/ en Mon, 30 Jun 25 16:40:52 -0400 /resources/webinars/search-reinvented-evolving-seo-era-llms-and-genai <span class="field field--name-title field--type-string field--label-hidden">Search, Reinvented: Evolving SEO in the Era of LLMs and GenAI</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>juan.gonzalez</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2025-06-30T16:40:52-04:00" title="Monday, June 30, 2025 - 16:40" class="datetime">Mon, 06/30/2025 - 16:40</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Webinars</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-251061" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/resources/webinars/search-reinvented-evolving-seo-era-llms-and-genai"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/png" width="729" height="410" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/webinar_imagery_.png?itok=wRbzqRgC 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/png" width="729" height="410" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/webinar_imagery_.png?itok=7ennFA34 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/png" width="729" height="410" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/webinar_imagery_.png?itok=9sCU5Qv- 1x"/> <img loading="eager" width="729" height="410" alt="Search, Reinvented: Evolving SEO in the Era of LLMs and GenAI" class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/webinar_imagery_.png?itok=wRbzqRgC" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-webform field--type-webform field--label-hidden field__item"><form class="webform-submission-form webform-submission-add-form webform-submission-webinar-request-form webform-submission-webinar-request-add-form webform-submission-webinar-request-node-60708-form webform-submission-webinar-request-node-60708-add-form js-webform-details-toggle webform-details-toggle" data-drupal-selector="resources-form-zoominfo" action="/taxonomy/term/9/feed" method="post" id="resources-form-zoominfo" accept-charset="UTF-8"> <div class="row gated-box-wrapper js-form-wrapper form-group" data-drupal-selector="edit-row" id="edit-row"><div class="col-md-6 js-form-wrapper form-group" data-drupal-selector="edit-flexbox" id="edit-flexbox"> <fieldset id="edit-markup" class="js-form-item js-form-type-webform-markup form-type-webform-markup js-form-item-markup form-item-markup form-no-label form-group"> <div class="gated-res-label">Access</div> <h2 class="field field--name-field-d-main-title field--type-string field--label-hidden">Webinar</h2> <div id="image-replace">[img]</div> </fieldset> </div> <div class="col-md-6 js-form-wrapper form-group" data-drupal-selector="edit-flexbox-01" id="edit-flexbox-01"> <fieldset style="width:48%; 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} else { // no cookie, no value } </script><style type="text/css">article.wrapper-t_com_image {display:none;} .gated-res-label { font-size: 0.75rem; font-weight: 800; color: #01164e; text-transform: uppercase;} .gated-res-label::after { content: ""; display: block; width: 3.125rem; background: #65a8e4; position: relative; height: 0.125rem; margin-top: 10px !important; margin-bottom: 20px !important; } .gated-box-wrapper {padding: 80px 50px; border-radius: 4px; -webkit-box-shadow: 0px -15px 20px 0 rgb(7 29 73 / 5%); box-shadow: 0px -15px 20px 0 rgb(7 29 73 / 5%); max-width: 1290px; margin: 25px auto -35px; position: relative; background:#fff; z-index: 2;} #image-replace {} #edit-markup img {width:250px;} .webform-submission-white-papers-form label { font-size: 10px; text-transform: uppercase;} .webform-submission-white-papers-form .captcha { margin: 10px 0 -10px; } @media(max-width:991px) { .form-item-first-name, .form-item-last-name { width: 100%!important;} } </style> </fieldset> <input data-drupal-selector="edit-exit-page" type="hidden" name="exit_page" value="/resources/video/search-reinvented-evolving-seo-era-llms-and-genai" class="form-control" /> <input autocomplete="off" data-drupal-selector="form-dvaglouw5plwjwn7zg8qx1k0rqdk8vdgij23zkrwk4o" type="hidden" name="form_build_id" value="form-DvAGlOUw5PlWjwN7zg8QX1k0rqDK8vDgij23zKRwk4o" class="form-control" /> <input data-drupal-selector="edit-webform-submission-webinar-request-node-60708-add-form" type="hidden" name="form_id" value="webform_submission_webinar_request_node_60708_add_form" class="form-control" /> </form> </div> <div class="field field--name-field-blog-sections field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <div class="clearfix paragraph paragraph--type--d-p-blog-text paragraph--view-mode--default"> <div class="clearfix text-formatted field field--name-field-d-long-text field--type-text-long field--label-hidden field__item"><p>Everybody is talking about AI overviews, the decline of SEO as we know it and the importance of showing up in the LLMS.</p><p>But what is the reality? And what can you do right now to future-proof your brand and content and set yourself up for success?</p><p>Watch our recording to see, with 3 perspectives, the current state of play and actions you can implement today to prepare for a new era in search.</p><p><strong>Presenters:</strong></p><ul><li>Mario Lenoci, Digital Content Strategist</li><li>Diego Bartolome, Head of GEN AI</li><li>Pedro Flores, SEO Specialist</li></ul><p><strong>Host:</strong></p><ul><li>Gemma Houghton, Director of Marketing</li></ul><p> </p></div> </div> </div> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> </div> Mon, 30 Jun 2025 20:40:52 +0000 juan.gonzalez 60708 at /blog/real-world-scenarios-why-multi-market-expertise-outperforms-one-size-fits-all-models <span class="field field--name-title field--type-string field--label-hidden">Real-World Scenarios: Why Multi-Market Expertise Outperforms One-Size-Fits-All Models</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>jpressman</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2024-12-20T13:00:48-05:00" title="Friday, December 20, 2024 - 13:00" class="datetime">Fri, 12/20/2024 - 13:00</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Blog</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-235469" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/blog/real-world-scenarios-why-multi-market-expertise-outperforms-one-size-fits-all-models"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/png" width="960" height="566" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/tpt-d-blog-omicron.png?itok=XK0-NtfU 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/png" width="960" height="566" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/tpt-d-blog-omicron.png?itok=_RmsOyFV 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/png" width="768" height="453" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/tpt-d-blog-omicron.png?itok=4ibrYRMo 1x"/> <img loading="eager" width="960" height="566" alt="tpt-blog" class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/tpt-d-blog-omicron.png?itok=XK0-NtfU" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-field-blog-sections field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-t_post_info-235472" class="wrapper-t_post_info theme-default margin-bottom-default margin-top-default padding-bottom-default padding-top-default"> <div class="clearfix t-post-info paragraph content-moved-inside paragraph--type--t-post-info paragraph--view-mode--default"> <div class="t-post-info-inner"> <div class="t-post-info-content"> <div class="field field--name-field-t-post-info-content field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-d_p_text_paged-235471" class="wrapper-d_p_text_paged with-long-text margin-bottom-default margin-top-default padding-bottom-default padding-top-default theme-default"> <div class="clearfix paragraph text-page paragraph--type--d-p-text-paged paragraph--view-mode--default"> <div class="container"> <div class="clearfix text-formatted field field--name-field-d-long-text field--type-text-long field--label-hidden field__item"><p>Expanding into new markets isn鈥檛 just about reaching more people鈥攊t鈥檚 about connecting with them. Understanding regional and cultural nuances helps brands speak to local audiences in ways that feel authentic and relevant. Without that expertise, even well-intentioned campaigns can miss the mark. The following real-world scenarios and case studies highlight how tailored, multi-market approaches deliver stronger results than one-size-fits-all strategies:</p><h3>Scenario 1: A Global Product Launch in Diverse Markets</h3><ul><li><strong>Challenge</strong>: A cosmetics brand aimed to launch a new skincare line in North America, Europe, and Asia. The campaign initially centered on "anti-aging" 鈥攁 term widely accepted in Western markets but considered offensive in parts of Asia.</li><li><strong>Solution</strong>: Partnering with a multi-market agency specializing in cultural insights, the brand tailored its messaging for each region. In Asia, the focus shifted to "skin health and rejuvenation," better aligning with local preferences.</li><li><strong>Result</strong>: The product experienced a 35% higher adoption rate in Asia compared to previous launches and avoided backlash that could have damaged the brand鈥檚 reputation.</li></ul><p><strong>Case Study: Coca-Cola鈥檚 Regional Social Media Strategy</strong></p><ul><li><strong>Client</strong>: Coca-Cola</li><li><strong>Problem</strong>: Generic global content struggled to engage audiences in Latin America and Europe, leaving the brand鈥檚 social media underperforming in these key regions.</li><li><strong>Approach</strong>:<ul><li>Leveraged 九色 Digital鈥檚 cultural and linguistic expertise to create region-specific campaigns.</li><li>Developed a Spanish-language series celebrating Latin American heritage and a European-focused campaign tied to football sponsorships.</li></ul></li><li><strong>Outcome</strong>:<ul><li>47% increase in engagement rates across Latin America.</li><li>60% growth in social media followers during the European football season.