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Yelp’s ad revenue rose 14% in part (it said) because of “a change in behaviour.”
A shift away from brand advertising and towards performance marketing was noted by Yelp bosses. This is because the latter provides marketers a more efficient way to track and monitor ROI, according to the company.
it should always be a mix of the two. But I think this shift is more a sign of the end of the free money train as interest rates have continued to rise.
Moz rolled out a new brand-level metric, which is fine. But this idea is far more valuable:
Brand value is highly subjective. It’s most accurately measured across multiple attributes, including financial, trust, and popularity. As marketers and stewards of the brands, you help orchestrate – because you can’t control it – the perceptions of your brand over time. They are the sum of promises kept – the spaces in which your customers create their value and look at you in a different way.
New social platform WeAre8 wants to share ad revenue with the users who watch them.
Easier than paying for data. Opt-in consent. And all the signals that come with watching digital video. Sounds promising.
The real question is, can it scale to survive? If it doesn’t, will people write off the “get paid to engage with ads” model? (At least outside crypto.)
It’s fun watching the new social revenues live test their potential.
AdWeek: Get Paid to Watch Ads on This Hate-Free Social App, Launching in the US
More ads in more places:
And another sign that we’ve shifted from subsidized user growth to actually trying to discover what the word “profit” means.
The Consumer Price Index (inflation measure) hit it’s lowest growth rate in over two years.
It clocked in at 3% in June.
The last time it was lower was March 2021.
An encouraging sign. CPI is far from the only indicator of economic health, but shoppers will appreciate it at the least.
Steal This: IRL Cart Abandonment Follow Up.
Would you rather compete for space in the inbox or the mailbox?
(And do you know what tool(s) make this possible?)
When asked whether this tactic worked, KetoneAid’s founder Frank said:
“The cost of posting a can is $10. People get hooked and buy subscriptions. And the lifetime value of a subscriber is $3,000.”
via DemandCurve
#theftythursday #marketing
Steal This: IRL Abandoned Cart Follow Up
This won't work for all businesses (duh)—at least not shipping a sample product—but would you rather compete for space in the inbox or the mailbox?
The note says:
Hello! I see you started an order but didn't get around to completing it. Since it costs us $50 to acquire a new customer, I thought it made more sense to just send you a free product to try. Hope you don't mind. I'm sending one of our two flavors of Hard Ketones. Real Buzz, No Booze. Most people need 2 on an empty stomach to feel it, but thought we would start with tasting it. Hope you like it! Use code FrankFreebie for free shipping, I hope this helps make the decision easier! Frank LLosa CEO KetoneAid and Hard Ketones
I don't know what tool they use to make this possible. (Maybe some clever rule writing with this app?)
When asked whether this tactic worked, KetoneAid's founder Frank said:
“The cost of posting a can is $10. People get hooked and buy subscriptions. And the lifetime value of a subscriber is $3,000.”
Post Syllabus:
DemandCurve Growth Newsletter #113: Go overboard with cart abandonment
More GA4 updates:
New, pre-built report: audiences. It includes 6 default metrics and any audience you’ve created with at least 1 user in the timeframe you’ve set.
Starting next month last-click and data-driven will be the only attribution models available for optimization and reporting.
Slowly getting more regex in GA4 🎉
One of the (if not THE) biggest adjustments Google Analytics users need to make in the GA4 transition is realizing the prior version was fully realized by the time it sunset. The new version is being built as we use it.
(The Explore tab is still better.)
Captcha’s are a data collection method for creating labeled data sets for deep learning training, so is this at all surprising?
Bots are better than humans at cracking ‘Are you a robot?’ Captcha tests, study finds
Shoppers be shopping, but they’re searching for savings.
Brand loyalty is being replaced with budget loyalty and deal seeking.
4 of this piece’s 5 holiday shopping predictions relate to this behavior.
- Spending growth will be low
- Buy Now, Pay Later will grow
- It’ll be all about the discounts, and shoppers will wait
Will Prime Day 2 cause an October sales spike though?
4 Questions for Determining Worth (and therefore pricing):
- Am I selling information (commodity) or transformation (value)?
- How much more is the after-state worth than the before-state?
- Could I do this myself and, if so, what will it cost in time and resources?
- If I paid someone else to do this for me, how much would that cost?
“Pricing is branding”
The size of your funnel doesn’t matter if it points to a site that won’t perform.
It’s fun to play with all the shiny, traffic driving toys, but focusing on the platforms you own pays the biggest dividends.
Comparing this strategy of focusing on traffic without caring about site design isn’t quite like putting lipstick on a pig, though it’s equally misguided. It’s more like devoting all your time and energy toward inviting your mother-in-law for a nice dinner at your house, only for you to fail to clean your place.
🚨 New acoustic attack steals data from keystrokes with 95% accuracy
When Zoom was used for training the sound classification algorithm, the prediction accuracy dropped to 93%, which is still dangerously high, and a record for that medium.
Such an attack severely affects the target’s data security, as it could leak people’s passwords, discussions, messages, or other sensitive information to malicious third parties.
I stand by the opinion that podcast advertising is woefully underrepresented as a percentage of most marketing medium portfolios.
Almost 42% of the US population now consumes podcasts monthly, with a remarkable 75% of podcast listeners having made or contemplated a purchase after hearing a product or service promotion on their favorite shows.
Quantifying brand marketing uncertainties and risks, Veritonic says audio is paramount
TikTok’s looking to align its ad targeting processes with emerging data privacy shifts through the addition of a new offering, called PrivacyGo, which would enable advertisers to match their own CRM info with TikTok’s audience insights, in a privacy-protective way.
The process would essentially function like a data clean room, where collaborating parties share their data into a protected digital space.
Does the Chinese gov’t have a key to the clean room?
But seriously, CRM data will become increasingly important as cookies crumble.