Techcetera 5.8

Marketing Quick Hits

• Social Referral Traffic is DOWN. TLDR - Traffic to websites from social media is down, and generally, the social networks want to keep it that way. The sentiment isn't new but the traffic loss is enough to notice. This impacts those trying to make clickbait content more so than others. SimilarWeb.
• Gmail Adding Blue Tick Mark... and Ads Coming to Gmail. Google's changes this year keep missing the mark (pun intended). Deliverability can go up with this blue mark but now everyone's favorite free email is about to get ads.

• Paid Search Desktop Clicks only get 1.8% clicks vs Search 45% (for 1st position)! Mobile is even less at .02% If you aren't pitching SEO (Search Engine Optimization) you're losing in the traffic growth game. (Semrush)

Takeaways

Wanna feel smart at meetings this week? Talk about the creator economy! Read this quick one from Goldman Sach's (which instantly makes you seem super intelligent). Here's a quote if you don't wanna click.

the total addressable market of the creator economy could roughly double in size over the next five years to $480 billion by 2027 from $250 billion today,

AI continues to impact every facet of growth marketing. With more and more social networks adding in AI prompts it'll be hard to tell what's authentic and what's not. The problem with AI's growth is that it's already too-quickly become a source of truth when it can't even get basic answers correct.

While every company should embrace this new technology (or potentially be left on the wayside), they should also craft new strategies to become more authentic to it's customer/user base.

Socials

Facebook

• Added functionality to Reels. Meta overall is frantic to evolve and not lose to TikTok. (FB)

Twitter

• Twitter is following suit with new media options to stay relevant in a tiktok world. (tweet)

LinkedIn

• LinkedIn is growing. Since you're reading this here, I'm not going to mention a whole lot except... yet another MSFT company that's making a comeback!
• LinkedIn is playing with AI... b/c everyone is. Nothing really to takeaway here (read my takeaways above)

Amazon

• Amazon is rolling out a TikTok competitor called Inspire. Right now it looks like a commercialized version of tiktok for Amazon products. However, if it pays well, you could see your favorite creator trying to push their Inspire channel, while wearing their favorite Amazon apparel.

Search

Google

• Semrush, not known for original content, produced a potential winner for content piece of the year with it's State of Search 2023. The infographic it made is eye opening and useful for content updates for weeks!
• Google May Update? Signs point to yes, but maybe not? Updates take a long time to roll out and sometimes your traffic will go down, but if you're making great content and following a strategy it'll likely go back up to where it was or better.
• Google no longer wants you try and canonicalize your content that's syndicated. Why? Because it honestly can't tell the difference. Now they want syndicated content blocked. I've seen where canonicalization has helped in the past but this is something that's case by case depending on the size and scale of your own site.(SERoundtable)