The Daily Index — Monday, September 25, 2023

NEWS & TRENDS

TLDR Marketing

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TikTok and Google are reportedly exploring a partnership to integrate Google search prompts and potentially search results into TikTok's search stream. The move makes sense for both platforms, as Google seeks to maintain relevance with younger audiences who increasingly turn to TikTok for discovery. It also provides TikTok with more traffic to the app.

socialmediatoday.com · 3 min

TLDR Marketing

AMAZON ADDING ADS TO PRIME VIDEO IN 2024 UNLESS YOU PAY $2.99 EXTRA

Amazon Prime Video will introduce ads for users in the US, Canada, Germany, and the UK starting in early 2024. In turn, they will charge an additional $2.99 per month for an ad-free experience. Amazon states this change is aimed at investing in content, acknowledging the expensive nature of Prime Video.

arstechnica.com · 2 min

TLDR Marketing

7 TIPS TO INCREASE CHECKOUT RATE

A high checkout rate indicates an efficient and user-friendly purchasing experience, which leads to more conversions and repeat customers. Brands can improve completion rates by simplifying forms and using inline validation, not forcing account creation, making pricing transparent from the start, allowing various payment methods, and showing clear and hassle-free return/refund policies.

almund6ef.substack.com · 6 min

TLDR Marketing

HOW MIRO GROWS: TACTICAL LESSONS FROM THE $17.5B WHITEBOARD

This article delves into Miro's origins, its strategies in a competitive market, and tactics for scaling and community engagement. Miro’s growth is explained by 4 steps: following a bottom-up GTM playbook on persona-led marketing and end user centricity, crushing the 8 layers of the Product-Led Growth Iceberg, blending PLG with product-led sales, and leveraging powerful strategies powered by community.

open.substack.com · 30 min

TLDR Marketing

THE ULTIMATE LIST OF PRODUCT METRICS

This list is based on the AARRR (acquisition, activation, retention, revenue, referral) framework. It’s universal and fits every organization that works on customer-facing tech products. The post also notes that tracking every metric is impossible and advises to focus on a few metrics to succeed.

linkedin.com · 6 min

TLDR Marketing

MISTAKES

Retaining new users is critical to sustainable growth, but many marketers track it incorrectly. Retention metrics should be a true and predictive indicator of engagement. 5 common mistakes include defining the retention activity incorrectly, not measuring habitual frequency, only measuring paying user retention in freemium models, measuring retention for users who haven’t completed activation, and only measuring retention at the user level for a B2B product.

linkedin.com · 2 min

TLDR Marketing

GOOGLE: THE MAGICAL BLACK BOX

This article discusses internal practices and strategies employed by Google, shedding light on their approach to advertising, auctions, and competition with Apple. The topics discussed include the recent antitrust trial, the impact of new privacy regulations, the default search engine agreement between Google and Apple, and new competitors entering the market.

seobook.com · 5 min

TLDR Marketing

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Google has posted over 30 announcements for Google Ads so far in 2023. Meta has released multiple changes this year to Facebook and Instagram ads. Some of the biggest announcements from Google include the launch of the Ads Transparency Center, deprecating most attribution models, and adding new brand restrictions for Search and Performance Max. For Meta, some of the major updates include adding conditional logic in lead generation forms, the launch of AI ads created just from text inputs, and the start of Tailored Campaigns on Facebook.

wordstream.com · 10 min

TLDR Marketing

GOOGLE: LINKS NO LONGER A TOP THREE RANKING SIGNAL

Many marketers consider backlinks critically important for SEO, but Google recently clarified that this is usually not the case.

seroundtable.com · 2 min

TLDR Marketing

BENEFITS AND EXAMPLES OF HOLIDAY EMAIL OPT-OUTS

Allowing customers to opt out of certain holiday promotion emails reduces unsubscribes and builds trust, leading to better long-term retention.

practicalecommerce.com · 3 min

TLDR Marketing

APPS

This article compares the number of users across major social apps. Facebook, YouTube, and Instagram lead with 3B, 2.5B, and 2B users respectively.

socialmediatoday.com · 2 min

TLDR Marketing

A PREDICTION ON THE FUTURE OF ADVERTISING

A think-piece post on the 4 step framework to get ahead of advertising—collecting data, and then housing, analyzing, and implementing it.

linkedin.com · 2 min