Ep. 279- What's Up THIS WEEK: HUGE Performance DROP!🚧Daylight SAVINGS! GOOGLE Changes!🧠Severance! Bridget Jones Review…

0:08Welcome to Do This Not That, the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately. You'll hear from the best minds in marketing who will share tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos that is our everyday. I'm Jay Schwetelson. Let's do this, not that.

0:40We are back for what's up this week from the Do This, Not That podcast. presented by Marigold. This is our short episode. We break down what's going on this week in business and marketing and life. And then we still have our Ask Us Anything and our big tips episode at the end of the week. So what's going on? Well, something that's probably not on your radar from a marketing perspective, but it should be because it's going to impact your campaigns, whether you're a business or a consumer marketer, is daylight savings time. Yes, March 9th is daylight savings time. You're like, oh, I got a little time for that.

1:09But you really don't because you probably have campaigns planned for March 10th, 11th, 12th, all that, and you're not really thinking about the impact that daylight savings time has. Now, this is the one where we spring forward. This is the one where we lose about an hour of our sleep on that first night, and here's some weird stats. This is real. There's grogginess. So the next day, we're all a little groggy, and it leads to a 6 % spike in workplace injuries the following day after we spring forward because we're losing an hour of sleep, according to the Journal of Applied Psychology. And I'll get to the marketing piece of this in a second.

1:46But the American Economic Review said that there is a six and a half jump, unfortunately, in fatal car crashes the week after daylight savings time. And JPMorgan Chase found that there's a three and a half percent drop in credit card transactions in the days after the spring shift because we're all tired. I can't take it. I hate it. I really can't take it. I messed up for like a week. And we see it in the data. So according to subjectline.com, as an example, your email open rates get all jacked up. So emails that are delivered between 6 a.m. and 9 a.m., the three days following daylight savings time, see a drop in email open rates by about 15%.

2:26So basically, it means that we are all tired. We barely can function at work those first week after daylight savings time. And if you're not doing two things, number one, you need to factor this into your thinking, into the management of your expectations of what's going to happen that week. You didn't just become a horrible marketer. Okay. People are tired. They don't care about your webinar. They don't care about you selling a discount on your new sweaters. Nobody cares. They're just tired. They need more coffee. You should sell coffee that week. All right. And you have to plan accordingly. You might have to send your emails out a little bit later.

2:56You might have to do your social posts a little bit later, but factor it all in because it really actually does matter. Another thing that's going on that happened this week, which I think is a pretty big deal, which I think everybody is again sleeping on, is that Google, okay, Google has really changed their customer match rules. What does that actually mean? So a lot of us use Google for retargeting programs, meaning that we take our databases, our email databases, whatever database we are, buyer databases, business, consumer, doesn't matter. And we upload them to Google and then they do a match.

3:33They're able to match and say, okay, you uploaded 100 ,000 records. We're able to match that. We found 50 ,000 of the people in your database. And now you can run retargeting ads to them on Google, on YouTube, on anything that Google owns, right? With their customer match. And a lot of us use that. Well, the new clampdown that they announced just now is that any data that's older than 540 days, basically 18 months, okay, they're going to deem to be expired and they're not even going to attempt to match on it. They're basically telling you like, listen, if you upload a file and you have records in there that are really old and people are not engaging, they're older than 18 months, it's going to hurt you.

4:12And really, I'm very pro this. In general, marketers, it's ridiculous to me. You go on a website somewhere, okay? And five years ago, I go and I download a tip sheet from some B2B website and there's a little box there says, hey, you want to opt in to get stuff from us? And I checked the box literally five years ago. And now it's five years later. I'm still getting garbage from this company. It is bizarre to me, okay, how you can opt in to something and that opt-in lasts forever. And then if I haven't opened or clicked or reacted to any one of these emails in years, I'm still deemed to be opt-in because so many of us are scared to take people off of our databases that have not engaged, which is ridiculous.

4:57So I'm actually really happy that Google's forcing our hand and saying, listen, it's 18 months. 18 months is a cutoff. We're not going to deem them to be viable people if they're older than 18 months and have not engaged with you. It's the engagement date. It's not the opt-in date. It's the engagement date, right? So now we should be thinking about that for all of our marketing. You need a date. You need someone to tell you what to do. Good. Google's telling you it's 18 months now. So your retargeting files, your match rate on all the stuff you're doing with Google is going to shrink dramatically.

5:27All right. What else is going on? Uh, that's out there. That's pretty useless. So who's having a rough week. Well, Megan Markle's having a rough week. Oh my God. She can't get it right with anything she tries to do starting like a business or whatever. Did you see this? So she changed the name of her lifestyle brand this week. It used to be called American Riviera orchard, whatever that means. And she changed it this week to as ever. And the problem is, I don't know who's on her team researching this stuff, but they're not good at their job because two things. Number one, there's a town in Mallorca, Spain, and the mayor of that town is not happy because the logo, okay, for as ever, Meghan Markle's new brand thing is the same thing as this town in Spain.

6:10So the mayor's all up in arms, but more importantly, there is a company that's been around for 10 years out of New Jersey called as ever, like a super legit company all right there's no affiliation with megan markle's company and they're like hey we're already here we've already been doing stuff uh hello so i don't understand like do a little research it's not that hard like seriously in totally useless information man everybody is watching severance this is wild did you see that severance which is on apple tv has now become the most watched show in Apple TV history. It passed Ted Lasso. That's pretty wild.

6:48It passed Ted Lasso. And here's the crazy thing. Severance has helped Apple's new subscriber growth. It's up 126 % in the last two weeks as compared to the same period last year. I mean, Severance is crushing it. And I know it's cool because my 18-year-old son is all in watching and all of his friends are watching it that's when you know it's cool and it's all over tiktok i'm shocked because season one was good but now everybody's all in i'll tell you what i'm not all in on which is garbage is i watched bridget jones mad about the boy which is on peacock which is the latest bridget jones movie oh my this for unwatchable totally unwatchable do not watch it must miss whatever how did i wind up watching that i have no actual idea and my time right now is really split between love is blind season eight which is great and the bachelor which is okay not great right now but don't watch bridget jones please don't terrible all right listen you gotta do me a solid you gotta leave me a review because if you don't then i'm gonna think you're like bridget jones and that's not cool um so please leave this thing review it helps circulate this thing it really, really does.

8:01And hit me up at jschwedelson.com, working on a bunch of new partnerships and would love to work with you and talk to you and whatever. And have a great week. Later. You did it. You made it to the end. Nice. But the party's not over. Subscribe to make sure you get the latest episode each week for more actionable tips and a little chaos from today's top marketers. And hook us up with a five-star review if this wasn't the worst podcast of all time. lastly if you want access to the best virtual marketing events that are also 100 free visit guru events.com so you can hear from the world's top marketers like damon john martha stewart and me guru events.com check it out