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Category: BrandBuildingPro

BrandBuildingPro

  • Marketing: the Fledgling Artists’ Secret Weapon

    Marketing: the Fledgling Artists’ Secret Weapon

    If you ask anybody in Hollywood, in the music industry, in the publishing world or in any economically-viable, artist-led business, what is needed to make it, they will tell you it’s a combination of talent, luck, hard work and marketing.

    It seems obvious when you see it written down, but few people understand the implications of this.

    There is little you can do about talent: you either have it or you don’t. I can take dance lessons all my life, eat healthy, sleep early and train obsessively, but if I lack the raw talent, I will never make it. It’s as simple as that.

    There is also very little you can do about luck. Actually, there is something you can do about it – more on this in a minute. Luck is being in the right place at the right time, being seen by the right person, feeling the zeitgeist before everybody else does, and expressing it through your art. You have little control on any of this.

    If this is the case (and this IS the case), then what differentiates you from the hordes of aspiring actors, singers, writers, dancers, photographers, painters… It’s hard work, surely? Well, yes, hard work is key. It’s what nourishes the seed of talent and grows it to its full potential, it’s what allows you to keep going until you are at the right place at the right time, but it’s not enough. All successful artists work hard. Extremely and obsessively hard. It’s the only way to make it. And yet it’s not enough.

    Marketing Becomes the Great Equalizer

    But when your competition is just as talented and is working just as hard just as you are, only marketing can set you apart. Well, technically there is also luck: enough luck can make up for lack of talent, hard work and marketing, but you cannot direct luck.

    Think about it: why do you think Hollywood keeps pumping out so many book adaptations, sequels, prequels and spinoffs, rather than creating original stories? Because audiences would rather pay to see something they know, something they believe to be good, rather than take their chances on a movie they know little about.

    In a world where there is an abundance of art (songs, books, photographs, music, paintings, poems…), the only way to be commercially successful is to have a loyal following. Re-read this and understand that this applies to all artists from New York Times bestselling authors to aspiring bands practicing in their garage. To all of them.

    I would argue that all aspiring artists need to dedicate a serious amount of time to creating a base to push them through (unless, that is, they have a massive amount of talent or luck – no, hard work doesn’t cover for marketing).

    Self promotion has always been possible, but it’s always been scorned – as if talking about your work meant that it had to be mediocre – and it’s incredibly distracting. It’s as far away from talent, inspiration and discipline as it possibly can be. And yet it’s the reason for so many successes.

    Based on a True Story

    The Blair Witch Project and Papillon chose to go the “it’s a true story” route. It worked and it made them hits in their time. Arrival of the Gods went a different way. They claim to be creating something new. A self described video novel, this is an audiobook with an original music score and ambient animations (not too different from lo-fi music videos). If we can agree that books are going to line our shelves for the foreseeable future, then this might represent a trend we will be seeing a lot of.

    There is a strong appeal to claiming that intriguing facts really happened, and I’m not sure that video novels are a new idea (it sounds very similar to a visual novel to me), but what Arrival of the Gods is doing right is their focus on social media and creating an audience before the actual video novel even goes live.

    Their Instagram channel is a 101 on how to launch a project when you’re nobody. They have teased, released dozens of visuals from the upcoming video novel and even published a few chapters as an ebook. There are bios about the team, videos where they explain what a video novel is and there are even a couple of teaser trailers. And they’re not only on Instagram, they’re on YouTube, Facebook and they have a full website on which a handful of influencers praise the virtues of the book.

    In Conclusion

    If there is an example to follow for fledgling artists this is it. It’s going to take work, a lot of work, and it’s going to distract you from becoming a better artist, but it’s going to be worth it. What editor, label or gallery is going to pass on an artist with a hundred thousand (real) followers on social media?

  • It’s “Game On” for Buffalo Wild Wings New Brand Architecture, Says CMO

    It’s “Game On” for Buffalo Wild Wings New Brand Architecture, Says CMO

    “When I think of brand architecture it really gets to the essence of the brand,” says Buffalo Wild Wings CMO Seth Freeman. “The essence of the brand is around this idea of camaraderie and ritual and something that we like to call “game on.” It’s our ability to make sure that when folks come in to experience Buffalo Wild Wings that we have a game on mentality and that we bring them the very best of who we are.”

    Seth Freeman, Chief Marketing Officer of Buffalo Wild Wings, was recently interviewed on Adweek’s CMO Moves podcast with Nadine Dietz. Freeman discussed their new “game on” brand architecture that defines not just their new marketing strategy but really the heart of the business. “The purpose ultimately is really about inspiring legendary experiences between friends,” noted Freeman:

    Turning Good Times With Friends Into Great Times With Brothers

    When I think of brand architecture it really gets to the essence of the brand. There are three components to it in the way we framed it up.  They are the promise, the essence, and the purpose. We identified an insight out there that guys want to turn good times with friends into great times with brothers. More accurately, legendary experiences with brothers. That was the cultural insight that really framed our brand architecture.

    When we think about our purpose we defined our promise as the great American sports bar that turned game time into stories worth telling. It wasn’t just about inviting folks to watch a game. It was about translating that into an experience worth telling. That’s what folks are really looking for. That’s the promise that we deliver on every single day. That’s why we get up. That’s why folks are going out there and doing the job that they do and delivering a great experience.

    It’s “Game On” for Buffalo Wild Wings

    Our purpose ultimately is really about inspiring legendary experiences between friends. The essence of the brand is around this idea of camaraderie and ritual and something that we like to call “game on.” It’s our ability to make sure that when folks come in to experience Buffalo Wild Wings that we have a game on mentality and that we bring them the very best of who we are. We have 80,000 folks out there working across Buffalo Wild Wings and they bring it every single day.

    https://youtu.be/AkGZHYM-D90
    It’s Game Time at Buffalo Wild Wings!

