### The Return of SMX Advanced

You asked. We listened. The **ultimate training experience for expert search marketers** is back in-person!

![Save The Date SMX Advanced 2025](https://searchengineland.com/wp-content/seloads/2025/01/save-the-date-smx-advanced-2025.png.webp)

**SMX Advanced** – the world’s only search marketing conference designed for **advanced SEOs and PPCs** – is returning to an **in-person format** for the first time since 2019.

**Save the Date:** **June 11-13, The Westin Boston Seaport**. Registration opens on **January 28**. While you’re at it, go ahead and **[sign up for email alerts](https://searchengineland.com/smx/advanced?utm_source=sel&utm_medium=textlink&utm_campaign=smx+adv+2025&utm_content=tmm)** and other exclusive offers.

See you this summer!  
(!!!!!!!!!!!!!I’ve been trying to maintain my cool during this announcement but this is seriously huge news and I’m so excited ahhhhh!!!!!!!!!!!!!)

You asked. We listened. The ultimate training experience for expert search marketers is back IRL.

Get Ready for SMX Advanced 2025: The Ultimate In-Person Search Marketing Experience Returns!

### A Historic Moment in AI Marketing

A Northland woman, **Liz Wright**, has made history by becoming the world’s **first customer to be digitally cloned**. Selected from hundreds of applicants, Wright is now the **AI-created brand ambassador** for Skinny.

### The Digital Clone's Purpose

Wright’s digital twin will be utilized to deliver innovative campaign messages and **out-of-the-box advertising** strategies, eliminating the need for traditional production shoots.

![Liz Wright's AI-created digital clone. Photo / Skinny](https://www.nzherald.co.nz/resizer/v2/B7POSNAUTRBXNMYO6EHISTKEWI.jpg?auth=73dba705080de5973219b25ae10f92a61222e5efc4331382b12dbfa34f42c9a7&width=1440&height=960&quality=70&smart=true)

### Capturing the Essence of Liz Wright

The process of creating Wright's digital clone took **eleven weeks**, involving voice capture, facial expressions, and personality traits. This meticulous effort included her speaking for three minutes continuously and a comprehensive full-body scan surrounded by cameras. 

Wright described the experience: **“They captured all of me, top to tail. That was put into a specialised computer programme and then up comes the me – walking and talking.”** 

### First Impressions

Upon seeing her digital twin, she humorously noted, **“I looked really good. It was really exciting and a bit zany.”** While her family embraced the news, some friends were skeptical. Wright remains optimistic, stating, **“But we’re making history. Anything that puts New Zealand on the map positively is worth it.”**

### Ethics and Safety in AI

Wright felt assured in her choice as Skinny provided clear **AI principles and ethical standards**, which she found impressive. Research by **InternetNZ** indicated that **72% of New Zealanders** are concerned about AI's potential malicious use, yet Wright felt safe throughout the process.

### A Complement to Human Creativity

**Matt Bain**, Skinny's marketing and data director, emphasized that this innovative use of AI is not meant to replace humans but to enhance creativity, stating, **“This AI-twist production is proof that technology, when paired with human oversight, can create something truly exciting.”** 

Wright's AI version will feature prominently in Skinny's advertising campaigns for the next **two years**, and she received a lifetime supply of Skinny credit along with a talent fee.

A Northland woman has made history as the world’s first customer to be digitally cloned. Liz Wright’s digital twin is the new artificial intelligence (AI)...

Meet Liz Wright: The First Woman Ever Digitally Cloned for Marketing!

In a bid to better understand its customers, big box giant, **Walmart**, has developed a new system for tracking customer shopping and spending habits. In today's digital landscape, a vast amount of personal data is readily available, often without our explicit consent. This is similar to how we frequently accept website cookies without understanding the implications.

### What is Digital Landscapes by Walmart Luminate?
Walmart is committed to enhancing the shopping experience by analyzing and understanding every step of a shopper’s journey on their website or app. The **Digital Landscapes** initiative is designed to optimize the user’s path to purchase. According to Walmart, these insights are particularly valuable for suppliers, allowing them to evaluate marketing and sales strategies more effectively. Notably, it helps suppliers allocate resources better to boost reach and improve campaign effectiveness.

The new method of data analysis is also aimed at increasing ad revenue by providing a more tailored experience to customers. **Walmart Connect**, the retailer’s U.S.-based advertising department, reported a **26% growth** last quarter, indicating significant potential for growth with this new program.

