MARKETING
Welcome, Happy Campers! The MozCon 2022 Day One Recap
Today, after three years, we gathered some of our best friends in the industry to kick off the biggest SEO party of the year in Seattle. That’s right, Camp MozCon is back in all of its real-life glory and we could not be more excited! Cue all of the fist bumps, Roger selfies, and snacks, because we are back in action!
It wouldn’t be MozCon without the top minds in the industry sharing their findings, and we were not disappointed yesterday. They really brought the heat to the campfire.
SERP Strategies — Andy Crestodina
Andy is always a fan favorite as he combines analysis with strategy. This year he’s done the same as he walked us through his research on SERP pages.
We all knew SERPs have changed a ton, but Andy — the professional SERP screenshotter he is — has collected visuals of multiple SERPs over the last few years. Not only was he hoarding this data, but he has been using it to his advantage.
Andy walked us through his process of keyword research, and spoiler alert, it doesn’t just end with “difficulty, volume, CTR.”
The process he uses:
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Keyword research
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SERP analysis
- Optimize for the searcher experience within: SERP features, Directories, Marketplaces, Associations
We’re always searching for one of two types of intent: queries with a dollar sign (transactional) or a question mark (informational).@crestodina #MozCon
— James Wirth (@jameswirth) July 11, 2022
Search What You See: Visual Search Tactics, Tools, and Optimizations — Crystal Carter
Crystal broke down visual search in a new way, explaining to us that “Visual Search turns our camera into a tool for understanding the world.” She then explained the difference between image search/optimization and visual search/optimization – contrary to popular belief, they’re not interchangeable! Image optimization is about making sure images can be returned for text queries. Visual optimization ensures visual queries can return necessary answers for the searcher.
If you want to start understanding what entities you have available to you, use your camera roll as a dataset. Google allows you to upload your images and will organize them into entities for you. Google also relies on your branding to match your business to photos uploaded by you and your customers. They are looking at your logos and color schemes and the images uploaded to the internet to see if they can match them.
Places you need to think of your visual search opportunities in real life (IRL):
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Sponsorships
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Merch and uniforms
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Well placed logos in your facility
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Photo op corners (ya know, 100% that pic)
The wonderful @CrystalontheWeb starting her talk sharing it all about visual search 👏 “visual search turns your camera into a tool to understand and explore the world” #mozcon pic.twitter.com/CDSZoXEUdY
— Aleyda Solis 🇺🇦 (@aleyda) July 11, 2022
Unlocking the Hidden Potential of Product Listing Pages — Areej AbuAli
In her research, Areej found that 60% of organic revenue came from product listing pages. This is interesting because as SEOs, we tend to focus on site-wide changes as opposed to identifying parts of a site that have the biggest impact. This doesn’t just apply to e-commerce, though, real estate sites have product listing pages.
Break things down into building blocks. For example, in e-commerce, the three main building blocks are:
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Content
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Tech
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Filters
She showed us how she went through an entire process of identifying a tech issue, doing the research, creating a workflow, sending in a ticket and getting it implemented without any breaks.
Now, while we were all excited for her, she then admitted that there was no impact of the change on the organic revenue.
The moral of the story? It’s worth diving deep into the one opportunity that delivers value, but you’ve got to dive deep and deliver solutions with cross functionality. Because it’s not as effective to address one of the building blocks when you could address them all effectively.
Areej also hit on a TON of other stuff in her 250 slides, so you may wanna snag that MozCon video package.
Don’t just look at search volume. Of course “dress” has 800x the volume of “long sleeve maxi dress,” but we both know which one’s going to convert. Assess oppty by what will lead to users converting.@areej_abuali #MozCon
— Ruth Burr Reedy (@ruthburr) July 11, 2022
Get Your Local SEO Recipe Right with Content & Schema — Emily Brady
Have you ever wondered how you can create unique content for each of your location pages? We have, too. That’s why we were so happy to have Emily, one of our amazing Community Speakers, grace the stage (for the very first time!) and share her recipe for unique content and schema.
The recipe requires the following ingredients:
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Hyper-local content
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Attributes
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Staff bios
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Hours
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Address & phone number
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Photos
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Reviews
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Inventory
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Nearby locations
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Specials & coupons
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FAQs
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Departments & services
Once the ingredients are in place, schema can be used to help provide context to the content you’ve been able to create. For instance, use person schema for your staff bio and place mark-up for your attribute.
