Tuesday, May 31, 2022

4 Content Marketing Lessons Influencers Can Teach SMBs

Remember when actual brands set the trends for successful marketing? Ah, the good old days.

Today, it’s influencers who are in charge, showing brands what it means to really connect with an audience and successfully promote new products on social channels. Content marketing lessons from influencers are a valuable source of inspiration, particularly for small- and mid-sized businesses (SMBs).

SMBs in particular can take advantage of some of the ways influencers build their niches and connect with smaller audiences.

This article will cover 4 important content marketing lessons from influencers for SMBs, with a few examples to help inspire you.

Quick Takeaways

  • Influencers are pros at building trust — one of the things valued most by consumers about their brand relationships.
  • Authenticity and connection are two reasons influencers resonate so much with their audiences.
  • Social profiles are just as important for representing your brand as your website.
  • Social media stories give your audience a more casual, down-to-earth view of your brand.

Influencer marketing: a quick history

The modern social media influencer may be a new phenomenon, but influencer marketing has been around for centuries. In the 17th and 18th centuries people looked to royalty for the newest fads. The early 20th century saw brands getting in on the game with fictional influencers (think the Marlboro Man) and one of the first true celebrity versions in Coco Chanel.

Later in the 20th century, celebrity endorsements became the norm — and a game changer for influencer culture. Michael Jordan for Nike, Cindy Crawford for Pepsi, and Paula Abdul for LA Gear (among others) proved just how much influencers help a brand resonate with consumers.

There’s one thing about pre-social media influencers, however, that separates them from what we see today: the brands were mostly in charge.

While influencers were the face of the brand, it was still the brand controlling the message. The influencers still depended on the brand to give them a platform.

Today? It’s the influencers who built the platforms and craft the messages. And, quite frankly, it’s often the influencers leading the way on marketing trends and best practices.

Smart businesses have recognized this flip and are willing to learn from it and participate. SMBs in particular stand to benefit from the lessons influencers can teach about creating a niche, connecting with target audiences, selling a lifestyle and more. In the next section, we’ll cover 4 specific content marketing lessons from influencers that every SMB should know.

4 Content Marketing Lessons from Influencers

Authenticity and trust

Consumers today can spot a fake sell from a mile away. The reality is that in a digital world, brands can no longer pick and choose what to share with consumers. Information is out there, and consumers are really good at finding it.

This means brands must know who they are and represent themselves authentically to their audience. It means that brands can’t run from their mistakes — they have to acknowledge and own up to them. It means that the things they post and share have to be honest, because they will stick around forever online.

Most importantly, authenticity builds brand trust, and trust is valued by consumers over all other aspects of their brand relationships. When consumers trust a brand, they are most likely to recommend it, buy from it, and choose it over other alternatives.

Image Source: Marketing Charts

Influencers are really good at this. They know how to build a niche and stick to it. They’re pros at creating #ads that still scream authenticity and make consumers want to buy. And it’s working — the Edelman Trust Barometer found that 63% of consumers trust influencers “much more” than what brands say about themselves and that 60% of consumers have purchased a product based on an influencer’s recommendation in the past six months.

So: what are the takeaways for SMBs here? First, be authentic in the way you represent your brand online. Second, partnering with influencers to build brand trust is a smart strategy, and it doesn’t require connecting with the biggest names. Studies show that micro influencers (less than 10,000 followers) have the best engagement.

In other words: it’s not about finding the influencers with the largest following, it’s about finding the ones who most authentically align with your brand.

Connection with consumers

From authenticity and trust comes connection with consumers. Influencers have perfected the art of connection and evoking emotion in their audience. The way they do it is by showing what a brand’s products do in real life — for real people.

When we consider again that most people trust influencers more than brands, one of the reasons is no doubt that they can picture themselves in an influencer’s shoes. Influencers show products in their real day-to-day lives, not a shiny advertisement.