#### Key Focus Areas of Digital Landscapes:
- **Where** customers start their journey to find a product.
- **When** customers find a product.
- **How** a product compares to others in the category.
- **What** a customer’s path to purchase looks like.

### What is the goal of Luminate?
According to Walmart spokesperson **Lea Ciskowski**, Walmart Luminate uses data-driven insights to help suppliers make smarter, faster decisions, allowing them to anticipate customer needs more effectively. With **144 million customers** shopping online and in-store weekly, this innovation is poised to set Walmart apart in data analysis.

The beta version of Digital Landscapes was unveiled on **June 5, 2024**, with a full rollout planned for summer. This initiative takes Walmart's existing practice of sharing customer purchase data with suppliers a step further by studying shopper patterns from the very beginning of their purchase journey, including those who browse without buying anything.

In a bid to better understand its customers, big box giant, Walmart, has been working on a new way to track customer shopping and spending habits. Living in

Walmart's Secret Weapon: The New Customer Tracking System You Didn't Know About

## The Rise of Non-Market Accommodation in the Balearics

The **number of tourists** in the Balearics who **do not stay in hotels or licensed holiday rental properties** is growing at a faster rate than traditional accommodations. Visitors opting for second homes, whether owned or borrowed, have surged by **25%** in recent years, outpacing the growth in regular tourist accommodation by **4%**.

In **2016**, the Balearics Institute of Statistics began tracking this **'non-market' accommodation**, revealing an increase from **2.5 million** to **3.2 million** visitors — a staggering **24.7%** rise. In contrast, 'market' accommodation, which includes hotels and licensed rentals, grew by **21.7%**.

This trend is particularly pronounced in the **quiet months** of the year, such as **November to January**, when many hotels remain closed. During this period, out of **943,000 tourists**, approximately **554,890** utilized non-market accommodation, representing around **60%**.

## The Challenge of Detection

Tourism authorities and industry stakeholders believe these figures mask the **illegal marketing** of second homes as tourist accommodations, complicating detection efforts. The **number of foreign property owners** is steadily increasing, with foreign sales accounting for about **one-third** of all real estate transactions. However, illegal marketing practices are also on the rise, often occurring in the owners' home countries, involving covert payments without using platforms like **Airbnb**. Consequently, tourism inspectors lack crucial information needed to regulate these properties effectively.

Maria Gibert from the **Habtur holiday rentals association** states, "This is a problem we have been telling the authorities about for years. I can understand the frustration of the authorities and the inspectors, because these properties are **very difficult to control**."

## Government Response

**José Marcial Rodríguez**, the Council of Mallorca's tourism councillor, notes that tourists often book stays in their home countries, claiming properties as their own or those of friends and family upon arrival. This issue has significant implications for the Balearic Government's tourism containment strategies, which include plans to **increase fines for illegal accommodation**: rising to **5,000 euros** for minor offences, **50,000 euros** for serious offences, and **500,000 euros** for the most severe violations.

The holiday rentals sector has been denouncing this for years. A big challenge for the tourism authorities and inspectors, as these properties are "very difficult to control".

Surge in Illegal Second Home Rentals: The Balearics' Tourism Dilemma

### What Companies Should Consider About Diversity

There’s a national debate raging over **diversity in business** right now. Regardless of your stance, it directly impacts **Minnesota businesses** and their employees.

Imagine stepping into a vibrant art gallery, expecting creativity and color, only to find every piece is a dull gray. This scenario mirrors the current landscape in federal workplaces where **diversity, equity, and inclusion (DEI)** programs are being rolled back under the new administration. Some businesses are following suit, raising critical questions about the future of diversity in the workplace.

### The Risks of Rolling Back Diversity Initiatives

Major corporations like **Bank of America**, **Walmart**, and **Meta** have reversed their commitments to diverse recruiting and DEI programs. This shift poses a financial risk; **76% of Gen Z consumers**, who wield a spending power of **$450 billion**, consider DEI crucial in their brand choices. 

### The Business Impact of Losing Diversity

Research shows that companies with **diverse executive teams** are **9% more likely** to outperform their competitors, while the least diverse companies may underperform by up to **27%**. Additionally, diverse teams are **87% better** at making business decisions, indicating that diversity is not just a moral imperative but a business advantage.

