Marketing Midday - October 10, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Every minute of the day, 5.9 million users conduct Google searches, 1.7 million pieces of content are shared on Facebook, and 231 million email messages are sent.
2. Two updates from TikTok: users can now downvote comments and video caption length has increased from 300 characters to 2200 characters.
3. Do you have a conversion problem? You may need to leverage clickstream data to see exactly what users are doing on your webpages and why they aren’t converting.
4. No one enjoys reading walls of text on social media. Instead, brands should focus on engaging visuals and videos in their social media content.
5. Influencers are now creating and promoting their own brands with eyes on your market share. 70% of people say they feel loyal to creators. How should you respond?
1. Marketers Should Know These Important Stats
DOMO, a software company that helps businesses see and compare all their data in one place, released their 10th annual Data Never Sleeps infographic. This year, DOMO focused on what happens on the internet every minute of the day.
- 5.9 million users conduct Google searches
- Facebook users share 1.7 million pieces of content
- People send 16 million text messages
- 231.4 million email messages are sent
- Amazon shoppers spend 443 thousand dollars
- 76.4 thousand dollars in Doordash orders are placed
- 104.6 thousand hours get spent in Zoom meetings every minute of the day (probably everyone’s least favorite statistic)
How will this inform your marketing strategy? With so much content being shared and consumed at the same time, how do you plan to cut through the noise?
2. TikTok Releases Two New Updates
According to the Verge, TikTok users can now downvote comments. The downvote button appears next to the like button for individual comments, but the number of downvotes a comment receives isn't publicly visible. TikTok said that downvoting comments is a new way to hear feedback directly from the community and will allow the platform to better identify comments that are irrelevant or inappropriate.
In other TikTok news, the video description length was increased from 300 characters to 2,200 characters. TikTok uses descriptions to determine which videos to recommend to users, giving creators more ways to optimize their content for users’ searches.
3. Clickstream Data Shows User Website Activity
According to Hubspot, clickstream data is information collected while a user navigates a website. It’s a roadmap of the path the user took to travel to your page, through your page, and off your page. Clickstream data reveals:
- What query users typed into the search engine that resulted in your page being displayed
- Which page the user first landed on
- Where the user clicked on the page
- How long the user was on the page
- Where the user navigated next
Clickstream data can help you identify customer trends or spot problem areas. For example, you might see that people aren’t clicking a call-to-action button lower on your page. Using that data, you may move the button higher or rewrite the CTA. Clickstream data helps prevent cart abandonment on ecommerce sites by showing the point in the checkout process where users abandon their cart.
If you’re not already utilizing clickstream data, give it a try to maximize your site’s effectiveness.
4. Keep Audiences Engaged On Social Media With Video
Keeping your audience engaged on social media is a difficult task. Search Engine Journal shared several ways to connect with your audience, and the most important strategy is quite straightforward: less text, more video/ engaging visuals.
People don’t stop to read long blocks of text. Communicate your message through engaging visuals or videos. Get your own photos taken. Stock photos don’t perform as well as real photos, because users can tell they aren’t authentic. People remember visual information 65% longer than plain text. Take advantage of this by repurposing your best pieces of evergreen content and making new infographics or images.
5. How Can Brands Compete With Influencers For Loyalty?
Marketing Dive reported that the TikTok famous Damillio family launched Damillio brands, allowing them to sell their own products directly to their followers. 70% of people say they feel loyal to creators. If influencers begin creating brands in your industry, it’s likely you will lose part of your existing or potential customer base.
How can brands build their own loyalty? By partnering with micro and nano-influencers.
Micro-influencers are those with fewer than five thousand followers, and nano-influencers are those with a following between ten thousand and one hundred thousand. Rather than hiring an influencer with a large following to build loyalty, nano and micro-influencers offer the opportunity to tap into a niche audience.
Keep Up With the Latest Digital Marketing Headlines
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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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