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Google Search is adapting to TikTok's influence and vast content library by integrating TikTok videos into Featured Snippets and its AI-powered 'SGE'. The move is most likely targeted at younger demographics, who heavily engage with TikTok.
Engaged-view is Meta’s new attribution setting for advertisers to measure conversions within 1 day of a video ad play. It caters to the trend of viewers delaying actions to avoid disrupting their experience. The feature can be used along with other attribution settings to better analyze and optimize video ad campaigns. Benefits include more results for the same budget, better insights into a customer’s journey, and a deeper understanding of the value of video ads.
Personalized emails leverage data to tailor relevant content to individual subscribers. Countdown timers are a powerful visual tool for encouraging subscribers to take action while building anticipation for what’s to come. Adding products based on weather forecasts is a good way of including relevant product selections for a subscriber. Social signals show how many times subscribers have interacted with something, making it clear to them how popular each product is. This in turn motivates them to click on the products more.
Elverys Sports couldn’t gather useful data about its Facebook ad performance because of Safari ITP and browser blockers, resulting in poor ROAS and minimal insights to improve the ads. The team implemented server-side tagging using Facebook’s Conversion API, which provided more data while staying compliant. This resulted in a ROAS boost of 52% and enabled the brand to optimize its ads based on performance.
Testers for user testing tools are often looking to take as many tests as possible to maximize their earnings. When users guess the answers that get them accepted to take the user test, it means your test pool isn’t really your target audience. To prevent this, avoid using simple 'yes' or 'no' screener questions. Instead, use multiple-choice questions with a few dummy responses to reject guessers. You can also include follow-up screener questions to ensure they haven't just guessed correctly. This post includes an example of a poorly-written screener and a recommended version to use instead.
Benchmarks can provide a useful reference point when evaluating your own product’s performance. This post discusses week-over-week user growth, activation rate, and retention for both B2C and B2B SaaS. It also provides AAR growth, net retention, and churn rates for SaaS overall. Be sure to consider the unique circumstances of your company, product, and market when comparing these metrics to yours.
SmartMarketing.me was created by Dan White, a marketer with 30 years of experience. White uses imaginative visuals to bring marketing concepts to life. The “Illustrations” section of the site contains a library of drawings that cover strategies like brand development, positioning, and pricing. It also includes case examples from brands like Tropicana, Dove, and Nintendo.
Social Media Community Management Guardrails documents are designed to help your team consistently respond to questions, comments, and customer support or care-centric needs. These guides should include elements such as brand persona, sample responses for both positive and negative comments, and what not to respond to. It’s critical to train your social teams on these guardrails and make regular updates as needed. This article describes how to build a guide and example social moderation scenarios to be prepared for.
“Friendly fraud”, also known as first-party fraud, occurs when customers file a fraud claim or charge-back despite being satisfied with a purchase. Any business that accepts digital payments is a target. Research revealed that 42% of Gen Z admit to engaging in first-party fraud. The majority of them don’t realize what they’re doing is fraud and are unaware that it’s the merchant who absorbs the cost of the chargeback. This article highlights tips for brands to protect themselves including prioritizing clear customer communications, offering quick refunds, and collecting detailed records of customer transactions.
There are legal implications and ethical concerns surrounding the use of celebrity likeness in brand social content.
A curated list of marketing courses offered by Google Skillshop, Acadium, and HubSpot Academy that covers personal branding, marketing analytics, and influencer marketing.
Effective communication is crucial for business leaders to persuade stakeholders. To better connect with the audience, it is better to tailor messages, adopt structured improvisation in presentations, balance data with stories, and focus on educating rather than trying to impress.