Parse notes
In 2023, the advertising landscape was characterized by the omnichannel nature of marketing. It was driven by the growth of retail media networks, the integration of connected TV and live sports streaming, and the expansion of digital out-of-home advertising. Marketers had an unprecedented array of inventory and channels to reach customers.
This YouTube blog post revisits the best ads of 2023 and explores what is next for brands in 2024. The highlights include Apple, Louis Vuitton, and Pepsi, who mixed long and short videos to engage and entertain customers. For 2024, the recommendations are to leverage creators, use Shorts for campaigns along with long-form videos, and leverage AI to find the right audience.
Oftentimes, large companies seem to reduce their messaging to general promises of “growing revenue” or “future-proofing” rather than specific capabilities. This post compares Slack’s current messaging for sales teams to what it used in the past. The tool used to focus on capabilities, which helped users understand exactly how they would get value. Now, its messaging is arguably too outcome-driven.
Lifecycle initiatives will go beyond email in 2024. Teams need to find unique ways to engage with users via in-app, events, community, outreach, and other efforts typically reserved for demand gen and sales. It’s also important to audit current onboarding experiences and identify gaps, needs, wins, and areas of opportunity for next year. Moreover, it won’t be enough to focus only on the top 1-2% of your most engaged audiences.
Resource pages and templates are effective at driving leads for B2B companies – when done well. This post contains a framework for building these pages to rank in search and convert traffic to leads. It includes a list of 13 high-priority items, such as breadcrumbs, insights from the JTBD framework, and ICP testimonials.
A collection of the 10 most watched presentations this year from Product Marketing Alliance. Videos include How To Become CMO Faster Than Thought Possible, How to tell a product story that resonates, and the 3 P’s of PMM. Each video ranges from 14-36 minutes long.
This list contains business books that offer insight into how marketing works. The list includes ‘Impossible to Ignore’ by Dr. Carmen Simon, ‘Running with Purpose’ by Jim Weber, and ‘Unreasonable Hospitality’ by Will Guidara.
This post contains 22 pieces of wisdom for winning on the internet. Marry the niche, date the product. Be data-informed, not data-driven – in other words, act with a mix of art and science. Get on the internet to post content ideas, but get off the internet to get content ideas.
Claim is both a rewards app and social network. The company has been focused on helping marketers and brands reach new customers in a way that doesn’t involve bombarding them with ads on Google, IG, or TikTok. It turned consumer rewards into a multiplayer game by allowing users to try new brands together while saving money.
Positioning is tougher than it’s ever been. PMMs need to cut through the noise by focusing on showing impact via real-life examples instead of theory.
Frequent returners are actually your best customers – so brands should avoid instituting preventative or punitive return policies.
Litmus created a personalized email swag-drop-themed sweepstakes campaign that updated over multiple days to encourage subscribers to come back and sign up.