Call Me Maybe

[00:00:00] [SPEAKER_01]: It is Thursday, September 26th.

[00:00:03] [SPEAKER_01]: Today, there's one place you want to be if you want to make lots of impulse sales and

[00:00:08] [SPEAKER_01]: it's where a lot of brands aren't.

[00:00:11] [SPEAKER_01]: The hidden benefits of asking for reviews and their tolerant of ads and fiercely brand

[00:00:16] [SPEAKER_01]: loyal, if Gen Z is the perfect consumer generation, why don't they trust marketers?

[00:00:22] [SPEAKER_01]: I'm Tod Maffin, that's ahead today in Digital Marketing.

[00:00:27] [SPEAKER_01]: TikTok isn't just driving engagement, it's also fueling impulse purchases.

[00:00:32] [SPEAKER_01]: A new report from Adobe details the impact short form video platforms have on consumer

[00:00:37] [SPEAKER_01]: behavior and TikTok is leading the charge.

[00:00:40] [SPEAKER_01]: Three out of eight consumers have made a purchase based on content they saw on a short

[00:00:47] [SPEAKER_01]: form video platform.

[00:00:49] [SPEAKER_01]: Twenty percent of consumers made these purchases within an hour of seeing the content

[00:00:54] [SPEAKER_01]: and more than half say TikTok is their primary video platform trigger for impulse purchases.

[00:01:02] [SPEAKER_01]: Nearly one in four said TikTok influenced them to make a purchase within just three

[00:01:06] [SPEAKER_01]: minutes of seeing it, or the Navy percent of consumers said these platforms sway at least

[00:01:11] [SPEAKER_01]: one buying decision each week.

[00:01:14] [SPEAKER_01]: Adobe found the imbalance of video content is particularly strong among consumers earning

[00:01:20] [SPEAKER_01]: less than $30,000 annually.

[00:01:22] [SPEAKER_01]: It diminishes for those making more than $80,000.

[00:01:26] [SPEAKER_01]: In the US, respondents typically spent an average of $34 on impulse buys prompted by short

[00:01:31] [SPEAKER_01]: form content with clothing, skin care and makeup being the most popular categories.

[00:01:38] [SPEAKER_01]: It's no real surprise that Gen Z respondents prefer TikTok over other platforms for short

[00:01:43] [SPEAKER_01]: form video 60 percent choose it as their top platform.

[00:01:47] [SPEAKER_01]: On average, Gen Z spends almost 22 days on TikTok each year in comparison more than half of

[00:01:56] [SPEAKER_01]: baby boomers lead toward YouTube.

[00:01:59] [SPEAKER_01]: Still, TikTok emerged as the top choice for short form video content across all generations

[00:02:03] [SPEAKER_01]: with one third of users preferring it closely followed by YouTube and Instagram.

[00:02:10] [SPEAKER_01]: We have a link to Adobe's full report in today's email newsletter which you can sign up

[00:02:14] [SPEAKER_01]: for free by tapping the link at the top of the show notes or going to today in digital.com

[00:02:19] [SPEAKER_01]: slash newsletter.

[00:02:24] [SPEAKER_01]: Should you ask customers to write a Google review?

[00:02:27] [SPEAKER_01]: The answer is yes, according to a new study from reviews off for a company gather up.

[00:02:32] [SPEAKER_01]: The study says improving your review volume, net promoter score and ratings requires a shift

[00:02:39] [SPEAKER_01]: in how you approach reputation management.

[00:02:41] [SPEAKER_01]: Gather up said businesses that actively solicit reviews average 122 per location.

[00:02:47] [SPEAKER_01]: Businesses that don't solicit reviews average only about 53.

[00:02:52] [SPEAKER_01]: And the study found that about a third of customers will respond positively to a well-crafted review request.

[00:03:00] [SPEAKER_01]: Only 6% at surveyed businesses combined SMS and email to request reviews,

[00:03:05] [SPEAKER_01]: missing a significant opportunity while email is effective for detailed requests.

[00:03:10] [SPEAKER_01]: 50% of customers say they prefer text invitations, which by the way,

[00:03:15] [SPEAKER_01]: boast a 98% open rate on average using an email only strategy yields 15 reviews for every 100 requests

[00:03:25] [SPEAKER_01]: while SMS only requests generate 20 per 100.

