😩 Twitter ban.

The new and surprising market for luxury goods, why developers are angry with Twitter, and more. January 19, 2023 [Read in browser]( [logo] [sponsor]( Good morning. Around the time this newsletter was being assembled and written, one member of The Crew was going to bed, another was eating lunch, and a third was just waking up. What time zone are you in? Hit reply to let us know! TWITTER Advertisers leave, Twitter bans third-party platforms [article-image] Look up in the sky! Is that a plane, or is it Superman, or is it a… oh, it’s that blue bird again. Pause and scram: Turns out [more than 500 advertisers paused spending]( on the platform. Quite the number. And while Twitter has downplayed the exodus, the thing that’s really down is revenue, which dropped 40% compared to the same day last year. Not a mistake: Yep, Twitter has officially blocked third-party tools like Tweetbot, Birdie, Echofon, and others [from using the platform’s API](. Twitter said it’s simply “enforcing its API rules,” which these clients allegedly violated. Unsurprisingly, developers aren’t happy about it. Why we care: The great advertiser exodus is an opportunity for smaller advertisers to test out Twitter ads, especially since costs may plummet. Of course, the ban on third-party tools makes everyday platform usage a bit more difficult, too. If you’re in B2B, there’s a lesson here: Don’t build your entire business on other platforms because they can pull the plug anytime without warning. E-COMMERCE Gen Z is loving luxury It’s time to ask the kids who they’re wearing. Because Millennials and Gen Z were responsible for most of the growth in luxury markets last year, [a report from Bain & Co says](. Going for glam: Gen Z’s affinity for luxury brands may stem from “a surge in wealth creation over the past few years, along with social media.” Shoppers as young as 15 are buying designer items, watches, jewelry, and more. Compare that to millennials, who didn’t buy this stuff until they were 18 years old on average. So it seems likely that by 2023, Gen Z, Millennials, and Alpha will become the major drivers of luxury brand revenue. Opulent and resilient: On another note, sales of personal luxury goods surged 22% this year – meaning they were immune to the ongoing recession. Accessories like handbags led this growth, with leather goods picking up 40% compared to pre-pandemic levels. Why we care: If you’re selling or advertising luxurious items, you may be targeting the wrong demographic – and your shoppers may be at the other end of the age spectrum. Also, the industry is proving resistant in tough times, so if you aren’t getting results, you may want to shift your targets. And maybe your channels, too. Speaking of channels… SPONSORED BY STACKED MARKETER PRO Learn marketing from the world’s best brands without spending 100s of hours on Google or taking expensive courses. [article-image]( They say insanity is doing the same thing over and over and expecting a different result. That's why you shouldn’t waste all of your time scouring Twitter and blogs for the latest marketing ideas, angles, strategies and tactics. Smart marketers let Stacked Marketer Pro do their research for them. Every month, you get in-depth analysis on what is and isn't working for successful brands so you're always ahead of the competition. Plus, our welcoming Stacked Marketer Pro community is the perfect place to ask questions and share ROI-driving ideas with other marketing professionals. If you’re looking to deepen your marketing knowledge and inspire your own strategy with hand-picked, thoroughly analyzed case-studies, [Stacked Marketer Pro is for you](. With an ever-growing library of 100+ tips, guides, case studies, it's like having your own secret research team or growth marketing assistant. [Start looking like a marketing genius. Try Stacked Marketer Pro for a week for $7.]( COPYWRITING This copywriter made ChatGPT a partner instead of an enemy—and the results are brilliant [article-image] If your social feed is suffering from a severe case of ChatGPT mania, you’re not the only one. Lots of content and copywriters are worried about how it could affect their careers. However, as [Shlomo Genchin points out](, instead of thinking of artificial intelligence as your biggest foe, it pays to think of it as your brilliant creative partner. Shlomo proves that when you combine ChatGPT with a bit of marketing expertise, you can create breathtaking ad campaigns for your clients. So open your AI generators and watch this space… First, identify the “gain.” Shlomo recommends giving ChatGPT prompts like: - Listing the features of the product. Here’s an [example prompt Shlomo used for an e-reader product](. Then, asking ChatGPT to write benefits for each feature, [like this](. - Asking it to write headlines based on one of the benefits you found the most likely to be a good “hook.” Choose the headline that seems the most fitting. In this case, it was “Pack light, read heavy with built-in storage.” Nice. - Sprinkling in some marketing creativity. Shlomo used Dan Nelken’s List & Twist technique to generate a “minimalist packing list” for a carry-on-bag. Then he asked ChatGPT to list “ the most famous long books.” [He merged the results](. Brilliant. Second, introduce pain. What are the cons of e-readers? Shlomo asked ChatGPT to list potential alternatives to buying e-readers, then asked about [disadvantages to those same alternatives](. He then asked for a list of [idioms and phrases related to reading](, before combining it all into [a convincing result](. Third, assess objections. Believe it or not, you can put ChatGPT