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Brand metric's next frontier: Emotion

Plus: Revenge of the Homepage | How Lectric eBike went from 37K to 210K in organic traffic | How a supplements brand raised conversions by 6% on its collections page | How Instacart uses AI to improve CX | And more...

Author

Paul Campillo
May 10th, 2024

Aloha friends! Here’s a list of curated articles for all you busy eCommerce professionals. Choose wisely…

Table of Contents

By the way, join my upcoming webinar on May 21, where I’ll discuss AI’s real business impact for big and small eCommerce merchants.

More details below:

The webinar will be recorded, so sign up even if you can’t make it, and I’ll send over the recording when it’s done.

Let’s dive in…

The Latest

Revenge of the Homepage

Could your homepage become a destination instead of social media?

Then here’s an essay for you to consider:

The Revenge of the Home Page

As social networks become less reliable distributors of the news, consumers of digital journalism are seeking out an older form of online real estate.

www.newyorker.com/culture/infinite-scroll/the-revenge-of-the-home-page

I know this article speaks more about media sites, but how could your blog become a go-to destination in your category? Is there space on your homepage that you’re underutilizing?

Suck at prompt engineering? Microsoft can help you…

“Prompt engineering,” the official term for communicating with AI to get it to do what you want it to do doesn’t come naturally to most people.

Neither does communicating clearly to one another, but that’s for another article.

However, when it comes to ‘prompting’ the AI clearly, Microsoft has a solution for you. And I expect other AI tools to follow suit and make this a feature.

More below…

Microsoft is ‘turning everyone into a prompt engineer’ with new Copilot AI features

Auto-complete and rewrite are coming to Copilot for Microsoft 365 prompts.

www.theverge.com/2024/5/8/24151847/microsoft-copilot-rewrite-prompt-feature-microsoft-365

A ‘peek’ into the future with with Frame

With intelligent everything about to flood the market, finally some functional glasses from Brilliant Labs.

With all the hoopla around Apple’s Vision Pro, here’s a more practical application of truly intelligent glasses.

And watch out Warby Parker — they’re a little more stylish that Google Glass—remember those?

How Brilliant Labs CEO is creating a “symbiosis of humanity and artificial intelligence”

CEO Bobak Tavangar discusses the philosophy behind Brilliant’s latest device, Frame, and his vision for the future of AI.

www.freethink.com/robots-ai/frame-ai

The Xs

Brand Experience

Brand metric’s next frontier? Emotion.

How do you measure brand value? For some CMOs, emotion is emerging as the next key brand metric.

With AI tools like Brandthro's Net Emotion Score, brands are starting to quantify their brand’s emotional impact.

For many CMOs, experiences are taking more precedence and other senses are getting more love (brand smells are becoming a thing).

Combining those factors with AI offers brands more accurate sentiment analysis, and something like the Net Emotion Score will be the norm in 5-10 years.

Is emotion the true currency of brand value?

Emotion could be a better way to measure brand value

Marketing has never had an industry standard for measuring brand value. CMOs may start turning toward emotion as the best metric.

www.businessinsider.com/emotion-might-be-the-next-brand-value-metric-2024-5

Marketing Experience

How Lectric eBike increased monthly organic traffic from 37K to 210K

Need some SEO inspiration? Here’s a good breakdown of how Lectric eBikes got it done.

How an ecommerce site increased commercial monthly organic traffic from 37K to 210K

Key tactics for driving ecommerce SEO success, from targeting high-search commercial keywords to earning brand mentions through digital PR.

searchengineland.com/ecommerce-site-increased-commercial-monthly-organic-traffic-440194

User Experience

How a supplements brand raised conversions by 6% simply by moving collections copy

In short, move the descriptive copy for your collections page below all your products. Why? You want people to go to product pages right away.

When a nutritional supplements eCommerce site did this, more shoppers went to product pages, increasing conversions by 6%.

Read more here:

Wellness brand moves descriptive copy below supplements products for a boost in conversions on the collections page.

Move your collection descriptions down to get products into view faster on the collections page.

bluestout.com/cro-wins/wellness-brand-moves-descriptive-copy-below-supplements-products-for-a-boost-in-conversions-on-the-collections-page

Customer Experience

How Instacart uses AI to improve CX and free humans to do their best work

Laura Jones, CMO Instacart

Here’s Instacart’s CMO on how they improve CX with AI. But don’t be fooled. The efficiency gains unlock human creativity for bigger challenges facing the business.

That’s the underlying theme of AI in general, isn’t it?

Read more here.

Employee Experience

What is AI? A guide for teams everywhere.

Here’s a short primer on AI and its relevant use cases today

Thanks, BBC.

What is AI? A simple guide to help you understand artificial intelligence - BBC News

A guide to artificial intelligence, chatbots, image generators, deep learning and more. We explain how AI is trained, what different AI models can do and how you may already be using AI without knowing.

www.bbc.co.uk/news/resources/idt-74697280-e684-43c5-a782-29e9d11fecf3

Which workers will benefit most from AI?

Here’s the short answer: every one that uses it.

But it’s a little more complicated than that, isn’t it? The real question:

Will AI complement the skill set of the current job market? Or will it only be useful to smaller niche markets and jobs?

From Chicago Booth:

Which Workers Will Benefit from AI?

Earlier job transformations prompted by the onset of manufacturing and IT may hold clues for how fast the labor market will adapt to the latest technology revolution.

www.chicagobooth.edu/review/which-workers-will-benefit-ai

Data Experience

Balancing AI, Intuition, and Big Data for Organizational Advantage

An Oracle study revealed that 72% of business leaders struggle with decision-making due to a lack of trust in their data. And 86% find the increase in data sources complicates their lives.

What if the key to unlocking AI and big data was simple human intuition, and a little empathy?

Chris Harris makes the case:

In an Era of Artificial Intelligence and Big Data, Human Touch Is Needed - Comstock's magazine

While AI can assist with some decisions, it’s feasible that, at some level, overreliance on these technological capabilities ...

www.comstocksmag.com/article/era-artificial-intelligence-and-big-data-human-touch-needed

I hope to see you at the webinar in two weeks.

Have a great weekend!

Paul

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