    As we were talking to consumers, one of the things we learned was that some of the most impactful experiences that they talked about was with the bartenders and servers. They are influencing whether or not those folks come back. For instance, one of the most memorable experiences they talked about was the bartender remembering them when they came back.

    That is our brand architecture, but it also lends itself to things we have done in rolling out this purpose to the broader community through our Brand Champ Initiative. That really is a cultural movement that we are employing across our franchises and corporate stores. We have over 1,200 locations where folks are trained to make sure that the brand architecture is translating to a way that is meaningful to the consumers and also meaningful to the folks that are on the front lines every single day.

    It’s “Game On” for Buffalo Wild Wings New Brand Architecture


  • Amazon SEO is Now More Important than Google SEO for Brands

    Amazon SEO is Now More Important than Google SEO for Brands

    Amazon has dethroned Google in product searches with over 54 percent of all product searches now happening on Amazon instead of Google. What this means is that brands must make Amazon SEO their priority in order to show up near the top of product searches for their related keywords.

    It’s predicted that an entire industry is in the midst of emerging to help companies adjust their strategies similar to what happened when Google first started to dominate search a couple decades ago.

    Walled garden research company Jumpshot released The Competitive State of eCommerce Marketplaces Data Report earlier this month which shows Amazon’s amazing eight-point rise in product searches in the last year alone.

    Recently, Deren Baker, Jumpshot CEO, revealed the latest results from their report in a Bloomberg Technology interview with Emily Chang:

    Amazon Leading Google with Product Searches

    We have seen a shift from Google to Amazon. Today over 54 percent of all the product searches that occur on the entire internet now occur on Amazon. Once you get into Amazon we’ve seen a strong growth in the number of sponsored placements that they put on their site. The product views that emanated from a sponsored click has increased from 3 percent to 7 percent in the last 18 months.

    We think that Amazon and Google are converging. We did some additional analysis at Jumpshot that shows that from the time a consumer searches on either Google or Amazon to the time that they buy was actually much shorter on Google. On Google, 35 percent of those purchases were made within 5 days, only 20 percent on Amazon.

    Amazon Becoming a Place for Product Discovery

    What you are seeing is that Amazon is becoming a place for product discovery for customers more and Google is shifting from pure product discovery to more of that considered purchase. When people are interested in understanding the price or the quality or the brand name they’re going away from Amazon back to Google now.

    Once you get to Amazon, 90 percent of the product views are actually the result of a search. So people aren’t messing around with merchandising placements or banner ads, they are typing a search for a product into Amazon and getting a search result. Once they get that search result we found that over two-thirds of the clicks are on the first page.

    Amazon SEO is Now More Important than Google SEO for Brands

    Imagine if you are a brand, you know that the majority of your customers are now searching for your product on Amazon. You know that once people get to Amazon what they are doing really doing is typing in a product search. Then once you get that search result you’ve got your competitors products, Amazon’s private label products, and you have to decide whether you are going to try and increase your organic results or pay for a sponsored placement. It’s a very confusing world for a brand today.

    I would not want to be a brand manager at a CPG company right now because I think you are between a rock and a hard place. I think what you will see in the future is the same way that an ecosystem of companies sprung up around Google search when it started to dominate peoples online behavior, you are going to see the same thing for Amazon search. What people are going to need is a non-Amazon source of information to help them understand what they are supposed to do and how they are supposed to spend their advertising dollars.

  • How Do You Measure the Success of a Content-Driven Marketing Strategy?

    How Do You Measure the Success of a Content-Driven Marketing Strategy?

    Content marketing is reshaping ecommerce for companies large and small. That’s because marketing is about trust first and foremost and marketers are realizing that quality content builds trust quicker than traditional advertising. Tim Turner Forman of a new startup called The Tot and Matt Osias of Hawke Media recently discussed how to start a content-driven marketing strategy.

    Why is it important to resist the urge to have your content do the selling?

    Tim: What we do at The Tot is provide trust and advice and mindfully curated products. For it to be considered trusted advice it needs to come from a credible real place. It needs to be authentic and it needs to come from experts, people who know what they are talking about. At The Tot we work with a network of experts around the globe to create parenting content. What first-time parents are looking for most is information and they are just as likely to turn to a website as they are to go to a doctor and they are even more likely to go to a website than to ask their own Mother. If we are able to develop and curate content of moms sharing to other moms, that develops a relationship and provides values for them.

    How do you measure the success and performance of a content-driven marketing strategy?

    Matt: When you consider measuring in general, there are so many different formats that are out there that people can leverage. Oftentimes, people are saying… well I want articles for my blog. What type of article are you looking for? What is the goal of that piece of content? Are you trying to drive organic search and bring in new audiences so they can learn who you are or are you trying to engage them a bit more with videos and infographics? Every single format has a very specific measurement.

    Beyond that, your measurements are somewhat different than your basic media buying for example, where you spend a dollar and hope to make back three, or some version of that. When we are looking at content marketing, especially when it is brand agnostic, the real important ideal there is to think about how can I actually give something to my audience that resonates with them, teaches them and solves a problem. Then ultimately, your brand is there waiting for them.

    Awareness, Engagement, Advocacy

    The three things that I look at are awareness, engagement, and advocacy. The first thing you would want to do in building a content marketing strategy is to consider the idea of awareness, giving awareness to the people you are working with. Then having intent-driven content. People are asking questions in Google all the time and they are getting answers. If your site has the answers in its content, especially if it’s early stages, then that’s going to do something that most (ecommerce) sites aren’t doing, which is to put eyes onto your site, without the brand and product coming into play at first.

