Today in Digital Marketing - Shopify Takes On Goliath

Starting point is 00:00:00 It is Thursday, February 9th. Today, Shopify takes on the biggest e-commerce seller on the planet. Microsoft bulks up its ads platform. Why reposting old content might be your best organic strategy yet. And a free Twitter tool for social media managers might soon be behind a paywall. I'm Todd Maffin. That's ahead today in digital marketing. Shopify has a new plan to compete with the biggest e-commerce company in the world. Shopify launching today a new e-commerce logistics service called Port to Porch. Business Insider reports that the service begins with

Starting point is 00:00:36 freight forwarder Flexport, which is now run by Amazon's former VP of operations. The CEO of Shopify Logistics says the partnership with Flexport will let its merchants get access to space on container ships they may have struggled to get otherwise. Then, after the goods are trucked to one of Shopify's warehouses, the inventory will be distributed among a network of warehouses powered by the shipping company Deliver, which Shopify acquired last year. Based on the sales expected, Deliver's tech will determine the best location for storage and fulfillment. The CEO added that initially, Shopify-run warehouses may be packing individual orders,

Starting point is 00:01:13 but the plan is to keep the share of total orders packed in the company's buildings decreasing. Shopify has also expanded its Shop Promise offering, a badge that gives shoppers custom expected delivery dates, which rivals Amazon's Prime shipping program. With the Shopify Fulfillment Network, sellers can get two-day shipping on nearly two-thirds of packages, or they can do their own shipping as long as they deliver faster than five days. Microsoft has several new product updates for its advertising platform. First, the enhanced cost per click option is now available in all markets across the network.

Starting point is 00:01:53 The last touch attribution feature is also now available in all Microsoft audience network markets. This feature lets you change your conversion goal attribution, which will let Microsoft's automated bidding tools take both click-based and view-through conversions into account. You can now also create and manage your audience shopping campaigns from within the Microsoft Editor tool. Next, all automated bidding tactics now include data exclusions. These exclusions will help inform the bidding algorithms in case there's a data outage on your site or any other unintended conversion tracking changes. In terms of audience targeting updates, the platform has launched in-market audience segments for Valentine's Day in several countries.

Starting point is 00:02:35 The company is also piloting the expansion of custom combinations, which will let marketers create combined lists of audience types like customer match, custom audiences, remarketing, and dynamic remarketing. Also, the platform has added several updates to conversion tracking, including UET tag deletion, a more simplified setup for custom events, and the ability to quickly implement conversion tracking across all accounts. And finally, the Google Import for smart campaigns is now available in 11 markets, including the US, Canada, and the UK. Not every post needs to be shiny and new. Marketing Brew has a great piece up today about why every brand should dig through their social content and post their greatest hits again.

Starting point is 00:03:21 And then, again, as the article points out, there's a good chance your audience hasn't even seen your content. According to a report, posts from small brands with fewer than 10,000 followers tend to reach about a third of their followers. And as the following grows, that number keeps decreasing. Brands with over 500,000 followers only reach a tenth of their audience with their posts. In other words, between two thirds and 90% of your followers haven't seen any one post in particular. So give your content another chance. This is also a golden opportunity to make changes and test your content again, particularly when it comes to hooks. Quoting the marketing brew piece, we are in the heavy hooks era of social. The first few seconds of your video arguably matter more Quoting the Marketing Brew piece, If that TikTok you believed in didn't perform, that doesn't mean it's not the right idea.

Starting point is 00:04:14 It means you should consider adjusting your intro. Maybe you needed bigger on-screen text or a human face looking back through the phone or just a different headline, unquote. Marketing Brew suggests going through your brand's top 50 posts to find out what is evergreen and then reusing those top performers every year. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit. No business or profession is risk-free. Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters. Get customized coverage today starting at $19 per month at zensurance.com. Be protected. Be Zen. Through a new deal with e-commerce platform Whitebox, formed today, UPS-owned company Where2Go is expanding its warehouse footprint

Starting point is 00:05:07 and enhancing fulfillment options for Amazon sellers. The company's CEO said that Where2Go will add three Whitebox facilities to its network of on-demand warehouses. The deal also lets Where2Go offer new fulfillment solutions for Amazon merchants like fulfillment by Amazon Prep and First Party Inventory Services. Businesses selling through the e-commerce giant are a substantial portion of Where to Go's client base. More than a fifth of merchants

Starting point is 00:05:32 using the warehousing company use it for Amazon Fulfillment Services. A few updates from YouTube to report. First, the platform has added a new comment reply filter option. This filter lets brands and creators find comments that they have previously responded to that have since received new responses. The feature will be available under response status in the comment section in YouTube Studio and will start rolling out soon. YouTube Studio is also getting a new stacked bar chart display for the metric how viewers find you. With the update, you'll see distinct color coding to understand how people are

Starting point is 00:06:09 finding your content. As for shorts, iOS creators now have more options for interacting via questions posted to their shorts. With the update, commenters will receive a notification when a brand or creator replies to their comment with a short, while the comment sticker is now tappable so viewers can watch the original short or long-form video that someone commented on. All right, let's see. What could Twitter be working on to get you to sign up for Twitter Blue today?

Starting point is 00:06:40 Gate keeping the blue check mark. No, that's old news. An edit button. Oh, no, they already did that. Increasing the character limit. No, nobody really wants that one. How about losing access to TweetDeck? According to code in the back end of the app,

Starting point is 00:06:54 Twitter appears to be planning to restrict access to TweetDeck, its own tweet management tool, to make the service exclusively available to paying Twitter Blue subscribers. Look, did I say something wrong? Is there like a reason you're not in our Slack yet? We are almost at a thousand members, all sharing advice, getting help.

Starting point is 00:07:23 There's even a channel you can promote yourself in. It's free to join. Just tap the link in the show notes or go to todayindigital.com slash slack. And don't forget our LinkedIn newsletter. It's called The Top Story. It'll send you our top digital marketing story every day directly to your inbox and your LinkedIn feed. You can sign up for that at todayindigital.com

Starting point is 00:07:41 slash top story. There's also a link in the show notes. And if you have news you think our listeners should know about, something your company's launched or whatever, please let us know on our news page, todayindigital.com slash tips, or look for Pitch Us a Story in the show notes. I'm Todd Mathen.

Starting point is 00:07:56 Thanks for listening. See you tomorrow. When the sunlight fills the sky You're the first day. On my mind. See. The mountains we will climb. Out in space.

Today in Digital Marketing - Shopify Takes On Goliath

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