The Fatigue Countdown

[00:00:01] [SPEAKER_02]: It is Thursday, August 29th, today overperforming in the overwhelm.

[00:00:07] [SPEAKER_02]: Consumers say they're bracing to drown in holiday ads, but add suggestions on how you

[00:00:11] [SPEAKER_02]: can break through the chaos.

[00:00:13] [SPEAKER_02]: Also Yelp sues Google, threads gets more open, and is TV on its way out?

[00:00:22] [SPEAKER_02]: I'm Tod Maffin, that's a head today in digital marketing.

[00:00:29] [SPEAKER_02]: Consumer confidence in the US is rising, with half of shoppers feeling good about the economy.

[00:00:34] [SPEAKER_02]: This could mean people will spend more on holiday gifts.

[00:00:38] [SPEAKER_02]: In fact, 61% of shoppers plan to increase their gift budgets this year compared to last.

[00:00:45] [SPEAKER_02]: But there's a big downside coming.

[00:00:48] [SPEAKER_02]: Two thirds of consumers in a recent study by Optimove said they expect to feel overwhelmed

[00:00:54] [SPEAKER_02]: by marketing messages by November 1st.

[00:00:58] [SPEAKER_02]: That can lead to negative feelings about brands, and appears to be expected sooner than previous

[00:01:04] [SPEAKER_02]: years.

[00:01:05] [SPEAKER_02]: But there are ways to break through, quoting MarTechNews, quote, the report underscores

[00:01:09] [SPEAKER_02]: the critical role of brand loyalty, revealing that 95% of consumers are likely to revisit

[00:01:16] [SPEAKER_02]: a brand after a positive experience, moreover 58% prefer to shop at familiar stores, highlighting

[00:01:24] [SPEAKER_02]: the need for retailers to focus on building strong customer relationships.

[00:01:29] [SPEAKER_02]: And consumers are increasingly drawn to environmentally conscious brands, with 79%, now considering

[00:01:38] [SPEAKER_02]: a brand's environmental efforts important, unquote.

[00:01:46] [SPEAKER_02]: An American court recently ruled that Google is an illegal monopoly.

[00:01:50] [SPEAKER_02]: Now, we're seeing the consequences.

[00:01:53] [SPEAKER_02]: Yelp, the popular review site announced yesterday it is suing Google in federal court.

[00:01:59] [SPEAKER_02]: Yelp claims Google used its dominance in search to gain an unfair advantage in local search

[00:02:04] [SPEAKER_02]: services.

[00:02:05] [SPEAKER_02]: The company is seeking damages and wants Google to stop what it says are anti-competitive

[00:02:10] [SPEAKER_02]: practices.

[00:02:11] [SPEAKER_02]: Yelp has long complained about how Google treats other companies in its search results,

[00:02:15] [SPEAKER_02]: but this is the first time Yelp has actually sued Google despite years of protests to regulators.

[00:02:21] [SPEAKER_02]: Yelp's CEO said this is a watershed moment to correct past wrongs.

[00:02:26] [SPEAKER_02]: Google says Yelp's claims are not new and were previously thrown out by the Federal

[00:02:30] [SPEAKER_02]: Trade Commission.

[00:02:31] [SPEAKER_02]: It says it will defend itself against the suit.

[00:02:33] [SPEAKER_02]: Google also says it's more valuable to present direct connections to businesses rather

[00:02:38] [SPEAKER_02]: than using an online middle layer like Yelp.

[00:02:42] [SPEAKER_02]: Yelp may not be the last company to sue Google.

[00:02:45] [SPEAKER_02]: The judge's ruling in the antitrust case provides a legal framework for other companies to

[00:02:50] [SPEAKER_02]: claim they've also been strong armed by Google.

[00:02:53] [SPEAKER_02]: Yelp's general counsel says the company's arguments are not unique and he expects

[00:02:58] [SPEAKER_02]: more cases like this.

[00:03:05] [SPEAKER_02]: Threads, met as Twitter killer, is getting more content without needing more users.

[00:03:10] [SPEAKER_02]: The app now shows replies from the Fediverse, a network of open social web services like

[00:03:15] [SPEAKER_02]: Mastodon, on other people's posts, not just your own.

[00:03:19] [SPEAKER_02]: As well, posts made through the Threads API will now be shared to the Fediverse as

[00:03:24] [SPEAKER_02]: well.

[00:03:25] [SPEAKER_02]: This API integration is good news for brands and social media marketers who use third

[00:03:29] [SPEAKER_02]: party apps to schedule posts.

[00:03:31] [SPEAKER_02]: Companies like Hootsuite and Sprout Social have already integrated threads into their platforms.

[00:03:37] [SPEAKER_02]: This is in contrast to X, which has limited access to its API to increase revenue.