    With this brand agnostic content, the bulk of your content is primarily text-based content. With measurement I look at eyes on site and what they are doing when they get there. Are they jumping around to different pages or are they bouncing right away? When you bring in somebody to your site where it is solving something you have to have something that is engaging to keep them there and keep them coming back.

    Tim: We definitely watch inside of Google Analytics to be able to see the pageviews, what people are doing, and how they move from the editorial side of the site to the product side of the site. We also use content as part of our marketing program. It’s definitely an upper funnel prospecting piece.

    Quality Content is Just as Important as Ad Spend

    Tim: As somebody who came from an ad agency working with clients who had large ad spends and then coming to a start-up to help them grow and find customers, we didn’t have a large ad budget. What we did have though is this wonderful bank of content. This quality content has become just as important as the ad spend. Every month we put together a new prospecting campaign with a variety of articles and then we keep some evergreen pieces of what performed and that gives us a really good indicator of the type of people we are able to draw and attract to the site. It’s very contextually targeted so somebody that is clicking and looking at an article titled, “9 Ways to Prepare for a New Baby,” is probably going to be our customer.

  • Amazon Pushes Its Own Brands at the Expense of Others

    Amazon Pushes Its Own Brands at the Expense of Others

    Amazon is being accused of pushing its own products at the expense of more popular, better reviewed products from other companies.

    Amazon is the world’s biggest e-commerce site, but the sellers that use it often have a love/hate relationship with the company. Many sellers have long suspected Amazon favors its own brands, something the company denied in testimony to Congress in 2019.

    According to The Markup, however, Amazon does favor its own brands, or brands that are exclusive to its platform, even if that means promoting them over other brands that are more popular or have more reviews.

    The Markup cites the example of Robert Gomez, founder of 4Q Brands, who worked tirelessly to get his Kaffe coffee grinder ranked in the top three Amazon search results. Gomez even paid Amazon $40,000 a month for advertising. Once Amazon introduced its own competing coffee grinder, and started carrying a partner exclusive, both of the competing grinders almost immediately started showing up in the top three search results.

    Further exacerbating the issue is that many listings for Amazon brands or exclusives are not explicitly listed as “sponsored,” despite showing up in the part of the site reserved for search results. This is also in direct contradiction to a statement from company spokesperson Nell Rona, who said the company adds “Amazon brand” to its own products. The Markup found that only 23% of the Amazon-branded products it researched had that tag.

    This behavior could land Amazon in hot water, according to Bill Baer, former director of the Bureau of Competition at the FTC, as well as former assistant attorney general in charge of the DOJ antitrust division.

    “If basically you’ve got somebody with market power that is restraining competition both in terms of site access or where things appear on the site,” he said, “that is potentially problematic.”

    Despite Amazon’s ethically — and potentially legally — questionable behavior, few sellers are willing to speak up. Blake Adami, VP of Government Relations, National Association of Wholesaler-Distributors, explained the problem to The Markup in an email.

    “Our members are still very hesitant to speak out against Amazon for fear of retaliation, even anonymously.”

    The Markup’s full report is well-worth a read, especially for anyone in the e-commerce industry, and illustrates why legislators are increasingly looking to crack down on anticompetitive behavior.

  • Stop Making These 7 Online Marketing Mistakes and You Will Crush It, Says Neil Patel

    Stop Making These 7 Online Marketing Mistakes and You Will Crush It, Says Neil Patel

    If you avoid these seven online marketing mistakes and you follow these tips you’re going to generate more sales, says popular digital marketing expert Neil Patel. A common theme of Neil’s tips is creating a brand. “Google doesn’t want to rank sites that aren’t brands,” he says. “There’s an issue out there called fake news and that’s why they’re pushing brands over anything else.” Patel says that if you follow these tips you’re going to crush it!”

    Neil Patel, digital marketing expert and founder of Neil Patel Digital, discusses the seven online marketing mistakes in his latest video release:

    Stop Making These 7 Online Marketing Mistakes

    I’m going to break down seven online marketing mistakes that you need to stop. You’re probably wondering you’re doing all these things but why aren’t you seeing results? Even if you’re doing the right things, if you’re also doing the wrong things at the same time it’s going to hurt you and it’s going avoid you from getting the results that you deserve.

    Mistake 1: Not Collecting Emails

    The first mistake you are making is not collecting emails. It doesn’t matter how good you are with SEO or marketing only a very small percentage of your visitors are ever going to convert into customers. By collecting emails not only can you get people to come back to your site but you can convince them to convert over emails.

    The moment someone gives you their email address think of that as a micro-commitment. They’re much more likely to convert into a customer because they committed, they already gave you something. That’s why you want to collect emails. You can do this through sliders or exit pop-ups. You can do this for free using tools like Hello Bar.

    Mistake 2: Not Collecting Subscribers Through Push Notifications

    The second mistake you’re making is you’re not collecting subscribers through push notifications. There are free tools like Subscribers.com that’ll make it easy. Just add in a JavaScript or a WordPress plug-in and then when people come to your website they will automatically subscribe through the browser. Then anytime you have new content or products or services that you want to sell then you can notify them through Subscribers.

    Mistake 3: Not Building a Brand

    The reason tip number one on collecting emails and tip number two on getting more push notifications subscribers are really important is because you need to build a brand. This gets you into the third mistake. Google doesn’t want to rank sites that aren’t brands. Why is this? There’s an issue out there called fake news and that’s why they’re pushing brands over anything else. It’s not just going to be Facebook and in Google. Eventually, it’s going to be Twitter and LinkedIn and all the sites out there.