</li></ul></li></ul><h3>Scenario 2: Crisis Management Across Multilingual Markets</h3><ul><li><strong>Challenge</strong>: A pharmaceutical company faced reports of adverse reactions in France, Germany, and Brazil, sparking public concern and misinformation. A generic, one-size-fits-all response could have risked mistranslations, further compounding local fears..</li><li><strong>Solution</strong>: The company partnered with a multi-market specialist to craft culturally nuanced press releases and social media responses in French, German, and Portuguese, aligning with local healthcare narratives and regulations.</li><li><strong>Result</strong>: Trust was quickly restored, reputational damage was minimized, and potential lawsuits were avoided.</li></ul><p><strong>Case Study: Airbnb鈥檚 Localization Strategy</strong></p><ul><li><strong>Client</strong>: Airbnb</li><li><strong>Problem</strong>: Adoption of the platform was slow in Japan and South Korea due to mistrust and cultural differences around personal space and hosting etiquette.</li><li><strong>Approach</strong>:<ul><li>Developed onboarding materials in Japanese and Korean that addressed cultural norms and expectations.</li><li>Conducted region-specific workshops to help potential hosts navigate the nuances of local hospitality practices.</li></ul></li><li><strong>Outcome</strong>: Airbnb achieved a 75% year-over-year increase in listings and saw improved user ratings in both markets.</li></ul><h3>Scenario 3: E-Commerce Adaptation for Regional Shopping Behaviors</h3><ul><li><strong>Challenge</strong>: A global fashion retailer launched its online store with a single, standardized checkout process. However, sales lagged in key markets like China鈥攚here mobile-first payments dominate鈥攁nd Germany, where installment plans are a preferred payment option.</li><li><strong>Solution</strong>: The retailer partnered with a multi-market agency to integrate Alipay and WeChat Pay for the Chinese market and optimized payment plans tailored to German consumers.</li><li><strong>Result</strong>: Sales increased by 200% in China and 150% in Germany within six months.</li></ul><h3>Key Takeaways</h3><ol><li><strong>Cultural Sensitivity Prevents Missteps</strong>: Multi-market expertise helps brands connect authentically by aligning messaging and strategies with local expectations.</li><li><strong>Localization Drives Results</strong>: Tailored campaigns that reflect local habits and trends consistently outperform generic, one-size-fits-all approaches.</li><li><strong>Agility Accelerates Success</strong>: Engaging with multi-market specialists allows businesses to respond swiftly and effectively to unique challenges or market shifts.</li></ol><p>By partnering with 九色 Digital, you can confidently navigate the complexities of global markets with precision and cultural expertise. We鈥檙e here to help brands adapt quickly to diverse market needs and achieve measurable results.</p><p><a href="/contact">Let鈥檚 Chat!</a></p></div> </div> </div> </section> </div> </div> </div> <div class="t-post-info-author"> <div class="t-post-info-author-image"> </div> <div class="t-post-info-author-content"> <div class="field field--name-field-t-post-info-author-name field--type-string field--label-hidden field__item">By The 九色 Digital Team</div> </div> </div> </div> </div> </section> </div> </div> <div class="field field--name-field-blog-topic field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/blog/category/global-business" hreflang="en">Global Business</a></div> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> </div> Fri, 20 Dec 2024 18:00:48 +0000 jpressman 56957 at /blog/new-frontier-specialized-agencies-consolidated-world <span class="field field--name-title field--type-string field--label-hidden">The New Frontier: Specialized Agencies in a Consolidated World</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>jpressman</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2024-12-18T12:53:02-05:00" title="Wednesday, December 18, 2024 - 12:53" class="datetime">Wed, 12/18/2024 - 12:53</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Blog</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-234942" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/blog/new-frontier-specialized-agencies-consolidated-world"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/png" width="960" height="566" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/tp-digital-blog.png?itok=UC8e1nLg 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/png" width="960" height="566" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/tp-digital-blog.png?itok=7Czx420B 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/png" width="768" height="453" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/tp-digital-blog.png?itok=-NIO67tV 1x"/> <img loading="eager" width="960" height="566" alt="tpt-blog" class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/tp-digital-blog.png?itok=UC8e1nLg" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-field-blog-sections field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-t_post_info-234945" class="wrapper-t_post_info theme-default margin-bottom-default margin-top-default padding-bottom-default padding-top-default"> <div class="clearfix t-post-info paragraph content-moved-inside paragraph--type--t-post-info paragraph--view-mode--default"> <div class="t-post-info-inner"> <div class="t-post-info-content"> <div class="field field--name-field-t-post-info-content field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-d_p_text_paged-234944" class="wrapper-d_p_text_paged with-long-text margin-bottom-default margin-top-default padding-bottom-default padding-top-default theme-default"> <div class="clearfix paragraph text-page paragraph--type--d-p-text-paged paragraph--view-mode--default"> <div class="container"> <div class="clearfix text-formatted field field--name-field-d-long-text field--type-text-long field--label-hidden field__item"><p>The advertising landscape is undergoing a seismic shift with the recent merger of Omnicom Group and Interpublic Group (IPG), creating the world鈥檚 largest advertising entity. This union is reshaping how brands approach global campaigns, data-driven strategies, and creative execution. As the industry trends toward larger, consolidated agencies, specialized firms like 九色 Digital offer unique advantages in agility, global expertise, and tailored services.</p><p>We鈥檒l outline why partnering with 九色 Digital positions you for success in the post-merger landscape.</p><h3>The Impact of Consolidation</h3><p>The Omnicom-IPG merger has introduced new dynamics into the market:</p><ul><li><strong>Mega-Agency Focus</strong>: Consolidated agencies prioritize their largest, most lucrative accounts, potentially leaving smaller or mid-sized clients underserved.</li><li><strong>Operational Complexity</strong>: The integration of multiple agencies can lead to inefficiencies, slower decision-making, and a less personalized approach to client needs.</li><li><strong>Global Competition</strong>: The merger aims to compete with tech giants like Google and Meta by emphasizing AI and data-driven advertising, creating pressure for clients to find specialized expertise in niche areas.</li></ul><h3>Why Specialized Agencies Matter</h3><p>In a world dominated by mega-agencies, specialized firms offer critical advantages:</p><p><strong>1. Agility and Personalization</strong></p><p>九色 Digital thrives on delivering bespoke solutions tailored to each client. While large agencies may struggle with bureaucracy, we provide:</p><ul><li>Faster turnaround times.</li><li>Personalized account management.</li><li>Flexible solutions that adapt to your needs.</li></ul><p><strong>2. Global Expertise</strong></p><p>With over 30 years of experience in localization and international marketing, we help brands execute seamless global campaigns by:</p><ul><li>Localizing content across over 200 languages.</li><li>Optimizing for international SEO and digital performance.</li><li>Streamlining workflows for multilingual content production.</li></ul><p><strong>3. Advanced Technology</strong></p><p>As the Omnicom-IPG merger leans heavily on AI, 九色 Digital is already leading the way with:</p><ul><li>AI-powered translation and content management tools.</li><li>Data-driven insights to optimize campaigns.</li><li>Scalable platforms to handle high-volume, multi-market content needs.</li></ul><p><strong>4. Independence and Focus</strong></p><p>Without the complexities of a consolidated structure, 九色 Digital provides:</p><ul><li>Unbiased, conflict-free services.</li><li>The ability to work seamlessly across agency ecosystems.</li><li>A focus on client success rather than internal politics.</li></ul><h3>The 九色 Digital Difference</h3><p>Delivering value in a changing industry with:</p><ul><li><strong>Localization Expertise</strong>: We are the go-to partner for brands looking to resonate with diverse, global audiences.</li><li><strong>Seamless Integration</strong>: Whether you鈥檙e working with in-house teams or multiple agencies, our tools and processes ensure smooth collaboration.</li><li><strong>Data-Driven ROI</strong>: By combining advanced technology with global insights, we deliver measurable results that align with your business goals.</li></ul><h3>How to Navigate the New Frontier</h3><p>Strategies for success in a consolidating industry:</p><ol><li><strong>Prioritize Specialized Partners</strong>: Work with agencies like 九色 Digital to fill gaps left by mega-agencies.</li><li><strong>Leverage Technology</strong>: Invest in AI-powered tools for efficiency and scalability.</li><li><strong>Focus on Personalization</strong>: Ensure your campaigns resonate with local audiences by partnering with experts in localization and cultural adaptation.</li><li><strong>Stay Agile</strong>: Choose partners who can quickly adapt to shifting priorities and market conditions.</li></ol><h3>Next Steps</h3><p>As the advertising world consolidates, the need for specialized expertise becomes more critical than ever. 