Parse notes
Kantar surveyed 900 marketers and 16,000 consumers from around the world to quantify how trends and changes in the media landscape shaped their attitudes. Amazon took the title of consumers’ most preferred ad platform. Meanwhile, TV, the traditional lynchpin of ad campaigns, was absent from the ranking of marketers’ preferred ad channels. Only 6% of marketers said they will increase TV spend in 2024.
X is accusing California of trying to dictate its terms of service and how it moderates content. The lawsuit aims to block content moderation laws that force social media platforms to submit a terms of service report twice a year. In the report, platforms would need to disclose detailed information on how they address hate speech, racism, misinformation, and harassment.
SendGrid is a cloud-based SMTP provider that enables email sends. The brand was able to grow its monthly SEO traffic significantly by investing in brand marketing, publishing compelling blogs and resources, and creating an EEAT powerhouse knowledge center for customers. The brand also designed its website to align naturally with the user journey and funnel.
Marketers often invest in over-saturated channels (ie. SEO, paid search, social ads) and leave little or no budget for all the other channels their customers can be found in. This video transcript stresses the importance of conducting audience research to understand a customer’s journey, which then determines the channels to invest marketing dollars in.
While A/B testing is incredible in its fullest application, tests can take a long time to complete, depending on their complexities. This post suggests using rapid prototyping as an alternative. This involves creating low-fidelity models to test and gain early feedback. Examples include first-click testing, tree testing, preference testing, 5-second testing, and design surveys.
Benchmarking SEO performance against competitors allows you to identify gaps and create an informed action plan. This guide walks through conducting a gap analysis on content, backlinks, and technical SEO, including how to address weak spots. A template is included in the article.
This case study discusses privacy concerns related to the recent Threads app launch. It also discusses how Apple does very little to protect the user from data-harvesting apps, despite its discourse about privacy protection. Users give Meta access to a lot of sensitive information, including credit score and health data, by downloading the app.
DTC children’s apparel brand, Hanna Andersson, has launched its first loyalty program in its 40-year history. The program provides discounts, rewards points, early and exclusive access to new product launches and sales, and free shipping. Starting a loyalty program during back-to-school and before the holiday season is a way for brands to enhance their current customer experience and attract new shoppers.
Superconsumers combine the big spending of heavy users with high engagement and personal interest in a brand or product. They’re few in number—usually about 10% of consumers for a particular product or category—but they can drive 30-70% of sales. They love to talk, share, post, and educate others on the category via word-of-mouth.
TikTok added a Shop tab for selected users between the For You and Following feeds.
Interview industry experts and leverage their quotes to create truly impactful content, such as blog posts or social media creative.