TLDR Index
TLDR Marketing

TLDR MARKETING 2024-03-06

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02STRATEGIES & TACTICS

YOUR TARGET AUDIENCE DRIVES YOUR POSITIONING

Don’t differentiate on features alone, because every product category will eventually have the same features and functionality. Microsoft, Discord, and Slack are all communication tools with the same basic features, but their marketing is differentiated by who they’re targeting to use those features. It is generally better to target a niche rather than trying to be a product for everyone. This post contains a chart showing how positioning differs for Microsoft, Discord, and Slack based on their audiences.

linkedin.com2 min read

THE DECISION JOURNEY: NEW INSIGHTS FROM REDDIT RESEARCH

71% of consumers report having changed brands in the past year, highlighting the challenges of fostering brand loyalty. Reddit research indicates a potential shift in consumer loyalty dynamics. However, people are not disloyal by nature - they are searching for a brand worthy of their commitment. This article outlines 3 strategies to cultivate loyalty: leveraging opportunities during switching, offering comprehensive information, and actively engaging with community debates.

convinceandconvert.com4 min read

HOW TO USE GAP ANALYSIS TO GAIN AN UNFAIR ADVANTAGE OVER YOUR COMPETITORS

If you can satisfy twice as many of your site visitors’ intentions, you effectively halve the cost of acquiring a customer. Performing a gap analysis enables you to find out what your visitors want that you don’t offer. First, use an on-page survey to ask visitors why they visited your website. Categorize the responses based on visitors’ intentions, the percentage of all visits, and whether or not your brand satisfies the intention. Finally, identify how your brand could monetize each unmet intention and the revenue opportunity from doing so.

conversion-rate-experts.com7 min read

03RESOURCES & TOOLS

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socketlabs.com

MICROSOFT PMAX IS NOW AVAILABLE WORLDWIDE

Microsoft has launched a global AI-driven advertising solution that simplifies workflows, boosts efficiency, and expands audience reach. PMAX acts as a virtual assistant, automating mundane tasks, optimizing ad performance, and honing in on the most relevant users across various Microsoft platforms. This guide provides step-by-step instructions for setting up PMAX campaigns and offers insights into user adoption and experiences.

almund6ef.substack.com5 min read

‘CLUNKY’ CHATBOTS DISRUPT E-COMMERCE EXPERIENCES, SURVEY FINDS

While AI-powered chatbots can improve e-commerce experiences, their use also risks driving away customers. 1 in 5 shoppers are likely to abandon purchases after interacting with them due to clunky user experiences. On the other hand, consumers who engage with chatbots don’t mind seeking AI assistance for automated pricing, real-time promotions, and product discovery. The key to the successful integration of AI lies in hyper-personalized recommendations and creating a frictionless shopping experience.

retaildive.com2 min read

04MISCELLANEOUS

RHYME AS REASON: WHY WE PERCEIVE STATEMENTS THAT RHYME AS MORE BELIEVABLE

Research suggests that rhyming phrases are easier to process. Rhyming makes phrases more memorable and even perceived as more accurate. Brands can use rhyming to make messages stand out and be remembered. For example, Heinz used the slogan ‘Beanz meanz Heinz’ to position its brand as the go-to. Gillette is known for ‘Gillette — the best a man can get’, as well as its seasonal website copy like ‘Valentine’s hits that won’t give you the nicks’. Innocent Smoothies remixed ‘easy peasy lemon squeezy’ to highlight the brand in its ads.

customercamp.co3 min read

TRENDFLATION MAKES IT IMPOSSIBLE TO DISCERN BETWEEN PRICELESS AND WORTHLESS TRENDS

In the era of "trendflation", distinguishing between meaningful and fleeting trends poses a significant challenge for brands. With an overwhelming abundance of cultural movements, businesses struggle to determine which trends align with their audience's interests. To address this issue, this article provides a quick framework centered on understanding audience concerns and delivering meaningful value through trend engagement.

thedrum.com8 min read