October 23, 2018

E-COMMERCE

Walmart gets with the times and follows Amazon’s lead

Walmart is catching up with Amazon and is expanding its 2-day shipping to the millions of products offered by its own marketplace sellers.

Since January 2017 Walmart offers free, 2-day shipping for orders above $35. This move challenged Amazon Prime since it didn’t require an annual membership fee.

Now that same shipping option will be made available across Walmart’s marketplace as well.

Walmart is also simplifying returns. Customers will be able to log into their Walmart.com account and print out a return label to ship items directly back to sellers.

Starting in November, customers will even be able to return their eligible marketplace purchases in Walmart stores at the Services desk.
There’s a clear move towards more convenience for the customer. Amazon is leading the way still, others are following. Your store should absolutely not neglect this either!

Increase your AOV in Messenger with ManyChat’s update

ManyChat’s payments update is pretty sweet. If you’re using bots to sell on Facebook you’ll be glad to hear that you can have more complex logic in Payments.

Your “Buy Button” can now have a dynamic price. So you can have a different price for a subscriber based on a loyalty program, a discount code or whatever else.

You can also create a simple shopping cart within the bot, where subscribers add items. This can nicely increase your AOV through the bot.

Last but not least, you can also make sure that when items are out of stock, they aren’t available for sale anymore.


GENERAL

Copyright law bad for small creators, YouTube CEO says

Susan Wojcicki, YouTube’s CEO, has continued her quarterly letters to creators. We usually don’t feature these, mostly because they are very much focused on people creating video content on YouTube, not for advertisers.

We’re making an exception today for a simple reason. The copyright reform that is likely to pass in the EU could have some very bad unintended consequences not just for creators, but for the entire ecosystem, including us advertisers.

More specifically, there’s Article 13, that demands platforms where content is published, such as YouTube, automatically scan and filter user uploads to ensure they aren’t in violation of copyright.

So where’s the problem? Well, two things.

First, AI is far from perfect and if the risk is too high, companies will tweak it towards being more conservative and thus bring many false positives. You see it with Facebook when it comes to ads already.

Secondly, both advertisers and content creators sample or remix music, pictures and videos. And AI wouldn’t be able to tell the context between fair use for parody or commentary, and ripping off. Not at the moment.

We’re hoping this goes along the same lines as GDPR – a lot of noise but without dramatic effect from the get-go.

Still, you should probably get into the habit of using original or copyright-free content for what you want to have online in a year as well. Otherwise, it could get taken down.

Royalty-free music sources

OK, the news just above is not so good, so we went ahead and looked for some good music sources you can use in your videos, whether ads or not.

This way, you should be safe if the new copyright law gets adopted in the EU. And even if you aren’t worried about that, FB and Google already ban ads and accounts for using copyrighted content, especially music. Stay safe by using these.

  1. YouTube’s audio library. Probably the most obvious one, serving music and audio effects. Sortable by genre, mood, instruments and more.
  1. Facebook’s audio library. The creator studio’s sound collection works essentially the same as YouTube’s.
  1. Free Music Archive. This website offers songs with various licenses. You have to pay attention though because some tracks have more restrictions than others. You might not be allowed to use them for your purpose.
  1. CChound. A simple site letting you search by genre, mood, type, and instrument, or just browse through everything page by page.
  1. Thematic. Seems to be songs with vocals only, from what we’ve randomly listened to. Sadly you can’t really browse by categories, even if you sign up, but maybe you’ll get lucky and find something you need without having to spend hours there.
  1. Soundstripe. The only paid site we’re mentioning here. Pretty fancy, with lots of variety and features, if you pay the monthly $15.

Last but not least, you can also make sure that when items are out of stock, they aren’t available for sale anymore.


FACEBOOK

FB Ads Chef, Depesh Mandalia, shares his recipe

In this post in the Facebook Ads Experts Academy, Depesh Mandalia shares his “secret recipe” to success with Facebook campaigns.

If you are waiting for this one little trick that will make you rich we have to disappoint you. The key ingredients include a lot of time, effort and work among others.

According to Depesh, most people make the mistake of focussing too much on CPM, CTR, CPC, relevance score, bidding and budgets without proving their products or services.