    When you get people back to your site seven times you’re much more likely to build a brand. It’s called the Rule of Seven in marketing. So with your site, you want to provide an amazing user experience. When you provide an amazing user experience, create a great product, create a great service, it’ll help you build a great brand over time.

    Mistake 4: Not Interlinking

    The fourth mistake you’re making is not interlinking. You may notice on Google I’m ranking for terms like online marketing on page one. You’re probably wondering how do I do this? A lot of it comes out to interlinking. In my sidebar, I link to my most popular pages of content. When I write blog posts related to online marketing I link back to the online marketing guide that talks about what online marketing is. By having all these links it helps me rank higher.

    Mistake 5: Just Focusing On Text-Based Content

    The fifth mistake I have for you is just focusing on text-based content. The future of digital marketing is moving to video. It doesn’t mean you should stop doing text but it means you should also be doing video. When you do video you’re going to get more traffic because everyone’s lacking it. LinkedIn wants it right now. YouTube wants more of it. Facebook wants it. Instagram even wants it.

    Why is this? They want to crush the television networks. You look at things like the Oscars or traditional movie theaters and they’re not doing as well. You look at traditional TV and they’re going to get crushed. Why? It’s because of Facebook. It’s because of Google. It’s because of Netflix. If you’re there creating that video content you can be part of it and you’re going to get extra traffic. They want as much help as possible to crush these big old-school companies.

    Mistake 6: Sticking To Just a Few Marketing Channels

    The sixth mistake that you’re making is you’re really sticking to just a few marketing channels. Marketing is competitive. People raise venture capital hundreds of millions of dollars just so they can compete in marketing and sales. You need to do more than one or two or three marketing channels. The more you do the better off you’re going to be.

    Mistake 7: Not Asking For the Sale

    The seventh mistake I have for you is not asking for the sale. Whether it’s a lead or whether it’s getting people to buy your product, there’s nothing wrong with asking people to buy from you. If you don’t you’re not going to generate any sales. Everyone’s like I get all this traffic through my online marketing but no one’s converting. Why? Because you’re not asking for a sale.

    Stop Making These 7 Online Marketing Mistakes and You Will Crush It, Says Neil Patel


  • Nine Essential Elements to Building Your Brand

    Nine Essential Elements to Building Your Brand

    What are the essential elements to building your brand? One of the most critical aspects of developing a solid brand is embracing who you are and what sets you apart from competitors. In addition, you need to know your target audience, stay true to the mission, be clear on the vision, create a memorable logo and develop an identity that will last for years to come!

    What is branding?

    Branding represents the image and public perception of a particular brand and its products/services. Your branding helps define who you are as a company, providing an identity for your business that potential clients will recognize. Your branding is a vital part of building your firm foundation and will help shape many decisions that go into marketing your product.

    Work out who you are as a brand.

    Identifying who you are as a brand is the first step to building your firm foundation. Next, you need to know what sets you apart from competitors and who you want to be aligned with. Once you have this information, it’s more straightforward for all your marketing and branding efforts and will help guide developing and growing these essential elements.

    What sets you apart from the competition?

    In today’s digital world, competition is everywhere. To maintain a healthy mindset and successfully build your brand, you need to determine what sets your brand apart from the competition. Please look at how competitors are marketing their products/services and use this knowledge to create a unique selling proposition that will attract your target audience. This will help to grow your brand and ensure that you’re using the right tools.

    What is your mission?

    Since your mission is what you aim to achieve, it’s essential to have a well-defined relationship between your vision and mission. You need to know which one comes first so that each marketing campaign follows one for the other. This will aid the building of a strong brand that can be recognized by potential clients and customers, which will generate more sales. Having a clear mission also means that you have a purpose for your company, which will help you to keep moving forward.

    What is your vision?

    What is one thing you want for people to think of when they hear what you do? With a clearly defined vision, it’s easier for customers to understand the core values of your brand and why they should decide on you rather than competitors. You can then use this information to develop anything from your logo to your website. To create your vision, you must use personal and business goals as groundwork to keep the picture achievable, measurable and flexible over time.

    Create memorable packaging

    What’s the first thing you need to know about creating special packaging? Custom paper labels are a great example of one way to make your product stand out. They provide a large area for your brand logo and message, which can be seen from across the room, ensuring that people notice your unique product/service offering and remember it when they’re ready to make a purchase. This is just one way that custom packaging can help build your brand and increase sales.

    Create a memorable logo

    What do you think makes for a good logo? Since your logo is the face of your company, it must represent what your business is all about. You can then build brand awareness and recognition by leveraging influencers who have large social media followings. It will help you with earning the trust of more potential customers, which will help you grow your brand.

    Using social media to expand your brand image

    When looking at ways to expand your brand image, look no further than social media. More consumers turn to their smartphones for information on brands they’re interested in and use Facebook, Twitter and Pinterest to learn more about products/services. Social media has become one of the most efficient ways for consumers to receive critical information about new products, price comparisons, special promotions and sales. Using social media to expand your brand image also helps you stand out from competitors by giving an insight into what differentiates you, which will help generate more leads.

    Understand your target audience

    The first step in marketing is to understand who you’re trying to reach, one way to do this is by developing buyer personas. Please create a profile for each of your primary demographics, looking at the different characteristics that they hold. To attract your specific target audience, you need to be clear on the price, packaging and distribution channels.