九色 Digital is uniquely positioned to help clients navigate this new frontier with confidence.</p><ul><li><a href="/contact" title="Contact Us"><strong>Contact us today</strong></a> to learn how we can support your global campaigns with precision, agility, and measurable results. </li><li>Explore our AI-driven tools and solutions for scaling your marketing efforts globally.</li></ul></div> </div> </div> </section> </div> </div> </div> <div class="t-post-info-author"> <div class="t-post-info-author-image"> </div> <div class="t-post-info-author-content"> <div class="field field--name-field-t-post-info-author-name field--type-string field--label-hidden field__item">By The 九色 Digital Team</div> </div> </div> </div> </div> </section> </div> </div> <div class="field field--name-field-blog-topic field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/blog/category/global-business" hreflang="en">Global Business</a></div> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> </div> Wed, 18 Dec 2024 17:53:02 +0000 jpressman 56825 at /blog/human-touch-helps-generative-ai-hit-mark <span class="field field--name-title field--type-string field--label-hidden">A Human Touch Helps Generative AI Hit the Mark</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>kgentile</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2023-08-01T14:32:17-04:00" title="Tuesday, August 1, 2023 - 14:32" class="datetime">Tue, 08/01/2023 - 14:32</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Blog</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-175776" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/blog/human-touch-helps-generative-ai-hit-mark"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/jpeg" width="1080" height="608" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/tptdigital-landscape-ai.jpg?itok=1q-2qQbV 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/jpeg" width="1080" height="608" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/tptdigital-landscape-ai.jpg?itok=sfOt9z15 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/jpeg" width="768" height="432" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/tptdigital-landscape-ai.jpg?itok=IROYb3IU 1x"/> <img loading="eager" width="1080" height="608" alt="TPT Digital AI" class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/tptdigital-landscape-ai.jpg?itok=1q-2qQbV" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-field-blog-sections field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-t_post_info-175779" class="wrapper-t_post_info theme-default margin-bottom-default margin-top-default padding-bottom-default padding-top-default"> <div class="clearfix t-post-info paragraph content-moved-inside paragraph--type--t-post-info paragraph--view-mode--default"> <div class="t-post-info-inner"> <div class="t-post-info-content"> <div class="field field--name-field-t-post-info-content field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-d_p_text_paged-175778" class="wrapper-d_p_text_paged with-long-text margin-bottom-default margin-top-default padding-bottom-default padding-top-default theme-default"> <div class="clearfix paragraph text-page paragraph--type--d-p-text-paged paragraph--view-mode--default"> <div class="container"> <div class="clearfix text-formatted field field--name-field-d-long-text field--type-text-long field--label-hidden field__item"><p>It鈥檚 a rookie writer鈥檚 misstep my wife and I still joke about 23 years later. Back then, we were cub reporters at the Sandusky Register newspaper in Ohio, assigned to cover the weekend Milan Melon Festival. I filed my story on Saturday, and she filed hers Sunday.</p> <p>As prideful young writers, even a local street fair was going to get our best artistic write-up. So, we were more than a little embarrassed to discover we鈥檇 ended up writing the same lead to our different stories, each of which made the front page: 鈥淩ain didn鈥檛 dampen any spirits.鈥� Some artistes we were, eh? Turning out identically lame clich茅s!</p> <p>Fast-forward a couple of decades, and these grizzled writers have taken turns leading creative teams, overseeing editorial efforts, and serving as content coaches and safety nets for new waves of writers and their unwittingly problematic prose. In the digital world, that puts us on the front lines of unleashing a creative force seemingly more disruptive than any rookie reporters out to memorialize deep-fried Twinkies and festival queens.</p> <p>Generative artificial intelligence (AI) tools like ChatGPT and Stable Diffusion can whip up written and visual content on command. But the potential pitfalls are many, including inaccuracies, outright falsehoods, bias, and copyright infringement鈥攏ot to mention a watered-down output that, while it may save time, does not exactly make for memorable or profitable content.</p> <p>In a recent webinar, some of our TPT Digital team members working most closely with generative AI shared what they鈥檝e learned so far鈥攁nd how keeping a human hand in AI workflows has been key to improving output and carrying us closer to a more productive future.<br />  </p> <h3>Generative AI: What Is It? How Does It Work?</h3> <p>Fred Bane, Senior Manager of Data Science, admitted laughing at the results of AI-generated translations only a few years ago. As a trained linguist, he took pride in not only being able to say something in another language that conveyed the meaning of a source text but understanding enough about the subject and its context to deliver something ideally as nuanced as the original. Machine translation would comically miss that mark. </p> <p>Until it didn鈥檛.</p> <p>Early AI models had the disadvantage of being new to the content they were emulating. By now, their training gains have been exponential鈥攏ot just absorbing reams and reams of data but racking up repeated applications of the patterns they鈥檝e learned into specific assignments and deliverables.</p> <p>The data models that have been fed into AI solutions, like ChatGPT, are so vast that a mere prompt can get you other qualifier outputs. So, the focus of data scientists like Bane is on refining instructions to hone what AI delivers.</p> <p>For example, a machine translation tool can be told to translate 鈥渃heese鈥� from English to French. Adding examples of what you want to see come back, including coaching on tone, length, and style, will shape the response more beneficially.</p> <p>Because generative AI can create content in a target language鈥攚ithout even the need for a source鈥擝ane recognizes its evolving power to replace traditional translation workflows with native content creation. One drawback? AI does tend to make things up.</p> <p>In one case, a popular home furnishings retailer needed to add product descriptions to its website pages. Fed information on the product catalog, ChatGPT dutifully came up with paragraphs about the items鈥攊ncluding many attributes they did not, in fact, possess. But AI can鈥檛 think for you, Bane points out鈥攊t can often be just as much work honing clear instructions as producing copy yourself. You can鈥檛 achieve efficient, scalable AI until you鈥檝e taken the time to run experiments: What works for certain applications? What doesn鈥檛? And, how can the kinks be trained out of the process?<br />  </p> <h3>Smart Approaches to AI Content for Digital Marketing</h3> <p>Before recommending AI as a tool for clients, it鈥檚 important to understand a client鈥檚 goals for a project and weigh where generative AI can help, said Henry Barfoot-Saunt, Executive Director at TPT Digital.</p> <p>Not all content is created for the same purpose. When quality is paramount, or strategy needs to lead the way, human copywriters might be the best bet. If it's quantity a client is after, and the text demands a workmanlike approach, AI鈥攊f properly trained and managed鈥攃ould present an advantage. Breakthroughs in keyword research and suggested optimization could make AI an ideal SEO partner, but the final edit is still likely to be carried out by your flesh-and-blood specialists.</p> <p>Barfoot-Saunt and Digital Account Manager Paul Carlier have put AI to the test on a pair of recent projects. In the first, creating blog content in Chinese for Taiwan, they relied on human expertise for keyword strategy and content optimization, but AI did the copywriting. In the second, AI generated content for product description pages in e-commerce while humans fed in the prompts and edited the output.</p> <p>鈥淲e had to establish new workflows and comprehend the overall capabilities of the tool,鈥� Carlier said. 鈥淲e made adjustments on the fly, and the experience has been really exciting, especially when we discovered the right approach to achieve our goals.鈥�</p> <p>AI struggled, at least for now, with optimizing content with keywords and crafting meta content within strict character limits, Carlier noted. But part of the trial and error was seeing whether human editing time could be reduced to an acceptable level to make the AI effort worth it.</p> <p>More and more clients are interested in raising the stakes鈥攏ot just in text generation but pursuing AI-assisted projects for images and video. During our webinar, audience surveys revealed 60% of attendees were already actively testing or publishing AI-generated content while just 19% had yet to get started. Of the most popular industries testing AI capabilities, retail led the way at 43%, followed by media and entertainment, and travel and hospitality. Regulated industries like life sciences have been slower to adopt鈥攕o far.</p> <p>The push for more content鈥攁nd quality content鈥攈as Barfoot-Saunt convinced that AI will generate more jobs for digital teams, not fewer. Experienced writers now become the editors that are learning from, and teaching, the AI engines.</p> <p>Carlier, a confessed early adopter, embraces that change.</p> <p>鈥淲e鈥檙e still in the early stage with this technology, and its implementation will鈥�(grant) us the opportunity to dedicate our focus to other areas that demand strategic thinking,鈥� Carlier said. 