The Daily Index — Tuesday, November 14, 2023

NEWS & TRENDS

TLDR Marketing

HOLIDAY SHOPPING IN 2023: ‘IT STARTED EARLY AND WILL END LATE’

Americans are changing their holiday shopping habits in 2023 by spreading spending over a more extended period. Retailers are responding with strategies such as personalized promotions and ‘buy now pay later’ plans to capture cautious consumers’ holiday spending.

mckinsey.com · 12 min

TLDR Marketing

PRACTICALITY MAY TRUMP PURPOSE IN 2024 MARKETING

According to Forrester’s predictions for B2C marketing in 2024, CMOs will lead with practicality, while purpose-driven decisions may take a backseat. Speaking out on social values as a brand is deemed as ‘risky’ due to the contention that exists in the marketplace among consumers. Meanwhile, ‘practical’ investments in AI and data privacy will be more front and center in 2024.

marketingbrew.com · 4 min

TLDR Marketing

HOW FOUR BULLETS INCREASED SUBSCRIPTIONS BY 39%

Optibac, a UK supplement brand, increased product subscription conversions by addressing a common customer objection. Its research found that users were concerned about being locked into a long-term commitment. It added bullet points that emphasized its hassle-free skip or cancel policy in language customers would understand. This resulted in a 39% increase in new subscriptions.

conversion-rate-experts.com · 3 min

TLDR Marketing

SEPARATE YOUR WEBSITE CONTENT AND DARK SOCIAL CONTENT

Most companies put website content on social networks that fails to perform well. Website content lives on website pages (ie. blog, landing pages). It has low to medium shareability. Dark social content is built for native consumption inside of social networks and content platforms (ie. a LinkedIn post or comment thread on Reddit) and has many mechanisms to proactively share content with other people.

linkedin.com · 2 min

TLDR Marketing

HOW TO FIX YOUR BOFU CONTENT

A prospect who is in the buying stage already has a general pulse on your topic, product, or platform. They’re looking for details a subject matter expert would know—pain points, benefits, capabilities, and features. Provide reframing for ideal outcomes or detailed demo videos.

linkedin.com · 1 min

TLDR Marketing

TOP SHOPIFY UPDATES IN EDITIONS SUMMER ’23

Shopify’s Editions Summer ’23 update included 100 new features. This article highlights the most valuable ones for merchants. Shopify Bundles simplifies the process of bundling multiple product items together. Shopify Subscriptions is a native app for basic product subscription setups. Sidekick is the new AI-powered admin assistant that can help merchants improve their stores, complete tedious tasks, and make data-driven decisions.

practicalecommerce.com · 2 min

TLDR Marketing

THE 11 BEST SEO COMPETITOR ANALYSIS TOOLS FOR 2023

A round-up of 11 SEO competitor analysis tools, their best use cases, and price tags. If you’re looking to compete over keywords, Semrush and Ahrefs are good choices. SparkToro lets you know where to set the spark, and BuzzSumo tells you what’s spiraling out of control on social media.

theblogsmith.com · 10 min

TLDR Marketing

THE COMPLETE GUIDE TO MARKETING AUTOMATION: TIPS, EXAMPLES, AND TOOLS FOR GROWTH

This guide covers 5 common workflows to automate—welcome series, cart abandonment, browse abandonment, post-purchase, and win-back series. Best practices include defining clear buyer personas, understanding what tasks should be automated, and tracking performance to iterate and adjust course.

drip.com · 12 min

TLDR Marketing

HOW GUMROAD ADDRESSES CUSTOMER OBJECTIONS ON ITS WEBSITE

Every brand should map customer objections, prepare arguments for each, and then present these on their website. Gumroad does this by creating powerful stories around each objection. For users who are unsure where to start, Gumroad assures that its tools make it easy to get started without technical expertise. It also uses real customer success stories to help potential customers see what’s possible.

linkedin.com · 5 min

TLDR Marketing

11 MOST COMMON GOOGLE ADS MISTAKES

Every PPC account is different, but there are common mistakes that inevitably waste budget. These include messing up internal matching, not using a third-party attribution tool, and not having a clear campaign optimization routine.

ppcmastery.com · 4 min

TLDR Marketing

BRANDS: A REFLECTION OF THEIR CUSTOMERS

Two-thirds of Millenials and Gen Zs agree that the brands they buy tell a lot about the type of person they are, reinforcing how much people feel that brands reveal their identity.

brandingstrategyinsider.com · 8 min

TLDR Marketing

THE 3 FASHION BRANDING STRATEGIES

How Hervé Léger, a brand that went from dominant to bankrupt, achieved growth under its new leadership.

brandingin4d.substack.com · 6 min

TLDR Marketing

HOW TO WRITE CTA COPY FOR PAYWALLS

Best practices include using a 4-word structure for free trials (ie. "start X days free trial"), pricing transparency, and incorporating urgency to drive higher conversion rates.

open.substack.com · 2 min