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‘Shallow Living’ And Plummeting Attention Spans: Existential Threats For Retailers?
What do Rihanna and Chinese tech giant Alibaba have in common? They’re both tackling information malaise and drifting attention spans in smart ways, says VMLY&R Commerce’s Gemma Spence for The Drum’s retail deep dive.
So, at best, you’ll be skimming and scanning before skipping this post. This is how we live our lives; bloated by ‘infobesity’, consumed by screens for an average of 10 hours per day, operating in a state of continuous partial attention. While that is frustrating for a writer, and a concern for humanity, it’s deadly for a commerce marketer.
I call it the ‘shallow living conundrum’, where consumers skate over the surface of life, superficially engaging with the content and commerce opportunities we provide them. In a world of infinite choice – of channels, of products, of everything – we rarely stop and ‘go deeper’.
Yes, retail is facing many challenges – economic, technological, and environmental. The crisis of collapsing attention is just as real.
But there is a solution. Or in fact, two solutions.
Solution 1: Brand growth and digital availability
Firstly, as I wrote recently, marketers need to expand the concept of brand growth popularized by Byron Sharp, from ‘mental and physical availability’ to digital availability. That means being there online, wherever and whenever shoppers want to purchase, however they want to do it. Sounds straightforward, but it requires omnichannel retail strategies, along with new growth models such as voice, social and visual commerce (and whatever is next), and direct-to-consumer (D2C) approaches. The broader and deeper the distribution, and the easier it is to buy, the better.
If digital availability enables commerce, digital complexity kills it. In D2C, we see a 30% drop in traffic for every additional click. In product detail pages (PDPs), the trend is toward fewer words, more images, and more ‘snackable’ content. PDP videos that used to be several minutes are now between 15 and 30 seconds. Ad formats are becoming shoppable and integrating the checkout, so you don’t even have to click through to a site.
Digital availability must capitalize on the functional aspects that help brands stand out (strong digital and retail media presence, great customer experience), as well as the emotional features of a brand (its distinctive assets and how it engages).
Solution 2: Creativity, creativity, creativity
Which brings me to my second point. I believe that creativity will be the core ingredient to help brands stand out in the future, regardless of the shelf – physical, digital, or connected. By ‘creativity’, I mean insight-led content that instantly engages its audience in a relevant way, and nudges toward a transaction.
Creativity should follow three Cs: conversion-led, clever in message and/or medium, and culturally connected. Creative commerce can be as broad-reaching as a new approach to couponing, or a breakthrough payment system.
Listen to Rihanna
In this shallow living era, it’s how you employ creativity and digital availability that makes the difference. My favorite example this year is from one of the world’s best ‘chief marketing officers’: Rihanna.
Picture yourself watching the Super Bowl in February this year. You’re on the couch, phone in hand, scrolling TikTok. Rihanna comes on for the half-time show, and you pay more attention. Suddenly, Rihanna pauses, for just three seconds, and touches up her make-up – her own brand, Fenty Beauty. Instantly, you Google ‘what make-up is Rihanna using’, and you’re directed to Fenty.com to purchase. Searches for Fenty Beauty rose by 883% during the performance and the media value was US$5.6 million. The message was short (three seconds), sharp, connected, and digital… and it got our attention and sold product.
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The ultimate walled garden
China knows how to combat shallow living; the e-commerce sun rises in the East and sets in the West. Alibaba has created an ecosystem, from YouKu (like YouTube), to shopping platforms Taobao and T-Mall, to livestreaming with Taobao Live, to payment solutions like AliPay and even travel companies like Fliggy. The idea is to create an Alibaba walled garden (if you bounce, you just bounce to another Alibaba property), and Amazon is starting to follow suit in the West.
Alibaba also aims to make the shopping experience irresistibly entertaining, through gamification and live streaming. This is showing up in other markets too, on platforms like Twitch and Amazon Inspire.
Shallow living will only become shallower. The key is not to fight the tide, but swim with it. By being ‘digitally available’ and executing creatively, you make it easy for shoppers to find, engage and buy from you.
Now, are you ready to chart the course toward sustainable growth in the new era of modern commerce? If you have got this far in the article, you’ve proven that and more. Thank you for paying attention.
Get ready for the retail world of the future with more smart thinking and detailed analysis over at our dedicated deep dive hub.
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12 Proven Methods to Make Money Blogging in 2024
This is a contributed article.
The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:
1. Embrace Niche Expertise:
Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.
2. Content is King (and Queen):
High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.
- Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
- Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
- Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.
3. The Power of SEO:
Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.
- Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
- Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
- Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.
4. Monetization Magic: Affiliate Marketing
Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.
- Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
- Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
- Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.
5. Display Advertising: A Classic Approach
Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.
- Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
- Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
- Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.
6. Offer Premium Content:
Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.
- Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
- Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
- Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.
7. Coaching and Consulting:
Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.
- Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
- Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
- Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.
8. The Power of Community: Online Events and Webinars
Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.
- Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.
9. Embrace the Power of Email Marketing:
Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.
- Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
- Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
- Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.
10. Sell Your Own Products:
Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.
- Identify audience needs: Develop products that address the specific needs and desires of your target audience.
- High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
- Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.
11. Sponsorships and Brand Collaborations:
Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.
- Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
- Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
- Align with your niche: Partner with brands that complement your content and resonate with your audience.
12. Freelancing and Paid Writing Opportunities:
Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.
- Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
- High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
- Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.
Conclusion:
Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.
Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.
Image Credit: DepositPhotos
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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
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Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