The obvious way for SMB brands to benefit is by connecting with influencers who can promote their products. But another way brands can execute on this content marketing lesson from influencers (and at lower cost) is to encourage and share user-generated content (UGC). UGC is effective in creating connection in much the same way influencer content is — consumers report that they also trust fellow consumers more than brands themselves.

Ways for SMBs to encourage user-generated content include:

  • Asking for reviews and sharing them online
  • Creating hashtags for products and campaigns
  • Incentives for UGC (like a gift card giveaway)

One great example is the City of St. Petersburg, Florida. They’ve been using the hashtag #sunshineshere for a few years now to encourage user-generated content from brands, visitors, and residents alike (like this example from Gallagher’s Pumpkin Patch).

Image Source: Instagram

Curated profile pages

Social media pages are often a consumer’s first point of contact with your business. As such, it can be just as important as your website in representing your brand. Since influencers rely solely on their social profiles, they create profiles that represent their own personal brands in much the same way traditional websites do for businesses.

It’s a content marketing lesson from influences that SMBs in particular should not ignore. Social profiles can be a huge opportunity for showcasing your brand personality, products and services, and happy customers all in one place.

Social media companies themselves have recognized this and created features that make it even easier to build website-esque social profiles.

Some best practices we’ve learned from influencers that SMBs should know:

  • Nail your first impression. Have a profile picture that really represents your brand, and complete the introductory information (like your bio, contact information, etc.).
  • Take advantage of highlight features on your social profiles. For example, Instagram has story highlights. Facebook has featured photos. TikTok has pinned videos.
  • Be intentional about what you post. Yes — brands can definitely keep it casual in many cases on social media. But that doesn’t equate to haphazard. Make sure your posts have a purpose and positively represent your brand.

Here you can see a few SMB brands doing it right on Instagram:

Image Source: Later

Social media stories

While profile pages may be the curated representation of your brand, social media stories can give your audience a more down-to-earth, unfiltered look at your business. Influencers have no doubt been the pioneers of leveraging social media stories for brand marketing, transforming them from a casual way people shared their lives to a powerful tool for increasing brand reach.

So how can SMBs do the same? Here’s what to know about using stories well:

  • You can be more casual. Stories give your audience a peek into the day-to-day operations of your business. Use them to pull back the curtain and really showcase your brand’s personality.
  • Stories can amplify other content. Sharing an important post to your story or streaming an event there can amplify its visibility.
  • Interactive stories engage customers. Not only can customers feel connected by participating in surveys or polls on your stories, they can give you important feedback! Use questions and polls to get your audience’s opinion and feedback on products or other important topics.

Level up your content marketing

Ready to use these content marketing lessons from influencers to level up your entire content strategy?

When you consistently create great content, you have more to share on your social feeds and bigger opportunities to engage with your audience.

The team of writers and SEO experts at Marketing Insider Group can deliver you optimized, ready-to-publish content every week for one year (or more!).

Check out our SEO Blog Writing Service or schedule a quick consultation with me to get started.

The post 4 Content Marketing Lessons Influencers Can Teach SMBs appeared first on Marketing Insider Group.

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It isn’t surprising that social media apps are dangerous for children and teens alike - Highlander


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Food Is Not The Enemy, by fuseology ----

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Eating Disorders Counselor of Portland - Food Is Not The Enemy
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Portland,OR,97202
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Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

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Eating Disorders Counselor of Portland - Food Is Not The Enemy
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Portland,OR,97202
(360) 726-4141

Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

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Eating Disorders Counselor of Portland - Food Is Not The Enemy
1235 Southeast Division Street
Portland,OR,97202
(360) 726-4141

Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

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Portland,OR,97202
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‘This is one thing that we all should be holding hands and charging towards’: How Pinterest’s Zeny Shifferaw is creating space for underrepresented creators


Zenash “Zeny” Shifferaw didn’t grow up playing with Barbie dolls. The 35-year-old California native was the child of Ethiopian immigrant parents who encouraged Shifferaw and her two siblings to instead build their own worlds, characters and stories through puppet shows. 

“There were intentional ways in which they raised us to be out-of-the-box thinkers and challenge the status quo,” Shifferaw said. “That has given me the confidence to push in conversations and not always follow the mold.”