    It’s essential to determine what your customers want if you’re building a solid brand that stands out from competitors. Ask yourself what’s unique about how you operate? What are the benefits that come with your company? This will give you insight into what makes your brand different from the rest, which will lead to more business.

    In today’s digital world, competition is everywhere. To maintain a healthy mindset and successfully build your brand, you need to determine what sets your brand apart from the competition. Please look at how competitors are marketing their products/services and use this knowledge to create a unique selling proposition that will attract your target audience. This will help to grow your brand and ensure that you’re using the right tools.

  • H&R Block Sues Block, Inc. (Formerly Square) Over Name Change

    H&R Block Sues Block, Inc. (Formerly Square) Over Name Change

    H&R Block is suing Block, Inc. over its name change from Square, alleging trademark infringement.

    Square made headlines when it changed its name to Block in early December. The company chose the name to emphasize its broader strategy, with each of its various businesses serving as the building blocks of the company.

    H&R Block is not a fan of Square’s move, calling the name change trademark infringement and accusing Square of trying to profit off of H&R Block’s brand.

    Through many decades of hard work by its franchisees and associates, and billions of dollars invested in marketing, Block has built a valuable brand that has earned and maintained the trust and loyalty of millions of consumers. Rather than generating its own brand equity, Block, Inc. appears to be taking a shortcut to capitalize on the well-known Block moniker. This is a clear violation of Block’s trademark rights, which threatens to confuse consumers and cause harm.

    “Today’s filing is an important effort to prevent consumer confusion and ensure a competitor cannot leverage the reputation and trust we have built over more than six decades,” said Jeff Jones, H&R Block President and CEO. “Protecting and defending our brand is crucial.”

    H&R Block says it is already seeing indications that customers are linking the two companies, as a result of Square’s choice.

  • SEO 2018 is All About Branded Search Queries

    SEO 2018 is All About Branded Search Queries

    SEO pioneer and Moz co-founder Rand Fishkin was recently asked about the future of SEO and how SEO agencies and marketers should adjust to these changes. Rands says that SEO has changed to the point that the traditional SEO focus on generic related keywords for your products and services is becoming obsolete because of how Google now displays search results.

    See below for highlights from Rand’s thoughts on the changing SEO landscape:

    There is definitely this problem in the SEO space where the amount of opportunity in SEO (is lessened), because of Google entering all these business sectors and taking away of a lot of the clicks and trying to solve the searchers’ query before they ever click.

    This means that you just don’t have as much opportunity to earn search clicks from this search engine anymore.

    Branded Search Queries

    How can we overcome that? I think the answer in SEO is pretty clear, which is the one thing that Google is not taking away from us, branded search queries. If somebody searches for StatBid or they search for Moz or they search for the North Face, that is a searcher telling Google to take me to this companies website. That’s a very very powerful undeniable signal that they want to reach your site. You’re getting 90% plus click-through rates on those.

    If you can increase the number of people searching for your brand instead of drawing a smaller and smaller percentage of the people who search for outdoor jackets, because Google’s placing all these ads above the fold and trying to say these are the best outdoor jackets and having an instant answer and a featured snippet and all this type of stuff, yeah that’s that’s a big win.

    Combining Classic SEO with New Stuff

    I think for CMO’s and for marketing departments it’s going to be a combination of classic skill sets in SEO. First, how do we rank? How do we make sure that our site is technically optimized? How do we make sure that we’re doing good keyword research and keyword targeting? How do we create good content around all these things and solve searchers problems?

    Then I think it’s also going to be some new forms of marketing that SEO’s are not generally familiar with, at least not historically. Those are things like creative that draws attention and eyeballs and interest. I think it’s a lot of storytelling. Great brands are built on the back of great storytelling and that is traditionally a big weak spot for SEO.

    SEO Teams Need to Get Retooled

    So yeah, I think there’s going to be a combination of new and old. That could mean that some (SEO & marketing) teams need to get retooled or new people need to be added. It could mean that agencies will have to upgrade those practices and I’ve already seen some agencies in the SEO world start to do that. I think serving existing demand is going to long-term not be as exciting as creating more demand.

  • Apple Announces ‘California Streaming’ Event September 14

    Apple has announced its next major event, “California streaming,” slated for September 14 at 10:00 a.m. PDT.

    Analysts and users alike have been expecting the iPhone 13, as well as the Apple Watch Series 7. Given Apple’s penchant for releasing major hardware updates in September, it’s a good bet we’ll see one or both of these released.

    Like most recent events, Apple’s September event will be viewable on www.apple.com or the Apple TV app.

  • From the Ashes: Yahoo Is Back!

    From the Ashes: Yahoo Is Back!

    One of the oldest internet companies is once again under its own name, as Yahoo is no longer part of Verizon.

    In May, Verizon announced it was selling Verizon Media to Apollo Funds. Verizon Media included the Yahoo and AOL brands, and was part of Verizon’s attempt to take on Google and Facebook in the advertising market.

    The acquisition is now complete, and Yahoo is once again operating as a standalone company under its own name.

    “We look forward to partnering with Yahoo’s talented employee base to build on the company’s strong momentum and position the new Yahoo for long-term success as a standalone consumer internet and digital media leader,” said Reed Rayman, Partner at Apollo. “We couldn’t be more excited about this next chapter for Yahoo as we look to invest in growth across the business, including accelerating its customer-first offerings and commerce capabilities, expanding its reach and enhancing the daily user experience.”

    “This is a new era for Yahoo,” said Guru Gowrappan, CEO, Yahoo. “The close of the deal heralds an exciting time of renewed opportunity for us as a standalone entity. We anticipate that the coming months and years will bring fresh growth and innovation for Yahoo as a business and a brand, and we look forward to creating that future with our new partners.”

