Don’t Open This Email + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our October 4, 2024 issue. If you’d like to receive Field Tips, subscribe here.
Did you know October is Cybersecurity Awareness Month? While we often think of cybersecurity as something for IT teams to handle, it’s actually something marketers need to be aware of too.
As marketers, we’re handling sensitive data every day—whether it’s customer information, campaign details or access to powerful digital tools. A single security breach could lead to reputational damage, loss of trust or even legal consequences. Not exactly the kind of attention we’re looking for, right?
To help keep things secure, here are a few practical steps we can all take:
- Audit your tools: Regularly review your digital platforms for security vulnerabilities.
- Secure your data: Use encryption and multi-factor authentication whenever possible to protect sensitive information.
- Be phishing-aware: Make sure your team is trained to recognize phishing emails and suspicious activity.
- Collaborate with IT: It’s always a good idea to stay in sync with your security experts to ensure your marketing activities are secure.
- Stay compliant: Keep up with privacy regulations like GDPR or CCPA; following these helps avoid fines and protects your brand’s reputation.
Staying proactive about cybersecurity isn’t just about avoiding risk—it’s about building trust with customers and ensuring the success of all your hard work.
Google’s New AI Turns Your Research into a Real-Sounding Podcast
WHAT’S HAPPENING. Google’s AI research assistant, NotebookLM, now has a mind-blowing new feature called Audio Overviews. Using your uploaded docs—anything from PDFs to web links—it produces a podcast-like summary, voiced by AI hosts that sound eerily human. While this feature is still experimental, it provides a quick and engaging way to digest complex information audibly.
WHY IT MATTERS. While admittedly kind of creepy, this technology presents an opportunity to reach audiences in new ways. Imagine turning white papers or original research into lively audio summaries your audience can listen to on the go. With how lifelike the AI voices are, it gives the illusion of a real conversation—perfect for those who love podcasts but don’t have the time to create them from scratch.
CHECK IT OUT
As an experiment, we used NotebookLM to turn content from our website into a 15-minute podcast. Listen to a snippet from the podcast and let us know your thoughts.
X is Losing Users Fast in the U.S. and U.K.
WHAT’S HAPPENING. X, formerly known as Twitter, is reportedly losing significant numbers of daily active users, particularly in the U.S. and U.K., two of its key markets. Data from third-party sources such as SimilarWeb suggests that daily active users have dropped by about one-fifth in the U.S. and nearly one-third in the U.K. This decline appears to coincide with major platform changes, including content moderation policies, which have driven users to alternatives like Threads and Mastodon.
WHY IT MATTERS. For marketers, X’s user base contraction represents a potential shift in where target audiences are spending their time online. With fewer users engaging on X, advertising on the platform may yield diminishing returns. Brands may need to re-evaluate their ad spending on X and consider diversifying their social media strategy to include growing platforms like Threads or Mastodon to maintain audience reach and engagement.
Google’s New Search Design is a Game-Changer for Retailers
WHAT’S HAPPENING. Google’s search results are looking more like Amazon’s category pages. Now, shoppers see detailed product grids, with images, prices and filters directly in search results. This shift focuses more on individual product pages than traditional category listings.
WHY IT MATTERS. Retailers need to rethink their SEO strategy. With product pages gaining more prominence in Google search, marketers should optimize for specific product listings. This change could boost visibility for smaller brands and make it easier to compete against big retailers.
More To Explore
AI for eCommerce: Putting AI to Work to Sell Products
AI is revolutionizing eCommerce by personalizing shopping, automating customer support, and boosting sales with tools like chatbots and AI-driven searches. Learn more about it on Social Media Examiner.
What to Know About Privacy Laws When Collecting Personal Data on Shoppers
Tougher privacy laws are forcing retailers to rethink data collection while staying compliant and building trust. Find out what that means for you on Marketing Drive.
Google’s SEO Tip to Get New Site Picked Up Faster
Want to get your website indexed faster? Google’s John Mueller shares a common technical mistake that keeps a new site from getting picked up on Search Engine Journal.
Zapier’s Head of Paid Ads on Storytelling, AI-Targeted Ads, and Why He’s All-In on Influencer Marketing
Zapier’s James de Feu shares how AI, storytelling and influencer marketing are transforming ad strategy. Check out the full article on HubSpot.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
