Bob’s Weekly Reading Picks

2019.11.17 volume 45

Content

1. The Content Distribution Playbook – Whiteboard Friday
2. Google in 2020: From Everyone’s Search Engine to Everyone’s Competitor
3. O2O Strategies for Holiday Success
4. Black Friday: The Ultimate Ecommerce Guide
5. The future of entertainment
6. Internet shopping frenzies: One for the money
7. BrandZ Top US Brands 2020

1. The Content Distribution Playbook – Whiteboard Friday

Owned channels

• Email marketing
• In-app notifications
• Social channels
• On-site banner
• Sales outreach

Social media / other channels

• Social channels and groups
• Medium
• LinkedIn video
• Slack communities
• Instagram / Facebook stories
• Quora
• SlideShare
• Forums
• Reddit communities
• Imgur

Paid marketing

• Remarketing
• Quora ads
• Influencer marketing
• Google/Facebook ads

Related Reading: 10 Digital Marketing Channels You Should Know

2.Google in 2020: From Everyone’s Search Engine to Everyone’s Competitor

The Big Picture:

• Organic search traffic has plateaued. Soon to decline.
• The future of search marketing is nudging behavior through zero-click queries, not just earning traffic.
• Brand, content, & product investments all must shift. Marketers can’t do it alone, but we can help organizations make smart, strategic decisions about the future.

Individual Action

• Content (on our own sites or others) can claim valuable, answer-focused SERP real estate.
• Ads can nudge awareness & behavior
• Brand campaigns can influence related searches & PAA boxes
• Claiming and suggesting changes to the knowledge panel can positively influence brand perception.
• Rep Management SEO can help control branded SERPs.
• Content marketing & editorial content submissions can nudge zero-click searchers to your brand.

3. O2O Strategies for Holiday Success

RM: What trends do you see emerging in the O2O space moving into 2020? AB: A true data-driven consumer experience. In-store cart abandonment is proving to be very popular right now and further leveraging geolocation data with engaging content is now at a stage where we will see a commercial impact. We aren’t worlds away from merchants like Coles building AR into their next “Little Shop” collectibles campaign, and brands that are spending would surely appreciate in-store content-led engagement in addition to static advertisements that may or may not relate to sales.

4. Black Friday: The Ultimate Ecommerce Guide

5. The future of entertainment

6. Internet shopping frenzies: One for the money

Alibaba sold $38.4bn of merchandise this Singles’ Day.

7.BrandZ Top US Brands 2020