That confidence has been the foundation of her current role as creator inclusion lead at Pinterest, where she’s made it her mission to give voice and opportunity to marginalized creators in the burgeoning creator ecosystem. 

Diversity, equity and inclusion was important to Shifferaw because of her lived experience as a Black woman, she said. But she also wanted to pay it forward and support others like her in the marketing and advertising industry. Her work is to lower, if not eliminate, the barrier to entry that so many influencers face in connecting with brands and platforms. 

“My job is to make sure that underrepresented communities are being acknowledged and valued for the trends and the creativity that often end up driving culture, which is so important and can’t be overstated,” Shifferaw said. 

My job is to make sure that underrepresented communities are being acknowledged and valued for the trends and the creativity that often end up driving culture, which is so important and can’t be overstated.
Zenash “Zeny” Shifferaw, creator inclusion lead at Pinterest

Shifferaw stepped into the role last September, taking over from Pinteret’s first-ever creator inclusion lead Alexandra Nikolajev, who carved out the position on the heels of 2020’s social justice movement and the pandemic. Nikolajev has since moved to become Pinterest’s senior lead of creator content and partnerships. 

While she’s been at it less than a year, Shifferaw’s efforts have been palpable at Pinterest. Her peers say she’s already hit the ground running, aiding to ramp up the social media company’s $1.2 million creator fund geared toward historically marginalized communities, as well as launch programming around Native American Heritage Month and Black History Month. She’s also had her hand in building Pinterest TV, the platform’s new live, shoppable video content hub that features creators on the app. 

“We’re really in the early stages of what Zeny’s impact will be,” said Tracey Johnsen, creator partnerships manager at Pinterest, adding that Shifferaw’s ability to combine her passion for equity and advocacy with her creator expertise makes her a “dynamite combination.” 

The two worked closely on the $1.2 million creator fund, which initially launched last April, originally granting $500,000 for participants as part of Pinterest’s recent push to amplify underrepresented creators and businesses. It has quickly become a creator-favorite, according to previous Digiday reporting. 

Over the last few years, Pinterest has doubled down on its efforts to woo creators via the creator fund, Creator Code and creator feedback channels. The platform is aiming to position itself as the underdog in the swelling creator and influencer economy. In the U.S., influencer marketing spend is expected to surpass $4 billion this year, up from the $3.69 billion last year, as reported by Insider Intelligence. 

Creating a seat at the proverbial table

Early in her career, Shifferaw realized the challenges she faced in terms of access and inclusion at an agency level reflected those that creators and influencers were experiencing in the budding influencer ecosystem. Last year, Digiday reported on the social platform’s efforts to cater to Black creators, who said the platforms needed to do more to amplify their voices, which often became cultural moments marketers were looking to tap into. 

ZOOMING IN ON ZENY

Diversity, equity and inclusion is important to Shifferaw because of her lived experience as a Black woman. But she also wants to pay it forward and support others like her in the marketing and advertising industry. Her work is to lower, if not eliminate, the barrier to entry that so many influencers face in connecting with brands and platforms.

But in those challenges, Shifferaw saw an opportunity to overhaul what representation and inclusion looks like for influencers and creators.

“At one point, I was responsible for determining what clients’ dollars were going to go to what influencer. I was in a place with power,” Shifferaw said. “Now, it’s my opportunity to build best practices so we can establish a more equitable way of working and make an impact in the industry.”

Before joining Pinterest, Shifferaw served as vp of culture community and casting at Day One Agency, a media and influencer agency based in New York. There, she partnered with leadership to carve out the agency’s DE&I initiative in 2019. She also led the team that launched a program called The Ones to Know, which was dedicated to discovering and highlighting creators from underrepresented communities and partnering them with brands. 

Since launch, Day One has identified and featured more than 500 underrepresented creators, working with many of them on client campaigns from Maserati to Nike to Ferrara candy to Walmart to American Express, according to CEO and Co-Founder, Josh Rosenberg. 