[00:03:43] [SPEAKER_02]: Mastodon is a lot like old school Twitter, but each server, and there are thousands around

[00:03:48] [SPEAKER_02]: the world, is independently operated by a different person or group.

[00:03:53] [SPEAKER_02]: Each server has its own rules and tolerance level for misbehavior.

[00:03:56] [SPEAKER_02]: Some Mastodon server operators have already blocked all content from threads, worried

[00:04:02] [SPEAKER_02]: that Meta will take over the decentralized social network.

[00:04:05] [SPEAKER_02]: We are on both Mastodon and Threads, you can follow us by tapping the link at the top

[00:04:10] [SPEAKER_02]: of the show notes or going to today in digital.com slash social.

[00:04:18] [SPEAKER_02]: U.S. social network users are about to surpass linear TV viewers.

[00:04:23] [SPEAKER_02]: Next year, 236 million people will be on social networks each month, more than the 228 million

[00:04:31] [SPEAKER_02]: expected to be watching traditional TV by then.

[00:04:34] [SPEAKER_02]: By share linear TV will lose one and a half percent of its viewers in the U.S. next year.

[00:04:39] [SPEAKER_02]: It's not a huge drop, but it is part of a bigger trend.

[00:04:43] [SPEAKER_02]: People continue to turn away from traditional TV and marketers are taking note as people

[00:04:49] [SPEAKER_02]: switch from TV to social media and YouTube add money follows.

[00:04:53] [SPEAKER_02]: Media buyers of course closely track where people are spending their time and shift their budgets

[00:04:59] [SPEAKER_02]: accordingly.

[00:05:04] [SPEAKER_02]: Instagram is testing a new feature that lets users publicly comment on stories.

[00:05:08] [SPEAKER_02]: These comments will be visible to anyone who views this story.

[00:05:11] [SPEAKER_02]: Until now, comments turned into DMs visible only to the original poster.

[00:05:16] [SPEAKER_02]: Comments will appear at the bottom of the story frame.

[00:05:19] [SPEAKER_02]: They won't cover up any part of the image or the video.

[00:05:22] [SPEAKER_02]: That way people can read them without getting in the way.

[00:05:25] [SPEAKER_02]: Instagram is desperate to get its users reengaged and seen to be reengaged.

[00:05:30] [SPEAKER_02]: More and more people are switching to private messages and closed groups instead of posting publicly.

[00:05:36] [SPEAKER_02]: This new feature is one way to get people interacting with each other out in the proverbial sunlight again.

[00:05:42] [SPEAKER_02]: Brands and creators can turn off public comments on their stories if they want, but allowing

[00:05:47] [SPEAKER_02]: comments could help increase engagement and in turn, reach a bigger audience.

[00:05:55] [SPEAKER_02]: Say a bit of a short show today and a short week we are taking tomorrow off to get ready for the fall

[00:06:00] [SPEAKER_02]: schedule when we will be returning to Monday to Friday coverage and the return of someone

[00:06:04] [SPEAKER_02]: very special to this podcast.

[00:06:06] [SPEAKER_02]: Those of you who've been listening for more than a year will know who I am talking about.

[00:06:11] [SPEAKER_02]: That is coming when we return on Tuesday.

[00:06:13] [SPEAKER_02]: Of course, Monday is a stat holiday that will do it for the week today.

[00:06:16] [SPEAKER_02]: Today in digital marketing is produced by EngageQ Digital on the traditional territories of the

[00:06:20] [SPEAKER_02]: Stunemic First Nation on Vancouver Island.

[00:06:23] [SPEAKER_02]: Our production coordinator is Sarah Guild, ad coordination by Red Circle.

[00:06:27] [SPEAKER_02]: Mark Blevis is the pressure on your chest when you turn the base up too high.

[00:06:32] [SPEAKER_02]: I'm Todd Maffin.

[00:06:33] [SPEAKER_02]: Have a restful long weekend friends and I will see you on Tuesday.

[00:06:40] [SPEAKER_02]: Are you an ad agency with clients in the retail sector or a retail store or brand that wants

[00:06:46] [SPEAKER_02]: to improve your understanding of your customers?

[00:06:49] [SPEAKER_02]: Well, you're in luck.

[00:06:50] [SPEAKER_02]: This summer, Anari has started offering retail shopper dashboards for clients in the United

[00:06:55] [SPEAKER_02]: States and Canada.

[00:06:57] [SPEAKER_02]: Great for brands, retailers and marketing agencies to be able to visualize customer

[00:07:02] [SPEAKER_02]: visits to their own stores and to selected competitor stores as well.

[00:07:08] [SPEAKER_02]: This new service is useful for identifying growth of competitors and consumer brand

[00:07:13] [SPEAKER_02]: preferences from customers foot traffic.

[00:07:15] [SPEAKER_02]: Contact the Anari team that's UNE-R-R-Y by clicking the link in this episode's show

[00:07:22] [SPEAKER_02]: notes.

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