鈥淚 cannot predict the future, but I know we can all at least continue to follow the developments of these tools and keep experimenting.鈥�<br />  </p> <p>To learn more how you can better utilize digital marketing, visit <a href="https://www.tptdigital.com">www.tptdigital.com</a></p> <p><br />  </p> </div> </div> </div> </section> </div> </div> </div> <div class="t-post-info-author"> <div class="t-post-info-author-image"> </div> <div class="t-post-info-author-content"> <div class="field field--name-field-t-post-info-author-name field--type-string field--label-hidden field__item">By Colt Foutz</div> <div class="field field--name-field-t-post-info-author-pos field--type-string field--label-hidden field__item">Sr. Director, Client 九色, TPT Digital</div> </div> </div> </div> </div> </section> </div> </div> <div class="field field--name-field-blog-topic field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/blog/category/dataforce-ai" hreflang="en">DataForce & AI</a></div> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> </div> Tue, 01 Aug 2023 18:32:17 +0000 kgentile 46542 at /blog/international-search-summit <span class="field field--name-title field--type-string field--label-hidden">International Search Summit</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>kgentile</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2023-07-20T12:35:23-04:00" title="Thursday, July 20, 2023 - 12:35" class="datetime">Thu, 07/20/2023 - 12:35</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Event</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-174234" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/blog/international-search-summit"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/jpeg" width="800" height="418" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/ISS-Promo-web.jpg?itok=w2034iH2 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/jpeg" width="800" height="418" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/ISS-Promo-web.jpg?itok=bSdI8Xw_ 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/jpeg" width="768" height="401" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/ISS-Promo-web.jpg?itok=Y2AQxewP 1x"/> <img loading="eager" width="800" height="418" alt="Webcertain International Search Summit" class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/ISS-Promo-web.jpg?itok=w2034iH2" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> </div> Thu, 20 Jul 2023 16:35:23 +0000 kgentile 38643 at /blog/digital-future-laurent-ezekiel <span class="field field--name-title field--type-string field--label-hidden">The Digital Future 鈥� with Laurent Ezekiel</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>kliniger</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2022-12-19T16:22:12-05:00" title="Monday, December 19, 2022 - 16:22" class="datetime">Mon, 12/19/2022 - 16:22</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Blog</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-137362" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/blog/digital-future-laurent-ezekiel"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/png" width="666" height="337" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/Picture1_3.png?itok=NPAKlP-N 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/png" width="666" height="337" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/Picture1_3.png?itok=nUSgHNLR 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/png" width="666" height="337" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/Picture1_3.png?itok=ctwElaUJ 1x"/> <img loading="eager" width="666" height="337" alt="hero image" class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/Picture1_3.png?itok=NPAKlP-N" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-field-blog-sections field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-t_post_info-137361" class="wrapper-t_post_info theme-default margin-bottom-default margin-top-default padding-bottom-default padding-top-default"> <div class="clearfix t-post-info paragraph content-moved-inside paragraph--type--t-post-info paragraph--view-mode--default"> <div class="t-post-info-inner"> <div class="t-post-info-content"> <div class="field field--name-field-t-post-info-content field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-d_p_text_paged-137360" class="wrapper-d_p_text_paged with-long-text margin-bottom-default margin-top-default padding-bottom-default padding-top-default theme-default"> <div class="clearfix paragraph text-page paragraph--type--d-p-text-paged paragraph--view-mode--default"> <div class="container"> <div class="clearfix text-formatted field field--name-field-d-long-text field--type-text-long field--label-hidden field__item"><h2 class="text-align-left">The Digital Future 鈥� with Laurent Ezekiel<br /> An <em>Off the Clock </em>Podcast Special</h2> <p class="text-align-left">What does your digital future look like? Or more importantly, what would you like it to look like? It鈥檚 not necessarily a question that can be answered in one take, yet one that should be on any company鈥檚 radar in this ever-changing digital world. TPT Digital鈥檚 Off the Clock podcast welcomed industry leader Laurent Ezekiel, an esteemed partner, client, and friend of 九色, to discuss more in-depth the future of digital marketing, how a company like WPP positioned itself to win the work of The Coca-Cola Company, and approaches to managing brands globally.</p> <p class="text-align-left">To give some background, WPP is a British, multinational communications, advertising, public relations, technology, and commerce holding company headquartered in London, England. It is currently one of the largest agency-holding companies in the world thanks to the quality of its people and culture. From a capability perspective, the breadth, depth, and international nature are what has led to such success of acquiring a client like Coca-Cola, which was the largest agency win in history at $1B. Not to mention, it was one of the most global engagements with all marketing channels and media on scope.</p> <p class="text-align-left">WPP prides itself on the experience, creative work, media, data, technology, PR, design, and technology that has led it to manage the brands it has. Laurent says, 鈥淚 think, given that we have all those capabilities at WPP and given that The Coca-Cola Company has engaged with us across those capabilities, we are putting together an integrated marketing planning process to make sure that we truly deliver on everything that we put out鈥攆or every creative charter, as we call it, that we put out.鈥� </p> <p class="text-align-left">Serving as Chief Marketing and Growth Officer at WPP for the past three years, Laurent Ezekiel comes from an extensive digital background with over 20 years of experience in the field. Prior to WPP, he was the CEO of Digitas and spent 16 years affiliated with Publicis Groupe. Currently based in London, Laurent has a wide breadth of knowledge in the digital landscape and where he sees it going. Interested to hear his thoughts? </p> <p class="text-align-left">Tune in to <a href="https://open.spotify.com/episode/2FZBvtBhvLqzWsJuDE5EbL" target="_blank">his episode</a> on TPT Digital鈥檚 official podcast, Off the Clock, as he takes a deep dive into how he won the Coca-Cola business and provides advice on the best approaches to lead your multi-platform business in the digital era.</p> <p><a href="https://open.spotify.com/episode/2FZBvtBhvLqzWsJuDE5EbL" target="_blank"><img src="/sites/default/files/styles/responsive_image_2000/public/media/image/Picture1_3.png?itok=NPAKlP-N" style="max-width:500px;" /></a> </p> <p class="text-align-left"><a href="/contact" target="_blank">Click here</a> to get in touch with one of our experts to start your digital transformation experience today.<br />  <br />  <br />  <br />  </p> </div> </div> </div> </section> </div> </div> </div> <div class="t-post-info-author"> <div class="t-post-info-author-image"> </div> <div class="t-post-info-author-content"> <div class="field field--name-field-t-post-info-author-name field--type-string field--label-hidden field__item">By: TPT Digital</div> </div> </div> </div> </div> </section> </div> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> </div> Mon, 19 Dec 2022 21:22:12 +0000 kliniger 29336 at /blog/holiday-marketing-3-strategies-final-stretch <span class="field field--name-title field--type-string field--label-hidden">Holiday Marketing: 3 Strategies for the Final Stretch</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>kliniger</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2022-12-06T17:50:44-05:00" title="Tuesday, December 6, 2022 - 17:50" class="datetime">Tue, 12/06/2022 - 17:50</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Blog</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-134066" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/blog/holiday-marketing-3-strategies-final-stretch"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/jpeg" width="1500" height="1000" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/1_4.jpg?itok=-O5TuAmU 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/jpeg" width="1200" height="800" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/1_4.jpg?itok=QwPkMwLp 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/jpeg" width="768" height="512" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/1_4.jpg?itok=n9j4ZNxk 1x"/> <img loading="eager" width="1500" height="1000" alt="hero" class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/1_4.jpg?itok=-O5TuAmU" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-field-blog-sections field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-t_post_info-134065" class="wrapper-t_post_info theme-default margin-bottom-default margin-top-default padding-bottom-default padding-top-default"> <div class="clearfix t-post-info paragraph content-moved-inside paragraph--type--t-post-info paragraph--view-mode--default"> <div class="t-post-info-inner"> <div class="t-post-info-content"> <div class="field field--name-field-t-post-info-content field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-d_p_text_paged-134064" class="wrapper-d_p_text_paged with-long-text margin-bottom-default margin-top-default padding-bottom-default padding-top-default theme-default"> <div class="clearfix paragraph text-page paragraph--type--d-p-text-paged paragraph--view-mode--default"> <div class="container"> <div class="clearfix text-formatted field field--name-field-d-long-text field--type-text-long field--label-hidden field__item"><p class="text-align-left">The holidays in my house bring certain traditions you can hang your Santa hat on: matched stockings hanging by the fireplace, candlelit carol-singing, Mom鈥檚 Christmas morning sausage souffl茅, and鈥� my brother Dan and I engaging in a whirlwind, last-minute shopping spree.