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Google ad groups created at least 13 months ago that have not had impressions in the past 13 months will be paused starting from March 11. Advertisers can turn them back on if needed, but unpaused ad groups without any impressions in the following three months will be automatically paused again. This change is designed to improve budget efficiency and campaign quality for advertisers.
Meta's announcement to cease payments to Australian news outlets reflects its broader strategy to distance itself from news content. The decline in Facebook News usage made Meta realize it took the wrong approach when dealing with Australia's media outlets. Meta has decided not to enter into new commercial deals for traditional news content in several countries and indicated it will not engage in similar agreements in the future. This decision underscores Meta's focus on AI-recommended Reels and short videos as engagement drivers, leaving publishers in a challenging negotiating position.
Product positioning should get a prospect to understand what they’d do with your product and the unique value it provides. Positioning anchors act as reference points to help succinctly articulate your use cases and value. An anchor could be a specific tool, a category of tools, adjacent tools, or adjacent categories. This post includes a diagram illustrating how Atlassian Jira uses each of these 4 positioning anchors to reach a different problem framing and positioning statement.
This article explains how to include product-led content across each stage of the marketing funnel. Top-of-funnel (TOFU) content should attract new readers, so focus on educating readers on key challenges that they may be facing without being overly promotional. Middle-of-funnel (MOFU) content should articulate who your product is targeted at and the outcomes it can achieve. Avoid boasting about your product’s benefits in bottom-of-funnel (BOFU) content. Instead, highlight the tangible outcomes and results of current customers.
Both winback and re-engagement campaigns aim to increase lapsed engagement. However, these two terms aren’t interchangeable. Re-engagement campaigns tend to be centered on a single marketing channel. For example, sending a targeted email to re-engage customers who once reliably opened emails but no longer do. A winback campaign takes a more holistic approach to the customer-brand relationship. The goal is less focused on a particular marketing channel and more on increasing overall engagement across all channels. The intention is to increase customer LTV.
TikTok launched a monthly trends round-up series called Trends Digest. It includes relevant content tips to help brands and creators keep up with recent trends and boost engagement. The first edition highlights the "Delulu is the solulu" trend and encourages brands to showcase authenticity, with examples from Elle Netherlands and a content template.
This guide covers how to use Gemini to create images, write, and conduct research and analysis, along with its integrations within Google’s ecosystem. The guide contains templated prompts for writing social media posts, localizing content, and creating charts and simple designs.
A collaborative guide on product marketing tools categorized by marketing research, messaging, storytelling, launch planning, and analytics. Qualtrics, Hotjar, and Typeform are popular tools for conducting surveys and analyzing data. Hemingway Editor, Loomly, and CoSchedule Headline Analyzer help optimize headlines for SEO and readability. Animoto, StoryChief, and Spark help create and distribute content across channels.
This article reflects on the impact of Google and Yahoo's mass mailer updates. Outbound email is becoming increasingly challenging. Google's changes affect only @gmail domains, but the frenzy around these updates highlighted the issue of excessive outbound email volume. To face the issue of email volume, companies must reassess their email strategies, focus on reducing quantity, and prepare for more restrictions in the future.
The “Willy Wonka experience” that took place in Scotland last month garnered attention for promising a grand experience. However, in reality, it was a disastrous letdown for many — an empty warehouse with minimal offerings. This disparity between marketing portrayal and reality sparked widespread discussion about the implications of using generative AI in advertising. It raised concerns about misleading consumers with unrealistic depictions. Legal experts stress that existing regulations against misleading advertising extend to AI-generated content.
This post includes a one-pager of GPTs categorized by SEO, social media, analysis, email, design, and more.
A LinkedIn cheat sheet that covers the best posts for growth, the best tools to aid in content creation, and profile optimization tips.
Freemium and free trials are both common product-led growth models, but reverse trials are actually the most effective at balancing acquisition and monetization.