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Monday’s Marketing Minute: Facebook vs Australia, Why Millennials Buy, Spend Emails on Friday

Happy Monday, and welcome to ‘The Week When Things Started to Get Back to Semi-Normal!’  I can finally see the ground again, almost all the snow is gone. I hope my friends in Texas are staying to dig out as well, I’m hearing good reports. Let’s hope last week was winter’s last gasp, and the warmer Spring temps will start this week!  Let’s dive into the news!

 

This will be a fascinating case study. Australia recently passed a series of laws governing the sharing of news content saying that Facebook and Google would have to share its revenue generated from sharing and distributing links to news content via its platforms. Australia is said to be making this move to help local publishers, especially print media. Google is apparently willing to go along with this, but Facebook will not. As a result, Facebook has BLOCKED the sharing of all news content in Australia. It will be fascinating to see who caves on this first; If it’s Facebook, that will simply encourage other countries to make similar moves. If it’s Australia, that means Facebook will have even more advertising leverage. I suspect Facebook has drawn a digital line in the sand here and will hold out as long as they can.

 

Insights from eMarketer into what prompts millennials to make a purchase. It’s interesting that the top factor is free shipping, but the second one is coupons and discounts. The reality for eCommerce sites is that customers now expect free shipping. I think even to the point that it’s worth adding free shipping even if you have to raise prices slightly to cover the cost. Since the expectation is there for free shipping, when many customers get to the checkout and see there is even a $7.95 shipping charge added, it can kill the purchase right there. When it comes to ecommerce, focus on adding convenience (free shipping, easy returns) and it will increase purchases and revenue.

 

So it turns out I was accidentally ahead of the curve in launching Backstage Pass on Friday! It seems emails sent on Friday have the best engagement! Those sent on Tuesday have the worst, which surprises me a bit.

 

Speaking of my newsletter, I’d love for you to subscribe! It hits your inbox every Friday with a deep dive into the marketing, digital and content strategy advice and inspiration you need. And it’s pretty indepth, which is why it’s delivered on Friday, so you have all weekend to ruminate over the (hopeful) pearls of wisdom! You can check out last week’s issue here, or subscribe by clicking the image below!

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About Mack Collier

My name is Mack Collier and I am a digital marketing and content strategist located in Alabama. Since 2006 I've helped companies of all sizes from startups to global brands such as Adobe, Dell and Ingersoll-Rand, create customer-centric programs, content and experiences. A long-time internet geek, I've been online since 1988 and began using social networking sites in 1991 when I joined Prodigy. Today, I help companies understand how new technologies like web3, crypto and artificial intelligence can integrate with existing marketing strategies to lead to exceptional customer experiences.