<br />  <br /> We鈥檙e not procrastinators, per se. Just gift-givers of delayed inspiration. Prone to combing already-ravaged aisles for the left-behind, the deeply-discounted, and the giddily gaudy.<br />  <br /> This is how our younger brothers and beleaguered parents ended up with canned hams, backpacking barstools, and <a href="https://www.worthpoint.com/worthopedia/radio-shack-vintage-executive-stress-3845611784" target="_blank">Executive Stress Eliminators</a> (complete with a 鈥渂ombs-away鈥� sound effect). But our jolly sprees have also yielded bounty that has kept our kids giggling and our wives smiling: a rain of pirate鈥檚 gold chocolate coins; bales of cozy, wearable blankets; and the last-in-stock, ultra-special LEGO Ninjago Robot (you have to know where to look).<br />  <br /> As for digital marketers, you need not fear the passing of <a href="https://www.tptdigital.com/blog/prepare-shop-our-black-friday-2022-predictions" target="_blank">Black Friday</a> or Cyber Monday鈥攖here鈥檚 still time to reach shoppers, even the most deadline-pressed. While publishing your holiday content 45 days in advance will help you harness 90% of online traffic, putting your program out there with just a week to spare <a href="https://www.business2community.com/content-marketing/45-day-rule-increase-content-marketing-visibility-success-01144077#KdHZylqVCERsAsUX.97" target="_blank">still brings in 50% of that traffic</a>.<br />  <br /> Follow this short list, check it twice, and cue a hearty <em>ho-ho-ho</em>!</p> <h2 class="text-align-left">1.   Prepare a Place for the Casual Shopper</h2> <p class="text-align-left">Although 51% of shoppers say they go online planning a specific purchase, <a href="https://www2.deloitte.com/content/dam/insights/us/articles/4737_2018-holiday-survey/2018DeloitteHolidayReportResults.pdf" target="_blank">49% admit they don鈥檛 know what they want until they see it</a>. Of those intrepid searchers, 19% say their purchases are unplanned, and 30% are open to inspiration.<br />  <br /> So, how do you reach those last-minute shoppers? What鈥檚 your holiday marketing strategy?</p> <ul> <li class="text-align-left">Create a specific section on your site for holiday shoppers that鈥檚 decked out in holiday imagery and themed content. Drive visits to it from search, social, display, and video channels.<br />  </li> <li class="text-align-left">Develop your holiday marketing campaigns around keywords that target customers looking for deals, last-minute ideas, and the like.<br />  </li> <li class="text-align-left">And make sure your site looks great on mobile鈥�<a href="https://www.businesswire.com/news/home/20221026005055/en/64-of-Consumers-Plan-on-Using-their-Mobile-Phone-or-Tablet-to-Shop-This-Holiday-Season-According-to-ironSource-Report" target="_blank">64% of holiday-buying happens on phones</a>.</li> </ul> <h2 class="text-align-left">2.   Roll Out the Promotions in Your Holiday Marketing Strategy</h2> <p class="text-align-left">Why does <a href="https://www.statista.com/statistics/1186198/in-store-vs-online-holiday-shopping-in-the-united-states/#:~:text=According%20to%20a%20survey%2C%20in,planned%20to%20go%20to%20stores." target="_blank">57% of holiday shopping happen online</a>? Customers cite convenience (77%) and the option of free shipping (72%) most often.<br />  <br /> In fact, 74% of shoppers say they buy online because they <a href="https://financesonline.com/online-shopping-statistics/" target="_blank">expect a great deal</a>, and 40% say they choose online shopping because of easier access to promotions.<br />  <br /> So make your value propositions clear to customers in your holiday marketing strategy. </p> <ul> <li class="text-align-left">Test placement of discount messaging up front in ad titles, description lines, calls-to-action, and callouts. <br />  </li> <li class="text-align-left">Make sure to remind shoppers about when deals start and end.<br />  </li> <li class="text-align-left">Let your shoppers know the last day to order for Christmas shipping.</li> </ul> <h2 class="text-align-left">3.   Make Your Content Stand Out with Video</h2> <p class="text-align-left">Did you know video content can <a href="https://www.blendedsense.com/post/how-to-use-video-for-a-157-increase-in-organic-traffic" target="_blank">increase traffic from search results by 157%</a> and boost sales from your site by 80%?<br />  <br /> The key is resourcefulness. The most useful videos to shoppers help answer questions about your products including how to set them up, how to use them, the most prominent features, and other frequently asked questions.<br />  <br /> Videos are also the gift that keeps giving: tease them in links from social media and search, excerpt from them to create multiple days of content in organic posts, and anchor them on your website with full-text transcripts and article content, optimized for SEO.</p> <h2 class="text-align-left">Reach Shoppers, Now!</h2> <p class="text-align-left">So don鈥檛 fear the holiday rush鈥攈arness it, and enjoy the ride into a bountiful new year!<br />  <br /> If you would like to discuss more in depth holiday marketing campaigns for the 2022 and beyond, contact us <a href="https://www.tptdigital.com/contact" target="_blank">here</a>.<br />  </p> </div> </div> </div> </section> </div> </div> </div> <div class="t-post-info-author"> <div class="t-post-info-author-image"> </div> <div class="t-post-info-author-content"> <div class="field field--name-field-t-post-info-author-name field--type-string field--label-hidden field__item">By: Colt Foutz Regional Director, TPT Digital Client 九色</div> </div> </div> </div> </div> </section> </div> </div> <div class="field field--name-field-blog-topic field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/blog/category/retail-e-commerce" hreflang="en">Retail & E鈥慍ommerce</a></div> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> <div class="field__item"><a href="/resources/category/retail-e-commerce" hreflang="en">Retail & E-Commerce</a></div> </div> Tue, 06 Dec 2022 22:50:44 +0000 kliniger 29088 at /blog/digital-shelf-why-its-so-important-tpt-digital <span class="field field--name-title field--type-string field--label-hidden">The Digital Shelf: Why It鈥檚 So Important | TPT Digital</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>dmarra</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2022-10-27T15:27:49-04:00" title="Thursday, October 27, 2022 - 15:27" class="datetime">Thu, 10/27/2022 - 15:27</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Blog</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-128339" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/blog/digital-shelf-why-its-so-important-tpt-digital"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/jpeg" width="1000" height="667" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/shutterstock_1906305757.jpg?itok=ytPLh6iC 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/jpeg" width="1000" height="667" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/shutterstock_1906305757.jpg?itok=R3GByKby 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/jpeg" width="768" height="512" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/shutterstock_1906305757.jpg?itok=aXgGGzdi 1x"/> <img loading="eager" width="1000" height="667" alt="Digital Shelf" class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/shutterstock_1906305757.jpg?itok=ytPLh6iC" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-field-blog-sections field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-t_post_info-128342" class="wrapper-t_post_info theme-default margin-bottom-default margin-top-default padding-bottom-default padding-top-default"> <div class="clearfix t-post-info paragraph content-moved-inside paragraph--type--t-post-info paragraph--view-mode--default"> <div class="t-post-info-inner"> <div class="t-post-info-content"> <div class="field field--name-field-t-post-info-content field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-d_p_text_paged-128341" class="wrapper-d_p_text_paged with-long-text margin-bottom-default margin-top-default padding-bottom-default padding-top-default theme-default"> <div class="clearfix paragraph text-page paragraph--type--d-p-text-paged paragraph--view-mode--default"> <div class="container"> <div class="clearfix text-formatted field field--name-field-d-long-text field--type-text-long field--label-hidden field__item"><p class="MsoTitle text-align-left"><span style="font-size:28pt"><span style="font-family:"Calibri Light",sans-serif"><span style="letter-spacing:-0.5pt">The Digital Shelf 鈥� Why It鈥檚 So Important</span></span></span></p> <p class="text-align-left" style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">We all know what a store shelf is and why it exists, but have you ever thought about <span class="MsoHyperlink" style="color:#0563c1"><span style="text-decoration:underline"><a href="https://www.salsify.com/what-is-the-digital-shelf#:~:text=The%20digital%20shelf%20is%20the,and%20happening%20all%20the%20time" style="color:#0563c1; text-decoration:underline">a digital shelf?