### Marketing Without Diversity: A Recipe for Failure

A lack of diverse perspectives in marketing can lead to tone-deaf campaigns. For example, **Kendall Jenner's** 2017 Pepsi ad and **H&M's** controversial campaign featuring a Black child illustrate the consequences of insufficient representation in creative processes. 

### Actionable Steps for Marketers

To ensure representation, marketers should:
- **Conduct representation audits** to assess diversity within teams.
- **Implement bias training** to improve decision-making.
- **Use inclusive focus groups** for testing campaign concepts.
- **Set accountability metrics** for tracking diversity goals.
- **Hold internal listening sessions** to amplify underrepresented voices.

This issue isn't new. The **Lavender Scare** of the 1950s and rampant tokenism in the 80s and 90s remind us of the importance of ongoing vigilance in promoting diversity. It’s time for Minnesota business leaders to commit to genuine representation and inclusivity in every aspect of their operations.

*Lorenz Esguerra is CEO of Folklore, a digital experience agency in St. Louis Park.*

Here’s what companies should be thinking about.

Why Minnesota Businesses Must Embrace True Diversity to Thrive

If you see a swoosh, you think of **Nike**; if you hear a jingle, you instantly know it’s **McDonald’s**. That’s the **power of branding**. But creating a brand that sticks in people’s minds isn’t just about a cool logo or catchy slogan. It takes **strategy**, **consistency**, and a deep understanding of what makes people connect. According to marketing guru **Seth Godin**, the most unforgettable brands usually follow these **eight key principles**:

## 1) They Stand for Something Bigger Than Just Their Product
Think about the brands you admire most. Chances are, they’re not just selling a product—they’re selling an **idea**, a **feeling**, or a **movement**. Unforgettable brands have a deeper purpose beyond making money. They resonate with people on an **emotional level**. **Nike** isn’t just about shoes—it’s about pushing limits; **Apple** isn’t just about technology—it’s about creativity and thinking differently.

## 2) They Create a Feeling, Not Just a Product
Great brands don’t just sell products; they sell **emotions**, **experiences**, and **identities**. For example, the experience of buying a **Moleskine** notebook is about stepping into a world of creativity and inspiration, not just acquiring a notebook.

## 3) They Focus on a Specific Audience, Not Everyone
**Harley-Davidson** nearly went bankrupt in the early 1980s but instead of trying to appeal to everyone, they focused on their core audience—die-hard motorcycle enthusiasts. Unforgettable brands carve out a niche and speak directly to those who resonate with their message.

## 4) They Tell a Compelling Story
People don’t just buy products—they buy **stories**. A great brand creates trust and emotional connections through its narrative. For instance, **Airbnb** tells a story about belonging and adventure, making it more than just a booking platform.

## 5) They Stay Consistent, But Never Stale
Strong brands build trust by being consistent in their messaging, design, and values. However, they also know how to evolve without losing their core identity, balancing **familiarity** with **freshness**.

## 6) They’re Not Afraid to Turn Some People Away
Great brands aren’t for everyone. **Tesla** focused on a niche audience of early adopters passionate about innovation. This exclusivity makes the brand more desirable.

## 7) They Make Customers Feel Like Insiders
The best brands invite customers into a community, creating a **sense of belonging**. Think about how **Apple** users proudly identify as part of the Apple ecosystem.

## 8) They Deliver on Their Promise, Every Time
Ultimately, a brand is only as strong as its ability to keep its word. **Amazon** promises convenience and delivers with fast shipping, while **Disney** creates magical experiences.

Building a brand that people never forget involves trust, connection, and meaning. Any brand, big or small, can create unforgettable experiences by following these principles.

If you see a swoosh, you think of Nike; if you hear a jingle, you instantly know it’s…

Unlocking the Secrets of Unforgettable Brands: 8 Principles from Marketing Legend Seth Godin

### LinkedIn's Role in B2B Sales
LinkedIn is widely recognized as a premier **source of data** for B2B sellers. However, the platform, owned by Microsoft, primarily generates revenue through **advertising** and **premium subscriptions**, particularly for **recruiters** and **sales professionals**.

### The Controversy of Data Scraping
Despite its lucrative model, many **sales engagement platforms** have leveraged **Chrome extensions** to extract data from LinkedIn to help sellers generate leads. This practice contradicts LinkedIn's **terms of service**, which expressly prohibits third-party tools from scraping its data.

### The Disappearance of Apollo.io and Seamless.ai
On **March 6, 2025**, two notable sales engagement platforms, **Apollo.io** and **Seamless.ai**, seemingly vanished from LinkedIn. Both companies provided Chrome extensions allowing salespeople to gather data from the platform.