    With some 900 million monthly active users, Yahoo has significant potential to be a profitable company for Apollo Funds.

  • YouTube Paid Creators $30 Billion Over the Last Three Years

    YouTube Paid Creators $30 Billion Over the Last Three Years

    YouTube has provided insight into the state of its content platform, including some impressive figures regarding its revenue and payouts to creators.

    YouTube is the undisputed king of video platforms. The company recently crossed the milestone of two million creators in its monetization program — the YouTube Partner Program (YPP) — and is revealing just how much it has paid those creators over the last three years.

    Creators who are part of YPP can make money and earn a living from their content on YouTube with ten different monetization features (and we keep adding more), from advertiser revenue to selling merchandise. Over the last three years, we’ve paid more than $30 billion to creators, artists, and media companies. 

    With $7 billion in ad revenue in Q2 20201 alone, YouTube’s report is an impressive glimpse into just how important the platform is to Google’s overall business.

  • Reddit Hits $10 Billion Valuation

    Reddit Hits $10 Billion Valuation

    Reddit has secured another round of funding, bringing the social media company’s valuation to $10 billion.

    Reddit has been the darling of the social media industry, posting impressive growth, especially compared to its larger rivals. The company has been moving toward an IPO, hiring Drew Vollero as its first CFO in an effort reach that goal.

    The company has now revealed its latest round of funding, placing the company’s valuation at $10 billion.

    We are optimistic and encouraged that not only are we resourced and capitalized to continue on our growth path, but also that our investors support our vision and want to deepen their stakes in our future. We will raise up to $700 million in Series F funding, led by Fidelity Management and Research Company LLC. and including other existing investors, at a post-money valuation of over $10 billion.

    Reddit reiterated its solid growth, noting its first $100 million advertising revenue quarter, a 192% increase from the previous year.

  • Google Sheds Light on Organic Search Drops

    Google Sheds Light on Organic Search Drops

    Google has posted information shedding light on why sites experience drops in their organic search results.

    Google routinely updates their search algorithms, with the most recent being in June and July of 2021. Unfortunately, changes to Google’s algorithms often lead to some sites seeing major drops in traffic. For many, the causes and potential solutions are unclear, making it difficult for sites to regain the traffic they once enjoyed.

    Google is now shedding light on the causes behind a drop in organic traffic: technical issues, security issues, manual actions, algorithmic changes and search interest disruptions.

    Daniel Waisberg, Google Search Advocate, outlines how each of these can impact traffic:

    Technical issues: Errors that can prevent Google from crawling, indexing, or serving your pages to users – for example server availability, robots.txt fetching, page not found, and others. Note that the issues can be site-wide (for example, your website is down) or page-wide (for example, a misplaced noindex tag, which would depend on Google crawling the page, meaning there would be a slower drop in traffic).

    Security issues: If your site is affected by a security threat, Google may alert users before they reach your site with warnings or interstitial pages, which may decrease Search traffic.

    Manual Actions: If your site does not comply with Google’s guidelines, some of your pages or the entire site may be omitted from Google Search results through a Manual Action.

    Algorithmic changes: Google is always improving how it assesses content and updating its algorithm accordingly; core updates and other smaller updates may change how some pages perform in Google Search results. To keep track of future updates, subscribe to our Google Search News YouTube series or follow us on Twitter.

    Search interest disruption: Sometimes changes in user behavior will change the demand for certain queries, either as a result of a new trend, or seasonality throughout the year. This means your traffic may drop simply as a result of external influences.

    Waisberg’s post should be a valuable resource for all webmasters, both those whose sites have experienced a drop and those that want to avoid one.

  • Target CEO Says Digital Performance Up 50%

    Target CEO Says Digital Performance Up 50%

    “Our digital performance was up 50 percent,” says Target CEO Brian Cornell. “As we gain greater clarity around the consumer, the economy, the state of the vaccine, we feel that the consumer continues to respond to our in-store experience and the ease and convenience of shopping with some of our same-day services like pickup, drive-up, and ship. Same-day fulfillment services now represent over half of our digital channel.”

    Brian Cornell, CEO of Target, discusses their massive Q1 results in an interview on CNBC:

    Digital Performance Up 50 Percent

    We’ve had a string of really solid results going back to 2017 but this quarter may be one of the highlights. Our team executed throughout the quarter. We had a great performance from our store teams with a store comp of 18%. Our digital performance was up 50%. It was really a team effort. We had great supply chain support with our merchants and marketers all coming together to support the results which speak for themselves.

    We are benefitting from investments we’ve been making for years now. Our investment in our store experience, our curated Home Brand and national brand mix, and then the fulfillment services that we offer. That combined with the investment in our team, I think we are seeing continued strength. We feel really good sitting here right now about our outlook, not just for the second quarter but for the full year.

    We’ve Connected With The Consumer

    As we gain greater clarity around the consumer, the economy, the state of the vaccine, we feel that the consumer continues to respond to our in-store experience and the ease and convenience of shopping with some of our same-day services like pickup, drive-up, and ship. They really connect with our curation of Great Home Brand, national brands, and the service our team provides each and every day.

    We are feeling very confident about our position today. I look at the proof point from Q1, we picked up another billion dollars in market share on top of the $9 billion of share last year. That’s just a sign that we’ve connected with the consumer, we’re building relevance, and we’re providing what they need and what they want throughout the year.

