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  • Third Party Cookies!!! 🥳 Meta's Getting Creative With Ads Offers 💡 Social Media Benchmarks 2024 🎯

Third Party Cookies!!! 🥳 Meta's Getting Creative With Ads Offers 💡 Social Media Benchmarks 2024 🎯

Also: How AI Changes The Work Of SEO

Happy Friday Marketing Engineers!

If you’re new, welcome aboard 👋. If you're a seasoned Engineer, thanks for sticking around! Coming up today: the untapped power of cold email, seven influencer marketing tasks to automate and five you shouldn't, and the science of loyalty.

Is there something else you’d like to see here? Got a hot tip? Hit reply and let us know what you think. 🧠 Or smash a button on our feedback poll at the bottom!

🚀 Adam

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🗞 Marketing News

Google announced it will no longer end support for third-party cookies in its Chrome browser, reversing its previous plans to phase them out by 2025 | This decision was influenced by the significant effort required from various participants in the online advertising ecosystem and the potential impact on publishers, advertisers, and others involved. Instead, Google will introduce new privacy controls in Chrome, such as IP Protection in Incognito mode, to enhance privacy while continuing to develop the Privacy Sandbox APIs.

An updated URL ingestion process that automatically detects and incorporates existing offers from a website into ad campaigns, allowing discounts and promo codes to be displayed in ads based on their presence on the site | This new system enables advertisers to edit and control these offers within the campaign setup, enhancing ad performance by targeting users who are more likely to respond based on their previous ad activity. Also, Meta’s Advantage+ automated campaigns streamline the entire process from ad creation to targeting, reducing the need for manual intervention and potentially improving campaign effectiveness, particularly during the holiday season.

Social media benchmarks are industry-specific data that track norms for metrics like engagement and follower growth, providing context for businesses to understand their performance relative to others | Tools like Hootsuite Analytics simplify the process of finding and using these benchmarks, allowing businesses to set realistic goals and replicate successful strategies from industry leaders. Here, Q2 2024 benchmark data for various industries, with key metrics such as impressions, audience growth rate, engagement rate, and posting frequency to help businesses compare their social media performance against industry standards.

🤖 AI

The Einstein Service Agent is designed to replace traditional chatbots by comprehending and addressing a wide array of service issues without reliance on preprogrammed scenarios | This agent operates 24/7 across multiple messaging channels, supports multi-modal communication, and transitions inquiries to human agents when necessary, ensuring accurate customer interactions and fostering collaboration between digital and human agents. By enhancing the efficiency and productivity of service teams, Salesforce aims to transform customer service, reimagining it for the AI era.

AI is transforming the content and SEO ecosystems, making AI-generated content nearly indistinguishable from human-written content and shifting the focus towards leveraging AI for content creation | The automation of SEO workflows using AI and no-code tools is enabling SEOs to streamline tasks such as keyword cannibalization identification, website crawling, and keyword research, allowing for more efficient and strategic work. As a result, the roles of writers and SEOs are evolving, with writers enhancing AI-generated content and SEOs becoming system builders who create automated workflows to drive faster and more impactful results.

🧠 Hacks & Tactics

Cold emails are an effective tool for scaling startups, demonstrated by their success in growing a business to $6k/month | Three key advantages of cold emails: the ability to start direct conversations with users, precise targeting for lower customer acquisition costs and higher conversion rates, and the stealth mode operation that keeps strategies hidden from competitors. Also, the use of AI, particularly GPT-4, has revolutionized cold email campaigns by automating tasks and significantly enhancing efficiency and quality.

Creating compelling content is essential, focusing on a single, strong idea in each post, using casual and dramatic language, and including a call-to-comment | Utilizing engaging visuals and running contests and giveaways significantly boost engagement. Active engagement with followers and leveraging employee participation amplify the reach and visibility of company posts.

Does Your Send-From Email Actually Matter? [1 min read | 1 min watch]🍿

The send-from email address does not impact deliverability as inboxes focus on the root domain linked in the email rather than the sender's address | However, using generic email addresses like support@ or sales@ can cause emails to land in junk folders. On the other hand, the send-from name significantly impacts open rates and engagement, with the [name @ domain] format outperforming other formats by combining the personal touch of the author with the authority of the brand.

⚙️ Machine Shop

Marketers should begin with manual processes to cultivate genuine connections with influencers before gradually integrating automation, and eventually landing on a balanced approach | This ensures that while leveraging technology for efficiency gains, the human element crucial to successful influencer collaborations remains intact. Personalization is key in relationship building.

Customer segmentation has evolved from a novel concept to a critical marketing practice, with brands now required to creatively leverage tools like behavioral data, dynamic segments, and predictive analytics to stay competitive | Success stories from companies like Jenni Kayne and Huda Beauty highlight the significant revenue boosts achievable through targeted segmentation strategies such as interest-based campaigns and engagement-based email scheduling. Beyond sales, effective segmentation also supports broader business objectives, as demonstrated by Compass Coffee, which enhanced customer engagement and content generation through incentivized review strategies.

The concept of loyalty exists on a spectrum, from convenience-driven loyalty to emotional "fandom" loyalty, and a nuanced strategy should target various levels of commitment | Learn "12 Tactics of Loyalty," and actionable strategies such as smart exposure, smooth selling, and shared interests, to assist in building meaningful connections with consumers.

In this study, research revealed users did not trust magazinesdirect or recognize it as the official publisher of various reputable magazines | To address this, the marketing team implemented an innovative tagline test, creating unique dynamic taglines for each magazine that affirmed magazinesdirect as the "official publisher," thereby enhancing the site's authority. This strategic change resulted in significant improvements, including a 15% increase in conversion rates and a 28% increase in revenue, demonstrating the effectiveness of the tagline in boosting site credibility and business success.

🔮 The Future

Psilocybin, a psychedelic drug, disrupts brain networks, particularly the default mode network, leading to desynchronization of neurons and enhanced brain plasticity | This enhanced plasticity could explain the drug's potential benefits in treating conditions like addiction and depression, as it creates a period of increased brain adaptability that therapists might leverage. The research involved scanning participants' brains multiple times over several weeks, providing a precise map of how psilocybin affects brain activity and its implications for psychiatric treatment.

The Rover discovered yellowish-green crystals composed of pure sulfur by accidentally driving over a rock and cracking it open | This find prompts scientists to investigate Mars' history, as sulfur on Earth is typically associated with hydrothermal environments, suggesting potential past volcanic activity or unique geological processes on the red planet. Despite mechanical issues, Curiosity continues its exploration of the Gediz Vallis channel on Mount Sharp, aiming to uncover more about Mars' geological features and the role of water and debris flows in shaping its landscape.

This partnership enables TikTok users to easily become event creators, promoting and selling tickets to their events directly through the app, while allowing the community to discover and purchase tickets seamlessly | The integration supports local and independent event creators by increasing their event visibility and fostering real-life experiences for TikTok's diverse fan communities.

The evolving role of AI in UX design is marked by its transition from assisting to creating content, with tools like Jasper AI, DALL-E, and Midjourney enhancing design speed and customization while emphasizing ethical considerations and trust | Real-time analytics empower businesses to dynamically adapt to user feedback and behavior, fostering continuous, consistent, and customized interactions that elevate customer experiences. Also, emotional design is becoming integral to UX, utilizing psychological principles to create memorable and engaging digital interactions, thereby strengthening user connections and enhancing customer loyalty.

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