Good morning, Marketers, “Only 1 available.”

I’ve left a tab in my browser open for several days now and the friendship bracelet I was looking at (for my two-year-old niece and I) still says there’s just one in stock. Even if that’s true, it seems a bit…manipulative, doesn’t it? It’d be easy to lie on platforms like Etsy or eBay by telling the platform you have less available than you actually do.

During my research on how to navigate supply chain issues, multiple marketers recommended that retailers be as transparent as possible with their messaging so as to frame expectations, which can greatly influence customer satisfaction and lifetime value. So, why shouldn’t that transparency be applied outside of inventory shortages?

Consumers go to your product pages to learn more, comparison shop and, if you’re the best fit for their needs, make a purchase. While there are appropriate uses for some of these tactics (we have an early bird rate countdown for SMX), customers don’t need an artificial sense of FOMO, time pressure or manipulative/predatory sales tactics — some people even shop online to avoid these influences.

So, drop the gimmicks and test it out for yourself, perhaps the less salesy approach will make customers feel more respected, which might lead to more conversions.

George Nguyen,
Editor

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Shorts

  • Search marketers prefer to specialize. Azeem Digital polled the search community on whether they’d rather specialize in one discipline or be a generalist, working across channels. Almost 40% of respondents say they’d prefer to be a generalist, which surprises me because it’s difficult enough staying up to date with changes in a single discipline.
  • The SEO Quiz. Freelancer Matt Tutt has published a fun little SEO quiz in Web Stories format. There are some noteworthy cameos in there, including Rejoice Ojiaku, winner of the 2021 Search Engine Land Award for Advancing Diversity and Inclusion in Search Marketing, Google’s John Mueller and more.
  • Just for fun. Let’s start Monday off with some laughs. Those who benefited from the November core update may relate to this meme from Justus Blümer. We had two product reviews updates this year and Marie Haynes Consulting shared what 2021 might’ve been like for those sites. And, Google’s John Mueller really gave us a peak into his musical tastes last week with his own renditions of Imagine by John Lennon and What is Love by Haddaway.

From MarTech

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