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The science of loyalty, another Google delay, and the art of a powerful conclusion.

May 23 - Edition #11

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Dia Creative
May 23, 2024

May 23, 2024 - Edition #11

This week you'll learn:

  • 🍪 Google's ongoing struggles with the cookie phase-out and industry concerns

  • 🧠 The science of loyalty and how to build meaningful consumer relationships

  • đź“ş How Mimi Ikonn's winning YouTube strategy fuels business growth

  • ✍️ The anatomy of a compelling conclusion that converts readers into followers

  • ⚡️ Quick Hits: Colorado's neural data privacy law, Threads surpassing X, elevating responsive search ads.

Google's plan to phase out third-party cookies in Chrome has hit yet another roadblock. The company announced further delays while it works to address concerns raised by the U.K.'s Competition and Markets Authority (CMA).

CMA's Concerns

In 2022, the CMA highlighted that the removal of third-party cookies in Chrome would negatively impact Google's competitors, giving it an unfair advantage. As a result, the CMA called on Google to revise its approach to the phase-out. Their concerns primarily revolve around:

  • Google's governance of their intended replacement of third-party cookies, the Privacy Sandbox

  • Potential advantages for Google's tools over other third-party cookie alternatives

  • The design, use, and viability of Privacy Sandbox tools

Google has complied, but as it currently stands, the company has not yet been able to adequately address all of the highlighted concerns from the CMA.

Ongoing Challenges

Google acknowledges its continuous struggle to find a solution. As Google explains:

"We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4."

This marks the third delay in Google's plan to phase out cookie tracking, causing uncertainty and angst among advertisers. While Google is confident its Privacy Sandbox proposals will minimize the impact on campaigns, the industry shift is still expected to be significant.

Google needs more time to build consensus between regulators, developers, and ad executives. As Google works to address the CMA's concerns, the timeline for the cookie phase-out remains unclear. Stay informed and adaptable as the situation evolves.

The Science of Loyalty

Image Source: Mailchimp

“Customer Loyalty” is not monolithic. Customers can be loyal in different ways and for different reasons. Building a more fine-grained understanding of loyalty can help brands better segment and retain their audiences.

A recent study by Mailchimp introduces a framework to understand customer loyalty with more nuance.

Psychological Drivers of Loyalty

"The Science of Loyalty" report introduces the Loyalty Wheel, a model that encapsulates the essence of consumer loyalty into four core neurobiological principles that build loyalty.

First reward engages the brain's pleasure system to reinforce positive brand interactions. Memory then encodes this and helps influence future choices.

Over time and repeat behavior emotion starts to build a deeper connection and preference. Finally, social interaction can add aspects of peer pressure and status locking the behavior in place.

The Commitment Spectrum 

The report argues that loyalty falls on a spectrum, ranging from "inert" to "fandom" loyalty.

  • Inert Loyalty: Consumers purchase out of convenience rather than preference

  • Habitual Loyalty: Loyalty emerges from routine rather than emotional ties

  • Dedicated Loyalty: Consumers form an emotional connection to the brand's vision and purpose

  • Fandom: Characterized by a strong emotional bond and shared values amongst the brand's community. Only 13% of respondents belonged to this group

Using these concepts, brands can better understand how customer loyalty builds in greater depth, bringing them one step closer to powerful customer relationships.

Mimi Ikonn's Winning YouTube Strategy

Mimi Ikonn, co-founder of Luxy Hair and Intelligent Change, has perfected a growth formula for creating successful YouTube channels that fuel business growth.

This social strategy was the main driver behind Luxury Hair’s multi-million dollar exit and Intelligent Change selling over 2 million units of their signature journal product.

Here, she shares her blueprint for cultivating an engaged community and building brands through YouTube.

Focus on Your Passions

Mimi explains the importance of passion in content creation. "It’s never too late to start a YouTube channel, as long as it’s a topic you’re really interested in," she advises.

Genuine interest in your content not only prevents burnout, but also resonates more deeply with your audience.

It’s also important to like YouTube as a social media platform and engage on the platform as a user. “If you don’t like the platform, it will be difficult to put in long-term, consistent effort,” Mimi explains.

Simplify Your Content

Mimi recommends simplifying your topics to boost engagement. Break your content into clear, easy-to-follow segments with a beginning, middle, and end.

"If you can simplify your topic, people will watch and engage more," she explains. This will make it easier for viewers to follow along and help grow your channel over time.

Cultivate Trust and Authenticity

Consistency is essential to build trust. Maintain a regular posting schedule so viewers know when to expect new content. Authentic, genuine excitement in your videos will give your audience confidence in your expertise and value.

Experiment with Formats

While Mimi loves long-form content for diving deep into topics, she recommends mixing up your video lengths and formats. "You can repurpose the long-form content into smaller videos for YouTube Shorts," she suggests. 

Varying your content styles will help you connect and adapt to different audiences as the YouTube algorithm evolves. If you normally post a full 20-minute video to your channel, try slicing it up and sharing shorter versions along with the full-length video. Different content styles and lengths will help you expand your audience.

Learn from Other Creators

Observing and adapting successful elements from other creators can inspire innovation in your content without directly copying them. This approach helps in keeping your content fresh and relevant. Look for trends that resonate with your industry and audience, then add your own unique spin to make the content your own. “Watch other creators and see what works for them. Don’t copy them, but do similar things with your own content that you put out.” Mimi says.

Building a thriving YouTube channel takes time and dedication. But Mimi’s two successful brands show just how powerful a channel it can be.

Crafting Conclusions that Convert

A compelling conclusion can transform a casual reader into a loyal follower or customer. It's the final opportunity to leave a lasting impression and instigate action.

The Anatomy of a Conclusion

A conclusion serves as the final note in any written piece, be it an article, essay, or blog post. It's where you encapsulate the core message and prompt the reader to act. This section might summarize key points, pose a thought-provoking question, or suggest further reading. An effective conclusion should:

Restate Your Thesis.

Start by revisiting your main argument based on the information presented. Don't just repeat the introduction, but enhance it with insights gained from the body of the text.

Highlight Supporting Points.

Briefly touch upon your main arguments, emphasizing their importance and interconnection. This recap should reinforce the 'so what' of the discussion, making the information stick with the reader.

End with a Call to Action.

End with a clear, actionable step or thought-provoking question. Whether it's inviting readers to comment, suggesting related articles, or recommending a lifestyle change, the goal is to extend engagement beyond the page.

4 Tips for Maximum Impact

  1. Keep It Brief: Wrap things up concisely, typically in 3-5 sentences for a blog post or 5-10% of the total word count for an essay.

  2. Tie-Up Loose Ends: Ensure you've addressed all the key points and created a sense of closure for your reader. Highlight areas for further research or reiterate how your points fit together.

  3. Create an Emotional Connection: Inspire readers to think differently or make positive changes. Appeal to their emotions for a memorable impact

  4. Use Plain Language: Convey your message effectively with simple terms that a diverse audience can comprehend.

A powerful conclusion is the difference between a forgettable piece and one that resonates long after the reader has finished.

⚡️ Quick Hits

What we’re working on right now

We are currently updating our website! We were feeling the need to freshen up our branding and update content to reflect our services and portfolio better. 

Updating your website is essential for providing a positive user experience, staying relevant and competitive, attracting organic traffic, and building trust and credibility with your audience. It's an ongoing process that requires regular attention and maintenance, but the benefits far outweigh the effort involved.

Curious to know where your website could be optimized?  Book a meeting with our team this month and get a free strategy session to review your website content, SEO, and user experience.

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