The Grip is a newsletter that compiles essential news and insights for bold healthcare marketers, brought to you by Grippi Media .
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Imagine relying solely on Reddit, Inc. instead of Google for all your search queries. Would it work?
A writer from The Wall Street Journal took on this challenge, uncovering some surprising insights about the strengths and limitations of Reddit as a search tool. This experiment opens up a fascinating discussion on the role of community-driven content versus traditional search engines.
As major search engines double-down on AI generated content, will users opt for a more human experience via social platforms like Reddit, Inc. and Tik Tok? In issue 8 of The Grip, we explore the possibilities.
Other stories from this issue include:
👉 The 9 Defining Traits of the Modern B2B Marketer according to LinkedIn
👉 The Trade Desk Adds CVS Retail Data
👉 LinkedIn Eyes B2C Marketers as it Looks to Increase Ad Dollars
👉 X Is Losing Ground as a News Source
All this and more in issue 8 of The Grip. As always, thanks for reading...and don't forget to subscribe!
-Vincent Grippi, Founder & CEO of Grippi Media
I Can’t Believe That’s a Keyword
Using Semrush, we hunt down bizarre (and totally real) search queries and try to answer them.
This Week’s Keyword: What if this is as good as it gets?
Avg. Monthly Search Volume: 100
Answer: If Google can't give you the correct recipe for bananas foster, it's probably not the best source for life's existential mysteries.
Top Stories We’re Tracking
Essential marketing and healthcare headlines of the week.
Can You Replace Google Search With Reddit?
A The Wall Street Journal writer experimented with using Reddit, Inc. instead of Google Search for a week, revealing some intriguing insights. The writer found Reddit valuable for personal experiences, niche community insights, and diverse perspectives, particularly for subjective or opinion-based queries.
However, when it came to finding straightforward factual information or comprehensive search results, Reddit fell short. The lack of official sources and the community-driven nature of Reddit meant that answers were often inconsistent and sometimes unreliable. While Reddit proved useful for specific, experience-based questions, it couldn't fully replace the breadth and reliability of Google.
The experiment highlighted Reddit's strengths in providing detailed, anecdotal information from a variety of viewpoints. For example, when searching for travel tips or personal health advice, Reddit offered a wealth of personal stories and recommendations that were more nuanced than typical Google search results. However, for more straightforward queries, such as looking up technical information or news, the inconsistency and varying quality of Reddit responses were notable drawbacks.
My Two Cents:
This experiment comes at a time when more and more users turn to Reddit for information. However, they're using Google to facilitate these searches by simply appending "Reddit" to the end of their queries. They do this because Reddit's integrated search function is lackluster (to put it lightly).
It is literally easier to find content on Reddit using Google search than it is to use Reddit search!
Google is aware of this, which explains why it signed a deal with Reddit to access its data and feature more Reddit content in search results.
In issue 003 of The Grip, we covered OpenAI's deal with Reddit to train ChatGPT on Reddit content, which further underscores the value of human, community-driven content.
Between its lackluster search function and its aforementioned business deals with Google and OpenAI, I don't think that Reddit will be trying to takeover the search game anytime soon. But I think more and more creators will begin to feature takeaways from Reddit to inject more human perspectives into their content - a trend that has been picking up a lot of momentum in 2024.
In any case, this WSJ experiment proves that Reddit is great for obtaining subjective information. However, Google is still the go-to for everything else. Instead of focusing so much on forcing AI-generated answers into its search engine, perhaps Google should focus on rejiggering it in a way that makes it easier to find community-driven information vs. objective information.
📄 Read Article (Source: The Wall Street Journal)
The 9 Defining Traits of the Modern B2B Marketer, According to LinkedIn
Modern B2B marketers are characterized by a set of defining traits that distinguish them in the rapidly evolving marketing landscape. A recent report identifies nine key traits that are essential for success in B2B marketing today. These include being data-driven, customer-centric, and highly adaptable to change. Modern B2B marketers leverage advanced analytics to inform their strategies, focusing on personalized customer experiences and continuously adapting to new technologies and market dynamics. This approach helps them stay ahead of the competition and effectively meet the evolving needs of their clients.
Another crucial trait is the ability to integrate cross-channel marketing efforts, ensuring consistent messaging and a cohesive brand experience across all touchpoints. Modern B2B marketers also prioritize content marketing, recognizing its role in building trust and authority in their industry. Additionally, they are skilled in using marketing automation tools to streamline their campaigns and improve efficiency. These traits collectively enable B2B marketers to drive better results, foster stronger customer relationships, and achieve sustainable growth in an increasingly competitive market.
📄 Read Article (Source: Social Media Today)
The Trade Desk Adds CVS Retail Data And Relishes The Small Wins In Retail Media
The Trade Desk has integrated CVS Health retail data into its platform, aiming to enhance its retail media offerings.
This move allows advertisers to access anonymized data from CVS' extensive customer base, helping them to create more targeted and effective advertising campaigns. By leveraging CVS data, The Trade Desk can provide deeper insights into consumer behavior, thereby improving ad targeting and performance.
This integration is part of a broader strategy to capitalize on the growing retail media sector, which is becoming increasingly important for advertisers looking to connect with consumers at the point of purchase.
