Goodwin has spent years analyzing the divide between digital and traditional media, and his conclusion is blunt: digital advertising is built on flawed principles, and it’s not living up to its potential. Here’s what Goodwin has to say about the differences between digital and traditional advertising and why digital might be missing the mark.

Digital Advertising: More Flash Than Substance?

At first glance, digital ads seem unbeatable. “We have so much data to target ads, we can serve audiences of one,” Goodwin explains. In theory, digital is all about precision. Advertisers can pinpoint users based on what they’ve clicked on before, track their actions, and even retarget them with ads they think will hit the mark. “You can see what people do after seeing or clicking on an ad, and that’s supposed to make everything better,” he adds.

But here’s where Goodwin raises an eyebrow. While digital advertising is supposed to be smart, Goodwin argues that it’s become bogged down by data and metrics that don’t matter. “CTR’s mean nothing,” he says, referring to click-through rates, a popular metric in digital advertising. “Countless studies show that CTRs don’t impact business success—they just track weird users and bots.”

And then there’s the issue of targeting. Sure, digital ads can aim at specific groups or individuals, but Goodwin says that hyper-targeting often backfires. “Targeting has largely been shown to be ineffective for most brands,” he explains. “The data is often wrong, and the cost of targeting outweighs the benefits.” Instead of making ads that appeal to everyone, advertisers are spending money to create niche ads that may not even work.

The Good Old Days of Traditional Media

Goodwin isn’t saying traditional media is perfect, but he does believe there’s a lot digital could learn from the old-school ways. Television, radio, and print ads may not offer the same precision as digital, but they have something digital lacks—reach and impact.

“Large companies should be told: TV is dying, print is dead, but you need to be here,” Goodwin says. “Traditional media still reaches mass audiences like nowhere else.”

He’s also a fan of how traditional ads are created. With big budgets and long production timelines, traditional ads are a serious investment. “TV ads were a big deal,” says Matt Mills, a marketing professional who shares Goodwin’s views. “If they failed, companies lost big, so there was a lot of research and creativity that went into making them.”

And this brings us to storytelling. In the traditional media world, brands had the time and space to build stories that resonated with audiences. Goodwin believes that’s something digital media should focus on. “Ads can be built over time and tell stories in consecutive units,” he says. In his view, this approach fosters deeper engagement and helps brands create lasting connections with consumers, something digital ads, with their quick-hit nature, often struggle to achieve.

Digital’s Obsession with Complexity

For Goodwin, the biggest problem with digital advertising is that it’s become too complicated for its own good. “Every single thing about digital media seems sophisticated, explainable, but dumb,” he says bluntly. While digital tools like targeting and tracking sound impressive, he believes they’re often more of a distraction than a benefit.

One of the main culprits, in his opinion, is the industry’s obsession with personalization. “Digital ads don’t need to be personalized—they just need to not be irrelevant,” he says. While the industry pushes for hyper-targeted, personalized ads, Goodwin argues that most brands don’t need this level of detail. “Hyper-targeting brings no volumes or impact,” adds Alessandro Lo Piano, a media buyer who agrees with Goodwin. The focus, they say, should be on reaching people with contextually relevant, not overly personalized, ads.

Goodwin has a simple solution to the mess: focus on creativity and clarity. “Digital ads need to be beautiful, big, and simple,” he says. The internet offers a fantastic canvas—high-resolution screens, real-time updates, and interactive elements. But instead of making use of these features, many digital ads end up looking bland and forgettable. “The resolution is incredible, images can move, sound can be played, ads can be 3D, animated, seductive, whatever you want,” Goodwin points out. So why aren’t we making ads that take advantage of this?

A New Way Forward: Keep It Simple

Goodwin’s vision for the future of digital advertising is all about simplicity. “We don’t need cookies, we can target people by context,” he says, calling for an end to overly complex data collection and targeting. Instead, he believes ads should be relevant to the content people are already engaging with, without the need for invasive tracking.

And then there’s the issue of measuring success. Goodwin is a big critic of metrics like CTRs, which he says are meaningless for most businesses. Instead of focusing on these vanity metrics, he suggests advertisers get back to the basics—creating compelling ads that tell stories and build brands over time. “We need to destroy the 90% fraud and inefficiency in the industry and make pleasant, simple ads that perform, as measured by common sense,” he says.

Kevin Neary, CEO at Orcawise, agrees with Goodwin’s take. “The opportunity for businesses to demonstrate a unique point of view through TV-series-like storytelling has never been better,” he says. Goodwin believes that by shifting the focus away from metrics and back to storytelling and creativity, digital ads can finally reach their full potential.

The Bottom Line: Digital Needs a Creative Overhaul

Tom Goodwin’s critique of digital advertising isn’t just a call-out—it’s a challenge to the industry to do better. While digital offers incredible tools and opportunities, Goodwin believes the industry has gotten too caught up in data and metrics at the expense of creativity and effectiveness. “Digital advertising doesn’t need to be complicated to be effective,” he says. “It needs to be creative, impactful, and most importantly, simple.”

By focusing on what really matters—telling compelling stories, reaching broad audiences, and creating beautiful, simple ads—Goodwin believes digital advertising can finally live up to the hype. It’s not about abandoning the data and technology that make digital ads unique but about using them in a way that serves the bigger goal: making ads that resonate, engage, and ultimately work.

Many users have long suspected, and joked, about their phones listening to them. According to a CMG marketing document and blog post, that’s exactly what the company is doing. CMG admits to listening to individuals’ conversations and using AI to deliver relevant ads in response to those conversations.

The Deleted Blog Post

CMG calls its service “Active Listening.” In a deleted blog post, that is available via web archives, the company describes the feature in a way that would creep any normal person out.

Imagine a world where you can read minds.

One where you know the second someone in your area is concerned about mold in their closet, where you have access to a list of leads who are unhappy with their current contractor, or know who is struggling to pick the perfect fine dining restaurant to propose to their discerning future fiancé.

This is a world where no pre-purchase murmurs go unanalyzed, and the whispers of consumers become a tool for you to target, retarget, and conquer your local market.

It’s not a far-off fantasy-it’s Active Listening technology, and it enables you to unlock unmatched advertising efficiency today so you can boast a bigger bottom line tomorrow.

The blog post details how the feature works.

Our technology is on the cutting edge of voice data processing. We can identify buyers based on casual conversations in real time. It may seem like black magic, but it’s not-it’s AI. The growing ability to access microphone data on devices like smartphones and tablets enables our technology partner to aggregate and analyze voice data during pre-purchase conversations.

The result? Advertising efficiency and timing taken to a new level. We set specific keywords relevant to your product and service so we know who needs you, why they do, and where we can target them. With this unprecedented understanding of consumer behavior, we can deliver personalized ads that make your target audience think: wow, they must be a mind reader.

Interestingly, CMG even addresses the legality of the feature, saying the fine-print buried in multi-page user agreements makes Active Listening legal.

We know what you’re thinking. Is this even legal? The short answer is: yes. It is legal for phones and devices to listen to you. When a new app download or update prompts consumers with a multi-page terms of use agreement somewhere in the fine print, Active Listening is often included.

The Leaked Document

In a document that was leaked to 404 Media, CMG charges clients $100 day for weekly data sets targeting a 10-mil radius, and $200 a day for data sets targeting a 20-mile radius. Under a section labeled “The power of voice (and our devices’ microphones),” the company says the following:

• Smart devices capture real-time intent data by listening to our conversations
• Advertisers can pair this voice-data with behavioral data to target in-market consumers
• We use AI to collect this data from 470+ sources to improve campaign deployment, targeting and performance
• You reach your potential customers before your competitors

CMG goes on to say that “consumers leave a data trail based on their conversations” and that “processing voice data with behavioral data identifies an audience who is ‘ready-to-buy.'”

Interestingly, the document says CMG is a Google Premier Partner, Amazon Advertising partner, and a Facebook marketing partner, a concerning claim given how much data those three companies have access to and how widespread their apps are.

According to Futurism, the alleged partners are quickly distancing themselves from the company. Google said has removed CMG from its Partners Program and Meta is reviewing CMG to see if it violates the social media company’s guidelines. Amazon’s response was even stronger, saying it has never worked with CMG.

The Need for Comprehensive Privacy Rules

CMG’s admission underscores the need for comprehensive privacy rules that all companies, organizations, and agencies must abide by. With the proliferation of smartphones, tables, and virtual assistants, devices people use throughout the day—for both personal and work needs—collect massive quantities of data.