[00:03:29] [SPEAKER_01]: A combined approach results in 26 review per 100 requests.

[00:03:36] [SPEAKER_01]: The study also said that businesses that use reputation management software have on average a 50% higher net promoter score than their industry counterparts,

[00:03:43] [SPEAKER_01]: your NPS measures how likely existing customers are to recommend your business to others.

[00:03:49] [SPEAKER_01]: Quoting search engine journals coverage of this today,

[00:03:51] [SPEAKER_01]: quote,

[00:03:51] [SPEAKER_01]: your overall average Google star rating is widely believed to be a local search ranking factor.

[00:03:57] [SPEAKER_01]: And any gains you can make in this regard should positively impact your visibility in Google's local packs,

[00:04:03] [SPEAKER_01]: local finders and maps.

[00:04:06] [SPEAKER_01]: Gather up study highlights the importance of actively asking for reviews.

[00:04:11] [SPEAKER_01]: If you're getting customer service right to your place of business,

[00:04:14] [SPEAKER_01]: you'll get the most benefit from the ranking factors because the ratings and sentiments you receive will be largely positive.

[00:04:20] [SPEAKER_01]: In addition to conceptualizing ratings and reviews,

[00:04:24] [SPEAKER_01]: as major aids to your local SEO efforts,

[00:04:27] [SPEAKER_01]: it turns out that user generated content is some of your most valuable local search marketing material, unquote.

[00:04:38] [SPEAKER_01]: A new report has found that X suspends hateful users 98% less often than the company in its previous Twitter form did,

[00:04:47] [SPEAKER_01]: and this report didn't come from some woke leftist think tank.

[00:04:52] [SPEAKER_01]: It came from X itself,

[00:04:54] [SPEAKER_01]: the platform releasing its first transparency report yesterday since rebranding from Twitter,

[00:04:59] [SPEAKER_01]: which details enforcement actions taken in the first half of this year,

[00:05:03] [SPEAKER_01]: including rule violations, content removals, and user suspensions.

[00:05:08] [SPEAKER_01]: Between January and June of this year,

[00:05:11] [SPEAKER_01]: X says it suspended more than 5 million accounts and removed almost 11 million posts

[00:05:16] [SPEAKER_01]: that actually surpasses the figures from Twitter's last report for the same period in 2022.

[00:05:23] [SPEAKER_01]: But the data shows X is now far less likely to suspend users for hate speech.

[00:05:30] [SPEAKER_01]: Users reported 81 million abuse and harassment incidents,

[00:05:34] [SPEAKER_01]: and 66 million cases of hate speech of those only 1.35% of abusing accounts were suspended,

[00:05:42] [SPEAKER_01]: and 0.004% of those posting hate speech were removed.

[00:05:50] [SPEAKER_01]: This marks a drastic drop from 2022 Twitter.

[00:05:54] [SPEAKER_01]: Back then, the platform suspended 111,000 accounts because of hate speech.

[00:05:59] [SPEAKER_01]: Now in the same time period this year, X removed just 2300 accounts.

[00:06:04] [SPEAKER_01]: On the other hand, X has increased its suspensions related to child safety and deceptive accounts,

[00:06:10] [SPEAKER_01]: but far fewer actions are being taken against content related to suicide and self-harm.

[00:06:16] [SPEAKER_01]: Quoting social media today, quote,

[00:06:18] [SPEAKER_01]: So overall despite Elon Musk's claims of a more open and free speech aligned network,

[00:06:24] [SPEAKER_01]: X is actually removing more content, suspending more users,

[00:06:30] [SPEAKER_01]: and actioning more legal requests than Twitter had been.

[00:06:33] [SPEAKER_01]: Yet its policies now allow those promoting hate speech to remain active,

[00:06:37] [SPEAKER_01]: while self-harm content is seemingly not being enforced, as harshly.

[00:06:46] [SPEAKER_01]: Forsters' latest report brings some good news from marketers,

[00:06:49] [SPEAKER_01]: Gen Z and Millennials are warming up to online advertising,

[00:06:54] [SPEAKER_01]: but there's a catch. They still don't trust brands.