- **Apollo.io** still appears in LinkedIn search results, but attempting to access its page results in an error, indicating a significant issue:

![Apollo.io LinkedIn Search Result](https://martech.org/wp-content/uploads/2025/03/Screenshot-2025-03-07-at-12.47.40%E2%80%AFPM-1.png)

![Error Page](https://martech.org/wp-content/uploads/2025/03/Screenshot-2025-03-07-at-12.47.10%E2%80%AFPM-1.png)

### Lack of Official Comment
As of now, neither company has commented on their unexpected disappearance from the platform.

### Historical Context
This is not the first time LinkedIn has taken action against companies attempting to access its data. In **2022**, a lawsuit led to the shutdown of **Mantheos Ptd. Ltd.**, while **hiQ Labs** continues to contest its case through appeals.

For more detailed insights, check out Sudipto Paul's analysis on [G2](https://208.87.241.209/linkedin-restricts-data-scraping?__cpo=aHR0cHM6Ly9sZWFybi5nMi5jb20) and Clark Barron's thorough analysis on LinkedIn.

If your friends in sales are grumpy today, it’s because their favorite toys are broken.

LinkedIn Cracks Down: Major Lead Gen Tools Vanish Overnight!

**WPP** is facing significant challenges as **Coca-Cola** considers shifting its North American media account, worth nearly **$1 billion**, to **Publicis Groupe**. Sources indicate that the account, primarily focused on the U.S. worth **$620 million** and potentially reaching **$700 million** with Canada included, is in review. Despite this potential loss, WPP retains its role as Coca-Cola's global marketing partner under the **OpenX model**, which encompasses both media and creative aspects. 

**Publicis Groupe** is aggressively pursuing this account and is believed to be offering competitive pricing to win Coca-Cola's business, especially as WPP has encountered financial strains and organizational challenges within its media buying division, **GroupM**. While losing Coca-Cola would be detrimental, WPP has recently secured other lucrative accounts, such as **Johnson & Johnson** in North America. 

This situation arises during a critical time for WPP, which reported a **1% decline** in year-on-year revenue, prompting concerns about its future. However, there are signs of recovery within GroupM, which saw a **2.7% revenue growth** in 2024. WPP CEO **Mark Read** is optimistic about the new leadership at GroupM, believing it could lead to a turnaround in the company's fortunes. 

![Coca-Cola Media](https://digiday.com/wp-content/uploads/sites/3/2024/07/revenue-uptick-digiday.jpg?w=1030&h=579&crop=1) 

For further insights, keep an eye on how these developments unfold and their implications for the advertising landscape.

Publicis Groupe is the frontrunner to handle Coca-Cola's media dollars in North America, which is reportedly worth close to $1 billion.

Get Ready for SMX Advanced 2025: The Ultimate In-Person Search Marketing Experience Returns!

Summary:

SMX Advanced is back in-person for the first time since 2019.

The event is scheduled for June 11-13 at The Westin Boston Seaport.

Registration opens on January 28.

This is a unique opportunity for advanced SEOs and PPCs to enhance their skills.

The Return of SMX Advanced

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Other Latest News

Meet Liz Wright: The First Woman Ever Digitally Cloned for Marketing!

Walmart's Secret Weapon: The New Customer Tracking System You Didn't Know About

Surge in Illegal Second Home Rentals: The Balearics' Tourism Dilemma

Why Minnesota Businesses Must Embrace True Diversity to Thrive

Unlocking the Secrets of Unforgettable Brands: 8 Principles from Marketing Legend Seth Godin

LinkedIn Cracks Down: Major Lead Gen Tools Vanish Overnight!

Coca-Cola's $1 Billion Media Move: Is WPP Losing Its Grip?

Other Latest News

Meet Liz Wright: The First Woman Ever Digitally Cloned for Marketing!

Walmart's Secret Weapon: The New Customer Tracking System You Didn't Know About

Surge in Illegal Second Home Rentals: The Balearics' Tourism Dilemma

Why Minnesota Businesses Must Embrace True Diversity to Thrive

Unlocking the Secrets of Unforgettable Brands: 8 Principles from Marketing Legend Seth Godin

LinkedIn Cracks Down: Major Lead Gen Tools Vanish Overnight!

Coca-Cola's $1 Billion Media Move: Is WPP Losing Its Grip?