The Daily Index — Tuesday, June 4, 2024

NEWS & TRENDS

TLDR Marketing

DENTSU NOW EXPECTS GLOBAL AD SPEND TO REACH 5% GROWTH IN 2024

Dentsu forecasts ad spend to grow 5% in 2024, for a total of $754.4 billion worldwide. Ad spend during the remaining months is expected to be fueled by a buoyant digital advertising market, the Olympics, and the US election. Digital advertising spending is expected to increase by 7.4% and capture 59.6% of the market this year.

marketingdive.com · 3 min

TLDR Marketing

GEN Z TURN TO GOOGLE 25% LESS THAN GEN X WHEN SEARCHING

About 24% of people now primarily use social media for online searches. A third accessing the internet solely via mobile phones. Gen Z uses Google 25% less than Gen X, opting more for platforms like TikTok for their searches. YouTube is also increasingly being used like Google, with 57% of people searching for information on it.

forbes.com · 11 min

TLDR Marketing

NEW STUDY SHOWS MARKETING A BRAND'S SIMPLICITY CAN BACKFIRE

While consumers generally prefer products that appear easy to use, emphasizing simplicity can lead to greater dissatisfaction when issues arise. This is because they expect simple products to be flawless, leading to heightened frustration if they fail. Marketers should be cautious about promoting simplicity, especially for startups or companies in complex markets.

phys.org · 2 min

TLDR Marketing

COLD EMAIL BEST PRACTICES

Effective cold emails require more than just catchy subject lines and CTAs. The Prospecting Venn Diagram emphasizes the importance of knowing your prospects' personas, accounts, personal backgrounds, as well as your product's value prop. Start with a 1-3 word subject line and personalize opening lines to show you've done your homework. Highlight a relevant challenge the prospect faces and offer a solution to demonstrate your understanding of their needs. Directly ask for a meeting instead of using indirect CTAs. Lastly, ensure your email is concise, easy to scan, and avoid using sales jargon.

copy.ai · 4 min

TLDR Marketing

HOW TO CRAFT BEHAVIOR-BASED ONBOARDING EMAIL FLOWS TO TURN USERS INTO LIFELONG CUSTOMERS

Sending relevant emails with valuable content related to a user's specific needs can help motivate them to keep using your product. To craft an effective new user email flow, first identify key milestones in your product onboarding. Next, build out the “happy path” of your onboarding, which assumes the user completes every onboarding step. Finally, plan out the “sad path” email flow, which should aim to inspire and provide tips to the user to make progress.

news.marketingpowerups.com · 4 min

TLDR Marketing

STOP OPTIMIZING FOR A CAC:LTV RATIO OF 1:3

Targeting a 1:3 CAC:LTV ratio or trying to lower CAC as much as possible is not the best strategy. It drives linear funnels instead of sustainable loops. The LTV calculation is usually loaded with endless assumptions that make it a useless metric. Use customer payback periods to measure acquisition activities instead. This article shares benchmark payback periods for B2C and B2B businesses.

elenaverna.substack.com · 9 min

TLDR Marketing

4 PILLARS OF A POWERFUL CONTENT CREATION SYSTEM

A reliable content creation system can unlock your full creative potential, allow you to stay consistent with content creation, and help you improve the quality of your content. The 4 pillars of a good system are a Swipe File, a collection of inspiring ideas and examples; a Story Bank, a collection of personal stories and examples that you can use in content; an Idea Bank, a collection of your own ideas that you plan to develop; and a Content Backlog, a reserve of content that is either ready to post or easy to repurpose.

omara.beehiiv.com · 3 min

TLDR Marketing

HOW TO CREATE A GREAT TV COMMERCIAL

A TV commercial needs to feel authentic to land with its audience. This is why a Starbucks ad flopped while a similar Diet Coke ad remains in our memory almost 20 years later. A great commercial focuses on the benefits of the product, which might mean using visual devices in place of the actual product. They also build aspiration, presenting a world you want to be part of without being too cheesy. The production details, such as music and camera angles, are also key to creating a smooth, multi-sensory experience.

embeddedbrandstrategy.substack.com · 6 min

TLDR Marketing

THE CONJOINT EFFECT: FROM FRIENDS TO “FOR YOU,” HOW CREATOR-LED CONTENT IS CHANGING SOCIAL MEDIA

Social media used to be focused on connecting with friends. Now it has shifted towards entertainment and education, similar to traditional broadcast media like TV. The Conjoint Effect is a theory that people, brands, and creators are increasingly copying each other's content. Brands now need to evolve their strategies from mimicking human behavior to providing value through engaging content. They need to adopt a listening strategy to identify trends, leapfrog into unique content creation, and create a flywheel effect for consistent innovation.

sproutsocial.com · 4 min

TLDR Marketing

HOW INFLUENCER CARTELS MANIPULATE SOCIAL MEDIA

Influencers should be compensated based on value instead of their engagement quantity.

cepr.org · 6 min

TLDR Marketing

THE LAST STEP OF GOOGLE SEARCH'S MIGRATION TO A MOBILE-FIRST INDEX

After July 5, any remaining websites that were still being crawled with desktop Googlebot will be crawled with mobile Googlebot instead.

developers.google.com · 1 min

TLDR Marketing

CREATORS DEMAND RESPECT AS BRANDS LEVERAGE POPULAR USER-GENERATED CONTENT

Creators in the US and UK have been reporting unauthorized use of their work by brands, leading to calls for proper permission and compensation.

netinfluencer.com · 2 min