I hope you had a safe and wonderful 4th of July weekend and that you have good plans for the weekend coming up. Despite everything going on out there, we can still find ways to enjoy the summer, right?
We took a few days off and didn’t publish our What’s Hot Wednesday for Digital Marketers e-briefing last week, so this week’s edition is a little longer than usual. Here are the stories that the team is talking about this week:
- Search Engine Watch recently posted this about the three most critical marketing metrics to measure right now. The first is Cost Per Acquisition (or CPA in our acronym-filled digital lexicon) and we agree this would be a good time to re-evaluate your digital programs in light of CPA as well as Return-On-Ad-Spend (ROAS). The other two metrics mentioned are Social Media Engagement and Website Traffic. These are presented as important to gauge potential behavior and sentiment shifts in your target market(s) as they adjust to today’s new normal.
- Marketing Charts published a good summary of a recent Ipsos report on “How Do People Want Brands to Support the Racial Justice Movement?” The answer is clear, more people are considering equality as one of their factors when thinking about purchasing a brand. And while empathy from brands is an important message, consumers are also looking for visible action in terms of education, donations, etc.
- To help clear up confusion about spam reports and actions they generate by Google, Gary Illyes of Google announced on the Google webmaster blog that spam reports are only to improve Google’s spam detection algorithms. Google removed any mention of manual actions in the Google webmaster guidelines and said these spam reports won’t trigger a review by a Google employee and manual penalizing of the site. Here’s the full story from Search Engine Land.
- Oh this isn’t good…according to a survey by Fishbowl, people in all U.S. industries are reporting feeling burned out due to work-from-home policies related to the COVID-19 pandemic, but the ad industry is among the highest, just behind tech industry professionals (73% vs. 74%). How are you and your colleagues holding up? How is your organization faring with working from home?
- Is your business ready for LinkedIn Ads? This article talks about the importance of getting the right prospects into the funnel, instead of pushing for the “buy now.” It also shows how to use LinkedIn audiences to target prospects through Bing ads, and emphasizes the importance of a strong content marketing plan.
- What’s to become of YouTube TV? According to Emil Protalinski for Venture Beat, it’s RIP time. What do you think? We think the all to one price comparison is an interesting way to demonstrate the expense of YouTube TV. It’s a bit difficult to see consumers jump aboard to YouTube when they can get 6 other premium services, including Disney and Netflix, for less than a month of YouTube TV. Ouch.
Do Good Spotlight on: New York Common Pantry (NYCP)
NYCP is dedicated to reducing hunger throughout New York City while promoting dignity and self-sufficiency. In 2019, NYCP distributed nearly 6.5 million meals to those in need. Additionally, NYCP provides a broad spectrum of support for individuals and families, which include distribution of fresh produce and groceries, nutrition education, and case management to help clients find housing and other vital services. We gave, and you can too.
We hope this issue was helpful.
Have a great rest of the week. Stay healthy, stay strong.