Marketing Midday – April 17, 2023
Welcome to Marketing Midday, an up-to-date report on the latest digital marketing headlines. In this post,
we discuss 3 top headlines:
1. Google Ads is testing a new verification badge that could have positive implications for verified advertisers.
2. Marketers should use concrete, simple, and visual terminology to help consumers remember their marketing message.
3. Nearly 90% of consumers are seeking text message communications, proving the marketing potential found in SMS channels.
1. Google Ads Is Testing a New-Look Verification Badge
According to Search Engine Land, Google Ads is testing a new-look verification badge for verified that could have positive implications for verified advertisers. The new badge looks like a blue shield with a white check mark. Danny Goodwin, Search Engine Land author, writes: “Clicking on the badge takes you to My Ad Center, where Google tells you the advertiser’s name, that it’s verified by Google and its location.” Why should advertisers care about this? Well, most consumers see badges as a trust symbol. Thus, the new-look addition could lead to higher click-through rates and conversions for verified advertisers.
2. Consumers Must Be Able To Visualize Brand Messaging
According to Marketing Week, consumers better form associations with a brand if they can visualize the communicated message. Why? Simply speaking, memory is fallible. German psychologist Hermann Ebbinghaus coined the term “the forgetting curve,” which states that the biggest drop in retention happens “soon after we learn new facts.” How can marketers overcome consumers’ forgetfulness? Marketing Week author Richard Shotton suggests trying to help consumers visualize your brand message in four simple tips. First, exchange abstract language with concrete terminology. Next, help your customer imagine using your product. Third, keep it simple. If you can’t use concrete terminology, keep abstractions as straightforward as possible. Finally, apply the principle of concreteness by prioritizing stories over statistics.
3. Consumers Seek SMS Conversations With Brands
The Digital Report recently shared that 88% of consumers are seeking text messaging conversations with brands. This demonstrates an increasing pull towards conversational commerce – interactive, people driven experiences that secure conversions, from awareness to purchase. This marketing strategy presents an opportunity for brands to engage with customers, deliver personal and immediate customer service, and drive a sale. Additionally, it demonstrates a pull towards the willingness of consumers to provide personal information to get personalized recommendations and other benefits. Marketers are taking note of these trends! According to a survey from Attentive, many marketers say that SMS is a direct revenue-driving channel. Others plan to increase their SMS marketing budget.
Keep Up With The Latest Digital Marketing Headlines
Those are our top 3 stories of the week! Want to see more exciting marketing insights in our midday episodes? Follow us on LinkedIn, YouTube, and Instagram to stay up-to-date with our newest episodes.
Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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