TLDR MARKETING 2024-01-18

GOOGLE INTRODUCES ‘CIRCLE TO SEARCH,’ A NEW WAY TO SEARCH FROM ANYWHERE ON ANDROID USING GESTURES

Google has introduced "Circle to Search," a new Android search feature that allows users to initiate searches through gestures like circling, tapping, or highlighting any content. Users will no longer have to stop what they’re doing to start a search or take a screenshot as a reminder to search for something later. The search results users see will differ based on their query and the Google Labs products they opt into. Circle to Search will launch on January 31.

B2B MARKETING BENCHMARK: SPOTLIGHT ON THE TECH INDUSTRY

LinkedIn partnered with Ipsos to conduct a survey of over 2,000 B2B marketers in 4 global regions across financial services, agency/advertising, healthcare, education, and tech industries. Results showed that B2B tech leaders allocated the least amount of their budgets toward brand building. 70% of B2B CMOs at tech companies said they’re unable to prove the impact of brand campaigns. They tend to rely on thought leadership content to reach prospects.

BEST TIMES TO POST ON SOCIAL MEDIA IN 2024

There isn’t a golden publishing hour that’s the ideal time to post for every social media account. However, it does matter when you post, because most algorithms consider recency a ranking factor. This guide reviews several high-profile studies to share when the overall “best times” to post on Facebook, Instagram, TikTok, YouTube, and LinkedIn are. Use the times as a starting point for your own social media schedule, and then adjust based on when your audience is online, the type of content you publish, and how people consume your content.

PSYCHOLOGICAL PRICING TACTICS TO FIGHT THE INFLATION BLUES

Amid lingering inflation concerns, companies must employ psychological pricing strategies to encourage consumer spending. This article covers tactics including tiered pricing, buy one get one free offers, discounts on base prices, transparency about price increases, charm pricing (ending in 99), and the shift towards subscription models. If used properly, pricing strategies can influence consumer perceptions and enhance the perceived value of purchases even in inflationary periods.

FRAMING: WHY WE’RE INFLUENCED BY THE WAY INFORMATION IS PRESENTED

Snickers changing their slogan to “You’re not you when you’re hungry” resulted in a 16% increase in sales. Research shows that the way something is framed influences people’s choices. In particular, making an offer more positive (e.g. “75% lean” instead of “25% fat”) tends to improve results. Brands should frame their product as the obvious choice among competitors and always sell the benefits rather than the contents.

THIS IS HOW THE TOP SAAS RETAIN USERS

This guide unveils the strategies employed by high-retention SaaS companies, focusing on the pivotal role of effective communication, particularly through email. It underscores the importance of personalized onboarding to lead users to the "aha moment," the use of email newsletters for habit-building, and the impact of behavior-triggered emails on user engagement. With the abundance of data, companies should strive to create hyper-personalized experiences and reduce churn rates.

DRIVING ORGANIC TRAFFIC FROM GOOGLE DISCOVER WITH COMPELLING WEB STORIES

An e-commerce store was able to drive 2.2 million clicks from Google Discover by using Web Stories. The team noticed that lifestyle and news publishers were able to generate large amounts of traffic with Web Stories, which are similar to Instagram Stories. They decided to experiment with it, using BuzzSumo, open-source images, and a free WordPress Plugin. This resulted in millions of new visits, primarily from Google Discover.

STANLEY HYPE AND SAMBA CRINGE: WHY PRODUCTS FALL IN AND OUT OF STYLE

The Adidas Samba shoe achieved viral popularity within the last few years but is now out of style. Stanley cups might be headed towards the same result. That can be partly explained by René Girard’s theory of Mimetic Desire, which suggests that we don’t want what we want, we desire what others want (especially people of status). This post walks through how Adidas and Stanley achieved virality, as well as lessons that brands can learn from when considering influencer marketing.

TO BUNDLE OR NOT TO BUNDLE

In the digital landscape, bundling can serve as a strategic tool for firms to beat the competition. By bundling their offerings, companies can discourage direct price competition and create differentiation. Additionally, the strategy can be used to move laterally into other market segments, similar to what Amazon did with Prime Video.

10 AI STARTUPS MARKETING THEMSELVES DIFFERENTLY TO STAND OUT

AI startups are numerous, so potential customers might have a hard time differentiating between them. This article breaks down how 10 companies are pitching their products in new, innovative ways.

SAUCONY OUTPACES DOOM SCROLLING WITH NEW RUNNING CHALLENGE

Saucony launched a new Marathumb Challenge app, which compares the distance users scroll to the number of steps they take. The challenge was released alongside a new sneaker model.

MARKETING ISN’T HARD, IT IS MISUNDERSTOOD FEATURING EMILY KRAMER (53 MINUTE PODCAST)

Marketing isn’t hard, but being a marketer is. This podcast episode by Anchored Intelligence covers why marketing is one of the most deeply misunderstood functions in modern business.

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