    Newness Is A Huge Trend In Our Business

    When you see the combination of stores comping up at 18%, which to me is just a highlight number, and categories like apparel growing again by over 60%, that combination of store traffic and category mix really benefited us throughout the quarter. We are seeing a resilient consumer. They’re clearly shopping our stores and when they’re there they are attracted to anything that’s new.

    Newness has certainly been a trend throughout our business in the first quarter and I think that’s going to continue. That great combination of store traffic and store comps and the continued movement of same-day fulfillment services which now represent over half of our digital channel. We really like that transaction. It looks and feels more like a store transaction which from a profitability standpoint certainly is beneficial for us.

    Target CEO Brian Cornell Says Digital Performance Up 50%
  • Amazon Destroyed Millions of Counterfeit Products in 2020

    Amazon Destroyed Millions of Counterfeit Products in 2020

    Amazon has detailed its efforts to fight counterfeit products, including the destruction of more than 2 million counterfeits.

    Few companies have enjoyed as much success as Amazon during the pandemic. The company became a lifeline for many who were under lockdown and quarantine, and significantly expanded its workforce to keep up.

    A long-term problem Amazon has faced, however, has been companies and individuals trying to sell counterfeit goods on the site. As Amazon has become a force to be reckoned with in the retail market, it is also stepping up its efforts to combat counterfeit products and attract brands that have been reluctant to sell on the site.

    In its first Brand Protection Report, Amazon said fewer than 0.01% of products sold received a counterfeit complaint. That low number was, in part, the result of the company’s aggressive fight against the problem.

    We seized and destroyed more than 2 million products sent to our fulfillment centers and that we detected as counterfeit before being sent to a customer.

    The company also stepped up its efforts to prevent bad actors from even gaining a foothold in the store.

    Our verification processes stopped over 6 million attempts to create a selling account before they were able to publish a single listing for sale. This is a significant increase from the 2.5 million attempts we stopped in 2019, and it was driven by increased bad actor attempts to get into our store that we successfully thwarted.

    Amazon’s transparency about its efforts may help sway companies and brands that have been reluctant to embrace the e-commerce giant.

  • Amazon Sues to Stop Fraudulent Text Scams

    Amazon Sues to Stop Fraudulent Text Scams

    Amazon has announced it is launching a lawsuit to tackle text scams that purport to be from the e-commerce giant.

    Countless individuals have received text messages claiming to be from Amazon, many of them requesting feedback in an online survey. Unfortunately, many of these messages are part of an illegal advertising scheme. The text messages promise rewards or gifts, but direct people to sites where they must purchase products that have no affiliation with Amazon.

    The company is taking the fight to the scammers, filling a federal lawsuit in the Western District of Washington against a number of yet-to-be-named participants. Amazon sees the lawsuit as a way of expanding its fraud-fighting efforts, holding the accountable parties responsible.

    “Amazon works hard to build a great, trusted experience for our customers and sellers,” said Kathy Sheehan, VP, Business Conduct & Ethics, Amazon. “These bad actors are misusing our brand to deceive the public and we will hold them accountable. We also want to remind consumers to be vigilant and learn how to recognize the signs of a scam so they are protected, no matter where they shop.”

    The company points to its history of successfully litigating these type of suits, having filed five previous lawsuits, winning multiple injunctions and forced seven parties to settle for more than $1.5 million in damages.

  • Verizon Media Sold to Apollo Funds

    Verizon Media Sold to Apollo Funds

    Following reports Verizon was exploring a sale of Yahoo and AOL, its Verizon Media business is being sold to Apollo Funds.

    Verizon purchased Yahoo and AOL, both pioneers among the early internet companies. Although both had since fallen on hard times, the two brands still had large, loyal followings. Verizon’s goal was to build an advertising business that could rival Google and Facebook.

    Unfortunately, the advertising business proved more difficult for Verizon to crack than it planned. Over the last several years, the company has been selling off some of its media properties, with Yahoo and AOL being the final piece. Apollo Funds has agreed to purchase Verizon Media for $5 billion. The new company will be known as Yahoo, and Verizon will maintain a 10% stake in it.

    “We are excited to be joining forces with Apollo,” said Guru Gowrappan, CEO, Verizon Media. “The past two quarters of double-digit growth have demonstrated our ability to transform our media ecosystem. With Apollo’s sector expertise and strategic insight, Yahoo will be well positioned to capitalize on market opportunities, media and transaction experience and continue to grow our full stack digital advertising platform. This transition will help to accelerate our growth for the long- term success of the company.”

    “We are thrilled to help unlock the tremendous potential of Yahoo and its unparalleled collection of brands,” said Reed Rayman, Private Equity Partner at Apollo. “We have enormous respect and admiration for the great work and progress that the entire organization has made over the last several years, and we look forward to working with Guru, his talented team, and our partners at Verizon to accelerate Yahoo’s growth in its next chapter.”

    “We are big believers in the growth prospects of Yahoo and the macro tailwinds driving growth in digital media, advertising technology and consumer internet platforms,” said David Sambur, Senior Partner and Co-Head of Private Equity at Apollo. “Apollo has a long track record of investing in technology and media companies and we look forward to drawing on that experience to help Yahoo continue to thrive.”

    “Verizon Media has done an incredible job turning the business around over the past two and a half years and the growth potential is enormous,” said Hans Vestberg, CEO, Verizon. “The next iteration requires full investment and the right resources. During the strategic review process, Apollo delivered the strongest vision and strategy for the next phase of Verizon Media. I have full confidence that Yahoo will take off in its new home.”

  • Amazon Is the Number One US Apparel Retailer, Passing Walmart

    Amazon Is the Number One US Apparel Retailer, Passing Walmart

    What was years in the making has finally happened, with Amazon passing Walmart to become the largest apparel retailer in the US.