</a></span></span> So much of a consumer鈥檚 journey is online, and the process of shopping from discovery to purchase can be constant, non-linear, and random. Digital experiences are a key part of educating consumers about products and influencing what they buy. Whether they鈥檙e buying in a retail store or via an influencer鈥檚 online post, a shopper creates their own digital journey. </span></span></span></p> <p class="text-align-left" style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">The digital shelf is how and where a brand鈥檚 product is displayed online and is the online equivalent of how someone shops in a brick-and-mortar store. To succeed with your digital shelf, you must manage the combination of all the digital touchpoints used by consumers to engage with brands, influence purchase decisions, and ultimately lead to buying a product.</span></span></span></p> <h1 class="text-align-left" style="margin-top:16px"><span style="font-size:16pt"><span style="line-height:107%"><span style="font-family:"Calibri Light",sans-serif"><span style="color:#2e74b5"><span style="font-weight:normal">Why Invest in the Digital Shelf?</span></span></span></span></span></h1> <p class="text-align-left" style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">The digital shelf is a very important part of any online retailer鈥檚 strategy. As mentioned before, the consumer digital journey now is non-linear, meaning that someone may visit multiple digital touchpoints before visiting a brick-and-mortar store or vice versa. They might see a product in-store and validate their purchase choice by doing their research online. By making sure that your business鈥檚 digital shelf is optimized for every step of the customer journey, you鈥檙e ensuring that you don鈥檛 miss out on customers because a competitor is doing it better. </span></span></span></p> <p class="text-align-left" style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">With eCommerce capturing 14.3% of total U.S. retail sales in Q4 2021 and growing, we can see a huge business incentive to optimize for the digital shelf. Leading multinational companies are heavily investing in this space already, as evidenced by Coca-Cola鈥檚 2021 plans to <span class="MsoHyperlink" style="color:#0563c1"><span style="text-decoration:underline"><a href="https://www.shelflife.ie/coca-cola-confirms-dublin-as-location-for-new-digital-hub/" style="color:#0563c1; text-decoration:underline">"accelerate its digital transformation journey鈥�</a></span></span> with a new digital hub based in Dublin to help support the execution and efficiency of its own digital shelf.</span></span></span></p> <h1 class="text-align-left" style="margin-top:16px"><span style="font-size:16pt"><span style="line-height:107%"><span style="font-family:"Calibri Light",sans-serif"><span style="color:#2e74b5"><span style="font-weight:normal">Best Practices for Winning on the Digital Shelf</span></span></span></span></span></h1> <p class="text-align-left" style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">To win on the digital shelf, there are five key points along <span class="MsoHyperlink" style="color:#0563c1"><span style="text-decoration:underline"><a href="https://www.profitero.com/blog/2020/03/demystifying-the-digital-shelf" style="color:#0563c1; text-decoration:underline">the customer journey</a></span></span> that you need to be aware of and have KPIs to measure in order to ensure success:</span></span></span></p> <ol> <li class="text-align-left" style="margin-left:8px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">Availability: When an item is out of stock, brands can experience a weekly loss of up to <span class="MsoHyperlink" style="color:#0563c1"><span style="text-decoration:underline"><a href="https://www.ascentialedge.com/solutions/edge-digital-shelf" style="color:#0563c1; text-decoration:underline">22% for each day</a></span></span> an item is not available. Take measures to ensure product availability and identify stocking issues.</span></span></span></li> <li class="text-align-left" style="margin-left:8px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">Findability: Paid search should be a top priority. Identify items that are currently unfindable, and benchmark your search performance against competitors.</span></span></span></li> <li class="text-align-left" style="margin-left:8px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">Display execution: Content is king here. Making sure that content is both accurate and high-quality is one of the best ways to attract potential buyers to your product. Optimize keywords within titles and descriptions to bolster findability.</span></span></span></li> <li class="text-align-left" style="margin-left:8px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">Value proposition: Pricing and promotions should be regularly monitored across your brands to ensure compliance. Take a look at your competitors to achieve a consistent, competitive edge.</span></span></span></li> <li class="text-align-left" style="margin-bottom:11px; margin-left:8px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">Brand equity: Reviews and ratings should be top-of-mind, as this is where many customers go to finalize their buying choice. Optimize copy with user-generated keywords to help drive conversions. </span></span></span></li> </ol> <h1 class="text-align-left" style="margin-top:16px"><span style="font-size:16pt"><span style="line-height:107%"><span style="font-family:"Calibri Light",sans-serif"><span style="color:#2e74b5"><span style="font-weight:normal">How We Can Help You Win the Digital Shelf</span></span></span></span></span></h1> <p class="text-align-left" style="margin-bottom:11px"><span style="font-size:11pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">Engaging consumers wherever they are is a key principle of the digital shelf, and this means making sure that your content is available to all markets in their preferred languages. It also requires keyword research in-language to be done <span class="MsoHyperlink" style="color:#0563c1"><span style="text-decoration:underline"><a href="https://www.tptdigital.com/blog/why-you-should-never-translate-your-keywords" style="color:#0563c1; text-decoration:underline">from scratch</a></span></span> to optimize search results. </span></span></span></p> <p class="text-align-left"><span style="font-size:11.0pt"><span style="line-height:107%"><span style="font-family:"Calibri",sans-serif">We can optimize or create product content on marketplaces and retail websites to maximize sales and audit your competition to discover any opportunities. 九色 has all the resources required to make sure your brand and products are winning the digital shelf no matter what markets you鈥檙e targeting. <span class="MsoHyperlink" style="color:#0563c1"><span style="text-decoration:underline"><a href="/contact" style="color:#0563c1; text-decoration:underline">Click here</a></span></span> to get in touch with one of our experts to start your digital transformation experience today.</span></span></span></p> </div> </div> </div> </section> </div> </div> </div> <div class="t-post-info-author"> <div class="t-post-info-author-image"> </div> <div class="t-post-info-author-content"> <div class="field field--name-field-t-post-info-author-name field--type-string field--label-hidden field__item">TPT Digital</div> </div> </div> </div> </div> </section> </div> </div> <div class="field field--name-field-blog-topic field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/blog/category/retail-e-commerce" hreflang="en">Retail & E鈥慍ommerce</a></div> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> <div class="field__item"><a href="/resources/category/retail-e-commerce" hreflang="en">Retail & E-Commerce</a></div> </div> Thu, 27 Oct 2022 19:27:49 +0000 dmarra 28385 at /blog/how-choose-best-social-media-channels-your-business <span class="field field--name-title field--type-string field--label-hidden">How to Choose the Best Social Media Channels for Your Business</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>kliniger</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2022-10-06T17:19:16-04:00" title="Thursday, October 6, 2022 - 17:19" class="datetime">Thu, 10/06/2022 - 17:19</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Blog</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-126842" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/blog/how-choose-best-social-media-channels-your-business"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/jpeg" width="1200" height="675" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/r.jpg?itok=8ndhOdt5 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/jpeg" width="1200" height="675" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/r.jpg?itok=VKagARpg 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/jpeg" width="768" height="432" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/r.jpg?itok=qyHS3ra8 1x"/> <img loading="eager" width="1200" height="675" alt="person on " class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/r.jpg?itok=8ndhOdt5" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-field-blog-sections field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-t_post_info-126841" class="wrapper-t_post_info theme-default margin-bottom-default margin-top-default padding-bottom-default padding-top-default"> <div class="clearfix t-post-info paragraph content-moved-inside paragraph--type--t-post-info paragraph--view-mode--default"> <div class="t-post-info-inner"> <div class="t-post-info-content"> <div class="field field--name-field-t-post-info-content field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-d_p_text_paged-207663" class="wrapper-d_p_text_paged with-long-text margin-bottom-default margin-top-default padding-bottom-default padding-top-default theme-default"> <div class="clearfix paragraph text-page paragraph--type--d-p-text-paged paragraph--view-mode--default"> <div class="container"> <div class="clearfix text-formatted field field--name-field-d-long-text field--type-text-long field--label-hidden field__item"><p class="text-align-left">Not seeing the results you hoped for when launching your company鈥檚 social media platforms? Questioning why your content isn鈥檛 resonating with your audience? If this is the case, it might be due to the channels you鈥檙e are choosing and not the content. It鈥檚 important to look into the <a href="https://www.tptdigital.com/blog/content-performance-metrics-measure-your-content-roi" target="_blank">performance of your content</a> to see what is and isn鈥檛 working, but for now, let鈥檚 focus on the channels. <br> <br>Managing social media can be overwhelming and frustrating, but when used right, it鈥檚 proven to contribute to a company鈥檚 success鈥攕o much so that <a href="https://sproutsocial.com/insights/importance-of-social-media-marketing-in-business/" target="_blank">78%</a> of consumers are willing to buy from a company after having a positive experience with them on social. Increases in sales, brand recognition, and new markets/audiences can all be positive outcomes from a well-run social media program. </p><p class="text-align-left">But how can you get there?