“She was our expert in how to ensure that our campaigns were inclusive and reflected diversity across all or most dimensions,” said Taslima Parvin-Kabir, Day One’s former director and head of talent development. “Everyone really valued her insight and feedback when it came to consulting with our clients and how they can inform their creative campaigns.”

The idea of having a seat at the proverbial table is one Shifferaw takes very seriously, she said. Although it may feel as though the issue of racial disparity in marketing and advertising is on people of color to solve, it is people of color’s responsibility to be in the room and then hold space for the person who comes after them. But it’s not something that comes without costs. 

Shifferaw said she has had moments that have challenged her enough to make her doubt the work she’s doing. She finds support in her network of friends and allies that build her up when she’s feeling depleted. 

“Any person that is part of a historically marginalized community, who works in I&D space, it can be very depleting because it’s relentless work, and changed behavior takes generations,” Shifferaw said. 

Any person that is part of a historically marginalized community, who works in I&D space, it can be very depleting because it’s relentless work, and changed behavior takes generations.
Zeny Shifferaw

It’s the small wins that count for Shifferaw. When she hears her colleagues using terms like intersectionality after learning what that means, it’s what keeps her going. It may be slow progress, but it’s worth it, she said.

“This is one thing that we all should be holding hands and charging towards,” Shifferaw said. “If other folks within the industry are taking on that ambitious challenge as well, that helps all of us.”

The desire to create and build 

When she’s not working, creating space for underrepresented communities in the creator economy, Shifferaw can be found in her own community. 

She’s a runner, coffee snob and hopeful pet parent. Her family is from Ethiopia — meaning coffee is very important to her, she said. If she can’t make herself a good cappuccino, she’ll trek to a local coffee shop to eavesdrop and people watch. Most days, she works from her Harlem apartment. Other days, she goes into Pinterest’s New York City headquarters. 

Once she’s had her coffee, that’s when her day really gets started. She settles into a slew of meetings with creators or colleagues brainstorming how to make their bond a little stronger each day. 

It makes sense that Shifferaw has built her career on creating space and breaking molds in the marketing and advertising industry. Growing up, her father was an inventor named Tessema Dosho Shifferaw, who created what we know today as the Bowflex exercise machine, but has also patented a number of other things. 

On lunch dates, she’d see him flip over the receipt to scribble and sketch ideas on the back. “His brain was constantly thinking of new ideas,” she said. “I grew up in a very creative household.”

It’s in her blood and is something she’s carried with her to build new inclusive initiatives at each place of work. For now, there’s still an appetite to build and inspire, which she’ll do as long as she has the resources, she noted. “Part of it comes from the innate desire to want to create and want to build,” Shifferaw said. “I can’t do 3-D art, but I can put a strategy together.”

The post ‘This is one thing that we all should be holding hands and charging towards’: How Pinterest’s Zeny Shifferaw is creating space for underrepresented creators appeared first on Digiday.

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Butterfly Foundation Enlists QMS To Highlight Eating Disorders That Kill More Aussies Than The Road Toll - B&T


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Eating Disorders Counselor of Portland - Food Is Not The Enemy
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Portland,OR,97202
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Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

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Monday, May 30, 2022

Can contextual provide a better solution than cookie-replacement options, asks the MMA


Marketers may be aware of the looming demise of third-party cookies, but they generally still seem stuck in second gear when it comes to finding new alternative solutions.

That’s what a recent report from marketing industry organization MMA Global and Boston Consulting Group determined as it works to examine the use of modern contextual advertising solutions that obviate the need for third-party alternatives that are being touted by other key industry players.

“The lack of maturity among the solutions, combined with a lack of understanding how to assess the impact by marketers, puts the industry in a real quagmire,” said Greg Stuart, CEO of MMA Global. “The solutions just aren’t fully established or completely understood yet.”

To wit, MMA hosted a series of webinars last year that allowed each cookie solution provider the chance to explain their offering — but industry response to the presentations was that none of them felt fully baked, Stuart acknowledged. That reality, he added, is hindering marketers’ ability to back one or the other, be it LiveRamp, ID5, Google Topics or others.

