🔊 How retail brands can adapt to advances in digital commerce marketing

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Plus, InVideo’s new editing tool uses AI to automate video creation.

Feb 21, 2020

Good morning marketers, ready to take on the next wave of digital commerce?

At SMX West in San Jose Wednesday, Benjamin Spiegel, Chief Digital Officer of Procter & Gamble Beauty, and Dana Tan, Senior Manager of Global SEO for Under Armour, joined our own Ginny Marvin to talk about how digital commerce marketing is shifting. They chimed in on a range of topics that hit close to home for online digital retail marketers, including how social is driving more top-of-funnel intent, how D2C campaigns can provide rich first-party insights, and where personalization fits into the digital commerce picture. Retail marketers among us: this one’s for you.

In other news, video creation platform InVideo has released a video editing tool that uses AI to automate the video creation process. InVideo’s “Intelligent Video Assistant” comes with real-time design suggestions on font choices, animations and color palates, and an auto-correct assistant feature to avoid technical design mistakes. “Our Grammarly-like editor means no more time wasted over common technical mistakes or frustrating visual design decisions. We’re using AI to automate the entire video-making process,” said InVideo CEO Sanket Shah in a release this week.

Real talk: Juggling marketing technology and stakeholders at the same time isn’t easy. A contentious debate that broke out on LinkedIn last week showed just how difficult it is to find consensus on whether traditional, people-based marketing skills or technical know-how are more important in a world where tech is king. However, it doesn’t have to be an ‘either/or” situation, explains our editor Jen Cannon. Nurturing both disciplines will make you a better marketing technologist.

Taylor Peterson,
Deputy Editor

Pro Tip

E-commerce category pages outperform product detail pages in SERPs

“E-commerce category pages represent a larger opportunity for ranking and driving organic search traffic than product detail pages, according to research unveiled at SMX West 2020 on Thursday,” explains SMX West speaker Jill Kocher Brown of JumpFly. “Specifically, e-commerce category pages – which include parent category, subcategory and product grid pages with faceted navigation – ranked for 19% more keywords on average than product detail pages ranked for.”

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The seven elements of a high-converting landing page

This guide from SharpSpring is written for any marketer looking to initiate or improve their landing page strategy. It will guide you through everything you need to know to allow you to create and optimize landing pages for your website. Download your copy to discover the seven elements of a high-converting landing page and get tips on testing and optimization.

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Social Shorts

Facebook looks to improve speech technology and Twitter’s latest effort to fight misinformation

Facebook’s “Pronunciations” program aimed at speech recognition tech. In an attempt to improve its speech recognition technology, Facebook is recruiting users to be part of its “Pronunciation” program connected to the company’s Viewpoints market research app. Facebook is asking qualifying participants to record the phrase “Hey Portal” followed by the name of a friend from their friends list. Users who qualify to be part of the program will earn up to $5 for voice recordings, reports The Verge. The $5 payment is earned via points collected within the Viewpoints app, and the program is open to U.S. users over the age of 18 who have, at least, 75 connections on Facebook.

Twitter testing new tools to fight misinformation. As the 2020 election draws nearer, Twitter is experimenting with a new feature to help curb misinformation on the platform. The site is trying out brightly colored labels that are placed beneath lies and misinformation shared by politicians and public figures, reports NBC News. The company confirmed to NBC that the labels are “one possible iteration” of new policies it plans to launch on March 5. A Twitter spokesperson told NBC, “We’re exploring a number of ways to address misinformation and provide more context for tweets on Twitter.”

A new way to thread Tweets. In other Twitter news, the site is rolling out a feature that lets you add, “A new thought to an old Tweet” so that you can thread Tweets posted days apart. To access the feature, compose a Tweet on the mobile app, and then, before posting, pull down on the composer window to view older Tweets and an option to “Continue thread” — from there you can select a previous Tweet to continue the thread. The feature is rolling out slowly on iOS, according to TechCrunch.

Google's Danny Sullivan to keynote SMX Advanced!

Join us June 8-10 in Seattle for Danny’s first return to the SMX stage since joining Google in October 2017. His through-the-looking-glass keynote will provide an invaluable glimpse into the search engine’s inner-workings from the man who knows it best.

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