What’s more, CMG’s acknowledgment that fine print, buried in multi-page user agreements, is the legal authorization for its creepy activity illustrates how much the deck is stacked against users concerned with their privacy. Companies have increasingly been making license and user agreements so long, and written in difficult-to-understand legalese, that it makes it extremely difficult for the average user to know exactly how their data will be used, or what permissions they are surrendering.

Unfortunately, without clearly defined, legally binding privacy rules, companies like CMG will continue to take advantage of users, abusing their trust, and spying on them.

What are Community Notes?

Community Notes, inspired by Twitter’s similar feature, are designed to leverage the collective knowledge of YouTube’s vast user base to provide additional context and fact-checking to videos. This new tool is a part of YouTube’s broader initiative to combat misinformation and enhance the quality of content on the platform. The feature allows users to add annotations, much like footnotes, to videos, which can help viewers better understand the content and discern factual information from potential misinformation.

User-Generated Annotations Community Notes enable users to contribute notes that will appear alongside videos. These annotations can provide context, highlight important information, or correct inaccuracies. This collaborative approach aims to make the platform more transparent and reliable. “We believe that our community is our greatest asset in maintaining the integrity of the content on YouTube,” said a YouTube spokesperson. “Community Notes are a way for users to actively participate in the moderation process, ensuring that the information shared on our platform is accurate and trustworthy.”

Moderation and Accuracy YouTube will employ a combination of automated systems and human moderators to ensure the notes are accurate and not abusive. This hybrid approach aims to balance the scale of user participation with the need for careful oversight. “While user-generated content is invaluable, we understand the necessity of maintaining high standards of accuracy and civility,” YouTube explained. The platform’s existing moderation infrastructure will be enhanced to support this new feature, ensuring that Community Notes serve their intended purpose without becoming a tool for misinformation or harassment.

Building a Supportive Ecosystem Community Notes are expected to foster a more informed and supportive ecosystem on YouTube. Users who contribute accurate and helpful notes will be acknowledged, creating an incentive for positive participation. “This feature not only helps combat misinformation but also empowers our users to take an active role in content moderation,” said Neal Mohan, YouTube’s Chief Product Officer. By recognizing and rewarding contributors, YouTube aims to cultivate a community-driven approach to content integrity.

YouTube’s Announcement

YouTube announced the introduction of Community Notes with a vision to enhance user engagement and combat misinformation. This feature, inspired by a similar one on Twitter, aims to leverage the collective intelligence of the platform’s vast user base to provide additional context to videos. In their official statement, YouTube highlighted the importance of community-driven initiatives in maintaining the integrity of content on their platform. “Community Notes are a way for our users to actively participate in the moderation process, ensuring that the information shared on our platform is accurate and trustworthy,” said Neal Mohan, YouTube’s Chief Product Officer.

Community Involvement and Moderation

The announcement emphasized the role of users in contributing to the accuracy and richness of content. By allowing users to add notes that provide context or correct misinformation, YouTube aims to create a more transparent and reliable environment. “We believe that our community is our greatest asset in maintaining the integrity of the content on YouTube,” Mohan added. This feature not only empowers users but also aims to create a collaborative ecosystem where everyone has a stake in the platform’s credibility.

YouTube’s approach includes a blend of automated systems and human moderators to oversee the annotations. This hybrid model aims to balance the vast scale of user participation with the need for meticulous oversight. “While user-generated content is invaluable, we understand the necessity of maintaining high standards of accuracy and civility,” YouTube explained. This system ensures that Community Notes serve their intended purpose without becoming a tool for misinformation or harassment.

Features and Benefits

YouTube’s Community Notes feature is designed to empower users and enhance the platform’s ability to combat misinformation. One of the key features is the ability for users to add contextual notes to videos, providing additional information, correcting inaccuracies, or offering different perspectives. This crowdsourced approach allows for a diverse range of inputs, making the content more robust and comprehensive.

Crowdsourced Moderation

By enabling users to contribute notes, YouTube leverages the collective intelligence of its vast user base. This approach is similar to the Community Notes feature on Twitter, where users can flag misleading information and add clarifications. “We believe that our users are our best resource for maintaining the integrity of our platform,” said Neal Mohan, YouTube’s Chief Product Officer. This method of crowdsourced moderation helps to quickly identify and address misinformation, ensuring that the community plays an active role in content quality control.

Enhanced Engagement

Community Notes not only improve the quality of information but also foster greater engagement among users. By involving the community in the moderation process, YouTube encourages active participation and collaboration. Users feel more invested in the platform, knowing that their contributions can directly impact the accuracy and reliability of content. “This feature makes users feel like they have a stake in the platform’s integrity,” commented a YouTube user on Reddit. “It’s a great way to keep the community engaged and informed.”

Transparency and Accountability

Another significant benefit of Community Notes is the increased transparency it brings to the platform. Users can see the notes added by others, along with any updates or corrections, creating a transparent record of how content has been reviewed and revised. This openness fosters trust among users and ensures that YouTube remains accountable to its audience. “Transparency is key to building trust, and Community Notes are a step in the right direction,” said a social media analyst on Twitter.

Combating Misinformation

One of the primary goals of Community Notes is to combat misinformation, a pervasive issue on social media platforms. By allowing users to flag and correct inaccuracies, YouTube aims to reduce the spread of false information. “Misinformation is a significant challenge, and community-driven initiatives like this are crucial in addressing it,” noted a digital media expert. The feature provides a platform for fact-checking and ensures that viewers have access to accurate and reliable information.

User Training and AI Integration

In addition to its immediate benefits, Community Notes also have long-term implications for user training and AI integration. The notes provided by users can serve as valuable training data for YouTube’s AI systems, helping to improve their ability to detect and address misinformation. “User-generated notes will help train our AI to better understand and manage content,” YouTube stated in their announcement. This integration of human insights and machine learning creates a powerful tool for maintaining content quality.

Overall, YouTube’s Community Notes feature offers a range of benefits, from enhanced engagement and transparency to effective misinformation management and AI integration. As the platform continues to evolve, this feature is expected to play a crucial role in maintaining the integrity and reliability of the content shared on YouTube.

Reactions from the Community

The announcement of YouTube’s Community Notes feature has sparked a wide range of reactions from users and content creators alike. Many have taken to social media platforms, including X (formerly Twitter) and Reddit, to share their thoughts on this new initiative. Overall, the response has been mixed, reflecting both optimism and skepticism about the feature’s potential impact.

Positive Reactions

A significant portion of the YouTube community has welcomed the feature, seeing it as a necessary tool for enhancing content quality and combating misinformation. “This is a fantastic step towards improving the accuracy of information on YouTube,” tweeted digital media analyst Sarah Thompson. “Community-driven notes can help correct errors quickly and effectively.”

On Reddit, user Square-Spend-4250 commented, “This would be the first positive change in years.” Another user, seeckoo, added, “This will be great to fight misinformation but Google will use it to train their AI.” The idea of leveraging the collective wisdom of the community has resonated well with many users, who believe it can lead to more reliable content and a better viewing experience.

Skepticism and Concerns

Despite the positive feedback, some users have expressed concerns about the potential misuse of Community Notes and the challenges of effective moderation. AbyssWraith, a Reddit user, highlighted a common concern: “All I read is: free contextual labels for AI training.” This sentiment reflects apprehension about how user-generated data might be used by YouTube and its parent company, Google.

Another Reddit user, practicaleffectCGI, pointed out the potential for abuse: “This is only a good idea if it gets moderated properly. The way Twitter currently does it is terrible, and a lot of community notes get used to harass users.” This concern underscores the importance of robust moderation to prevent the misuse of the feature for harassment or spreading further misinformation.

Industry Experts Weigh In

Industry experts have also weighed in on the potential implications of YouTube’s Community Notes. Digital media expert Andrew Policano commented, “While the concept of community moderation is promising, the execution will be key. YouTube must ensure that notes are accurate and not used to push agendas.”

Additionally, social media strategist Kevin Michaels noted, “The success of Community Notes will depend on YouTube’s ability to balance user input with effective oversight. It’s a delicate balance that requires continuous monitoring and adjustment.”

Future Prospects

Looking ahead, the YouTube community remains cautiously optimistic about the impact of Community Notes. “If it helps fight AI misinformation in the process, I’m okay with that,” said Reddit user practicaleffectCGI. The feature’s success will largely depend on how well YouTube can address the concerns raised by users and ensure that the system is fair and transparent.

Overall, the introduction of Community Notes has generated a lively debate within the YouTube community, highlighting both its potential benefits and challenges. As the feature rolls out, it will be closely watched by users, creators, and industry experts to see how it evolves and impacts the platform.