This means the first thing you should do after making sure the setup of your pixel is correct and you track the right events is to test your product or service.

Prove your product or service is worth people’s times. Test various creatives and ad objectives to find tractions, pain points, rejections and reiterate your product and service before spending too much. Make sure you serve people’s wants and needs.

Then you need to work on your sales funnel. Reduce friction, increase your landing page speed and try to increase the conversions between the parts of your funnel.

Only if these basic things work really well it’s time to play around with audiences and look at all the stats your Business Manager provides.

In his post, Depesh goes more into detail, also talking about creatives, angles, LTV, ROAS and so on. We highly recommend checking it out.

P.S. If you want to skip the motivational part, scroll down to “KEY INGREDIENTS” 


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POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

Mayweather and Khaled sued for crypto scams

The headline says it all.

If you were around the Internet, not just crypto, in the past 12 months, you know celebrities started advertising ICOs.

Not too surprising, those ICOs were usually trash. And some were worse than trash – they were plain scams.

Investors lost money, the SEC got involved, founders are in trouble… Floyd and DJ Khaled aren’t doing great either because they endorsed this scam.

The WTAFF Crew also gets its crypto advice from champion boxers and popular DJs. Like, if they don’t know crypto who does?


HISTORY OF ADS

We focus on bringing you the latest and greatest from the digital marketing space. But sometimes, to be good now and in the future, you have to understand history too.

So we’ve written a 3 part series that goes through the history of advertising. From the days when most people couldn’t even read an ad until today when the Internet took over the advertising market. You can read part 1 here.

The History Of Ads – Part 2

July 1912, San Jose, California. A man named Charles Herrold is broadcasting a radio station from his technical school. But people did that before him, right? So, where’s the big deal?

He was the first one to have a scheduled, pre-announced broadcast. And it gets even more interesting. On this broadcast in 1912, he played music, featuring phonograph records supplied by the Wiley B. Allen company. And because of this announcement, it can be taken as the first radio advertisement ever.

But it was only local at the time. 100-mile (~161km) radius to be exact. They wanted to expand, but the 1st World War came, and public radio stations were shut down. It wasn’t until after the war, that public radio stations were allowed to air again.

The postwar radio boom didn’t escape the clever eye of vinyl salesmen. There were numerous more people that acknowledged stores and companies that provided them with records. But in 1922, the record industry stopped these promotions. They thought that they actually lowered the sales.

So, in February 1922, AT&T announced that they would sell their airtime to interested parties. The first paid radio commercial was aired in August the same year on WEAF (now WFAN) in New York, advertising a new apartment complex in Jackson Heights, Queens, for the Queensboro Company. They paid $100 for a 10-minute ad. Counting the inflation in, that’s around $1,425 in 2018!

AT&T wanted to license this practice and make a monopoly out of it. Courts were for it, but because of the public’s disagreement, they came up with a licensing scheme so individual stations could also have paid airtime. Then, the Golden Age of Radio came.

And with it, a major idea. The only limit radio ads have, is the imagination of the listener. And that should be the target. Canadian comedian Stan Freberg demonstrated it with this segment in his show, including sound effects:

Lake Michigan is drained and filled with hot chocolate. Dump trucks pull up to the shore and dump whipped cream onto the lake. Finally, the Royal Canadian Air Force drop a cherry onto the top of the lake, to the cheers of 25,000 observers. Try to beat that with TV at that time.

But radio wasn’t always so sweet. 1933, Nazi Germany. TheVolksempfänger (people’s receiver) is making its debut. A propaganda tool requested by Joseph Goebbels, developed by Otto Griessing.

The only thing in the ether? Propaganda. And because of this, every home in Germany got one. Tuning in to something else? Forbidden and punishable.

But after the war, things settled down. Not for Germany though. A new AM wavelength plan was set up for Europe. But FM is the standard today, what happened?

Because Germany wasn’t allowed to use AM, only Mediumwave of AM, they tried FM – shortwave radio. And it became clear that FM was better for music – higher quality audio. After a short time, more nations followed, and the radio developed.

However, it quickly became apparent that it wouldn’t be radio which would become the main source of information, music, shows, or ads. Television was slowly on the rise. And it wasn’t going away any time soon.

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