“Leading advertisers and publishers are building a better internet. These leaders are moving the internet from opt-out to opt-in, and they’re managing to preserve the value exchange of the internet for users,” said Jeff Green, CEO of The Trade Desk, which has its own ID2.0 solution that it’s testing with the IAB. “In contrast, many marketers and content owners have work to do to make sure that they don’t lose share to those with a proactive and consumer-friendly approach to identity and consent.”

Findings by the MMA/BCG report, which surveyed 150 senior and mid-level marketers and digital executives, include stats that seem to both instill fear in marketers that a substantial amount of work still needs to be done to determine the right solutions — but also reassure them they’re not alone. For example:

  • While nine out of 10 marketers who participated in the report said they are experimenting with cookie replacements, only 12 percent reported feeling fully prepared for a post-cookie future.
  • Half of the respondents said they plan to stick with cookie-based solutions in the next two years shift to new identifiers.
  • Among mid-level marketers that took part in the survey, 50 percent said they don’t have faith that their CMOs fully grasp the problem and its implications to compliance, targeting and measurement solutions currently in market.
  • And 40 percent said they plan to increase their spending in search and social media, and not through programmatic options.

The ramping up of first-party data, for now, seems to be the patchwork solution, said Derek Rodenhausen, a partner with BCG. “Marketers know first-party data will be key and they know they will need new solutions when it comes to identity,” he said. “The problem is, it’s not clear exactly when cookies are going away, what the alternatives will be, or how to best tackle Identity in a post-cookie world.”

Thats’s perhaps why Stuart said MMA is looking for a completely different solution than either probabilistic or deterministic cookie-replacement tools. The organization is in the process of talking with brands about assessing the value of modern contextual marketing.

“We think the answer to these marketer challenges may lie somewhere else,” he said, adding that he’s lining up 10 marketers to participate in developing what he called a “consortium initiative for the industry.”

A February IAB report on the state of data also found marketers unprepared for the cookie-pocalypse, citing a possible $10 billion hit in annual sales if the industry remains in its current state of mind. The report was said to be more stern than usual in its criticism of its members for dragging their collective heels on finding solutions.

“I don’t recall a time when the IAB took such a direct approach to calling out its members,” said Insider Intelligence senior analyst Paul Verna, in a report analyzing the IAB’s findings. “Whether or not the report results in concrete action is an open question, but there’s no doubt the chaotic state of ad targeting and measurement is going to be a priority for ad buyers and sellers in 2022.”

The post Can contextual provide a better solution than cookie-replacement options, asks the MMA appeared first on Digiday.

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Maximising consumer engagement with attention


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Researchers develop tool to make it easier in identifying eating disorders


Researchers develop tool to make it easier in identifying eating disorders

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Eating Disorders Counselor of Portland - Food Is Not The Enemy
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Women's Society honors students with awards, scholarships - The Source - Washington University in St. Louis


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Eating Disorders Counselor of Portland - Food Is Not The Enemy
1235 Southeast Division Street
Portland,OR,97202
(360) 726-4141

Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

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Number of children needing eating disorder support ‘through the roof’


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https://www.nursingtimes.net/news/mental-health/number-of-children-needing-eating-disorder-support-through-the-roof-30-05-2022/

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Eating Disorders Counselor of Portland - Food Is Not The Enemy
1235 Southeast Division Street
Portland,OR,97202
(360) 726-4141

Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

Eating Disorders Counselor of Portland - Food Is Not The Enemy

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Food Is Not The Enemy, by fuseology ----

We Can't Ignore The Spike In Eating Disorder Emergencies Any Longer


We Can't Ignore The Spike In Eating Disorder Emergencies Any Longer

https://www.huffingtonpost.co.uk/entry/hospital-admissions-for-eating-disorders-rise-84-in-five-years_uk_6284c182e4b0c84db72c078b

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Eating Disorders Counselor of Portland - Food Is Not The Enemy
1235 Southeast Division Street
Portland,OR,97202
(360) 726-4141

Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

Eating Disorders Counselor of Portland - Food Is Not The Enemy

Eating Disorders Counselor of Vancouver - Food Is Not The Enemy

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Covid: Government 'failed health staff' and warning over eating disorders


Covid: Government 'failed health staff' and warning over eating disorders

https://www.bbc.com/news/uk-61484830

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Eating Disorders Counselor of Portland - Food Is Not The Enemy
1235 Southeast Division Street
Portland,OR,97202
(360) 726-4141

Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

Eating Disorders Counselor of Portland - Food Is Not The Enemy

Eating Disorders Counselor of Vancouver - Food Is Not The Enemy

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Food Is Not The Enemy, by fuseology ----

Peterborough school counsellor with anorexia speaks out


Peterborough school counsellor with anorexia speaks out

https://www.bbc.com/news/uk-england-cambridgeshire-61549815

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Eating Disorders Counselor of Portland - Food Is Not The Enemy
1235 Southeast Division Street
Portland,OR,97202
(360) 726-4141

Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

Eating Disorders Counselor of Portland - Food Is Not The Enemy

Eating Disorders Counselor of Vancouver - Food Is Not The Enemy

https://sites.google.com/fuseologycreative.com/fuseology-creative-clients/home

Food Is Not The Enemy, by fuseology ----

Sunday, May 29, 2022

The Rundown: Google’s Marketing Live announcements signal strategic priorities


The flagship Google Marketing Live conference is underway this week in which the ad industry’s largest name typically showcases its wares. This year’s installment is taking place as lawmakers and potential interlopers dial up the pressure.

Renewed offerings in the retail media sector, not to mention the upcoming formal introduction of ad units in its TikTok-rival YouTube Shorts, point to growing competition in the sector while last week’s Digital Advertising Act underlines external tensions.

A rundown of Google Marketing Live’s announcements

Google plans new Shopping ad formats, including the upcoming ability for retailers to showcase their wares using AR to generate 3D imagery will be on display at the conference. This also includes the ability for merchants to better integrate their loyalty schemes into their Google ad formats.

Additionally, Google will also showcase updates to its Performance Max campaigns offering, including the potential for enhanced A/B testing of campaign tactics on both desktop and wireless devices — both in-app and mobile web.

Meanwhile, it will also hope to offer marketers better measurement and attribution services using its Insights Page. These services are currently in beta with Google claiming it will help marketers better optimize their campaigns, including helping them discern why they may not be achieving their earlier anticipated campaign goals.

So, what’s new here?

Jerry Dischler, vp and general manager, Ads at Google, told Digiday the updates are geared toward providing advertisers the ability to showcase their products and services, in a manner suitable to users’ needs, using automated technologies.

He further detailed how these ambitions also include the intention to enable better “account and campaign-level insights” through better forecasting and prediction tools.

Dischler added, “We’ve heard loud and clear more advertisers that they want increased transparency, and so we’re going to provide them with a whole bunch of more transparency … so, they know how the machine learning is working. We’re also taking the existing Local Campaigns and Smart Shopping campaign types and upgrading them to Performance Max.”

So, ads are coming to YouTube Shorts?

The announcements also include updates to Google’s Video action and App campaigns meaning advertisers using these platforms can automatically scale their campaigns to YouTube Shorts as of today. YouTube has also promised advertisers that as of later this year, they will also be able to connect their product feed to campaign creatives to improve conversion rates.

YouTube Shorts debuted in mid-2020 with Google starting to experiment with ad formats on the platform, which many interpret as a rival to TikTok (and arguably Google’s biggest success in the social media sector), since last year.

YouTube Shorts now generate more than 30 billion daily views, a 4X growth rate according to Google, with Dischler telling Digiday this increase in usage is a clear indication of user demand for a mix of long and short-form video.

