TLDR MARKETING 2024-03-21

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DISNEY ANNOUNCES GOOGLE PARTNERSHIP AS IT EXPANDS AD PLATFORM

Disney's partnership with Google and The Trade Desk will expand the Disney Real-Time Ad Exchange (DRAX). Users of Google's DV360 and The Trade Desk will have direct access to ad inventory on Hulu and Disney Plus. It will offer marketers a wider range of options to reach audiences across streaming platforms.

MIND OVER MATTER: HOW CONTEXTUAL ADVERTISING SUCCEEDS IN A COOKIELESS WORLD

With the phasing out of third-party cookies by browsers like Chrome, marketers are challenged to deliver relevant content without relying solely on cookies. The change will prompt a shift towards contextual advertising strategies that prioritize audience context over behavioral data. It presents an opportunity to create more meaningful interactions and better targeting accuracy in the cookieless future.

ACTIVECAMPAIGN’S GROWTH STRATEGIES TO REACH $250M ARR

This article discusses how ActiveCampaign, a marketing automation SaaS company, reached $250M in ARR. Key growth strategies included experimenting with LinkedIn ad formats to drive engagement, activating customer advocates for social media campaigns, and verticalizing content hubs to better cater to specific industries. The company's initiatives, focused on conversion rate optimization, drove improvements to its bottom line.

COPYWRITING STRATEGIES FOR OVERCOMING OBJECTIONS

It’s common for companies to not address any objections on their websites, but this often leads to lost conversions. Address common objections by simply stating counter-objections, for example, “no rote memorization” targets online course buyers who don’t want the feeling of being back in school. For objections that are strong but embarrassing objections, frame the counter-objection in a different way, for example, “let the audio do the work for you” addresses buyers who feel too lazy to do the work. Some objections are so taken for granted that they’ve become assumptions. It’s best to address them directly.

ZAPIER IS HIRING A SENIOR PARTNER MARKETING MANAGER (REMOTE, $167K-$251K USD)

Lead and expand our partner marketing team, using your deep experience to manage budgets, drive impactful marketing strategies across platforms, and develop partner programs that align with our goals and boost growth. Click here to learn more and apply [10].

TESTIMONIALS THAT WILL MAKE USERS TRUST

Adding a testimonials section to your site can help build customer trust and improve brand credibility. There are various testimonial types you can test, including text testimonials, video recordings for high-value personas, and quotes from influencers or opinion leaders. Combining testimonials with trust elements like trust badges, awards, ratings, and numerical results can be highly effective. Mokker includes a “wall of love” reviews on its site to focus on product usage. Canva uses reviews with video recordings for high-value personas (enterprises). GitLab combines reviews, functional benefits, and numerical results.

25 RESEARCH-BACKED STATS ABOUT WEBINARS

This post contains a compilation of statistics about webinar setup and scheduling, promotion, viewer engagement, and marketer behavior. Thursday has the highest attendance (41.5%) of the week, while 2 PM is the best time of the day (50% attendance). Webinar registration page conversion rate can be up to 59%, and 54.7% of registrations happen <7 days before an event.

FRAMEWORK FOR DEVELOPING A STRATEGIC PLAN

A visual that outlines how to create a strategic plan in 6 steps: define the mission, perform a SWOT analysis, define OKRs, use tools like Gantt Charts to stay on track, measure progress with KPIs, and use a balanced scorecard to evaluate performance.

EXPECTANCY THEORY: WHY OUR MOTIVATION IS DRIVEN BY DESIRED REWARDS AND OUR LIKELIHOOD OF GETTING THEM

Expectancy Theory is a psychological concept that can help marketers motivate potential buyers. Psychologists have found that motivation is influenced by 3 factors: the expectation that the goal can be achieved, the belief that achieving the goal will lead to a reward, and the value of the reward to the individual. Airbnb breaks through fears about renting your home to strangers by showing you what you can achieve with the extra income. Starbucks uses gamification tactics in its rewards program to reinforce continued purchases. UNIGNORABLE uses customer success stories to show prospective students the real impact of enrolling in its courses.

YOUTUBE ANNOUNCED #WOMENOFYOUTUBE MENTORSHIP PROGRAM FOR SHORTS CREATORS

YouTube announced a new #WomenofYouTube Mentorship program designed to educate and uplift female creators by partnering them with other women creators for coaching, advice, and general support. Through this creator-to-creator coaching framework, seasoned Shorts creators lend their expertise to emerging talents in the YouTube Shorts Creator Community. The community is open to all Shorts creators who regularly post to the app.

INSIDE NBCUNIVERSAL’S PLANS TO TURN TV INTO A PERFORMANCE MARKETING CHANNEL

NBCUniversal has rolled out new innovations, including several AI-powered capabilities, in its continued effort to bring TV in line with digitally powered ad channels.

OPENAI’S CHATBOT STORE IS FILLING UP WITH SPAM

GOOGLE HIT WITH $270M FINE IN FRANCE AS AUTHORITY FINDS NEWS PUBLISHERS’ DATA WAS USED FOR GEMINI

France's competition authority slapped Google with a hefty $270M fine for allegedly using news publishers' data to train Gemini without proper notification.