TLDR MARKETING 2024-01-23

GOOGLE PODCASTS IS GOING AWAY AFTER MARCH—BUT THERE ARE ALTERNATIVES

Google is sunsetting its podcast app in favor of YouTube Music as of April 2. Users will no longer be able to migrate or export their subscriptions after June. This article shows you how to move your Google Podcasts subscriptions directly to YouTube Music or export them as an OPML file, enabling you to upload them to another app. It also lists 6 alternative podcast apps for Android phones, including Pocket Casts, AntennaPod, Castbox, and PodBean.

META TO LET EU USERS DENY CROSS-SITE TRACKING AS DIGITAL MARKETS ACT BITES

Meta will soon send a notification to users allowing them to make new privacy choices in response to the DMA in the EU. Users will be able to block Meta from combining usage data from Facebook, Instagram, and other platforms. The move will likely reduce ad targeting effectiveness across platforms. Google is also impacted and recently announced it will ask for consent from users to share data across its products, which it says is required for some features to work.

ADVANCED PMAX FOR LEAD GEN: THE FIRE & ICE STRUCTURE

Performance Max for lead gen is difficult, but it can be done successfully with the right campaign structure. The Fire & Ice Structure involves setting up two pMax campaigns: one targeting the 'warmer' bottom-of-funnel channels, and one designed for 'colder' mid/upper-funnel channels. The assets, bidding, and campaign settings should differ between the two. It should result in cheap traffic and lower-value micro-conversions from the ‘ice’ campaign, plus high-quality traffic and a lower amount of high-value conversions from the ‘fire’ campaign.

E-COMMERCE PERSONALIZATION: 7 KEY EXAMPLES TO TAKE INSPIRATION FROM

E-commerce personalization enhances user experiences by tailoring shopping journeys based on customer preferences. If done right, it can improve satisfaction, loyalty, and sales. This article shares examples such as curated product recommendations and dynamic pricing strategies, using examples from Amazon's continuous shopping feature and Zalando's pricing adjustments based on inventory.

CHATGPT PROMPTS FOR CUSTOMER PERSONAS

This article includes 3 ChatGPT prompts to better understand your audiences and create buyer personas. The first prompt instructs ChatGPT to analyze organic search results and provide the target persona of each page-1 listing. The second prompt takes a competitor’s web page and returns a list of personas targeted in the copy. The third prompt analyzes a Reddit thread about your company or a competitor and extracts personas from the discussion.

META ANNOUNCES LAUNCH OF CREATOR MANAGEMENT TOOLS

Meta has launched Creator Management Tools in its Business Suite to help agencies and creators manage their relationships on Facebook. The new tools are designed to streamline relationships with creators with features for sharing assets, making payouts, increasing security, and more.

TIKTOK PUBLISHES NEW GUIDE ON EFFECTIVE AD BIDDING STRATEGIES

TikTok released a 13-page guide that offers insights into optimizing ad campaigns and bidding strategies. It features case studies, data-backed notes, and practical tips on structuring ad accounts, updating campaigns, and targeting effectively. For instance, it suggests specific ways to optimize an ad account towards the user journey and to adopt the ideal bidding strategy based on the campaign's objective and budget.

HOW KHAN ACADEMY CREATED A GLOBAL LEARNING COMMUNITY WITH STRATEGIC MARKETING

Since launching in 2008, Khan Academy has grown into one of the world’s largest nonprofit edtech platforms, with more than $221.5 million in annual revenue. It was able to achieve this with effective brand messaging, which set it apart from competitors and appealed to a large global audience. Khan Academy invested in strategic partnerships to grow its reach and credibility. The company’s investment in SEO and social media increased its online visibility.

HOW TO NAIL PRODUCT MARKET FIT WITH CLEAR JOBS-TO-BE-DONE

This case study dissects Letterboxd's onboarding process. Letterboxd is an app that markets itself as “the social app for film lovers”. Its onboarding and signup experience was confusing and left the author with a poor customer journey. Letterboxd should not have relied on non-contextual instructions to tell people essential information about what the app did. Showing users what the app could do as they’re discovering it is more effective. In addition, using pop-ups during onboarding can be a rough way to start a new customer journey. The author provides alternative UX options to make the experience more welcoming.

DE BEERS: ONE OF THE GREATEST MARKETING HEISTS EVER PULLED ON MAN

This story delves into the transformation of diamond engagement ring culture and traces its roots to strategic marketing campaigns that shaped cultural perceptions through generations.

AS CONSUMERS DEMAND MORE FOR THEIR MONEY, SOME CLOTHING BRANDS SHIFT THEIR MESSAGING TO QUALITY

As consumers prioritize authenticity and reliability in brand promises, clothing brands like Quince and Italic adapt their marketing messages towards the use of natural materials, emphasizing durability and quality.

WHY ARE TIKTOK MOMS MAD AT KYTE BABY?

A summary of why Kyte Baby, a baby apparel company, is under fire for denying an employee time off to take care of her adopted baby.

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