Chasing Rabbbits

šŸ—žļø Links & Thinks from 2023.03.15

Interestingā€¦

TikTok Considers Splitting From ByteDance If Deal With US Fails

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Report: Hackers leaked over 721 million passwords in 2022

It doesnā€™t get better:

To make matters worse, researchers also found that 72% of users whose credentials were exposed in last yearā€™s breaches were found to be still using already-compromised passwords.

Get yourself a password manager (Keychain is built into Apple products); give each login a unique, autogenerated password; use diceware to create a strong password you can remember.

B2B2C

LinkedIn has a research roundup about B2B ad trends for this year. So if youā€™re in the B2B game, hereā€™s what you should think about adding to your playbook (if you havenā€™t already):

Notice any trends? This is basically the B2C playbook.

DTC Email & SMS Playbook

Speaking of consumer brands, hereā€™s a nice study of 50 direct to consumer brands and their email and SMS practices. Whatā€™s the state of play?

Thatā€™s all well and good, but whereā€™re the opportunities?

The best incentive experience came from sites that provided a coupon code in the same subscription pop-up. Kuiu, a seller of hunting gear, added my coupon code to the websiteā€™s header ā€” ready to use at checkout. That was the best experience of any of the sites I visited.

And the big opportunity: welcome emails.

Only 4 brands sent an immediate welcome email. The customer is engaged right then, donā€™t wait until theyā€™ve had a chance to get distracted by 3 TikTok binges, an episode of Ted Lasso, and the dumb thing someone said online before you send them something.

Advertisingā€™s 3 Use Cases

I donā€™t know if I agree with Alex Greifledā€™s take that there are only 3 use cases for advertising, but I definitely agree with whole assing your effort.

Here are the 3 use cases so you can decide (and steal) for yourself:

1. Demand Generation: you are creating net new demand for your product. The people you're speaking to are not looking to purchase what you're selling...until your advertising convinces them that they must have it. 2. Demand Capture: there is an audience who is aware of your brand and your product. They also have relatively high purchase intent. You are using digital ads to help close the sale. 3. In-Market Demand Capture: there is an audience with a desire to buy something specific, like a party dress, but they're relatively brand-agnostic. You intercept these people, inform them that you're selling what they want, and convince them that vours is the best.

Just The Headlines

Consumer prices rise 6% from year earlier, smallest annual gain since September 2021

Snap Provides New Insight Into its Content Moderation Rules, Additional Controls for Parents

Roblox Will Ban All Advertising Aimed at Children Under 13 With New Standards (ā€˜adā€™ means something a little different in Roblox since there isnā€™t a traditional ad offering (that I know of) so this applies to ā€œany content within its metaverse world designed to promote a product or service outside of Roblox.ā€)

It Sure Seems Like Amazon Is Making a New Web Browser (Will Kindleā€™s Silk browser be getting a desktop glow up? Amazon has the name clout to potentially make waves but the Fire Phone failed and Alexa looks like itā€™s on the rocks so Iā€™ll wait and see for now. But it could certainly be an interesting wrinkle in the ad landscape.)

A laid-off Meta worker says the company paid her to not work: They were 'hoarding us like PokĆ©mon cards' (Hiring as defense, bold strategy. And now we know how itā€™s working out for them. I hope this turns into a silver lining for these people.)

#headlines