</p><p class="text-align-left">First, consolidate your efforts within one to three meaningful social media platforms until you have the capacity to scale to another platform. Let鈥檚 take a look at a few ways to choose the best social media channels for your business.</p><h2 class="text-align-left text-align-center">Determine Your Social Media Goals</h2><p class="text-align-left">What matters the most to your marketing on social media platforms: brand awareness, customer retention, more leads, content quality or something else? When thinking about your goals, try to factor in your team鈥檚 strengths; big teams divide and conquer at a faster pace, and in-house content creation allows you to save on outsourcing costs. Think of achievable goals with the current outlook of your team. This part is crucial in any social media strategy as it is the foundation from which you will grow. Without any goals, you might as well not present yourself on any platform. <br> <br>A good example is what Wayfair has done with Instagram and its new features. Wayfair clearly defined its end goal on Instagram: to create a convenient, user-friendly way for its consumers to shop. If a user spots an item they like on Wayfair鈥檚 Instagram channel, within just a few clicks they can transition from browsing to buying. </p><p class="text-align-left">These features have helped ramp up site visits, even when they were first introduced. <a href="https://econsultancy.com/30-brands-with-excellent-social-media-strategies/" target="_blank">Five percent </a>of the consumers who arrived at Wayfair.com <a href="https://econsultancy.com/30-brands-with-excellent-social-media-strategies/" target="_blank">came from a social network</a>, which is more than double the year previously.</p><h2 class="text-align-left text-align-center">Determine Your Target Customers</h2><p class="text-align-left">After you establish your goals, it鈥檚 then extremely important to understand your target audience. It鈥檚 great if you find a good channel for your company, but without the proper audience, it won鈥檛 go very far. Take the time to understand where your customers live on social media. Track their buying journey. <br> <br>To put it into perspective, <a href="https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/#:~:text=More%20than%20half%20of%20the,social%20media%20is%202h%2029m." target="_blank">4.70 billion</a> people around the world now use social media, with 227 million new users online within the last 12 months. When you find your proper audience, your company鈥檚 content can make an astronomical impact. <br> <br>A good example is Nike鈥檚 recent <a href="https://econsultancy.com/how-nike-is-striking-the-right-tone-with-its-response-to-covid-19/" target="_blank">鈥淧lay for the World鈥�</a> campaign. Nike has demonstrated that it truly understands how to tap into the mood of its audience while simultaneously inspiring people through the power of sport. The campaign, which was rolled out across Nike鈥檚 social media channels, stressed the importance of social distancing during the coronavirus pandemic. Featuring both influencers and members of the public, the campaign was designed to reinforce the notion of togetherness. This is a prime example of Nike taking the time to understand its audience(s) to deliver content that would actually resonate and not be dismissed.</p><h2 class="text-align-left text-align-center">Run an Audit</h2><p class="text-align-left">According to weforum, the average American spends 2.25 hours per day on social media, and the average social media user worldwide spends 2.5 hours. <br> <br>Your job is to find out which channels your customers are on. What other interests do your customers have? What are your target demographics? Are there any international markets worth exploring? These are the things you will need to know in order to align with your goals.<br> <br>In addition to your research, find out which social media platforms do well in your industry. What channels are your competitors on? What are they doing well? What do you think they could be doing better? <br> <br>The key here is to have <a href="https://www.tptdigital.com/blog/content-performance-metrics-measure-your-content-roi" target="_blank">data to back up your strategy</a>. It鈥檚 one thing to just think you know what鈥檚 best, but it鈥檚 another to actually know. <br> <br>If you would like to discuss your social media marketing strategy, contact our expert team today at <a href="mailto:tptdigital@transperfect.com" target="_blank">tptdigital@transperfect.com</a>.<br> </p></div> </div> </div> </section> </div> </div> </div> <div class="t-post-info-author"> <div class="t-post-info-author-image"> </div> <div class="t-post-info-author-content"> <div class="field field--name-field-t-post-info-author-name field--type-string field--label-hidden field__item">By: Josh Lawas, TPT Digital Director, Strategic Accounts</div> </div> </div> </div> </div> </section> </div> </div> <div class="field field--name-field-blog-topic field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/blog/category/global-business" hreflang="en">Global Business</a></div> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> </div> Thu, 06 Oct 2022 21:19:16 +0000 kliniger 28026 at /blog/prepare-shop-our-black-friday-2022-predictions <span class="field field--name-title field--type-string field--label-hidden">Prepare to Shop with Our Black Friday 2022 Predictions</span> <span class="field field--name-uid field--type-entity-reference field--label-hidden"><span>kliniger</span></span> <span class="field field--name-created field--type-created field--label-hidden"><time datetime="2022-09-20T13:48:39-04:00" title="Tuesday, September 20, 2022 - 13:48" class="datetime">Tue, 09/20/2022 - 13:48</time> </span> <div class="field field--name-field-blog-category field--type-entity-reference field--label-hidden field__item">Blog</div> <div class="field field--name-field-blog-media-main field--type-entity-reference-revisions field--label-hidden field__item"> <section id="paragraph-t_com_image-125856" class="wrapper-t_com_image"> <div class="clearfix paragraph com-image paragraph--type--t-com-image paragraph--view-mode--default"> <div class="container"> <a href="/blog/prepare-shop-our-black-friday-2022-predictions"> <div class="field field--name-field-t-com-image field--type-entity-reference field--label-hidden field__item"><div> <div class="field field--name-field-media-image field--type-image field--label-hidden field__item"> <picture> <source media="all and (min-width: 1201px)" type="image/jpeg" width="1200" height="800" data-srcset="/sites/default/files/styles/responsive_image_2000/public/media/image/rct.jpg?itok=vaeNhf1l 1x"/> <source media="all and (min-width: 993px) and (max-width: 1200px)" type="image/jpeg" width="1200" height="800" data-srcset="/sites/default/files/styles/responsive_image_1200/public/media/image/rct.jpg?itok=iQScTAGl 1x"/> <source media="all and (min-width: 577px) and (max-width: 768px)" type="image/jpeg" width="768" height="512" data-srcset="/sites/default/files/styles/responsive_image_768/public/media/image/rct.jpg?itok=WTguF4Sx 1x"/> <img loading="eager" width="1200" height="800" alt="shopper" class="lazyload" data-src="/sites/default/files/styles/responsive_image_2000/public/media/image/rct.jpg?itok=vaeNhf1l" /> </picture> </div> </div> </div> </a> </div> </div> </section> </div> <div class="field field--name-field-blog-sections field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-t_post_info-125859" class="wrapper-t_post_info theme-default margin-bottom-default margin-top-default padding-bottom-default padding-top-default"> <div class="clearfix t-post-info paragraph content-moved-inside paragraph--type--t-post-info paragraph--view-mode--default"> <div class="t-post-info-inner"> <div class="t-post-info-content"> <div class="field field--name-field-t-post-info-content field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <section id="paragraph-d_p_text_paged-125858" class="wrapper-d_p_text_paged with-long-text margin-bottom-default margin-top-default padding-bottom-default padding-top-default theme-default"> <div class="clearfix paragraph text-page paragraph--type--d-p-text-paged paragraph--view-mode--default"> <div class="container"> <div class="clearfix text-formatted field field--name-field-d-long-text field--type-text-long field--label-hidden field__item"><p class="text-align-left">Black Friday 2022 is almost upon us鈥攖hat infamous time after Thanksgiving when businesses offer deals on all kinds of consumer goods, from electronics to jewelry and clothing. Black Friday has caused quite a frenzy for shoppers, retailers, and security over the years. But have you ever wondered where the name came from?