Weekly Reading Picks| Volume 45

Bob Zhang

6 years ago

Bob’s Weekly Reading Picks

2019.11.17 volume 45

Content

The Content Distribution Playbook – Whiteboard Friday
Google in 2020: From Everyone’s Search Engine to Everyone’s Competitor
O2O Strategies for Holiday Success
Black Friday: The Ultimate Ecommerce Guide
The future of entertainment
Internet shopping frenzies: One for the money
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

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.