    Experts had been predicting Amazon would overtake Walmart for years. Like many other transformations, however, the pandemic is what finally pushed the online giant across the finish line. As individuals remained in lockdown and avoided crowded stores, Amazon’s business went into overdrive.

    According to Wells Fargo, via CNBC, that was enough to help it surpass Walmart in the apparel space, with its apparel and footwear growing an estimated 15% in 2020 to more than $41 billion. That gives it a solid 20% to 25% lead over Walmart.

    “This represents highly impressive 11%-12% share of all apparel sold in the U.S. and 34%-35% share of all apparel sold online,” wrote Wells Fargo analysts Ike Boruchow and Tom Nikic. “We now estimate Amazon will surpass $45 billion in apparel/footwear sales in 2021.”

    Interestingly, the outlook was not all roses for Amazon, as there are still some high-profile brands that refuse to sell on the online store. Much of this is due to the way Amazon approaches the business, focusing on sales over helping companies build their brand.

    “Until Amazon becomes a platform that works with companies to elevate brands, rather than viewing the relationship as transactional, companies who are fiercely protective of their brands (e.g. Nike), will not sell to Amazon,” said the analysts.

  • Disney Accelerating Pivot To DTC-First Business Model

    Disney Accelerating Pivot To DTC-First Business Model

    During yesterday’s earnings call Disney CEO Bob Chapek said it has accelerated the company’s pivot towards a DTC-first business model. “Our recent strategic reorganization has enabled us to accelerate the company’s pivot, towards a DTC-first business model and further grow our streaming services,” says Chapek. “Disney+ has exceeded even our highest expectations, in just over a year since its launch with 94.9 million subscribers. ESPN+ and Hulu have also performed well, with 12.1 million and 39.4 million subscriptions, respectively.”

    Chapek attributes the company’s massive streaming growth to its huge collection of brands. “The wealth of IP from our unrivaled collection of brands and franchises provides us with an incredible breadth and depth of storylines and characters to mine for Disney+ and our other streaming services,” says Chapek. “We have the ability to interconnect these storylines and characters in unprecedented ways as we saw with The Mandalorian and WandaVision tying into the broader Star Wars and Marvel franchises. We’re excited to continue exploring the endless possibilities that this unique ecosystem provides.”

    DTC Results Improved By $650 Million

    “We believe that we’ve got a great price-value relationship,” says Chapek. “I think the best insulation we’ve got (to lower churn) is to keep the price-value relationship very high and there’s no better way to do it than powerhouse franchises cranking out regular new releases on a monthly basis.”

    Disney’s direct-to-consumer results have improved by nearly $650 million versus the prior year. “Last quarter, we guided to direct-to-consumer operating income declining by $100 million versus the prior year under our former segment structure,” says Disney CFO Christine McCarthy. “Our reported results are $750 million higher than that guidance.”

    Lower Disney Losses Attributed To Disney+

    Disney attributes their lower losses to the growth of the Disney+ streaming service. “A lower loss in the first quarter compared to the prior year was driven by subscriber growth partially offset by higher costs due to the launch and expansion of Disney+. With 94.9 million paid subscribers at the end of Q1, Disney+’s global net additions were 21.2 million versus Q4.”

    “Disney+ Hotstar subscriber additions continued their strong growth trend with Disney+ Hotstar subscribers making up approximately 30% of our global subscriber base,” said McCarthy. “We also saw strong additions to our subscriber base from our November launch in Latin America.”

    Disney Happy With Level Of Churn

    Disney is also very happy with its level of churn especially as it relates to subscribers who came into the Disney+ service via their Verizon partnership which helped power its launch last year. “We are very pleased with what we’ve seen so far on the level of churn,” said McCarthy. “And as our product offering matures and we put more content into the service and our subscriber base becomes more tenured, we expect to see our churn rates continue to decline.

    So in regard to the specific churn related to the anniversary of the Verizon launch promotion from last November 2020, we’re really happy with the conversion numbers that we have seen there going from the promotion to become paid subscribers.”

    100 New Titles a Year

    “With Disney+ originals along with the theatrical releases and the library titles, we’ll be adding something new to the service every week,” noted McCarthy. “We are very pleased with the engagement overall. We believe we’re going to reach that cadence of getting content on the service every week within the next few years. We’ve also set that target for 100-plus new titles per year. And that’s across Disney Animation, Disney Live Action, Pixar, Marvel, Star Wars, Nat Geo. And of course, we’ll continue to add more to our library as we go through time as well.”

    “Given the value of growing our sub base, we are continuing to invest in high-quality content,” says McCarthy. “We believe that content is the single biggest driver to not only acquiring subs, but retaining them.”

  • Instagram Unveils Live Rooms, Ability to Livestream With Three People

    Instagram Unveils Live Rooms, Ability to Livestream With Three People

    Instagram has introduced Live Rooms, doubling the capacity of its Live on Instagram feature.

    Instagram previously allowed creators to go live with a single individual, meaning a livestream only had a total of two people in it. With Live Rooms, creators can now go live with up to three people, bringing the total participants to four.

    We hope that doubling up on Live will open up more creative opportunities — start a talk show, host a jam session or co-create with other artists, host more engaging Q&As or tutorials with your following, or just hang out with more of your friends.

    Live Rooms is designed to help creators monetize their social media presence even more, building on existing features. The company recently made it possible for Live viewers to buy badges to support their favorite creators. Viewers can also take advantage of the Shopping and Live Fundraisers features.

    Instagram says it is working on additional options, such as moderator controls and audio features that it hopes will continue to aid content creators.