Latest Digital / Social Media Marketing News & Insights

​Presented by Neal Schaffer​

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In this week's newsletter:

• The TikTok deal is finalized—but what does it mean for marketers?
• 28% of US workers now use ChatGPT on the job.
• Substack SEO matters more than ever!

Hey Reader,

Happy New Year!

Greetings from Kobe, Japan!

I often get asked if I am part Japanese or live in Japan, but for those that know me, my story is that I launched my career here straight after graduating from Amherst College in the United States.

What was a 2-year plan ended up being 15 year living in Japan and coming back to the United States together with a Japanese wife and a newborn baby!

Since that time I have invested time in the Japanese market both through speaking and networking, and that has yielded me Japanese clients both in the United States as well as in Japan.

So I do return back a few times a year for a hybrid personal / work trip.

Needless to say, if you are planning on visiting Japan, I can give you LOTS of advice, so feel free to reach out!

After landing in Japan it was a pleasant surprise to see my new 2nd edition of Maximizing LinkedIn for Business Growth be not only a best-selling new release in social media and social media for business, but also a #4 best seller for ALL of Amazon books on social media!

So thank you for making that reality! And if you haven't gotten your copy yet, you can find it on Amazon by clicking here.

And, yes, an audiobook is in the works! Stay tuned!

Now on to this week's top news and insights!

Please note: Some links in this newsletter are affiliate links. If you make a purchase through them, I may earn a small commission—at no extra cost to you.

This Week's News

AI Has Changed Holiday Shopping: Here’s What The Numbers Say - New Adobe data reveals just how dramatically AI reshaped holiday shopping: AI-driven retail traffic surged 693% year over year during November and December. Even more striking? AI referrals converted 31% higher than traditional sources—and on Black Friday, that gap hit 54%. Sara Karlovitch at Marketing Dive breaks down what this means for marketers, including a notable demographic divide in AI adoption. If you're planning for 2026, these numbers demand attention. Marketing Dive​

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TikTok Deal Is Done; Trump Wants Praise While Users Fear MAGA Tweaks - The TikTok deal is finalized—but what does it mean for marketers? Ashley Belanger at Ars Technica breaks down the $14 billion joint venture, giving Americans majority ownership while ByteDance retains the algorithm. For brands using TikTok, the big questions remain: Will the platform stay stable during the transition? And, as noted in the article, could content recommendations shift as US government allies take control of how posts get promoted? If TikTok is part of your strategy, this is essential reading. Ars Technica​

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ChatGPT Usage And Adoption Patterns At Work - OpenAI's latest report reveals just how fast ChatGPT is reshaping work: 28% of U.S. workers now use it on the job, up from just 8% two years ago. The data shows marketers, salespeople, and customer teams are among the heaviest adopters—relying on it for writing, research, and creative ideation. Most striking? Users report saving 3+ hours per week while producing higher-quality work. If you're still figuring out where AI fits in your workflow, this report offers a clear picture of what's already happening. OpenAI​

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Your Google Ads Playbook Won’t Work For ChatGPT Ads. Here’s What Will. - With ChatGPT ads launching soon to 800 million weekly users, WebFX's Albert Dandy Velasquez explains why your Google Ads playbook won't transfer. The key difference? Users aren't typing keywords—they're explaining problems and expecting solutions. The article introduces the C.H.A.T. framework for conversational AI advertising: context-aware, helpful first, answer-adjacent, and two-way ready. Whether you're skeptical or optimistic, this breakdown helps you prepare before testing begins. WebFX​

Recommended SEO Agency (see all of my recommendations on my Clutch SEO Agency List)

​Digital Marketing Driven By Relationships And Results​

Want more of the right people finding your site without all the guesswork? Thrive Agency’s SEO team focuses on clear strategy, honest reporting, and steady growth that helps your business show up, get noticed, and keep moving forward.

More News

SEO Isn’t Dead. But AI Chat Adoption Is Faster Than Most Teams Realize. - This ReadWrite article tackles a shift most marketers feel but can't explain: rankings hold steady, yet clicks keep slipping. The culprit? AI chat adoption is reshaping how people discover information—often before they ever reach your website. Brad Anderson breaks down why strong brands get cited in ChatGPT while generic content gets ignored, and what it takes to build AI visibility alongside your SEO strategy. Are you visible where discovery actually happens now? ReadWrite​

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Substack SEO: A Guide To Grow Newsletter Reach And Visibility - With over half of Gen Z and Millennials shifting toward creator-driven platforms, Substack SEO matters more than ever. John Paul Hernandez at Sprout Social shares 13 tactics to boost discoverability—from crafting search-magnet headlines to building backlinks through community engagement. One standout tip: post 5–7 Notes daily to trigger Substack's algorithm. Whether you're launching a newsletter or growing an existing one, this guide offers a practical 30-day roadmap worth bookmarking. Sprout Social​

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Email Marketing Automation: The Complete Guide To Building A 24/7 Revenue Engine - Here I break down email marketing automation—not the complicated enterprise version, but a practical system any small business can build in 90 days. With automated emails generating 320% more revenue than one-off blasts, this is the lever most businesses aren't pulling. I walk you through the 12 essential automations, platform picks, and a step-by-step implementation plan. Which flow will you build first? Neal Schaffer

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How To Write LinkedIn Articles That Rank: A Strategic Guide For 2026 - In my latest post, I share everything I've learned about writing LinkedIn articles that actually rank—not just sit there collecting dust. With articles reaching decision-makers and staying discoverable for years (unlike posts that vanish in 48 hours), this is your untapped opportunity for thought leadership. I cover optimal length, timing, SEO tactics, and how to repurpose content you already have. Remember that LinkedIn articles are part of a comprehensive strategy I lay out in my new and best-selling book Maximizing LinkedIn for Business Growth. Neal Schaffer​

This Week's Sponsor

​vidIQ: The Ultimate YouTube Growth Toolkit​

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Recommended Newsletters Of The Week

​Maximizing LinkedIn For Business Growth​

Whether you're a business professional looking to attract clients, a job seeker wanting to stand out, an entrepreneur building your personal brand, or a sales professional focused on social selling and lead generation, this fully updated and expanded second edition of Maximizing LinkedIn for Business Growth delivers a proven, practical playbook for maximizing LinkedIn in 2026 and beyond.

Latest From My Blog

Marketing Technology For Small Businesses: Tools, Trends, And Strategies That Work - A decade ago, I founded The Social Tools Summit—one of the first martech conferences for social media marketers. The landscape has exploded since then, but the overwhelm is real: thousands of tools, endless jargon. In my latest post, I cut through the noise and share my actual martech stack, plus a framework for building yours. Whether you're starting fresh or simplifying what you have, this guide shows you how to choose tools that drive real growth—not just add complexity. Neal Schaffer​

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15 Best Branding Agencies: Top Partners For Business Growth In 2026 - In my new post, I share 15 vetted branding agencies that go beyond pretty logos—these partners build brands that drive real business growth. With 81% of consumers needing to trust a brand before buying, choosing the right agency matters. I break down each agency's specialty, ideal client type, and what questions to ask before signing. Whether you're launching, refreshing, or fully rebranding, this guide helps you find the right strategic fit. Neal Schaffer​