Good morning, are your mobile conversions growing, too? 

E-commerce platform Shopify said mobile drove 68% of merchant orders in Q4, up from 66% a year ago. The share of mobile traffic to merchant sites also increased to 80% from 78% in the fourth-quarter of 2018, the company said in its quarterly earnings statement released Wednesday. Shopify revenue grew 47% year-over-year to $505.2 million for the fourth quarter of 2019. The company attributed its growth to a number of factors, including additional marketing capabilities available to merchants on the platform such as Shopify Email and native chat for merchant sites. 

Google’s online ordering buttons that appear in some Google My Business restaurant profiles and knowledge panels are powered through partnerships with Grubhub, DoorDash, Postmates, Delivery.com and others. This effort is part of GMB’s broader evolution, from a static directory to an increasingly “transactional” platform. But this type of practice hasn’t been smooth for many restaurants. Now, the state of California has introduced a new bill that aims to “protect restaurants from being undercut by food delivery platforms, such as DoorDash, Grub Hub, Postmates and Uber Eats.” Assembly Bill 2149, known as the Fair Food Delivery Act, would prohibit delivery apps from listing restaurants without their prior consent. It would also require food delivery apps to share certain information about customers, such as location and email address, with restaurants they are delivering from.

This is also another example of California pursuing laws that have a potential nationwide impact on marketers (e.g., CCPA). Marketers across the country will need to keep an eye on what’s happening in California because the state will continue to pass laws that will affect the digital economy and the regulatory burdens companies face going forward.

There’s more below, including a look at the number one gripe from consumers about brand communications. 

Taylor Peterson, 
Deputy Editor

 
 
 
Soapbox
 

Marketing vs. sales: Who owns revenue in the new buying environment?

Our historical high performing digital channels are seeing dwindling in results, many of us are going back to the drawing board to re-evaluate our strategies.

The pressure is being felt on our sales counterpart as classic sales tactics aren’t resonating.

We have seen the emergence of a new title that is on the rise at B2B organizations – growth professionals – a hybrid marketing and sales professional.

Marketers are in a prime position with their diverse skill set and to evolve into growth roles. The gap is in how many of us communicate and report.

When marketing leader reports on pipeline influence, target account efficiency, and on closed deals, it further positions marketing as the profit center that it is. If reporting focuses on budget or spend, you are a cost.

When marketers can communicate in terms of outputs (revenue), as opposed to inputs (budgets and campaigns), the marketing department is viewed as a revenue-generator that requires investment to increase profits.

Hannah Mans is the director of marketing at Directive Consulting

 

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Indicators
 

Want to woo consumers? Communication matters

YouTube mirrors Twitch with new donate feature. YouTube is testing a clap feature that lets fans donate to creators, the Verge reported yesterday. Officially referred to as “viewer applause,” the feature allows people to purchase a clapping animation that appears over the video they’re choosing to support. The animation is only shown privately to the buyer. While Twitch doesn’t have a clapping function that works as a donation, YouTube is leaning heavily into what works for Twitch’s streamer base. Donations are a big part of how Twitch streamers earn income (alongside subscriptions and ad revenue).  

WhatsApp hits 2B users, emphasizes privacy focus. The Facebook-owned messaging app announced on Wednesday that it has officially amassed 2 billion users, becoming only the second social media platform in the world to do so. WhatsApp didn’t specify how it calculated the number of users, but in 2014, when the messaging platform was first acquired by Facebook, it had 500 million users. The platform reiterated its privacy efforts, stating, “We will not compromise on security because that would make people less safe. For even more protection, we work with top security experts, employ industry leading technology to stop misuse as well as provide controls and ways to report issues — without sacrificing privacy.”

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

How Marketers Can Use Intent Data – CMS Wire

The industry is looking to first-party data to replace cookies, but the open web may lose out – Digiday

How Marketers Can Future-Proof The CMO Role – Forbes

CCPA Out Of The Gate: The Suit Against Salesforce And Hanna Andersson – MediaPost

Tech titans’ growing vulnerabilities will help brands level the playing field, Forrester says – Marketing Dive

.com prices could rise for the first time in eight years – The Verge

A senate bill would create a new US data protection agency – TechCrunch

Michael Bloomberg’s Campaign Suddenly Drops Memes Everywhere – New York Times