Expert Opinions

The introduction of YouTube’s Community Notes feature has sparked interest among digital media experts, who have weighed in on its potential implications and effectiveness. Many experts see this feature as a double-edged sword that could either enhance the platform’s reliability or exacerbate existing issues depending on its implementation.

Potential for Improvement in Content Accuracy

Digital media analyst Sarah Thompson remarked, “YouTube’s Community Notes could significantly improve the accuracy of information on the platform. By allowing users to add context and corrections, YouTube is harnessing the power of crowdsourcing to combat misinformation.” Thompson’s optimism is shared by several other experts who believe that community-driven moderation can lead to more reliable and accurate content.

Similarly, social media strategist Kevin Michaels noted, “The idea of leveraging community input to verify and correct information is promising. It has the potential to create a more informed user base and reduce the spread of false information.” Michaels emphasized that the success of this feature would depend heavily on YouTube’s ability to implement effective moderation mechanisms to ensure that the notes are accurate and constructive.

Challenges and Concerns

However, some experts have expressed reservations about the feature’s potential drawbacks. Dr. Emily Parker, a professor of digital media at Stanford University, cautioned, “While Community Notes can be a valuable tool for enhancing content accuracy, there is a risk of it being misused for personal attacks or spreading further misinformation. Effective moderation is crucial to prevent such outcomes.”

Dr. Parker’s concerns are echoed by media ethics expert John Reynolds, who stated, “The feature’s success will largely depend on YouTube’s ability to balance user-generated content with robust oversight. Without proper moderation, Community Notes could become a platform for bias and harassment rather than a tool for improving content quality.”

The Role of AI and Automation

The potential for integrating AI and automation into the moderation process is another area of interest for experts. Tech entrepreneur and AI specialist Mark Hamilton commented, “YouTube could use AI to help moderate Community Notes, ensuring that the content is accurate and relevant. However, it’s essential to ensure that the AI algorithms are transparent and fair to prevent any biases.”

Hamilton’s insights highlight the delicate balance YouTube must strike between human moderation and automated processes. “Combining AI with human oversight could create a more efficient and effective moderation system,” Hamilton added. “But YouTube must be transparent about how these systems work to maintain user trust.”

Industry Comparisons and Lessons

Experts have also drawn comparisons between YouTube’s Community Notes and similar features on other platforms. Digital policy analyst Lisa Caldwell pointed out, “Twitter’s Community Notes feature has shown both the potential and pitfalls of community-driven moderation. YouTube can learn from Twitter’s experience to implement best practices and avoid common mistakes.”

Caldwell emphasized the importance of continuous monitoring and user feedback. “YouTube must remain agile and responsive to user feedback, constantly refining the Community Notes feature to address emerging challenges and improve its effectiveness.”

Privacy and Security Concerns

With the introduction of YouTube’s Community Notes feature, privacy and security concerns have become a prominent topic of discussion among users and experts. The feature, which allows users to add contextual notes to videos, raises several questions about data usage, user anonymity, and potential misuse.

User Anonymity and Data Collection

One of the primary concerns is the potential for community notes to compromise user anonymity. Digital privacy advocate Helen Lawson commented, “Allowing users to add notes could lead to unintended exposure of personal information if not properly managed. YouTube must ensure that contributors’ identities are protected to prevent harassment and doxxing.” Lawson’s concerns highlight the need for stringent privacy measures to safeguard users who participate in this feature.

Furthermore, there are worries about how YouTube might use the data collected through Community Notes. Privacy expert Dr. Thomas Mitchell explained, “The data from Community Notes can be incredibly valuable for training AI and improving content recommendations. However, YouTube needs to be transparent about how this data is collected, stored, and used to maintain user trust.” Dr. Mitchell’s emphasis on transparency underscores the importance of clear communication from YouTube regarding their data policies.

Potential for Misuse and Abuse

The risk of misuse is another critical issue. Community-driven features often attract bad actors who seek to exploit the system for personal gain or to harass others. Cybersecurity analyst Jason Turner pointed out, “Community Notes could be weaponized for coordinated attacks on creators, spreading misinformation, or promoting biased viewpoints. Effective moderation and quick response mechanisms are essential to mitigate these risks.” Turner’s insights highlight the need for robust systems to detect and prevent abuse.

YouTube must also consider the potential for Community Notes to be used in spreading misinformation. Social media researcher Dr. Emily Ross warned, “While the intention behind Community Notes is to add context and fight misinformation, there’s a risk that false or misleading notes could be added. This could further complicate the issue of misinformation on the platform.” Dr. Ross’s cautionary note underscores the necessity for rigorous fact-checking and moderation processes.

Security Measures and Recommendations

To address these privacy and security concerns, experts recommend several measures. Cybersecurity consultant Laura Chen suggested, “YouTube should implement multi-layered security protocols, including anonymization of contributors and stringent vetting of notes before they go live. Regular audits and user reporting mechanisms can also help maintain the integrity of the feature.” Chen’s recommendations provide a roadmap for YouTube to enhance the security and reliability of Community Notes.

Moreover, transparency about the moderation process is crucial. Internet safety advocate John Grant stated, “YouTube needs to be open about how Community Notes are moderated and what steps are taken to ensure their accuracy and prevent abuse. This will help build trust among users and encourage responsible participation.” Grant’s emphasis on transparency aligns with the broader need for YouTube to communicate its policies and practices clearly to its user base.

In summary, while YouTube’s Community Notes feature has the potential to improve content accuracy and combat misinformation, it also raises significant privacy and security concerns. Addressing these issues through robust privacy measures, effective moderation, and transparent communication will be essential for the success of this new feature. By taking proactive steps to safeguard user data and prevent misuse, YouTube can create a safer and more reliable platform for its community.

Implementation and Future Prospects

YouTube’s implementation of the Community Notes feature marks a significant step towards enhancing user engagement and content accuracy on the platform. The rollout has been strategically phased, starting with a limited number of users to test and refine the feature before a wider release. According to YouTube, this approach allows them to gather valuable feedback and make necessary adjustments to ensure the feature meets the community’s needs.

Gradual Rollout and User Feedback

The initial phase of the Community Notes implementation involves select users who can add and view notes on videos. A YouTube spokesperson stated, “We are excited to see how our community will use this feature to add valuable context to videos. The feedback we receive during this phase will be crucial in shaping the final version of Community Notes.” This phased approach aims to identify potential issues and address them before a broader rollout.

User feedback has been a vital component of the implementation process. Many users have expressed positive reactions, highlighting the potential benefits of the feature. “Community Notes can help viewers understand the context better and make more informed decisions about the content they consume,” commented a beta tester on Reddit. This sentiment reflects a broader optimism about the feature’s ability to enhance the YouTube viewing experience.

Expansion Plans and Technological Integration

As YouTube prepares for a wider release, the platform is also exploring ways to integrate Community Notes with other technological advancements. “We are looking at how AI can assist in the moderation and verification of notes to ensure they are accurate and helpful,” said Neal Mohan, YouTube’s Chief Product Officer. The integration of AI could streamline the process of managing Community Notes and maintaining their quality.

YouTube also plans to expand the feature to include more interactive elements. For example, future updates might allow users to vote on the helpfulness of notes or suggest edits to improve clarity and accuracy. These enhancements are aimed at fostering a collaborative environment where users can collectively contribute to the platform’s content quality.

Long-term Vision and Industry Impact

The long-term vision for Community Notes extends beyond merely providing additional context to videos. YouTube aims to establish the feature as a cornerstone of its commitment to combating misinformation and promoting digital literacy. “Our goal is to create a more informed and engaged community. Community Notes is a step towards that vision, empowering users to contribute to a more accurate and reliable information ecosystem,” explained Susan Wojcicki, YouTube’s CEO.

Industry experts believe that YouTube’s approach could set a precedent for other platforms. Social media analyst Jane Smith noted, “If successful, Community Notes could inspire similar features on other platforms, encouraging a trend towards user-driven content verification and context addition.” This potential ripple effect underscores the broader implications of YouTube’s initiative within the digital content landscape.

As YouTube continues to refine and expand Community Notes, the feature’s success will likely depend on its ability to balance user engagement with effective moderation and quality control. By leveraging technological advancements and fostering a collaborative community, YouTube aims to position Community Notes as a pivotal tool in its ongoing efforts to enhance content accuracy and user trust on the platform.

Why is this the case and how will this trend develop in the future?

Separation From the Digital World

There are many viable ways to separate yourself from digital experiences, and people everywhere are experimenting to find the right strategies for their needs.