“On the ad side, we’ve been slowly rolling out and experimenting with [in-stream] App ads and ads from Video action campaigns in YouTube Shorts, and so far, so good … and that’s why we’re rolling them out further,” added Dischler. “I think it remains to be seen whether or not we’re going to need specific formats that work within the scrolling engagement that is generated within shorts, right now the existing formats seem to be performing pretty well.”

Google wants to better integrate search and shopping

A report earlier this year noted how Google, along with Facebook-owner Meta and Amazon, is poised to pocket more than 50% of online ad spend this year with the latter of this trio poised to benefit from marketers’ moving their ad dollars into retail media.

Earlier Digiday research noted how the Amazon Advertising business’ growth was largely at the expense of Google, as much of the e-commerce giant’s growth was the direct reallocation of budgets that would have been earmarked for search.

Google is eager to point out how this growth is not a zero-sum game, noting that its search engine brings a lot of shopping intent, i.e. the key signal that will attract advertisers’ budgets, to its own e-commerce platform.

“If the pandemic taught us anything, it’s that all commerce is e-commerce,” Dischler told Digiday. “And that doesn’t just mean when you get products delivered to your home, but also when you step into a store — that means researching online, and then purchasing a product in-store — Google can help you with all of that.”

All this comes as U.S. lawmakers threaten further

As the most dominant actor in the online advertising industry, scrutiny is never far away from Google’s doorstep, and in recent years challenges from governments in Australia, the European Economic Area, and its U.S. homefront have mounted.

Earlier this year, Google moved to dismiss the Texas AG-led antitrust case, this is in addition to a separate challenge to its search business, and last week the Digital Advertising Act was introduced by a bipartisan group of Senators, further adding to its legal woe.

The proposed legislation seeks to prevent the biggest internet advertising companies, such as Google, Facebook and Amazon, from further dominating the online ad industry “by eliminating conflicts of interest” in their business operations.

All of these come as Google prepares to help wean the industry off the third-party cookie — a toolset that has been the lifeblood of the online advertising industry since its inception — before the close of 2023. Although, some wonder if this added pressure may delay any such move from Google?

After all, a unilateral approach (or one that is perceived as such) could jeopardize many companies in the wider digital market business — an outcome that would further increase pressure from lawmakers. This question was put to Sean Downey, Google vp of platforms, Americas at Google, last week on the stage at LUMA Partners’ Digital Media Summit, where he was noncommittal.

“It’s always about first principles, we have to solve for both [user privacy and competition],” he answered. “Can I create safe environments and have strong privacy norms that respect consumers’ right to choose? Yes or no. So, every decision that we have leads to that.”

For Downey, this means his ad product team — which operates separately from the Google Chrome team that will ultimately decide the timing of the sunsetting of third-party cookies — has to invent a new status quo.

“So I just look at that and we just plow straight ahead and think ‘how do we make this work? How do we make it better than it was to respect privacy?’ And then when we launch products in market, we say, ‘Is it going to fit from a regulatory standpoint?’ And then we try to make sure it works for everyone.”

So while Google is not directly ruling out the prospect of a further delay in the sunsetting of third-party cookies, executives on its team are telling the public, that it’s full-steam ahead toward the existing 2023 deadline.

The post The Rundown: Google’s Marketing Live announcements signal strategic priorities appeared first on Digiday.

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Posted on May 22, 2022, Read More


Posted on May 22, 2022, Read More

https://food-is-not-the-enemy-of.business.site/posts/1138025444776469845?hl=en

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Eating Disorders Counselor of Portland - Food Is Not The Enemy
1235 Southeast Division Street
Portland,OR,97202
(360) 726-4141

Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399

Eating Disorders Counselor of Portland - Food Is Not The Enemy

Eating Disorders Counselor of Vancouver - Food Is Not The Enemy

https://sites.google.com/fuseologycreative.com/fuseology-creative-clients/home

Food Is Not The Enemy, by fuseology ----

Parents, Advocates Voice Concerns about Social-Media Impact on Youth - BCTV

Parents, Advocates Voice Concerns about Social-Media Impact on Youth - BCTV https://www.bctv.org/2022/05/10/parents-advocates-voice-concerns...