Sometimes, the difference between you and the competitor is the time you are willing to take in order to implement the hard things. Hard work is truly unique.
Do your landing pages have the right amount of the right ingredients?
You need unique value content, y’all@plotboilers #mozcon
— Greg Gifford (@GregGifford) July 11, 2022
SEO Gap Analysis: Leverage Your Competitor’s Performance — Lidia Infante
Lidia started off by reminding us that ranking is as easy, or as hard, as doing better than our competitors. She then broke SEO down into three main pillars: content, tech, and links.
As you think of how you can do better than your competitor, you have to identify which pillar(s) they’re executing better than you. But how do you do that? Well, first, you must identify who your true competitors are based on the keywords of which you’d like to rank.
Once you’ve identified your competitors, you can move into benchmarking their content metrics, brand metrics, and tech SEO metrics. You can compare these metrics to your metrics in order to identify your opportunities for improvement.
Now, go improve! As Lidia said, there is no growth without execution.
Ranking is as easy (or as hard) as doing better than your competitors. @LidiaInfanteM #MozCon pic.twitter.com/FM9oDr46ec
— Moz (@Moz) July 11, 2022
The Future of Link Building: What Got Us Here, Won’t Get Us There — Paddy Moogan
The fundamentals don’t change that often. In fact, 10 years ago Paddy went on stage and shared 35 link building ideas in 35 minutes. As he reviewed his epic talk from a decade ago, he found that over 20 of them are still “good” ideas. This just enforced the idea that the fundamentals of what we do as SEOs, don’t really change that often. Major core updates, they don’t “just happen” that often. But sometimes, they do.
Based on the changes that have come about the last 10 years, Paddy has decided that outreach alone isn’t a sustainable strategy. Aria found that SEOs spend about 3 hours to build a link, if you’re down 10,000 links.. Well, that’s a lot of hours. If you stop putting time in, you stop getting results. So, what’s the other option?
Paddy talked about creating a link building strategy that outlasts you. The biggest difference here is pivoting from focusing on who can link to you, to thinking about who is doing business with you.
This strategy focuses on four things:
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Audience (who are they)
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Pain points (what do they struggle with)
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Solutions (what can you offer)
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Keywords (what can you rank for)
When you string these things together you force relevancy. And relevancy, friends, is what we are aiming for.
Why we should stop relying so much on linkbuilding outreach:
“We shouldn’t be sleepwalking into another Penguin [update], because Google might not make it as obvious next time” – @paddymoogan #mozcon
BRAVO! 👏🏽 pic.twitter.com/0QbaABaXnd
— Lily Ray 😏 (@lilyraynyc) July 11, 2022
How to Capitalize on the Link Potential of a Research Report — Debbie Chu
As Debbie, our second amazing Community Speaker of the day, started to scour the pages for some of the keywords she wanted to rank for, she noticed they all had one thing in common: they linked to research reports. After uncovering this, Debbie went all in with research reports.
She came up with a process for creating these research reports:
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Come up with the story by looking at the products, features, and related topics.
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Do research and identify any gaps of opportunities.
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Score your ideas using HOT: Headlines, Other Teams (like PR, data, etc.), and Timeliness.
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Gather data from multiple sources.
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Analyze data and find the newsworthy stats.
After going through this process, all that is left is to create the content and reach out to the appropriate people. For example, if you find that Seattle is the best city for working from home, reach out to Seattle associations, as they may want to share your findings.
Use the HOT score (1-10 for each area) to grade research ideas:
H – what would potential Headlines say?
O – what do Other teams think?
T – how Timely is this idea?@justdebbb #mozcon— Greg Gifford (@GregGifford) July 11, 2022
Breaking into new areas with Topic Maps — Noah Learner
As most of you know, Noah nailed it last year with his presentation on using Google Data Studio to find opportunities in the keywords you currently rank for. But this year, Noah wanted to tackle finding opportunities for businesses who don’t rank for a ton of keywords.
He started by looking at the source: how they’re getting their data. He found things like the fact that Knowledge Panels point to Wikipedia more times than not. Google has documentation on how autocomplete works, and in it, Google cites that it’s pulling data from Google Trends — which has an API.
So naturally, as the curious guy he is, Noah found a way to use the API to map all of the related terms into a Google Sheet. From there, he removed irrelevant terms, pulled in keyword metrics using his favorite keyword tools API, and ran the cycle again for each related term.
The best part: he provided all the documentation you need to create this yourself!