·       Outdoor experiences. First, people are trying to spend more time outside. Technically, there’s nothing stopping you from looking at your phone even while you’re outside, but whether you’re hiking in the woods or just enjoying your own backyard, you’ll be far more likely to engage with your surroundings. For example, people are increasingly building (and enjoying) outdoor kitchens – even in their own backyards. It’s an opportunity to cook in a totally new environment, breathe fresh air, and soak up the sunshine – all of which are far superior to scrolling on social media. People are also increasingly hiking, camping, and pursuing other outdoor activities.

·       Tactile experiences. Many people are also turning to tactile experiences, rather than digital ones. There’s still a strong cohort of people who prefer reading physical books to digital ones, and increasingly large communities are coalescing around physical board games, rather than video games.

·       Digital limits (and detoxing). Even people who don’t want more outdoor or tactile experiences are finding ways to limit their digital experiences. They’re actively withdrawing from social media and uninstalling distracting apps. In some cases, they’re even setting time limits for themselves so they stay aware of how much time they’re actually spending staring at screens.

Why Are We Withdrawing From the Digital World?

What is it about the digital world that is so off-putting to so many?

·       Eye strain. Computer vision syndrome can affect you if you spend too much time staring at digital screens without the proper precautions. Even if you regularly take breaks and tweak the brightness settings on your favorite devices, you could end up with a headache at the end of the day if you spend too much time looking at screens.

·       Derealization. The internet is not a real place, even though it feels like one at times. Spending too much time online, even if you’re directly interacting with other people, can cause derealization and a feeling of separation from the natural world. At the very least, it can cause distortions in how you perceive things, from the political state of the world to interactions with your own family members.

·       Misinformation. Things you read online aren’t necessarily true. This was the case with mainstream media long before the smartphone age, but in many ways, the prevalence of misinformation has gotten worse. Many people are growing tired of hearing biased bickering between aggressive manipulators on every side of every issue.

·       Unsatisfying socialization. Socialization is best experienced in person, and there are several reasons why. Human beings evolved to pick up body language, tone of voice, and other subtle indicators of thoughts and feelings that simply aren’t present in online interactions. Additionally, physical locations and physical spaces play a role in how we interact with others; these aren’t present in digital environments.

On top of that, we’re experiencing more digital interactions than ever before.

·       Work. Increasingly, people are working with digital screens. Many people work remotely, staring at a computer for eight hours or more every day, and even those that don’t spend most of their time staring at screens anyway.

·       News and social media. Like it or not, the best way to consume news is still reading it online from reliable sources. If you want to stay informed and connected, social media and news websites must occupy at least some portion of your time.

·       Digitization of all media. Everything is becoming digitized. For example, some new books being released are exclusively digital and some cohorts almost exclusively interact through social media, rather than talking on the phone or meeting in person.

Where Do We Go From Here?

So where do we go from here as a society?

It’s difficult to say for sure because there are so many competing pressures. Even though there are significant drawbacks, online connections and novel technologies still have innate advantages and tremendous potential to change our lives for the better, so it’s likely that digital experiences will become even more important in the future. At the same time, even the most optimistic tech enthusiasts will be forced to confront the limitations of mostly online human life. 

What’s most important is that you can decide the balance for yourself, in your own life, regardless of what’s happening around you.

The EU has been investigating whether Apple was complying with the DMA in regard to its rules allowing developers to bypass the App Store and direct customers to alternative payment methods. Developers and critics said Apple was not doing enough to comply, and was making it difficult for developers to take advantage of the options guaranteed by the DMA.

The EU has released its preliminary findings and found that Apple is not in compliance. There are three things in particular Apple is doing that violates the DMA:

• None of these business terms allow developers to freely steer their customers. For example, developers cannot provide pricing information within the app or communicate in any other way with their customers to promote offers available on alternative distribution channels.
• Under most of the business terms available to app developers, Apple allows steering only through “link-outs”, i.e., app developers can include a link in their app that redirects the customer to a web page where the customer can conclude a contract. The link-out process is subject to several restrictions imposed by Apple that prevent app developers from communicating, promoting offers and concluding contracts through the distribution channel of their choice.
• Whilst Apple can receive a fee for facilitating via the AppStore the initial acquisition of a new customer by developers, the fees charged by Apple go beyond what is strictly necessary for such remuneration. For example, Apple charges developers a fee for every purchase of digital goods or services a user makes within seven days after a link-out from the app.

Apple now has the opportunity to mount a defense. If the Commission’s charge is proven, however, it would formerly “adopt a non-compliance decision,” which could result in substantial fines for the iPhone maker.

In addition to the preliminary ruling, the Commission opened a new non-compliance investigation into Apple’s terms for allowing developers to access new features that should be protected and guaranteed by the DMA. Again, the Commission is focused on three particular terms Apple is imposing:

• Apple’s Core Technology Fee, under which developers of third-party app stores and third-party apps must pay a €0.50 fee per installed app. The Commission will investigate whether Apple has demonstrated that the fee structure that it has imposed, as part of the new business terms, and in particular the Core Technology Fee, effectively complies with the DMA.
• Apple’s multi-step user journey to download and install alternative app stores or apps on iPhones. The Commission will investigate whether the steps that a user has to undertake to successfully complete the download and installation of alternative app stores or apps, as well as the various information screens displayed by Apple to the user, comply with the DMA.
• The eligibility requirements for developers related to the ability to offer alternative app stores or directly distribute apps from the web on iPhones. The Commission will investigate whether these requirements, such as the ‘membership of good standing’ in the Apple Developer Program, that app developers have to meet in order to be able to benefit from alternative distribution provided for in the DMA comply with the DMA.

EU officials emphasized the importance of the ruling in the context of DMA enforcement.

“Today is a very important day for the effective enforcement of the DMA: we have sent preliminary findings to Apple. Our preliminary position is that Apple does not fully allow steering,” said Margrethe Vestager, Executive Vice-President in charge of competition policy. “Steering is key to ensure that app developers are less dependent on gatekeepers’ app stores and for consumers to be aware of better offers. We have also opened proceedings against Apple in relation to its so-called core technology fee and various rules for allowing third party app stores and sideloading. The developers’ community and consumers are eager to offer alternatives to the App Store. We will investigate to ensure Apple does not undermine these efforts.”

“Apple’s new slogan should be “act different,” added Thierry Breton, Commissioner for Internal Market. “Today we take further steps to ensure Apple complies with the DMA rules. We have reason to believe that the AppStore rules not allowing app developers to communicate freely with their own users is in breach of the DMA. We are also opening a new case in relation to Apple’s new business terms for iOS. Without prejudice to Apple’s right of defence, we are determined to use the clear and effective DMA toolbox to finally open real opportunities for innovators and for consumers.”

The EU Commission is sending a clear message that it will hold companies to the DMA and not tolerate efforts to minimize the legislation’s impact, or circumvent its application.

According to Reuters, Alphabet has not yet made an offer for the online marketing firm, but is considering a deal. HubSpot is currently valued at $35 billion, which would make it Alphabet’s largest-ever acquisition if a deal does move forward.

If the rumors are true, it’s a gutsy move for Alphabet at a time when the company is already fighting a DOJ lawsuit over claims it abuses its dominance in the ad tech industry.

HubSpot refused to comment when Reuters reached out.

“As standard practice, HubSpot does not comment on rumors or speculation. We continue to focus on building a great business and serving our customers,” a HubSpot spokesperson told the outlet.

Telegram is one of the most popular messaging platforms, offering a reasonable degree of security by default, with the option to use end-to-end encryption. Telegram Business now brings a slew of features aimed at helping uses get the most out of their accounts.

Users can now set Hours and Location, customize a Start Page, and set up Quick Replies, Greeting Messages, and Away Messages. The new service also includes Tags for Chats, Links to Chat, and Chatbots for Business.

Telegram emphasizes that users can take advantage of these new features, even without any coding experience:

Telegram has long allowed developers to build powerful bots and mini-apps which were widely used by businesses.

Starting today, any user can easily use business features — without any coding skills.

Given Telegram’s popularity, the service could provide a viable alternative to Meta’s offerings.

Once feared for its anti-competitive tactics, Microsoft has spent years reforming its image and establishing a reputation as a company interested in working with regulators rather than being at odds with them. The company has also embraced open standards and worked with competitors rather than trying to destroy them.

Unfortunately, Microsoft seems hell-bent on squandering the goodwill it has gained with tactics that can only be described as borderline ‘dark patterns,’ a terms used to describe tactics that trick a consumer into doing something they would normally not do. Dark pattern tactics have become such an issue that the FTC has begun targeting companies that engage in them.

