Weekly Reading Picks| Volume 45

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

Black Friday ecommerce: sales stats US Cyber Monday sales stats Black Friday ecommerce sites

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

 BrandZ top 100 brands 202

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