TLDR MarketingApril 3, 2024

TLDR MARKETING 2024-04-03

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01NEWS & TRENDS

THE ‘90S—AND THE ICONS THAT DEFINED THE DECADE—ARE SO BACK

Brands such as Reformation, Skims, and Osea Malibu have been capitalizing on iconic figures and aesthetics from the ‘90s. Campaigns featuring celebrities like Monica Lewinsky and Pamela Anderson reflect a genuine consumer enthusiasm for ‘90s culture. A throwback campaign can serve as an opportunity for a brand to not only embrace nostalgic aesthetics but also reshape cultural narratives that align with current events.

marketingbrew.com5 min read

CRACKING THE CODE: HOW MULTICULTURAL & GEN Z RESHAPE MAINSTREAM MARKETING

This report surveyed over 2,300 US consumers to look at the impact of Black/African American, Hispanic/Latin, AAPI, and LGBTQIA+ consumers’ brand perceptions and purchase behaviors, with a focus on Gen Z. 81% of Gen Z said that diverse voices have either some or a large amount of influence on them when making decisions. 57% of all consumers say that multicultural people have a big influence on their brand preferences and choices. Brands should prioritize outreach to multicultural and diverse consumers as opposed to adopting a siloed approach.

directdigitalholdings.com17 min read

02STRATEGIES & TACTICS

THE 3 MOST COMMON CTA MISTAKES COSTING YOU SALES

The goal of a website CTA is to lead audiences to take desirable actions. Not attaching outcomes or pain points to CTAs will result in poor performance. Using CTAs to lead users away from the website or to unimportant pages will result in unwanted conversions. Showing more than 2 CTAs can overwhelm users and distract them from the desired action.

linkedin.com3 min read

CANCELLATION FLOW BEST PRACTICES

Optimizing your cancellation flow can reduce user churn. Brands should first collect the various reasons why users cancel, either through user interviews or by using an open-ended question in the cancellation flow. Next, insert a multiple-choice survey into the cancellation flow based on the initial research. Finally, set up the flow to provide a win-back offer back on the multiple-choice selection.

subscriptionindex.com7 min read

03RESOURCES & TOOLS

CRAFTING A WINNING GO-TO-MARKET (GTM) STRATEGY: FRAMEWORK AND FOCUS

A successful GTM strategy requires thorough market research, cross-functional alignment, and agility to adapt based on market feedback and performance metrics. This piece covers a structured framework for GTM planning that covers key sections and questions to guide the process.

martech.zone6 min read

HOW TO A/B TEST AD COPY WITH RESPONSIVE SEARCH ADS

Google’s Responsive Search Ads make it difficult to A/B test ad copy, but there is a hidden Ad Variations feature that makes testing possible. It enables marketers to test variations of specific elements, including headlines, descriptions, and even landing pages. This article describes how to set up these tests and where to track experiment performance within Google Ads.

ppcmastery.com2 min read

04MISCELLANEOUS

A MILLION DOLLAR STRIPE PAGE

Stripe's resource page is driving about $1 million in organic traffic annually, proving the immense value of well-optimized content. By strategically targeting high-intent keywords related to online payment processing, it captures a significant share of the market and establishes itself as an authority in the industry. Marketers can make a single page generate substantial revenue and contribute to long-term business growth by leveraging simplicity, SEO optimization, and global accessibility.

foundationinc.co9 min read

SOLVING REAL USER PROBLEMS WITH GENERATIVE AI

This interview with Jackie Rocca, the VP of Product at Slack, delves into the role of generative AI in shaping modern collaboration platforms. She explains how Slack has evolved from a messaging tool to a comprehensive workspace, integrating AI to address user challenges such as information overload and knowledge retrieval. Slack offers AI-powered features like channel recaps, thread summaries, and search answers to increase productivity through relevant insights. The interview highlights the iterative nature of AI development and the importance of keeping the user needs in focus to drive innovation that really impacts their experience.

sloanreview.mit.edu20 min read

05QUICK LINKS

CUSTOMER PAIN POINTS: HOW TO IDENTIFY AND SOLVE THEM

This article describes common customer pain points, strategies for identifying them from your own customers, and how to address them with prospective customers.

snov.io13 min read

INSTAGRAM STORIES TIPS AND TRICKS

7 tips to enhance your IG Stories include making emojis glow, creating collages by using Layout, using “Add Yours” stickers and templates, and more.

about.instagram.com3 min read

5 BOFU CONTENT MISTAKES

To ensure readers understand what your product does, reduce the number of features you spotlight in one piece to 3, weave social proof throughout your content, and use a variety of formats to showcase your product to meet users’ different learning preferences (ie. GIFs, explainer videos, and screenshots).

linkedin.com2 min read