Today in Digital Marketing - Desktop isn’t Dead. Long Live Desktop.

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Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected. Be Zen. Today, how is Google's product review algorithm update affecting your ranking? at zensurance.com. Be protected. Be Zen. a new creation tool to help your brand create relevant content. And on the premium podcast with no ads, more stories and deep dive weekend episodes, tap the link in the show notes for more. Hold on to your ad dollars. A new study reveals why Facebook's algorithm for ad targeting is inaccurate. It's Tuesday, March 29th. I'm Todd Maffin. Here's what you missed today in digital marketing. It's been almost one week since Google launched its third product reviews algorithm update. The update is designed to surface higher quality product reviews in search results to ensure that the reviews include helpful information. So far, it does not appear to have had a significant impact on ranking, at least when compared to the previous product review updates. An industry poll conducted on Twitter asked search marketers if they noticed any changes with the update.

Starting point is 00:01:28 Nearly 60% said no. The company said the update would be rolled out over the next few weeks, and it may impact the English language product reviews on many sites. So, there is still time. Don't give up on desktop yet. It's not going away and you don't want it to. According to new research, desktop users spend more time and money on your site. Also, here's what the study found that was the top line finding.

Starting point is 00:02:00 Mobile traffic may have accounted for almost two-thirds of traffic, but it actually dropped almost 10% last year. What types of websites saw that traffic? Mobile generated the most traffic for luxury goods, beauty, and pharmaceutical sites. And for desktop, B2B was the leader, as you might expect, followed by financial services and consumer electronics. The study also found that desktop had over a 90% higher average order value than mobile. In terms of time spent on your site, desktop users spend more than double the amount of time compared to mobile users, averaging almost six minutes per session. I'm also looking at the chart here of 2020 to 2021.

Starting point is 00:02:43 The amount of time spent on desktop increased. And the amount of time that people spend on your website when they're on mobile decreased. And finally, if your brand has an app, don't bank on getting any new users. The study found that returning users made up more than 90% of traffic coming from apps. The data is provided by ContentSquare, which analyzed more than 3,500 websites. TikTok is testing a new feature that could make it easier for users to find your brand's video that they've already watched. The platform appears to be experimenting with a new watch history option in the app that will appear under the content and activity heading of your settings

Starting point is 00:03:24 if you're in the test group. Due to TikTok's constant stream of videos, accidentally refreshing your For You page and losing a video before you've had a chance to like it or save it is a common problem for users. Some TikTok users have found workarounds to help find lost videos, but these workarounds are quite a process. If the feature is rolled out to more users, as I'm sure it will be, it could solve that problem and lead more users back to your content. Starting a marketing agency is a rewarding experience, but it can also be a challenging one. The fear of selling to prospects, the pressure of delivering top quality services to paying clients, and the scramble to invoice and collect so that the revenue keeps coming in, it's a lot for one person to handle. What was meant to be a fulfilling

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Starting point is 00:04:54 The platform today announced a new creation tool called TikTok Library, which aims to make it easier for your brand to access entertainment content and participate in trends. The company is partnered with Jiffy, which, by the way, owned by Meta. And initially, the library will be populated with Jiffy's collection of GIFs with sound, known as Jiffy Clips. GIFs available at launch will include reactions, quotes, people, and iconic moments. So if you are in the test group, which currently has access to it, I presume everyone will get it eventually. Here is how to use the feature. First, tap the new library icon that you should be seeing on the vertical sidebar in the camera screen. Then within the library, you can scroll through trending content or use the search bar to find something more specific,

Starting point is 00:05:40 similar to navigating GIFs on other platforms like Instagram or Twitter. After selecting the one you want to use, you can clip it to the desired length. Also a very nice touch. And return to the shooting page to capture the actual video. TikTok says it plans to add more content sources, audio, sounds, text templates, and other creator content to this new library over time. Your shipping speed might start impacting your sales on your Google product listing. Google has announced some new tools for e-commerce brands, maybe a new policy, including a ratings program and more insights. Here are a look at the updates. First of all, the Shopping Experience Scorecard program. So this was previously in

Starting point is 00:06:25 testing. Soon it will be rolled out to all sellers in the U.S. Top rated sellers will get a trusted store badge based on their performance across metrics like shipping time and returns. The badge will appear alongside their free product listings on the shopping tab. Google says it will continuously monitor performance to provide more insight for shoppers as they search through Google Shopping listings. Also, more metrics coming your way, including a free listings conversion report. So this is a tool that will show you

Starting point is 00:06:54 the total traffic impressions and conversion rate of your listings, a price insights tool, which will let you see whether your products are priced competitively against other retailers retailers and the projected impact of price changes on revenue. And local product insights are also coming soon to local retailers who manage a business profile in the US and Canada. Could this be Nielsen's end or the beginning of a new era? The video and TV ratings giant has been sold to a consortium of private equity firms in an all-cash $16 billion deal. The company rejected a $14 billion offer just a week ago, saying it, quote, significantly undervalued the corporation, unquote, but accepted the higher bid today. It's been no secret that the rise of streaming has challenged the company.

Starting point is 00:07:49 Despite its struggles over the last few years, new ownership says the company will, quote, continue to be the gold standard for audience measurement, unquote. The sale comes just weeks before the 2022 TV upfronts, which is when major broadcast networks pitch their new programming to advertisers and media buyers. And finally, this is digital, sort of. I mean, there must be some technology or microchips to make this happen. A 10-foot tall billboard from the Femtech brand Elvie is peeing on people. The Let Leaks Happen campaign tackles the taboo of incontinence while also wiping the floor with TikTok.

Starting point is 00:08:32 The marketing stunt launched just two weeks after the platform banned a video on the brand's profile that showed a weightlifting influencer leaking urine while weightlifting. Following the removal of the video for its graphic content, the brand created the ad starring a real-life incontinent woman lifting weights while water leaks from between her legs. Actual water.

Starting point is 00:08:57 Real water from the billboard actually pours down from the place that that liquid would pour down from when shown a photo of a human. LV will also run videos and imagery from the billboard across its channels, along with stories from the women involved. The tagline is, leaks happen. Well, after months of waiting and about $12,000 out of our bank account, my wife and I are installing a new device onto our car. My wife is paraplegic. She uses a wheelchair full-time.

Starting point is 00:09:33 And we are getting a chair lifter, a wheelchair lifter, installed in the back of the SUV. I am really looking forward to it. Because for the last 11 years, 12 years, I have been hoisting the chair into the back of our various vehicles. I think we're on vehicle three now. And this will be a machine that will do it for us, that she can do on her own. I'm very much looking forward to it.

Starting point is 00:09:57 But we have to go to Victoria for this. It is an overnight trip. Actually, it's two nights because it takes a while to install, apparently. Which also means that our associate producer, the intrepid Stepgun, will be with you Wednesday and Thursday. I will see you on Friday. Watch out for billboards, friends. Let it rain, let it rain.

Today in Digital Marketing - Desktop isn’t Dead. Long Live Desktop.

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