details on e-commerce in those regions, contact one of the best experts I know, Hristo Rhadichev.
Details:
https://www.brookings.edu/articles/europes-top-30-movers-in-2030/
🇺🇸 WalMart report: 4 key trends in retail
WalMart released it’s “Adaptive Retail Report”. Cool name, Adaptive is good. I share it here because I think it is a great report to use in your strategy or when you are innovating and creating epics and/or user stories.
In the report they identify 4 key trends in retail:
Trend 1: Next-Gen Conveniences Powered by Curated Choices
Basically the trend is on personalisation and subscribtions. Retailers that curate personalized experiences for their customers – such as restocking their homes automatically and pre-filling their carts with favorites, at exactly the right time– will win. So I think it is not only subscribtions but maybe also really personal offers. Think of personal care items per skin type, or exactly the amount of supply you can stock in your restaurant or business.
Trend 2: Multi-taskers Drive Everywhere Shopping
In the report they write : They want the immediate satisfaction of
seeing a coveted item while fully immersed in other
activities – such as using social media, watching TV and gaming – and the
ability to buy at the spot of inspiration, without the friction of
moving to a different channel. This is not something every retailer can easily do, it is the ecosystem that already exists in China, a fully integrated (online) eco system with one click buy. What is described in the report is that retailer apps might no longer be the prefered channel of purchase, but that might be via other social media. Interesting to see which direction this goes, as for example live shopping and discovery is already integrated in many retail apps (especially in Asia).
Trend 3: Moving Beyond the Blend
As the report writes: There is a growing demand for online retail to mirror the
in-store experience, and vice versa. Retailers must eliminate the need for shoppers to pick between online and in-store while creating new experiences that create a fluid journey across all channels and provide customers with faster, more convenient access to goods. Great trend everyone will benefit but not easy to achieve. Think of a virtual in store map with guidance on your phone, to get the product you want as fas as possible. Things that are already possible now. Besides that there is the desire to see in store items virtually in your home. Another key aspect is speed. No checkout lines in stores for example.
Trend 4: Channel Indifference Starts with Value
Regardless of the channel—online or in-store—shoppers' fundamental values of price, quality, and trust continue to hold significant importance. This trend emphasizes that customers are becoming increasingly channel agnostic, meaning they do not have a strong preference for either online or in-store shopping. Instead, their decision is driven by the value they perceive in terms of competitive pricing, high-quality items, and the security of their personal data. Trust remains a critical factor in selling, applicable across all channels and times. Therefore, businesses should focus on building trust through various means both on and offline. So think of simpler things as reviews shown in store at products (like Don Donki retailer already does) but also a responsive and qualitative customer service or even a direct chat in store via the app to ask a question on an in store product.
Direct download to the report:
https://qz.com/walmart-adaptive-retail-report-consumers-1851603540
🇭🇰 🇮🇳 WhatsApp India AI test: integrate conversational commerce and advertising
Marketing Magazine Hong Kong, has a nice article on what WhatsApp euh Meta is testing in India. They try to integrate conversational commerce and advertising. The good news is that SME (small and medium enterprises) of which I am a fan, probably benefit first of it. This will for sure be rolled out (with a few adaptions) globally. Worth to be ahead of the curve.
Simultaneously, the tech giant is also testing the ability for generated text to reflect a brand’s voice and tone. This will be based on previous campaigns and text input. The feature will soon be built with Meta Llama 3
He said: “WhatsApp advertising will be a knife in the hands of the business. How they use it will determine their business success or brand failure. Do they add value to customers or become a nuisance?”
Read online: https://issuu.com/marketing-interactive/docs/mmhk_june_2024
🔍Internal over linking: whats the worst that can happen?
It’s common sense actually, but sometimes it is good to be reminded with a few bullets on best practices. Cyrus Shephard, a well known SEO-er, summarized what could happen if you -over-internal-link.
Diluted PageRank - 1000 individual links will pass far less authority through each than 10.
Diluted Anchor Text - When you link to the same URL more than once from the same page, research shows Google won't count every anchor.
Diluted Topical Authority - Google uses links to determine website structure. Several Google patents explain how Google may pass topical relevance between links, including Reasonable Surfer.
Over-optimization - Finally, our most recent study showed that sites punished by recent Google updates used far more internal links than sites that saw gains.
Follow Cyrus on X for valubale SEO insights.
https://x.com/CyrusShepard
🦾SearchGPT is coming. Prepare your business
SearchGPT is coming. They are testing it now.
The SearchGPT Test evaluates how well the GPT language model retrieves relevant information compared to traditional search engines like Google. Unlike Google, which ranks web pages, SearchGPT processes vast datasets to provide direct, contextually accurate answers. It means we can find answers to our questions faster and more complete. Very curious how this will work out.
It reminded me on the presentation from Alayda Solis that I shared earlier on how to prepare your content/platform for AI searching. I highly recommend everyone to understand what is coming and prepare for it.
Earlier post with the presentation from Aleyda Solis embedded:
OpenAI’s SearchGPT information and wait list:
https://openai.com/index/searchgpt-prototype/
That’s it for this edition, thank you so much for reading, sharing, liking.
Enjoy the holidays!
Greetings,