Greetings from New York City where the flowers and trees are starting to bloom.
As I rode up Park Avenue yesterday, I was greeted by butter yellow and melon pink tulips. They pushed their colorful heads above the scalloped metal fence separating the esplanade running the length of Park Avenue until Grand Central.
They heralded that Spring in all of its glorious beauty was making its way across the city.
At each cross street along Park Avenue, I was greeted by a different colorful origami-polygonal shaped animal sculpture. Idriss B. created this urban zoo that attracts Instagram moments.
Here’s Mojo the Gorilla at 36th Street and Park Avenue. I think that he’s lost his way to the Empire State Building.
Beyond bring some brightness into your life, why do I post these plantings and art in this newsletter?
To show you that you can help your neighborhood. The Park Avenue esplanades are cared for by POPA or the Patrons of Park Avenue. You can do the same to help make your neighborhood inviting to passersby.
Table of Contents
- Marketing Lesson of The Week – Earth Day & Sustainability
- Social Scene – Is Your Business On Instagram Yet?
- Voice Talks – A World Wide Voice Web
- Content Communicates – Extend Your Email Reach
- New York Marketing Minute – The New York Public Library Sponsors Books For All
- Marketing Reads
- Marketing Training
- Mark Your Calendar
Marketing Lesson of The Week
► Earth Day & Sustainability: What You Need To Know NOW!
Inspired by Rachel Carson’s book, The Silent Spring, Earth Day started on April 22, 1970 and continues to gain momentum.
Before you poo-poo the idea, realize that improving sustainability is becoming a corporate mandate regardless of your business category. Edelman’s 2022 Trust Barometer revealed that consumers ranked climate change as one of their top societal fears.
Based on a June, 2021 survey by Wunderman Thompson, respondents across the US, UK and China expected companies and brands to take responsibility for improving their impact on the environment across different areas of their business.
According to McKinsey:
- One out of four consumers plan to focus more on environmental issues and will pay more attention to social aspects in their shopping behavior.
- Further, 65% of the world economy is committed to becoming carbon neutral by 2050.
As IBM research shows, even easy-to-change environmentally friendly activities can be difficult for consumers to do on a consistent basis. Some of the road blocks are due to time and convenience and others are due to the lack of local options.
Why should you care as a marketer?
Because your customers, employees and community care.
Actionable Marketing Lesson:
- Add sustainability across your business where it makes sense to do so. Then add it to your promotion in terms of labeling and product descriptions.
► Is Your Business On Instagram Yet?
Think Instagram is only for food and fashion?
Then think again.
Despite being owned by Meta (aka: Facebook), people continue to flock to Instagram’s visual platform.
What does this mean for your marketing?
Be on Instagram to be visible to new segments of your potential audience.
Before you tell me that your business or organization isn’t visually friendly, take a page from Dr. Aegean Chan’s Instagram feed. Board-certified dermatologist, Dr. Aegean Chan (@draegeanchan), everyone’s favorite skincare expert on the visual platform, has 28.3k followers.
This totally makes sense since everyone wants to look their best on Instagram. So who better to follow than Dr. Chan’s unbiased, evidence-based skincare advice.
Actionable Social Media Marketing Tips
- Find a unique niche your business regardless of type can own on Instagram.
- Offer a variety of types of content. Dr. Chan uses text visuals and images.
- Organize content for visitors. Dr. Chan has multiple categories. Remember Instagrammers are known to follow the “Don’t Make Me Think” school of content consumption.
- Make it easy for visitors to contact your business. Use a URL or other Instagram acceptable method. Since you want to eventually own your audience.
- How To Create A One Page Social Media Strategy
Note: Includes worksheet!
► A World Wide Voice Web.
Last Tuesday at VoiceLunch Global, Jon Stein, Executive Director of the Open Voice Network (OVoN) spoke about the current state of Voice technology and what’s in the future for Voice.
The Open Voice Network, a part of the Linux Foundation, is dedicated to a vision of interoperability—a World Wide Voice Web—and exploring how society will be affected as that goal is achieved.
VoiceLunch is an open, global community of people from across a broad range of professions interested in building and promoting Voice as the primary means of communicating with devices and services on the Internet, in our homes and our communities.
Normally, what goes on in VoiceLunch stays in VoiceLunch. It’s Zoom sessions are not recorded. However, Jon has kindly given the AMG Newsletter permission to summarize his viewpoints and share a couple of slides.
► Where is Voice today?
There’s a general acknowledgement that growth in Voice technologies and services has stalled. Jon outlined 3 challenges:
1. The Adoption Challenge — Consumers are not impressed by the current array of smart speakers and voice-enabled smartphone apps. They may use Voice for playing simple games, getting weather forecasts and turning on the lights, but generally regard such devices as tech toys.
It doesn’t help that Amazon and Google dominate the mind space with their Alexa and Home Assistant services. This limits consumers exposure to other options and concepts for using Voice.
In the enterprise, mention Voice and managers respond that they are already using Interactive Voice Response (IVR) services in their call centers. Beyond a few companies using Voice on factory floors where hands may otherwise be occupied, business does not understand how Voice can improve the bottom line.
In the above image (click for full size version) the red bars are where we are today. [Source: Statista, 2021]
- 320 million smart speakers installed world wide
- Around 300 thousand Alexa and Google skills deployed world wide.
The green bars shows the possible scope of a World Wide Voice Web should the OVON’s vision of interoperability be realized.
- 2 Billion voice-enabled websites world wide [Firstsiteguide.com, 2022],
- 18 Billion installed Internet of Things (IoT) endpoints [Ericsson, 2022],
- Trillions of voice-enabled conversational AI sessions, and
- Trillions of Metaverse interactions
2. The Zero Sum Question — Where should business invest their money and people? Given tight budgets and other challenges businesses face today, what can/should be thrown out in order to bring Voice in?