With this tool, you’re able to make decisions based on client goals, high search volume, your ability to rank, and high transaction value. Then refer back to the clusters and find opportunities for internal linking.
But most importantly, Noah closed with a piece of advice he received from the late Hamlet Batista: give, give, give to others, any time you can.
SEOs love spreadsheets, but lots of people don’t. Building a tool, think about how people who don’t think like you might want to see/use data@noahlearner #MozCon
— Ruth Burr Reedy (@ruthburr) July 11, 2022
Building Remote Culture that Feels Like a Culture — Ruth Burr Reedy
The pandemic left marks that are likely to stand the test of time, and one of them is working from home. It’s awesome, but it’s also super hard to do well as a business. When we’re all distributed, there are far fewer built-in opportunities for connection.
We were super lucky to have Ruth come talk to us as someone who has managed remote teams over the last six years. She started by challenging managers to ask themselves, “what do we want it to feel like when you work here?” and to ask employees, “what does it actually feel like to work here?”
Once you know what feeling you want to create, you need to figure out when and where you can create that feeling remotely. This should start as early as onboarding. Have employees meet each other during onboarding, create an agenda for your new hires, etc.
The most important part of managing remote teams is having a concrete way to measure whether or not the work is getting done.
“If you don’t have a way to tell if work is getting done, that’s not remote work’s problem.” @ruthburr #mozcon pic.twitter.com/3DqjG1mdLb
— Yosef Silver (@ysilver) July 11, 2022
Moneyball is the Future of SEO — Will Critchlow
If something was *almost* as hard as the thing, but it was worth just as much as the easy thing, which would you choose?
With SEO testing, we can focus on tested on-site changes, brand new content, lets skip the untested, hopeful stuff. Create a hypothesis and test both the control and the variant. Run the test and analyze your data.
Will shared a ton of tactics they’ve tested multiple times, and some of these tactics include things like moving hidden content out of an accordion, using pop ups, changing SERP appearance, using structured data, and so on.
Will assured us that we are able to run these tests ourselves, and encouraged us to do so! Even if we can’t have the tests 100% controlled or thought out, because in site testing Bing found that website experiments tend to bring rare but large wins.
So, as Dr. Pete would say, “run your own tests.”
You could almost hear everyone go “woah” in their heads when @willcritchlow finally made the connection from basketball to SEO testing by showing that the midrange shots weren’t worth taking… #mozcon
— Greg Gifford (@GregGifford) July 11, 2022
On to day two!
Phew, can you believe that was just day one? Neither can we!
Now remember, what our speakers just shared with you is extremely valuable, but only if you put it into action! Take a second and write down one thing you can put into action next week.
Day one may be in the books, but we are so hype to see what today’s speakers bring to the picnic table.
MARKETING
AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.
Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based.

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”
Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry.
Dig deeper: 3 ways email marketers should actually use AI
The global development of these tools shows the desire for solutions that natively understand the place they are being used.
“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”
Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.
The report: A deeper dive
Marketing technology “is a study in contradictions,” according to Brinker and Riemersma.
In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.
Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.
The growing landscape
Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.
It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate.
Dig deeper: AI ad spending has skyrocketed this year
As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.
Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.
Composability and aggregation
The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.
Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.
That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.
Build it yourself
Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.
So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”
Constantine von Hoffman contributed to this report.
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MARKETING
Mastering The Laws of Marketing in Madness


Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.
However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.
In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!
Law 1: Success in Marketing is a Marathon, Not a Sprint
Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.
Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.
In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.


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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.
Consider This Analogy:
Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.
Implementation Steps:
- Begin by planning a content calendar focused on delivering consistent value over the next six months.
- Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
- And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.
Law 2: Survey, Listen, and Serve
Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.
Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.
Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.
Here are some keystone insights when considering how to Survey, Listen, and Serve…
Customer Satisfaction & Loyalty:
Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.
Engagement:
Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.
Product & Service Enhancement:
Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.
Data Collection:
Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.
Operational Efficiency:
Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.
Benchmarking:
Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.
Implementation Steps:
- Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
- Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
- In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.
Law 3: Build Trust in Every Interaction
In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.


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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.
Here are some keystone insights when considering how to develop and maintain trust…
The Unseen Fast-Track
Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.
The Emotional Guardrail
Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.
Implementation Steps:
- Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
- Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
- Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.
Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.
Guarantee Your Success With These Foundational Laws
Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.
Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.
Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.
Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.
These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.
Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!
MARKETING
Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic Advertising
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
Non-Endemic Advertising
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Conclusion
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
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