According to Windows Latest, Microsoft is showing a popup notification to Chrome users on Windows, encouraging them to use Bing instead of Google. The notification touts the benefits of using ChatGPT within Chrome. If a user clicks on “Yes,” Microsoft installs a Chrome extension that changes the default search engine, as well as turns on chat history and notebook.

Once the extension is installed, Chrome warns the user that the extension changed the default search engine. If the user opts to change it back, Microsoft pops up another message saying: “Wait–don’t change it back!” The popup then goes on to warn that changing back to Google will cause the user to lose out on their AI chats.

“This is a one-time notification giving people the choice to set Bing as their default search engine on Chrome. For those who choose to set Bing as their default search engine on Chrome, when signed in with their MSA they also get more chat turns in Copilot and chat history,” Microsoft told Windows Latest.

“We value providing our customers with choice, so there is an option to dismiss the notification,” the company added.

The FTC’s definition of dark patterns is worth reading, especially in the context of Microsoft’s behavior:

The dark pattern tactics detailed in the report include disguising ads to look like independent content, making it difficult for consumers to cancel subscriptions or charges, burying key terms or junk fees, and tricking consumers into sharing their data. (Italics ours)

While Microsoft may not be charging to use Bing, there is no doubt the company is tricking users into switching to its search engine and AI chatbot, and sharing their data in the process. The fact that trickery features so prominently in Microsoft’s campaign would certainly seem to qualify as dark patterns under the FTC’s definition.

The FTC has already gone after Amazon and Epic for using dark patterns. Perhaps Microsoft should be its next target.

In a candid exploration of the phenomenon, Keuilian demystifies the notion of virality, dispelling common myths and unveiling actionable strategies for creators looking to crack the code.

“Virality isn’t a stroke of luck or a mystical force,” asserts Keuilian. “It’s the result of intentional planning, strategic execution, and a deep understanding of your audience.”

At the core of Keuilian’s approach lies the concept of authenticity—an essential ingredient in capturing audience attention and fostering genuine engagement. “Audiences crave authenticity,” he explains. “They want content that speaks to them on a personal level, that resonates with their experiences and aspirations.”

In addition to authenticity, Keuilian emphasizes the importance of tapping into the power of storytelling. “Compelling narratives have the ability to captivate audiences and compel them to share,” he states. “By weaving personal anecdotes and relatable stories into your content, you create a connection that transcends the digital realm.”

Crucially, Keuilian underscores the need for content to deliver tangible value to its audience. “Whether it’s entertainment, education, or inspiration, content must serve a purpose,” he advises. “Audiences are drawn to content that enriches their lives in some way, that provides them with insights, solutions, or moments of joy.”

Yet, amidst the quest for virality, creators must resist the temptation to sacrifice authenticity for the sake of trends or fleeting fads. “Authenticity is non-negotiable,” asserts Keuilian. “It’s what sets genuine content apart from mere clickbait or empty sensationalism.”

As the conversation unfolds, Keuilian delves into the mechanics of effective communication, urging creators to refine their storytelling skills and cultivate a distinct voice. “Clear, compelling communication is essential in capturing and retaining audience attention,” he advises. “It’s about crafting content that cuts through the noise and resonates with your audience on a visceral level.”

Ultimately, Keuilian’s insights offer a roadmap for creators seeking to navigate the complex terrain of viral content creation. By embracing authenticity, storytelling, and value-driven content, creators can cultivate a loyal audience and increase their chances of achieving virality.

In the ever-evolving landscape of social media, where trends wax and wane with dizzying speed, one thing remains constant: the enduring allure of authentic, compelling content. As creators continue to hone their craft and experiment with new strategies, the quest for virality continues—a compelling journey fueled by creativity, passion, and an unwavering commitment to authenticity.

https://www.youtube.com/watch?v=4Ap7yl4X8Zo&t=11s

Content Marketing:

In the realm of content marketing, providing valuable information is vital to building relationships with potential customers. While videos have been a popular choice, podcasting is emerging as a highly effective tool for deepening connections. However, discoverability has always been a challenge for podcasts – until now. Enter YouTube, the new player in podcasting. By uploading video podcasts, businesses can tap into YouTube’s vast audience and significantly enhance their reach. AI can assist in generating podcast topics, streamlining the content creation process, and saving valuable time.

Social Media Marketing:

Short-form vertical videos continue to dominate social media platforms like Instagram Reels, TikTok, and YouTube Shorts. Interestingly, these videos often stem from repurposed content, such as clips from video podcasts. AI tools can efficiently chop up long-form videos into short, engaging clips optimized for various platforms. By maintaining a presence on short and long-form video platforms, businesses can achieve omnipresence, strengthening their brand presence and fostering deeper connections with audiences.

Search Engine Marketing:

With search engines evolving, businesses must adapt their content strategies accordingly. Rather than focusing on easily answerable questions, companies should aim to provide in-depth, experience-based content that only humans can offer. Alternatively, prioritizing video content on platforms like YouTube can yield excellent results, as AI-generated channels often fail to resonate with audiences. By incorporating personal experiences and opinions into their content, businesses can differentiate themselves and attract more engaged viewers.

Email Marketing:

Email marketing remains a highly effective tool for converting prospects into customers. However, the traditional approach of offering free ebooks or PDFs as lead magnets is evolving. Quizzes now boast significantly higher conversion rates, thanks to AI-powered quiz builders that simplify creation. By enticing visitors with interactive quizzes, businesses can capture more email addresses and nurture leads more effectively.

Paid Marketing:

When it comes to allocating advertising budgets, prioritizing efforts to grow the email list yields the best results. Meta (formerly Facebook and Instagram) ads are still a top choice for driving traffic and generating leads. Leveraging AI to craft compelling ad copy can maximize the effectiveness of these campaigns, ensuring that businesses get the most out of their advertising spend.

In conclusion, 2024 marks a significant leap forward in digital marketing, fueled by advancements in AI technology. By embracing innovative strategies and leveraging AI tools effectively, businesses can achieve remarkable results, reaching more customers and driving growth in the digital age. So, are you ready to take your marketing to the next level in 2024? With the right approach, the possibilities are endless.

In a recent video that has sent shockwaves through the marketing community, an industry insider exposes the stark reality: despite having the same number of followers, posts made by individuals on LinkedIn garner ten times the engagement compared to those made by companies.

“I am literally like, okay, if I post the same thing from me personally, I’m going to get about ten times the engagement. Why would I even post as my company?” the insider laments.

They argue that the reason for this discrepancy lies in LinkedIn’s inherently personal platform. Unlike other social media networks, where users may feel comfortable engaging with faceless corporations, LinkedIn users crave authenticity and connection.

“When you comment on a company’s post, you’re going to say, ‘I don’t know if anyone is even on the other end of this. It’s a faceless organization,'” the insider explains. “But on LinkedIn, organically, it is the easiest network in the world to go viral on. This is all driven by comments.”

LinkedIn, they assert, is hungry for conversation. With only a fraction of its users actively posting content, the platform prioritizes posts that spark dialogue and engagement. This presents a unique opportunity for savvy marketers to boost their visibility by leveraging the power of thought leader ads.

Enterprising companies can now sponsor individual posts made by their executives, seamlessly blending corporate messaging with personal authenticity. While the process may still be cumbersome, the potential benefits are clear: increased engagement, enhanced visibility, and a more authentic connection with the audience.

“With thought leader ads, your ads are actually being engaged with at potentially ten times what your company posts were,” the insider reveals.

As marketers scramble to navigate the ever-evolving landscape of social media advertising, one thing is sure: on LinkedIn, the personal touch reigns supreme, and companies ignore it at their peril.

In a candid video that has set tongues wagging across the industry, entrepreneur Alex Morton lays bare the simple truth: people know what they need to do to succeed, but they’re just not doing it.

“Network marketing isn’t rocket science,” Alex declares. “It wasn’t complicated in 2011, and it’s still not complicated today.” His message is clear: if you want to make it big in this game, you’ve got to put in the work.

At the heart of Alex’s no-nonsense approach is the concept of daily methods of operation (DMOs). “Prospect five people per day, six days per week,” he advises. “That’s 30 people a week, 120 people a month. Even if 90% of them tell you no, that’s still 12 new customers or leaders every single month.”

But Alex isn’t content to simply dispense advice from the comfort of his own home. He challenges his followers to take action, to step out of their comfort zones and embrace the hustle. “You can’t even talk to five people a day,” he admonishes. “So what are we talking about?”

