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LinkedIn has expanded its advertising offerings for B2B marketers by introducing connected TV ad placements. This will enable marketers to target audiences off-platform while they're streaming shows and movies. The move aims to reach users more intentionally during their workday or leisure time.
JPMorgan Chase has launched a business that will help marketers target customers based on their spending habits. With Chase Media Solutions, brands share what their motivations are — acquiring new customers or building basket size, for instance — and then the bank targets customers with specialized deals through its app’s Chase Offers section. These offers were previously less targeted ads, but moving forward it will be populated by offers developed within the bank’s new marketing arm.
Most marketing today works by grabbing attention, making you emotional, and turning emotion into action. For this to work, your audience has to trust, like, and relate to you – which is where humor comes into play. One tactic is to make fun of yourself, as IKEA did with a playfully misassembled ad. You can also make extreme and humorous analogies to show how your customer’s life would look without your product. Alternatively, brands can take a bold stance against something in their industry they don’t agree with, as Verizon did with its “one size does not fit all” messaging.
This post breaks down an example of a checkout abandonment A/B test that tested a delay of 1 hour vs. 2-3 hours when sending the first follow-up email. Brands will often focus on one metric, which is the number of placed orders for the first email. The 1 hour test version will always win — but the truth is this doesn’t paint the full picture of what’s happening. A proper test would split the following into 2 cohorts, tag 50% of the profiles as 'control' and the other half as 'test', and capture the flow start date. Segments to pull include the number of people in each cohort in the last month, discounts used by cohort, placed orders by cohort, and unsubscribed by cohort.
This article dives into the world of negative keywords and how to use them to refine Google Ads strategies. It shares six different implementation strategies including setting keyword thresholds, employing search term reports, and blocking undesirable phrases from the start. Marketers can optimize budget allocation, improve campaign performance, and ensure alignment with their advertising goals by properly using negative keywords.
This article walks through a weekly marketing dashboard template used by the head of marketing at Segment used this template for a weekly report to the C-suite and sales team and explains how marketing leaders can share the right level of detail with executives. The format puts numbers into context while also using language and metrics that other teams care about. A link to download the template is included in the article.
Researching shoppers’ questions can help brands better understand consumer demand and pain points, as well as the generative AI and conversational searches online. This post walks through 5 tools that can be used to research keyword-focused questions: Moz, Semrush, AlsoAsked, BuzzSumo, and Answer The Public. All five are paid tools but offer a free trial.
40% of people are more likely to spend more than planned if they find their shopping experience to be personalized. This guide shares 20 product recommendation examples to help shoppers make the right buying decisions faster. Examples include recently viewed items, expert recommendations, recommendations based on quiz answers, and personalized bundle recommendations.
Kieran Flanagan, CMO of Zapier, shares the 10 current rules of marketing. He emphasizes the importance of picking the right channels for your products, as channels will never bend to fit with products. Today’s marketing channels favor individuals vs. brands. Creators likely will take 15-20% of what Series D and public companies spend on paid advertising today.
Content needs to be unexpectedly interesting and filled with personality to win audiences, earn organic backlinks, and build trust.
This post provides a templated prompt for ChatGPT that generates email copy in the exact structure you want the output to be in.
Alphabet's rumored interest in acquiring HubSpot would be a game-changer in the CRM and marketing landscape.