The partnership with CVS represents a significant step for The Trade Desk in the competitive retail media landscape. By providing advertisers with access to CVS' rich consumer data, The Trade Desk is positioning itself as a leader in data-driven advertising solutions. This move also highlights the importance of retail data in modern advertising, as brands seek more precise ways to reach their target audiences.
The integration is expected to drive better ROI for advertisers by enabling more accurate targeting and measurement of ad effectiveness, reinforcing the value of combining retail data with advanced advertising technologies.
📄 Read Article (Source: AdExchanger)
LinkedIn Eyes B2C Marketers as it Looks to Increase Ad Dollars
LinkedIn is making a strategic shift to attract B2C marketers, expanding its focus beyond its traditional B2B stronghold. The platform is enhancing its ad offerings and targeting capabilities to appeal to consumer brands looking to leverage LinkedIn's professional user base. This move includes the introduction of new ad formats and tools designed to help B2C marketers create more engaging and effective campaigns.
By tapping into the consumer marketing segment, LinkedIn aims to diversify its revenue streams and compete more directly with platforms like Facebook and Instagram.This strategic pivot is backed by LinkedIn's unique value proposition: access to a highly educated, affluent, and professionally engaged audience.
For B2C marketers, this means the opportunity to reach consumers in a professional context, potentially influencing their purchasing decisions both at work and in their personal lives.
LinkedIn's emphasis on professional identity and business-oriented content could offer B2C brands a distinct advantage, particularly in industries such as finance, education, and high-end consumer goods. The platform's robust targeting options and analytics tools further enhance its appeal to consumer marketers seeking to maximize their advertising impact.
📄 Read Article (Source: Digiday)
X Is Losing Ground as a News Source per Report
A recent report highlights that X (formerly Twitter) is losing its position as a go-to news source, with user engagement on news content declining significantly. The platform, once celebrated for its real-time news updates and lively discussions, is seeing a shift as users turn to other social media platforms for news.
Factors contributing to this decline include changes in algorithms, increased competition, and user concerns over misinformation and platform reliability. The report suggests that as X struggles to maintain its relevance in the news domain, it faces challenges in retaining its user base and advertising revenue.
This decline in X's role as a news hub reflects broader trends in social media consumption. Users are increasingly seeking out more trustworthy and comprehensive news sources, often preferring platforms with stronger moderation policies and more reliable content. It's also facing growing competition from platforms such as Meta's own Threads (read more about this in issue 001 of The Grip).
As X grapples with these challenges, it may need to rethink its strategy to regain its foothold in the news sector. The platform's ability to adapt and address user concerns about misinformation and content quality will be crucial in determining its future as a relevant player in the social media landscape.
📄 Read Article (Source: Social Media Today)
Our Latest Podcasts
Recent episodes of the podcasts that we help produce.
Is the Bird Flu the Next Global Pandemic?
Just a few short years ago, the COVID-19 pandemic wreaked havoc across the globe, leaving economies in tatters, claiming millions of lives, and fundamentally altering the world as we knew it.
Yet, scarcely after the dust settled from that crisis, virologists are now raising urgent concerns.
The specter of the bird flu looms large as it breaches the species barrier, with an alarming number of cows falling victim, and a recent human transmission case being confirmed.
With a nearly 50% mortality rate according to Yale Medicine, the bird flu is making global headlines. In the face of these developments, the question begs: how concerned should we be?
In the latest episode of CareTalk Podcast: Healthcare. Unfiltered., hosts, David E. Williams and John Driscoll, alongside guest Rick Bright, Former Head of the Biomedical Advanced Research and Development Authority (BARDA), as they delve into the escalating fears surrounding a potential new pandemic and the tangible threats posed by the bird flu.
Why Value-Based Care is the Future of Healthcare
The healthcare system is in freefall with rising costs, worse care, and frayed patient-provider relationships.
Is value-based care the cure?
Join us in this week's HealthBiz Brief, as Emily Young, President of Tufts Medicine, and Courtney Fortner, President and CEO of Navvis (healthcare), as they detail how their partnership is expanding value-based care with an eye on improving quality, affordability, and experience.
Transforming Clinical Trials, Part Three of the Health Innovation Compilation Series
Reimagining clinical trials through innovation and technology. In this compilation episode, part 3 of our Health Innovation Series, we explore how Deep6 AI, CEO Wout Brusselaers, Lokavant, CEO Rohit Nambisan, and Science 37, Chief Delivery Officer Darcy Forman, are transforming the way clinical trials are conducted.
Featured Companies:
Deep6 AI – Wout Brusselaers (CEO & Founder)
Lokavant – Rohit Nambisan (CEO)
Science 37 – Darcy Forman (Chief Delivery Officer)
Working with IDNs: The Pharma Perspective
How are pharmaceutical companies and Integrated Delivery Networks (IDNs) adapting to new technologies and market shifts? Join host John Marchica and special guest, Matt Portch (Consultant at MPC&R LLC), as they explore this evolving collaboration on the latest episode of Health Care Rounds: A Darwin Research Group podcast.
What We’re Listening To
New music that has been inspiring us.
Bullion - Affection
On Affection, UK-based producer/singer, Bullion, blends mellow, pared down pop music, with restrained experimentation. Featuring guests such as Carly Rae Jepsen and Panda Bear, Affection is immediately infectious and uplifting. Despite its thoroughly joyful nature, Affection never loses its charm, making repeat listens as easy and breezy as its sound.
That's it for now. See you next week! 👋
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