</p> <p class="text-align-left">The term 鈥淏lack Friday鈥� originated in Philadelphia in the 1950s. A huge number of shoppers would come to Philadelphia for the annual Army-Navy football game, which was played on the Saturday after Thanksgiving. On Friday, visitors flooded the shops, and police were called out to control overcrowding, deal with traffic jams, and catch shoplifters. In the 1980s, the term caught on nationally to represent the shopping spree for Christmas presents that took place the day after Thanksgiving.</p> <p class="text-align-left">Since the 鈥�80s, Black Friday has evolved from stores opening early on the Friday after Thanksgiving to opening on Thanksgiving evening, and the doors have continued to open earlier and earlier since then. Stores would battle it out with competing deals and 鈥渙nline doorbusters鈥� to encourage the shopping frenzy.</p> <p class="text-align-left">And then in 2020, COVID-19 changed everything for Black Friday. Stores couldn鈥檛 encourage in-store events as they had to meet local health mandates, which prohibited large gatherings in the majority of the US. Businesses adapted by driving more online sales and extending their specials. These changes gave consumers more flexibility and, as a result, consumer spending increased. So what should we expect for Black Friday in 2022? Here are our predictions.</p> <h2 class="text-align-left">#1 Online Shopping Will Still Prevail</h2> <p class="text-align-left">Gone are the days of abandoning the dinner table after the pumpkin pie is served to hit the stores. Many a Thanksgiving night used to be broken up as people planned and plotted which stores to hit to maximize their shopping dollars and avoid or beat the long lines. Bundled up to brave whatever weather they were facing, it was worth it for many to get a deal, despite the cold, crowds, and even fights over that last item. But COVID-19 brought a stop to the frenzied in-person shopping experience.</p> <p class="text-align-left">While some stores will have in-person events and sales in 2022, online shopping, including mobile shopping, will continue for several reasons. Mainly, consumers have gotten used to shopping online and are more aware of health risks. Additionally, AAA predicts travel will be up 13% from 2021, with estimates of <a href="https://whcuradio.com/news/025520-aaa-predicting-13-increase-over-2022-thanksgiving-travel-this-year/" target="_blank">53 million Thanksgiving travelers</a>. For people planning to travel to see friends and family, shopping online is a more convenient and safer experience that allows them to keep loved ones healthy and not miss out on the holiday fun. </p> <p class="text-align-left">So stay around the Thanksgiving table for another piece of pie and cup of coffee, enjoy your family and friends, and take advantage of online shopping.</p> <h2 class="text-align-left">#2 Online Shopping Deals Will Continue to Grow and Change</h2> <p class="text-align-left">To adapt to post-pandemic shopping trends, stores will continue to focus on making things easier for consumers while also maximizing their sales. Some of these changes include offering deals as early as October and continuing through November, deals that last longer, and online specials. Plus, many of the specials that used to only be in stores are now online. With these changes, consumers can take advantage of deals comfortably and safely.</p> <p class="text-align-left">This trend was evident in Black Friday 2021 sales, which were down 1.3% on Black Friday itself and completely flat on Thanksgiving Day compared to 2020. However, consumers spent $109.8 billion in November 2021, which was up 11.9% from 2020. Vivek Pandya, a lead analyst at <a href="https://www.zdnet.com/article/black-friday-spending-in-us-falls-to-8-9-billion-adobe/" target="_blank">Adobe Digital Insights</a>, stated, 鈥淪hoppers are being strategic in their gift shopping, buying much earlier in the season and being flexible about when they shop to make sure they get the best deals.鈥�</p> <p class="text-align-left">This year, Walmart will continue 鈥�<a href="https://www.blackerfriday.com/walmart/#:~:text=Black%20Friday%202022%20Start%20%26%20End%20Dates,-These%20last%20two&text=Expected%20start%20%26%20end%20dates%2C%20Event,2022%20or%20while%20supplies%20last." target="_blank">Black Friday Deals for Days</a>,鈥� a series of events held throughout November offering different deals on a variety of products. Walmart debuted this concept in 2020 instead of its typical in-store specials to provide a safer and more convenient shopping experience. In addition to the Black Friday events, Walmart will offer rollbacks on online and in-store products, and Walmart Plus members will have early access to deals.</p> <p class="text-align-left">In 2021, Amazon offered early Black Friday deals in November on everything from electronics and small household appliances to health and beauty supplies, toys, and more. They also had a 48-hour Black Friday event on November 25 and 26 that included thousands of deals from small and medium-sized companies, Black-owned businesses, independent artisans, and more. In addition, Amazon expanded their return policy on most items to January 31, 2022, to give consumers plenty of time to make changes if needed.</p> <p class="text-align-left">These are just some of the ways that businesses are adapting to accommodate Black Friday shoppers while still meeting financial goals.</p> <h2 class="text-align-left">#3 Supply Chain Issues Will Continue</h2> <p class="text-align-left">Earlier and longer-lasting shopping deals offered by stores will hopefully help prevent some of the supply chain issues that have plagued businesses and consumers the last two years. From the domestic labor shortage to tight shipping containers to overseas factories plagues with COVID-19, some items may not make it in time for Christmas. Electronics, books, some toys, and even artificial Christmas trees were hard to come by in 2021 due to supply chain issues.</p> <p class="text-align-left"><a href="https://www.cbsnews.com/essentials/2022-holiday-gift-guide-the-best-christmas-gifts-to-buy-in-august/" target="_blank">Consumers should shop early</a> again this year, whether it鈥檚 online or in-person. And the specials that retailers are offering before Black Friday should help spur earlier shopping.</p> <h2 class="text-align-left">#4 More Shopping on Small Business Saturday</h2> <p class="text-align-left">The 31.7 million small businesses in the US make up 99% of all businesses in the country. Unfortunately, many of them have been hard-hit by the pandemic and have had to lay people off, change their business structure, or shutter their doors.</p> <p class="text-align-left">Small Business Saturday, which is recognized on the Saturday after Thanksgiving, is a shopping day dedicated to supporting locally owned businesses, from restaurants, stores, and service-based businesses to online stores. So while this day happens after Black Friday, it鈥檚 considered part of the ongoing holiday sales and a very important part of the shopping season.</p> <p class="text-align-left">The good news is that there鈥檚 been widespread support for small businesses during these tough times. Despite the pandemic, <a href="https://www.businesswire.com/news/home/20211128005237/en/American-Express%E2%80%99-12th-Annual-Small-Business-Saturday%C2%AE-Reaches-an-All-Time-High-with-an-Estimated-23.3-Billion-in-U.S.-Consumer-Reported-Spending#:~:text=The%20results%20of%20the%20American,in%2020202%20and%20an" target="_blank">consumers spent</a> a record $23.3 billion on Small Business Saturday in 2021 compared to $19.8 billion in 2020. Pre-pandemic spending in 2019 was $19.6 billion. More than <a href="https://redeggmarketing.com/local-business-consumer-sentiment-study/" target="_blank">83% of consumers</a> say they are willing to pay a little extra to support a small, local business.</p> <h2 class="text-align-left">#5 Consumers Will Spend More Money</h2> <p class="text-align-left"><a href="https://www.practicalecommerce.com/5-predictions-for-the-2022-holiday-shopping-season" target="_blank">Black Friday 2022 spending</a> will be up, but not by much. Things like inflation, recent natural disasters, and loss of income will be factors. People have been waiting for this time of year to see values and special deals, especially for things that they don鈥檛 normally purchase or upgrades on things like electronics. And with so many early deals, competition on deals, and online availability, people will have more choices. </p> <h2 class="text-align-left">Conclusion</h2> <p class="text-align-left">Consumers should have a lot of options for shopping during the 2022 Black Friday season. With online shopping, earlier and longer sales, and new opportunities, more people will be able to sneak in their shopping this holiday season while still enjoying time with family and friends.</p> <p class="text-align-left">If you would like to discuss your digital strategy for the 2022 holiday and beyond, contact us <a href="https://www.tptdigital.com/contact" target="_blank">here</a>.<br />  </p> </div> </div> </div> </section> </div> </div> </div> <div class="t-post-info-author"> <div class="t-post-info-author-image"> </div> <div class="t-post-info-author-content"> <div class="field field--name-field-t-post-info-author-name field--type-string field--label-hidden field__item">By: TPT Digital Retail Team</div> </div> </div> </div> </div> </section> </div> </div> <div class="field field--name-field-blog-topic field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/blog/category/retail-e-commerce" hreflang="en">Retail & E鈥慍ommerce</a></div> </div> <div class="field field--name-field-blog-industries-categories field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/resources/category/digital-marketing" hreflang="en">Digital Marketing</a></div> <div class="field__item"><a href="/resources/category/retail-e-commerce" hreflang="en">Retail & E-Commerce</a></div> </div> Tue, 20 Sep 2022 17:48:39 +0000 kliniger 27783 at