For Alex, success in network marketing is less about mindset shifts and subconscious programming and more about good old-fashioned hard work. “My first 100K? It was brute work and effort,” he reveals. “You fall down, you suck at first, you’re scared to talk to people. But nobody cares because you’re selling them on believing in where you’re going.”

Alex also has a simple message for those tempted to drown themselves in a sea of self-help books and motivational seminars: “Read the book, do the seven steps, go to work.” In his view, there’s no substitute for action.

Alex’s no-nonsense approach is a breath of fresh air in an industry often criticized for its overblown promises and underwhelming results. And as his message spreads across social media, more and more aspiring entrepreneurs are taking heed, rolling up their sleeves, and getting down to business.

So if you’re tired of spinning your wheels and ready to take control of your financial future, take a page out of Alex’s book: stop making excuses, get off your butt, and start hustling. After all, in the world of network marketing, there’s no substitute for good old-fashioned hard work.

Dave Gerhardt, VP of Marketing at Drift, was recently interviewed on the B2B Growth podcast by John Rougeux who is VP of Marketing at Skyfii. Gerhardt discusses conversational marketing as a new B2B product category and how it is changing marketing from reaching out to you later to a conversation that is happening now:

Conversational Marketing is About Connecting You Now

Conversational marketing is a whole new way of thinking about marketing and sales. The traditional way of doing marketing and sales is all about later. Come to my website and fill out this form and somebody is going to reach out to you later, when it’s convenient for them. The big shift that is happening in marketing and business over the last five to ten years is customers have all the power today. You can’t make people wait. Information is free now.

I can find anything I want to know about a company without ever having to go to your website. It’s crazy to think that you are going to force people to go to your website, fill out a form, wait three days to hear back from your sales team, and then get a demo. Conversational is all about connecting you now with the people who are ready to buy now while they are live on your website.

B2P – Marketing to People

It’s not about buyers. It’s not about sellers. It’s not about sales. It’s not about marketing. It’s about people. That’s how people all communicate online today. I pressed one button in my car and I got a list. I ordered something from Amazon while I was here this morning to send back to my house and it’s going to be there tomorrow when I get home. There are countless examples of that. That is how we all behave online in our real lives today.

But then something happens weird happens. We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.

What Ties Our Products Together is Conversation

We have an email product and we have a landing page product. Black and white versions of those people would say everybody has email, everybody has landing pages. The thing that ties those together is conversation. That forces us to think about what is conversational email? What is conversational landing pages? What is conversational whatever? That one word forces our product team to think about how can we change this? If our fundamental stance as a company is that the internet should be one conversation, then how does that weave into everything that we build?

Ultimately what we care about is that email becomes a conversation. Meaning, the way that marketers have had to use email the last decade is a one-way channel. Email is meant to be a two-way channel. Marketers have been using it as, “John come to my webinar.” What happens if you actually respond to that email? Most of the time you can’t because it’s donotreply@ or it just goes to some inbox where nobody is answering it. That is a terrible experience. Our belief is that if you reply, “Hey actually I can’t make it. Can you reregister my colleague?” That should get handled. We are thinking of that from an evolution standpoint.

The same thing with landing pages. Most landing pages today are static. You go to the landing page, put a bunch of info in and you are gone. What if that was a real-time conversation on the page? That one topic has to weave itself into everything we do from a product perspective.

>> Listen to the complete interview with Drift Marketing VP Dave Gerhardt on the B2B Growth podcast.

Avishai Sharon, Co-founder & CEO of TrenDemon, discussed their software on ILTV:

How Do You Connect Content Marketing to Sales?

My personal background was heading a marketing agency for many years and one of my biggest struggles was how do I prove our value and our effort to our customers and how do you connect the impact of what we call content marketing to business goals and to sales? When we couldn’t find an easy way to show that correlation three and a half years ago we went ahead and founded TrenDemon to help companies do just that.

We connect their marketing efforts, which today rely mostly on content, you want your audience to consume valuable content, as opposed to just advertising. The big challenge is how do you attribute those efforts to sales? There’s actually a prior problem, how do you actually map the customer journey? How do you track those different touch points into one picture?

Reverse Engineering Successful Customer Journeys

The first thing we do is look at all the different touchpoints that a customer has had over his lifecycle. We ask the question, not just where do they come from, but how deep was their engagement? Did they actually watch the video? Did they actually read the article? Then you can start reverse engineering those successful journeys and say what’s common about all of these successful journeys.

What we found, and this is the interesting thing, we’re working with over 90 companies today worldwide and the vast majority of content the companies produce, over 90 percent, is ineffective at driving business goals. As you guys know it’s very expensive to create quality content and it takes a lot of effort.

If People Read the Right Content They Will Covert to a Sale

The second interesting thing is that if you do manage to find those 10 percent and you find a way to get it in front of the right people you’re actually able to improve dramatically your results. So there’s not just a correlation between what buyers did beforehand, there’s also a causation, a causal relationship, that if people read the right content at the right time they’re more likely to follow a path. We’re not probably as sophisticated as we believe that we are.

We’re a SaaS company, a cloud-based solution. We’re working a lot in the US and one of our biggest markets and growing markets is Japan. They’re investing a lot of content and a lot on technology. Essentially, because we look at the customer journey and not necessarily specific languages we can operate in any environment which allows us to grow pretty much anywhere. As long as they have content, which means that they’re producing something other than just advertising, they want people and audiences to actually engage with what they’re producing and they do have some business outcomes that they’re looking to measure.

About TrenDemon:

Founded in 2013, TrenDemon is the world’s leading content marketing attribution and optimization solution, helping marketers prove and improve their content’s impact.

TrenDemon insights can help you uncover your content marketing ROI, impact on business goals, and engagement to help guide the content strategy. Our optimization units will help you increase conversions and shorten time to convert on your owned assets.

TrenDemon proudly serves a wide range of customers, from Fortune 500s and brands to SaaS, B2B, and financial companies and is backed by leading VCs.

Fortunately, digitization has made it possible for small businesses to reach out to prospects online in the global marketplace. Businesses shouldn’t overlook the importance of digital marketing, regardless of their size. Besides learning various effective digital marketing methods, small businesses should keep tabs on digital marketing trends to remain competitive. Below are a few reasons small businesses shouldn’t overlook digital marketing strategies.

1.  Target Online Customers

Unlike before, modern shoppers begin their search for brands, products, and services online. In the current digital age, prospects expect businesses to have a strong social media presence and a website. There’s a lot that potential customers look for before reaching out to brands for business. For instance, parents might want to know how to transfer a car title from parent to child before buying car insurance.

Small businesses should leverage this opportunity to reach such customers. Your website should be mobile responsive, reflect your brand image, and have solid reviews. Most online customers start by reading reviews to learn what other customers say about your business. For instance, 87% of online customers check online reviews before reaching out to local businesses.

2.  Learn What Your Competitors are Doing

Small businesses should pay attention to their competitors for business success. Digital marketing methods can help businesses monitor and learn from their competitors. For instance, regardless of your niche, if your competitors have a better-performing web presence, you can begin by evaluating their content strategy. Do they use blogs or visual content?

Conducting thorough competitor research is the best way to learn about your competitors. Identify their preferred platforms, focus keywords, influencers, and other important pointers. Excellent tools for competitor research include:

• Ahrefs – Best for discovering competitor’s linked content
• SEMrush – Best for finding ranking keywords
• BuzzSumo – Used to track performing content types
• Moz – Keyword ranking platform
• Google Alerts – Used to track competitor mentions

You should also explore other consumer insights tools to boost your content marketing strategy.

3.  Improve Accessibility to Customers

You should strive to position your small business in front of potential customers, which is majorly the online space. As mentioned, modern customers start searching for products online. Businesses without an online presence miss many opportunities and cannot compete equally, especially if competitors have a strong online presence.

Small businesses should leverage digital marketing to position their brands in front of prospects. Besides creating a strong website, digital marketers should learn search engine optimization to outrank competitors on Google searches. Keywords (both long and short tail) are important, and you should understand how to use them to rank your website.

An online presence creates an environment where customers can reach out day and night. Prospects and customers can send emails, schedule appointments, and purchase products or services anytime. You can also visit WebmastersHall to learn more about improving your digital marketing efforts for enhanced accessibility to customers.

Endnote

Digital marketing is beneficial to small businesses in many ways. Unlike other marketing strategies, digital marketing is affordable, making it suitable for small businesses with limited marketing budgets. Businesses that haven’t ventured into the digital space miss a lot of customers and business opportunities.

