Today in Digital Marketing - The Fatigue Countdown

Starting point is 00:00:00 It is Thursday, August 29th. Today, overperforming in the overwhelm. Consumers say they're bracing to drown in holiday ads, but have suggestions on how you can break through the chaos. Also, Yelp sues Google, Threads gets more open, and is TV on its way out? I'm Todd Maffin. That's ahead today in Digital Marketing. Consumer confidence in the U.S. is rising, with half of shoppers feeling good about the economy. This could mean people will spend more on holiday gifts. In fact, 61% of shoppers plan to increase their gift budgets this year compared to last. But there's a big

Starting point is 00:00:46 downside coming. Two-thirds of consumers in a recent study by Optimove said they expect to feel overwhelmed by marketing messages by November 1st. That can lead to negative feelings about brands and appears to be expected sooner than previous years. But there are ways to break through, quoting Martech News, quote, the report underscores the critical role of brand loyalty, revealing that 95% of consumers are likely to revisit a brand after a positive experience. Moreover, 58% prefer to shop at familiar stores, highlighting the need for retailers to focus on building strong customer relationships. And consumers are increasingly drawn

Starting point is 00:01:33 to environmentally conscious brands, with 79% now considering a brand's environmental efforts important, unquote. An American court recently ruled Unquote. Google used its dominance in search to gain an unfair advantage in local search services. The company is seeking damages and wants Google to stop what it says are anti-competitive practices. Yelp has long complained about how Google treats other companies in its search results. But this is the first time Yelp has actually sued Google, despite years of protests to regulators. Yelp's CEO said this is a watershed moment to correct past wrongs.

Starting point is 00:02:30 Google says Yelp's claims are not new and were previously thrown out by the Federal Trade Commission. It says it will defend itself against the suit. Google also says it's more valuable to present direct connections to businesses rather than using an online middle layer like Yelp. Yelp may not be the last company to sue Google. The judge's ruling in the antitrust case provides a legal framework for other companies to claim they've also been strong armed by Google. Yelp's general counsel says the company's arguments are not unique and he expects more cases like this. As well, posts made through the Threads API will now be shared to the Fediverse as well. This API integration is good news for brands and social media marketers who use third-party apps to schedule posts. Companies like Hootsuite and Sprout Social have already integrated Threads into their platforms.

Starting point is 00:03:45 This is in contrast to X, which has limited access to its API to increase revenue. Mastodon is a lot like old school Twitter, but each server, and there are thousands around the world, is independently operated by a different person or group. Each server has its own rules and tolerance level for misbehavior. Some Mastodon server operators have already blocked all content from threads, worried that meta will take over the decentralized social network. We are on both Mastodon and threads. You can follow us by tapping the link at the top of the show notes or going to todayindigital.com slash social. U.S. social network users are about to surpass linear TV viewers. Next year, 236 million people

Starting point is 00:04:26 will be on social networks each month, more than the 228 million expected to be watching traditional TV by then. By share, linear TV will lose one and a half percent of its viewers in the US next year. It's not a huge drop, but it is part of a bigger trend. People continue to turn away from traditional TV and marketers are taking note. As people switch from TV to social media and YouTube, ad money follows.

Starting point is 00:04:54 Media buyers, of course, closely track where people are spending their time and shift their budgets accordingly. Instagram is testing a new feature that lets users publicly comment on stories. These comments will be visible to anyone who views this story. Until now, comments turned into DMs visible only to the original poster. Comments will appear at the bottom of the story frame. They won't cover up any part of the image or the video. That way people can read them without getting in the way. Instagram is desperate to get its users re-engaged and seen to be re-engaged.

Starting point is 00:05:35 More and more people are switching to private messages and closed groups instead of posting publicly. This new feature is one way to get people interacting with each other out in the proverbial sunlight again. Brands and creators can turn off public comments on their stories if they want, but allowing comments could help increase engagement and, in turn, reach a bigger audience. So yeah, a bit of a short show today and a short week. We are taking tomorrow off to get ready for the fall schedule,

Starting point is 00:06:01 when we will be returning to Monday to Friday coverage and the return of someone very special to this podcast. Those of you who've been listening for more than a year will know who I am talking about. That is coming when we return on Tuesday. Of course, Monday is a stat holiday. That will do it for the week. Today in digital marketing is produced by EngageQ Digital on the traditional territories of the Stunamic First Nation on Vancouver Island. Our production coordinator is Sarah Guild. Ad coordination by Red Circle. Mark Blevis is the pressure on your chest when you turn the bass up too high.

Starting point is 00:06:32 I'm Todd Maffin. Have a restful long weekend, friends, and I will see you on Tuesday. Are you an ad agency with clients in the retail sector or a retail store or brand that wants to improve your understanding of your customers? Well, you're in luck. This summer, Unnery has started offering retail shopper dashboards for clients in the United States and Canada. Great for brands, retailers, and marketing agencies to be able to visualize customer visits to their own stores and to selected competitor stores as well. Thank you.

Today in Digital Marketing - The Fatigue Countdown

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