[00:06:58] [SPEAKER_01]: Consumer tolerance of digital advertising is on the rise with younger demographics,

[00:07:03] [SPEAKER_01]: showing higher acceptance of brand messages and ads across new channels.

[00:07:07] [SPEAKER_01]: More than one third of surveyed Gen Z and Millennials are open to seeing ads,

[00:07:13] [SPEAKER_01]: while streaming video on smartphones.

[00:07:16] [SPEAKER_01]: Compare that to 20% of older consumers that think that's fine.

[00:07:20] [SPEAKER_01]: They're also more accepting of ads in mobile apps and games,

[00:07:24] [SPEAKER_01]: and sponsored content from influencers holds the attention of nearly half of younger consumers,

[00:07:30] [SPEAKER_01]: compared to less than a fifth of older generations.

[00:07:33] [SPEAKER_01]: Despite this growing acceptance, a lot of those dollars may be wasted,

[00:07:39] [SPEAKER_01]: 9 out of 10 consumers see ads on social media,

[00:07:42] [SPEAKER_01]: but only 4 out of 10 pay attention to the messages they receive.

[00:07:47] [SPEAKER_01]: Nigger consumers are also more willing to pay extra to avoid ads,

[00:07:51] [SPEAKER_01]: with a third looking to upgrade to ad-free streaming subscriptions,

[00:07:55] [SPEAKER_01]: versus less than a fifth of older generations.

[00:07:58] [SPEAKER_01]: For us to warns that trust in advertising remains a significant barrier,

[00:08:03] [SPEAKER_01]: which remains low across all age groups,

[00:08:06] [SPEAKER_01]: only 20% of younger consumers and 10% of older consumers trust social media advertising,

[00:08:12] [SPEAKER_01]: even branded posts struggled to gain credibility,

[00:08:15] [SPEAKER_01]: resonating with only a third of younger adults,

[00:08:18] [SPEAKER_01]: unless then a fifth of older consumers.

[00:08:25] [SPEAKER_01]: TikTok is closing down.

[00:08:27] [SPEAKER_01]: Well, TikTok music, anyway.

[00:08:29] [SPEAKER_01]: They're coming to you announcing this week.

[00:08:31] [SPEAKER_01]: It is pulling the plug on its music streaming service

[00:08:34] [SPEAKER_01]: because of limited user engagement and operational challenges.

[00:08:38] [SPEAKER_01]: The Apple officially shut down on November 28th of this year.

[00:08:42] [SPEAKER_01]: As for what the hell TikTok music even was?

[00:08:45] [SPEAKER_01]: Well, it's an app originally launched in India in 2019,

[00:08:49] [SPEAKER_01]: back then it was called Reso.

[00:08:51] [SPEAKER_01]: It gained a lot of attention amid TikTok's rapid growth in that country,

[00:08:54] [SPEAKER_01]: and despite the main TikToks ban in India in 2020,

[00:08:58] [SPEAKER_01]: Reso managed to continue operating.

[00:09:01] [SPEAKER_01]: Last year, the app was rebranded as TikTok music

[00:09:04] [SPEAKER_01]: and expanded its reach to Brazil and Indonesia.

[00:09:07] [SPEAKER_01]: They had started beta testing in Australia, Mexico and Singapore.

[00:09:12] [SPEAKER_01]: But despite the rebranding efforts,

[00:09:13] [SPEAKER_01]: TikTok music struggled with licensing disputes

[00:09:16] [SPEAKER_01]: and in the end just couldn't compete with the bigger streaming platforms.

[00:09:19] [SPEAKER_01]: It has now shifted focus back to the main TikTok app.

[00:09:23] [SPEAKER_01]: Users are encouraged to transfer their playlists

[00:09:25] [SPEAKER_01]: before the October 28th deadline.

[00:09:28] [SPEAKER_01]: The TikTok music website has posted a message

[00:09:30] [SPEAKER_01]: informing users of the closure,

[00:09:32] [SPEAKER_01]: stating that all account information will be deleted

[00:09:35] [SPEAKER_01]: after November 28th.

[00:09:37] [SPEAKER_01]: Refund requests will also be accepted until that date.

[00:09:46] [SPEAKER_01]: This episode is brought to you by popular pays by light tricks.