Spam calls and texts are the bane of many cell phone users despite efforts by the FCC and carriers to combat the problem. According to Cord Cutters News, T-Mobile is ramping up it efforts with plans to fine vendors $2,000 per incident.

“These changes only impact third-party messaging vendors that send unlawful or unallowed commercial mass messaging campaigns for other businesses. The vendors will be fined if the content they are sending does not meet the standards in our code of conduct, which is in place to protect consumers from illegal or illicit content and aligns to federal and state laws.” T-Mobile said in a statement sent to the outlet.

The news was first revealed on a Vonage support page:

T-Mobile just notified Vonage that they will be implementing a new set of non-compliance fines for messaging traffic violations on all mobile channels that transverse their network (SMS and MMS Short Codes, Toll-Free Numbers and 10DLC).

Those new fines will start being applied from January 1st, 2024.

It’s good to see T-Mobile taking such an active approach to stamping out spam texts, and hopefully other carriers will follow suit.Excerpt

Referred to as data sovereignty, this is the idea that data should be under the control of its users (through their government). For example, American policymakers want to make sure that the data of TikTok users in the USA is stored and processed in data servers located in the US, putting them under American regulation, away from foreign government access and exposure to threats (because of poor data protection regulations and technologies).

This may make sense, but it also creates new challenges for those that collect, store, and use the data. There are benefits in tightening regulations on data storage and access, but there are also valid concerns over them, especially when taking into account the disruption these regulations bring. Here are the answers to some of the most important questions about data sovereignty, especially as it relates to digital marketing.

How does data sovereignty affect cross-country digital marketing?

The main goal of data sovereignty is to empower governments to have jurisdiction over the data of their citizens. This jurisdiction is aimed at addressing critical concerns like privacy, cybersecurity, and data misuse or abuse. It is a controversial move, but it has been gaining ground in many countries because of the increasing cases of state-backed data security and privacy violations, growing nationalist sentiments, and the economic benefits of having data stored locally.

Data sovereignty policies do not necessarily disregard cross-country digital marketing. It makes the process more complicated, though. Instead of having straightforward access to data from an overseas or cross-border location, marketers will have to set up new layers of operations to comply with local laws. Facebook, for example, cannot process the data of its EU users in real-time to guide its advertising strategies because of a recent EU court ruling that prevents Meta from transmitting the data of EU citizens to US or non-EU servers in line with Article 46(1) of GDPR.

This restriction does not prevent Meta from conducting marketing or advertising activities in Europe, but the company has to have its EU team or subsidiary perform the data accumulation and analysis per the region’s laws. The output would then be transmitted to Meta’s headquarters for the corresponding action. Another option is for Meta to also establish an independent or autonomous operation in the EU to more agilely respond to local data and trends. This means more costs and longer processes.

Does data sovereignty prohibit the storage and processing of data outside of the country of origin?

Data sovereignty does not necessarily mean the absolute prevention of the storage and processing of data outside the country of origin, Some companies may be able to cut deals with governments to allow cross-border data transfers. Still, this affects the agility and scalability of multinational digital marketing campaigns. It is a significant hurdle to the activities of companies that operate multi-nationally. It prevents the seamless movement of data across different jurisdictions, thus restricting the ability to personalize marketing campaigns and target specific audiences.

Data sovereignty has similarities with data localization but they are not always the same. The thrust of the former is about having control over the data generated within a country or jurisdiction. The latter focuses on setting requirements to have certain types of data stored and processed within a specific country or jurisdiction. These data may not always be generated within the country of the government imposing the localization requirement, but they usually involve the citizens of the said government.

How much data is affected by data sovereignty?

An Oliver Wyman study shows that around 92 percent of the data in the Western world is stored in the United States. These are mostly data collected by tech companies, social media, and subscription services in particular. For the longest time, American companies have enjoyed the benefits of quick access to data, allowing them to come up with informed business strategies and decisions quickly and efficiently.

The popularity of American digital services in Asia, Africa, South America, and other non-western regions shows the data advantage of many American companies. With many governments now showing keenness to having data sovereignty laws, this advantage is quickly eroding. 

However, this means that local companies or subsidiaries of multinational digital marketing businesses are getting a boost. They are becoming more relevant as companies need them to comply with data sovereignty, localization, and residency policies. This bodes well for local economies, as it forces businesses to use local servers and have local operations for data processing.

Does data sovereignty make data safer and less prone to abuse?

One of the main arguments in favor of data sovereignty and localization is security. For the proponents, their data is safer if it is in their territory and covered by their laws. There have been many complaints about multinational companies abusing the information about consumers in different parts of the world, with some accused of bombarding consumers with incessant ads across different channels. Others have also been accused of selling data to third parties.

For the most part, data sovereignty does make data less accessible to abusers and threat actors. However, this benefit is limited to the kind of laws or policies a country imposes. Requiring companies to store data locally is not enough. There must be existing laws that ensure privacy and make access to this data secure.

Does data sovereignty benefit digital marketers?

While the effects of digital sovereignty regulations usually mean hurdles or constraints for digital marketers, it does help in two main ways: building trust and supporting local marketing industries. These may not completely compensate for the convenience and efficiency of being able to seamlessly access data across borders, but they are significant enough benefits.

Amid reports of high-profile data breaches and privacy violations, it is understandable that many consumers are becoming wary of the data management practices of multinational companies. The data breaches affecting companies like Yahoo, LinkedIn, Facebook, Alibaba, Weibo, and Adobe demonstrate how risky it is to have data that is free-flowing across national borders. Data sovereignty helps allay fears of more breaches, fostering trust and transparency.

On the other hand, being forced to have local operations to lawfully access and process data is a boon to digital marketers in different locations. It helps create more jobs, although many companies may eventually turn to AI-driven automation to become more efficient.

Striking a balance

Cross-border data transfers are essential for multinational companies and marketers that are trying to reach a global audience. Data sovereignty regulations can mean obstacles as they entail complex legal frameworks and the need to negotiate data transfer agreements. These can limit the agility and scalability of global marketing campaigns, adversely affecting the speed and efficiency of reaching diverse audiences across borders. Nevertheless, digital marketers or multinational companies, in general, are quick to adapt.

Data sovereignty may be seen as a hurdle, but innovative and forward-thinking companies know how to find their way around. They can forge industry collaborations and turn responsible data-handling practices into useful tools to unlock the full potential of digital marketing in an increasingly data-driven world.

The rise of YouTube Influencer Marketing

In recent years, YouTube has evolved from a mere video-sharing platform into a cultural juggernaut with a profound impact on consumer behavior. Content creators, often referred to as influencers, have amassed dedicated followings and wield significant influence over their audiences. Brands are now recognizing the value of collaborating with these influencers to leverage their credibility and reach.

Understanding YouTube Influencers

YouTube’s influencers are individuals who have built a substantial online presence and a loyal fan base through their content. From beauty gurus and tech reviewers to travel vloggers and gaming enthusiasts, these influencers cover a broad spectrum of niches. Their authenticity and relatability are key factors driving their influence – audiences perceive them as peers rather than distant celebrities.

The power of authenticity

One of the core strengths of YouTube influencer marketing lies in its authenticity. Unlike traditional advertisements, influencer-generated content frequently seamlessly integrates brand messaging into the creator’s own style. This approach feels more organic and less intrusive, resonating better with viewers and fostering a sense of trust. As a result, the audience is more likely to engage with the content and consider the promoted products or services.

Strategies for successful YouTube Influencer collaborations

Achieving effective results through YouTube influencer marketing requires a well-thought-out strategy. To maximize the impact of your collaborations, consider these key tactics:

• Identifying the right influencers: Thoroughly research potential influencers whose content aligns with your brand values and target audience. A fitness brand, for instance, would benefit from partnering with fitness enthusiasts who can authentically promote their products.

• Building genuine relationships: Cultivate meaningful relationships with influencers by engaging with their content and understanding their audience. This paves the way for more authentic collaborations and long-term partnerships.

• Co-Creation of content: Involve influencers in the content creation process, allowing them creative freedom while ensuring your brand message is effectively conveyed. This collaborative approach enhances the content’s appeal and resonance.

• Diversifying content formats: YouTube offers a variety of content formats, from tutorials and reviews to vlogs and challenges. Diversifying the types of collaborations helps keep the audience engaged and entertained.

• Tracking and analytics: Utilize YouTube’s analytics tools to monitor the performance of influencer campaigns. Metrics such as views, likes, comments, and conversion rates provide valuable insights into the campaign’s effectiveness.