This can be looked at in terms of the customer journey.
For marketers, voice-enabled devices and services can create the most value in post-purchase support, order tracking and customer on-boarding. For example: IoT devices that can answer how-to-use-me questions will have a competitive edge.
Voice can also create value when a prospect is doing pre-purchase research. For example, asking your smartphone for the locations and hours of stores that sell a certain product or to get product comparisons and personalized recommendations.
3. The Data Challenge — Voice conveys more information than text. Voice analysis can be used to infer several attributes about the speaker including:
- Mood – Directly analyzing the sound waves can reveal how the speaker feels about the topic of conversation they are having with a device or service.
- Identity – Everyone has a unique voice print that can be used to identify that speaker. This can be used in good ways and it can be used in bad ways.
- Context – Natural Language Processing (NLU) isolates a speaker’s words from the input sound. What’s left is background noise. But it’s not really noise. A lot of contextual information can be obtained by analyzing it.
The additional data available from the user raises questions of ethical use and privacy. Who will own all this data and who will determine how it can be used? Answers to these questions must emerge in order for Voice to see greater adoption and use.
These are important questions for marketers and, as marketers, we have a responsibility to work with society to formulate smart answers for the World.
► Want To Extend Your Email Reach? Take a Page From Morning Brew
Morning Brew is one of my “Must-Read” email newsletters. It’s always packed with well crafted, easy-to-consume content.
2 Content Marketing Lessons Worth Stealing
♦ Games. A real games section for free like The New York Times’s expanded paid offering. Need proof that it matters? The Week has a crossword puzzle and Sudoku on the last page of each print issue. And, The New Yorker has added a crossword puzzle to their Cartoon Caption Contest.
Here’s a sample of their games. Note that they send readers to their website for one of the puzzles.
♦ Referral Program. When I worked at Bertelsmann, we called this type of promotion a GAF or Get-A-Friend. It’s a great way to increase your list by encouraging your readers to recommend their friends and colleagues. To get them to act, offer them branded swag in return. Caveat: You may need to create a program to track referrals and give-aways.
Actionable Content Marketing Tips
- Use a variety of different types of emails to maximize your sales and relationship building.
New York Marketing Minute
► The New York Public Library Sponsors Books For All
Like any great brand, The New York Public Library takes its mission seriously. For the NYPL, it means the free and open access to knowledge, information, and all perspectives.
This is particularly important in an era when politically active groups are trying to restrict the public’s access to key works of literature by banning books. It’s like they’re making Ray Bradbury’s 1953 novel, Fahrenheit 452 a reality by outlawing books.
Listen to President of The New York Public Library, Tony Marx:
“Knowledge is power; ignorance is dangerous, breeding hate and division. Since their inception, public libraries have worked to combat these forces simply by making all perspectives and ideas accessible to all.”
In response, the NYPL has partnered with a number of publishers to make some of these “banned” books available to anyone who wants to read them. You can download them for free to read on the device of your choice.
Use this link (https://www.nypl.org/spotlight/books-for-all) to download these books for free:
- Speak by Laurie Halse Anderson (Square Fish / Macmillan Publishers)
- King and the Dragonflies by Kacen Callender (Scholastic)
- Stamped: Racism, Antiracism, and You by Jason Reynolds and Ibram X. Kendi (Little, Brown Books for Young Readers / Hachette Book Group)
- The Catcher in the Rye by J.D. Salinger (Little, Brown and Company / Hachette Book Group)
Actionable Marketing Lesson:
- Stand up for what is right. Your brand and business depend on it.
- Make it easy for others to join you in your mission to make the world a better place. This includes both in your community and more broadly.
In honor of Earth Day, make your content marketing sustainable for the long term. Like the earth’s natural resources, your marketing resources are limited.
This article explains how to get the most from your content overtime to keep it visible and viable.
Now that we’ve completed 1Q2022, it’s a good time to reassess your content marketing plan to ensure that it is on track to succeed this year.
At the same time, it’s useful to re-examine your editorial calendar.
► Woot! Heidi Cohen was featured in Boomcycle’s post, Top 50 Content Marketing Influencers You Need To Know
Learn from leading content entrepreneur, Joe Pulizzi, and his team at The Tilt.
New Course: Exploring Web 3.0
Use code: heidi25 for $25 off
Create your powerful personal brand with expert Mark W. Schaefer
August 2nd through August 18th, 2022
Plan Ahead: Mark Your Calendar
► Project Voice – April 25–28th, Chattanooga, TN
The #1, in-person event for voice tech and conversational AI in America returns. Register Now!
► The 2022 Creator Economy Expo (aka: CEX) – May 2–4th, Phoenix, AZ
By Creators for Creators: Join 500+ fellow creators to explore the latest strategies, tactics, and tools — plus make valuable connections — for achieving big success as a new breed of content entrepreneur.
♦ ♦ Special AMG reader discount: Get $150 off — Use code: AMGCEX ♦ ♦
► Content Strategy Collective Live – June 8-9th.
Organized by MarketMuse, it will explore the strategies that content marketers and SEOs use to succeed.
► Omnichannel X 2022 Conference – June 13-16th, (Virtual).
♦ ♦ Save 25% when you use code: SPK2225 ♦ ♦
►MAICON 2022 – August 3-5th, 2022 in Cleveland, OH
The Marketing Artificial Intelligence Conference (MAICON), returns to an in-person event this year.
♦ ♦ Special AMG reader discount: Get $150 off — Use code: AMG150 ♦ ♦
Check out MAICON’s schedule of upcoming webinars.
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P.P.S: Did you miss last week’s AMG Newsletter? Previous newsletters can be found in the AMG Newsletter Archive.
The fine print