in customers’ shoes, asking it to explain why they might prefer paper books when there are e-readers around. By analyzing the responses, Shlomo saw that it’s about “feelings”: the smell of a book, the touch, and so on. This is where understanding your customer is crucial. Educated readers appreciate environmental issues – so Shlomo asked ChatGPT to generate some lines [using that angle](. Finally, he introduced an AI image generator to produce an image of a “book landfill,” merging the entire process into a [persuasive AI-assisted ad](. Stunning, right? While the possibilities of AI seem limitless, only those who understand what to do with this power will actually thrive in this possible new era of AI. Shlomo’s guide is a great start. SPONSORED BY NORTHBEAM Are you 100% confident in your marketing channels? [article-image]( It’s now 2023, and your budget is tighter than ever. How do you track what's really working? How do you know whether a channel is driving sales or wasting precious marketing spend? [Northbeam helps you with both.]( It’s an e-commerce attribution tool that shows you what’s actually performing—across every channel, touchpoint, and conversion. Northbeam helps you confidently create short and long-term forecasting strategies that increase ROI while reducing wasteful spend. [See Northbeam in action.]( THE CREW’S INSIGHTS Improving Quality Score part 1: ad relevance [article-image] Think of Quality Score as the report card for your Google Ads campaigns. Only instead of an A+ you're striving for a perfect 10. You’re graded on three subjects: ad relevance, expected click-through rate, and landing page experience. So if your ad relevance grade is “Below average,” then… uh oh. Ad relevance determines how closely your ad matches up with what users are searching for. The more relevant your ad is to the user's search, the more likely it is to be clicked on. Here are three quick and easy ways to increase your ad relevance and give your Quality Score a much-needed boost: - Group your keywords into extremely relevant ad groups. They can be divided by product or service. This will help you create more targeted and relevant ads for each user’s search. - Use specific and targeted keywords in your ad copy. Instead of using general terms like "shoes" or "footwear," try including specific keywords like "running trainers" or "leather boots." Bonus points if your copy includes keywords from the ad group. - Use negative keywords. Exclude irrelevant search queries from triggering your ads. For example, if you're selling sneakers for adults, use negative keywords like "kids" or "children,” so that your ad doesn’t show to users searching for children's shoes. So there you have it: three simple ways to increase your ad relevance and give your Quality Score a much-needed boost. Let’s get that report card up on the fridge! ROUNDING UP THE STACK [PREMIUM BACKLINKS:]( Are you a B2B company that is looking to reach more people? Do you need backlinks to rank higher than your competitors? Quit tedious link-building practices and get premium backlinks from the most desired publications in the world, like The Washington Post, HubSpot, and BigCommerce. [Start creating long-term, sustainable SEO growth with dofollow.io](. [EMAIL](: Mailchimp has been hacked. Again. For the second time in six months, Mailchimp’s data has been breached, giving hackers access to 133 customer accounts, most notably WooCommerce. It has also exposed the “insensitive” data of many users. Urgh. [MICROSOFT:]( This sounds bad. Microsoft is cutting almost 5% of its workforce—around 10,000 employees. The company says the layoffs are a part of “macroeconomic conditions and changing customer priorities.” Hmm… [ARTIFICIAL INTELLIGENCE:]( If you can’t beat them… shake hands? Shutterstock and Meta just signed a deal which allows the big tech company to use Shutterstock’s content library to “power its AI tools.” Could be the solution to lawsuits against AI Image generators... [GOOGLE:]( Bye bye, posts insights. This feature is now officially deprecated, so you won’t be able to see the numbers of views, clicks, and other data on your Google posts. It was fun while it lasted. *This is a sponsored post BRAIN TEASER I’m orange, I wear a green hat and I sound like a parrot. What am I? You can find [the answer here]([.]( [poolside-logo] POOLSIDE CHAT GPS on steroids [article-image] Ah, the good old GPS. You can use it to track your location, your lost dog’s location, your kid’s location, etc. All useful locations. But did you know you can track volcanoes and earthquakes, too? Yep, with a little help from brilliant scientists, [the capabilities of a GPS receiver are expanding every day](. It can now: - Sense an incoming earthquake. - Monitor volcano activity. - Probe snow surfaces. … and more. So the GPS has gone from helping cab drivers find their way across town to saving your life when tremors start. Yay, science! SHARING IS CARING “Cool hoodie. Where’d you get it?” —your jealous coworkers When you refer our newsletter to other smart marketers—and they subscribe—we send you the coveted Stacked Marketer Zip Hoodie (50 referrals). And you unlock other rewards along the way, like: - The Crew’s Top 10 Insights (2 referrals) - The Ultimate Holiday Marketing Deep Dive (4 referrals) Zip. Mmm, cozy. Share your referral link below to start unlocking exclusive content and merch! [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ [SUBSCRIBE]( | [SM PRO]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. If you aren't thrilled about our emails, reply and let us know why. 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