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[00:10:09] [SPEAKER_01]: to creating content,

[00:10:11] [SPEAKER_01]: whether for viral TikToks or highly performing reels and posts.

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[00:10:45] [SPEAKER_01]: It may be a monopoly,

[00:10:47] [SPEAKER_01]: but Google wants you to know it's free

[00:10:49] [SPEAKER_01]: or own protection.

[00:10:51] [SPEAKER_01]: In court for its current anti trust case this week,

[00:10:54] [SPEAKER_01]: Google defended its advertising practices against allegations

[00:10:56] [SPEAKER_01]: of anti competitive behavior.

[00:10:59] [SPEAKER_01]: The tech giant argues that it's closed ad ecosystem

[00:11:02] [SPEAKER_01]: isn't anti competitive.

[00:11:04] [SPEAKER_01]: It's just safer.

[00:11:06] [SPEAKER_01]: Well the Department of Justice accuses Google

[00:11:08] [SPEAKER_01]: of monopolizing the ad tech market for profit.

[00:11:11] [SPEAKER_01]: Google's executive is assert

[00:11:12] [SPEAKER_01]: that a more controlled environment protects consumers

[00:11:16] [SPEAKER_01]: from harmful practices.

[00:11:18] [SPEAKER_01]: Google's Defense centers on the extensive measures

[00:11:21] [SPEAKER_01]: it takes to combat fraud.

[00:11:23] [SPEAKER_01]: The director of product management for ad traffic quality

[00:11:25] [SPEAKER_01]: highlighted a rigorous process

[00:11:27] [SPEAKER_01]: for tackling click fraud by shady websites.

[00:11:31] [SPEAKER_01]: Every day Google says between 15,000

[00:11:33] [SPEAKER_01]: and 20,000 publishers see access

[00:11:36] [SPEAKER_01]: to Google's tools.

[00:11:38] [SPEAKER_01]: Each undergoing a thorough vetting process.

[00:11:40] [SPEAKER_01]: Advertisers are also screened

[00:11:42] [SPEAKER_01]: with millions of signups rejected

[00:11:44] [SPEAKER_01]: because of suspicious activity.

[00:11:47] [SPEAKER_01]: Google's executives told the court that their teams

[00:11:49] [SPEAKER_01]: focus on protection, not revenue goals

[00:11:51] [SPEAKER_01]: ensuring they'd only trust for the parties

[00:11:53] [SPEAKER_01]: participate in the ad ecosystem.

[00:11:57] [SPEAKER_01]: Well at the verge have the last word

[00:11:58] [SPEAKER_01]: quote,

[00:11:59] [SPEAKER_01]: The underlying argument here is that

[00:12:02] [SPEAKER_01]: when Google gains power

[00:12:03] [SPEAKER_01]: and makes decisions for advertisers and publishers

[00:12:06] [SPEAKER_01]: it's good for everyone.

[00:12:09] [SPEAKER_01]: Unquote.

[00:12:13] [SPEAKER_01]: We had a great hangout with a bunch of premium members today.

[00:12:17] [SPEAKER_01]: That is one of the benefits of being a premium member.

[00:12:19] [SPEAKER_01]: Some of the bigger benefits is it comes

[00:12:21] [SPEAKER_01]: with no ads at all.

[00:12:22] [SPEAKER_01]: The audio quality is better.

[00:12:24] [SPEAKER_01]: And are these cool audio chapters

[00:12:25] [SPEAKER_01]: that let you jump from story to story

[00:12:27] [SPEAKER_01]: directly using this chapter feature in your podcast app.

[00:12:31] [SPEAKER_01]: It comes with access to more than

[00:12:32] [SPEAKER_01]: 25 deep dive interviews

[00:12:33] [SPEAKER_01]: with marketing scientists.

[00:12:35] [SPEAKER_01]: My course on building a small agency.

[00:12:37] [SPEAKER_01]: And yeah, that monthly premium only

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[00:12:40] [SPEAKER_01]: So if you want to check it out

[00:12:42] [SPEAKER_01]: just tap Go Premium in the show notes.

[00:12:45] [SPEAKER_01]: All right, that's it for today.

[00:12:46] [SPEAKER_01]: See you tomorrow.