How to deliver tangible results

The pivotal question for any marketing strategy is its ability to drive results. There are several avenues through which you can achieve your marketing goals with YouTube influencer: 

• Increased brand awareness: Collaborating with influencers exposes your brand to a wider and highly targeted audience, leading to increased brand recognition and recall.

• Audience engagement and interaction: Influencers foster a sense of community among their followers, leading to higher levels of engagement and interaction with your brand.

• Enhanced credibility: Endorsement by a trusted influencer enhances your brand’s credibility and establishes it as a reliable choice in the eyes of the audience.

• Boosted conversions: Well-executed influencer campaigns can drive traffic to your website, leading to higher conversion rates and improved sales figures.

• SEO and online presence: YouTube is the second-largest search engine, and influencer collaborations can improve your search rankings and online visibility.

The future landscape of YouTube Influencer Marketing

As technology continues to evolve, so will the landscape of influencer marketing. Advancements in AI, data analytics, and content creation tools will likely shape the way brands and influencers collaborate. While the fundamental principles of authenticity and audience engagement remain paramount, several key trends and developments are poised to shape the trajectory of this burgeoning marketing strategy:

• Data-Driven decision making: With the increasing availability of data analytics tools, brands, and influencers alike will have access to more robust insights about audience behavior, preferences, and engagement patterns. This data-driven approach will enable more precise targeting, content optimization, and campaign refinement.

• Long-Term partnerships: Brands are likely to move away from one-off collaborations in favor of long-term partnerships with influencers. These extended relationships allow for more authentic storytelling, continuity in messaging, and a deeper connection with the influencer’s audience.

• Integration of AR and VR: Augmented Reality (AR) and Virtual Reality (VR) technologies are set to reshape the way influencers engage with their audiences. From virtual try-ons to immersive product demonstrations, AR and VR will create innovative avenues for influencer marketing campaigns.

• Sustainability and social impact: Influencer marketing is likely to align more closely with social and environmental causes. Brands that demonstrate a genuine commitment to sustainability and social impact will find resonance with both influencers and their socially conscious audiences.

• AI-Generated Content and Personalization: Artificial Intelligence (AI) is poised to play a significant role in content creation and personalization. Brands could utilize AI to generate content ideas, optimize posting schedules, and tailor messages to individual audience segments.

• Globalization and cultural sensitivity: As influencer collaborations transcend geographical boundaries, brands will need to navigate cultural nuances and ensure their messaging is culturally sensitive and relevant to diverse audiences.

• Inclusivity and diversity: Brands that champion inclusivity and diversity will be more likely to resonate with modern audiences. Collaborating with influencers from different backgrounds and celebrating diverse perspectives will become a hallmark of successful campaigns.

• Interactive engagement and gamification: Interactive elements such as polls, quizzes, and challenges will create more immersive experiences for audiences, fostering higher engagement and encouraging active participation.

Conclusion:

YouTube influencer marketing has proven its potential to revolutionize brand promotion and audience engagement. The ability to tap into the creativity and authenticity of content creators provides businesses with a powerful tool to achieve their marketing goals. By carefully crafting strategies, fostering genuine relationships, and harnessing the influence of YouTube creators, brands can navigate the dynamic digital landscape and position themselves for success in the ever-expanding realm of influencer marketing.

In an era where consumer trust and engagement are paramount, YouTube influencer marketing presents an unparalleled opportunity for brands to make a lasting impact. As the lines between entertainment and advertisement continue to blur, influencers serve as the bridge that connects brands with their audiences in a more human and relatable way.

Remember, achieving your marketing goals with YouTube influencers involves more than a mere collaboration – it’s about co-creating compelling narratives, fostering genuine connections, and tapping into the authentic voices that resonate with your target audience. So, whether you’re a startup seeking rapid growth or an established brand aiming to reinvigorate your image, embrace the power of YouTube influencer marketing and embark on a journey of meaningful brand engagement and success.

Scott Tousley, Senior Team Lead of User Acquisition for all products at HubSpot, was recently interviewed on the B2B Growth Podcast by David Kelly, General Manager at Sumo Dojo. Tousley discusses how HubSpot is using Surround Sound Marketing Strategy to drive leads and sales:

Surround Sound Marketing Strategy Starting to Take Off

There is a very smart individual at HubSpot named Alex Birkett based out of Austin, Texas. He is working on this concept that is really starting to take off called Surround Sound Strategy. Essentially what that means is that it runs with the notion that marketers are selfish. All we care about is how do we drive more traffic to our website. I don’t care where it comes from. Whether it comes from search or social or referral traffic or email, it doesn’t matter. You’re always looking at how do I get more traffic to my website? The reality is that when we are trying to buy something you don’t go to one website. You go to multiple different websites when you are trying to make a purchasing decision.

For example, I’m in South Lake Tahoe right now. One search I just did recently was “best bars in South Lake Tahoe.” I wanted to see a list and I wanted to see some reviews from a couple of different websites. I also like to surf, so let’s say I’m in the market for a new shortboard. So I search for “best shortboards 2019.” First, I’ll read a listicle, then I will go back to Google and I will click on the next list. Then I will go back again and click on the next list. Then I will start to narrow my decision based on seeing the same thing over and over. Once I narrow it down I will do a versus search such as “lost puddle jumper” vs. “channel islands average joe.” I’ve narrowed my decision at that point.

We Want To Be At All Stages of the Purchasing Decision

What we are trying to do at HubSpot right now is figure out how to be everywhere. We want to be at all stages of that purchasing decision when people are searching for “what is the best blank that exists today.” Well, there are a ton of lists that are out there and a ton of review sites and HubSpot’s B2B software (has to be there). There are a lot of review sites just dominating search engines right now like Capterra, G2 Crowd, and Software Advice. A lot of those are pay to play. You have got to pay to get listed on what appears when you land via search. Most of them are.

But listicles are free. Not only are they free to get added to, but they are free to create. That’s one of the biggest things we are working on right now. How do we change our mindset from being so obsessed at driving traffic to our website? How do we make sure that HubSpot’s brand is everywhere when you are doing your product research and you are on many different websites? We actually sometimes prefer that we drive traffic to multiple different websites where we are listed versus just to our own. It’s good for social grouping.

Listen to the full interview with HubSpot’s Scott Tousley.

Nirosha Methananda, Vice President of Marketing at Bombora, discusses the challenges of marketing without annoying your potential customers by bombarding them with marketing messages in an interview with Logan Lyles on the B2B Growth Podcast:

Marketing Is Really About the Customer Experience

As a B2B marketer, I get marketed to a lot. It’s something that I have increasingly noticed and I’m probably not the only one. That’s just becoming part of the experience in terms of being inundated with different messaging and different calls and this, that, and the other. Use this, do this, buy this, whatever it is. It’s really not a great experience. It doesn’t necessarily provide value. Marketers are so busy as it is, and I know that is applicable across the board with everyone we are marketing to. Being able to cut through the noise and having an understanding of all these different things is very challenging. 

Having on top of it being inundated with this constant flow of messaging like meet me, meet me, meet me, is not very helpful. That’s one of the things that I’m passionate about. It’s really about customer experience. I think that is something fundamental to marketing. I feel like we have gone down this path of almost over automating and having to constantly pounce on people without necessarily being conscious and mindful of what their experience is on the other end. From my experience, it’s leading to me switching off and ignoring messages. I’m sure I’m not the only one. 

Create a Marketing Strategy That’s Not Annoying

It also leads to this annoyance and irritation which leads to distrust of brands and that’s not great for this industry. From a customer perspective those bad experiences, unfortunately, more than good experiences, they stay with you for longer and you remember that. Another thing that we don’t necessarily think of is that it’s wasteful. It’s wasteful of time and it’s wasteful of money especially for marketing and sales where money is a precious resource. It’s not something to be wasted. That’s basically why I’m passionate about creating a marketing strategy that’s not annoying.

As an example, our Intent Event was our first flagship event that we did last year. It was a closed event so we did have limited numbers and we were limited as to what we could do with promotion. What we did was try to have mindfulness around what we were sending out and ensuring that it was helpful. Making sure that the recipients, the people that we invited, were given all the relevant information, but there was brevity in the communication as well as encouraging them to participate without forcing them to be there. 

There was certainly some urgency around some of our communication but it wasn’t you need to attend this and this is why you must attend this. It was more about being a bit more subtle in presenting them the idea and the concept of what it was, why it would help them, and exactly the information that they needed. What that meant was not sending out multiple emails, being very controlled around it, really thinking about what the experience was before the event, to during the event, to after the event. We were really focused on the customer and making sure that all of the content and communication was educational and helpful.