Parse notes
Sponsored
Fortune 50 companies like AWS and Google Cloud and fast growing startups like Vercel and Secureframe work with TLDR to reach our audience of over 4 million tech-savvy decision makers with highly customized campaigns (like this one!). We help manage your campaigns from end to end, ensuring that your performance marketing efforts hit your internal KPIs without breaking your budget. Learn more about working with us [3].
Roku filed a patent for a system that could extend ad placement beyond its platform. Ads would be displayed over content paused on external devices connected to Roku TVs. This technology, still in the patent stage, proposes detecting static or paused video content and overlaying relevant ads. This potentially opens up new advertising opportunities and revenue streams for Roku.
No one wants to be ‘influenced’ when they’re scrolling through social media. People want to be spoken to, inspired, educated, and entertained. It’s the creators and communities people choose to engage with, not the big brands or big influencers. The beauty in creator marketing is when brands hand the control over to the creator themselves and see how they interpret it. Brand guidelines shouldn’t completely be cast aside though. Creator briefs are still relevant and should serve as “freedom within a framework”.
People perceive products that involve visible effort as having more value. By showcasing the effort in the production process, marketers can justify higher prices and loading times. This article shares tactics to leverage this psychological effect such as offering a behind-the-scenes look to explain how the product works and adding a bit of theatrical delay while processing the customer requests.
Speaking with your customers directly can uncover a goldmine of growth opportunities. It’s critical to ask follow-up questions to further clarify the meaning of what a customer said, rather than making assumptions. It’s also a best practice to end an interview with an open-ended prompt. This allows customers to discuss what matters most to them and ends the interview on a positive note.
A breakdown of how Canva kept a user from canceling their premium account. Canva turned a price increase into a marketing tactic by reminding the user that even though prices have increased to $29.99/month, they only have to continue paying $12.95/month. The brand also created loss aversion by reminding the user of the number of times they’ve used premium features. Lastly, Canva added a “Continue cancellation” CTA in a bright red button. Clever UX choice there, as people tend to not click on big red buttons.
Features, capabilities, and benefits are the most important concepts in messaging, but most people only distinguish between features and benefits. A capability is what you do with the product, while a benefit is the outcome of using that capability. This post uses Slack's messaging for its channels feature to illustrate these concepts.
Brand Indicators for Message Identification (BIMI) is an email specification that allows brands to display their logos in the inboxes of their customers. It exists to combat email phishing and spoofing, enhance brand visibility, and improve email deliverability. It also builds on existing email authentication frameworks including SPF, DKIM, and DMARC. This guide walks through the steps entailed in setting up BIMI.
There is a lot of debate surrounding Ad Strength's relevance, with some marketers arguing it’s not useful since campaigns with a 'poor' label often outperform those with an 'excellent' label. Google responded and reinforced its significance as a critical metric. Ad Strength plays a crucial role in assessing campaign assets' breadth and depth, which indicates its potential to generate user engagement across digital channels.
RingCentral reached $2.2B in revenue by transforming from a simple telephony service to a beacon in the Unified Communications as a Service (UCaaS) domain. The brand faced stiff competition but maintained growth due to its content marketing, brand building, and SEO. RingCentral invested in small business and local area code landing pages to drive high-intent visitors down its funnel. It built a backlink profile, in part due to its partnership network. It also harnessed the power of YouTube to drive traffic to its offerings.
Building a personal brand through organic reach on social media platforms like LinkedIn can create trust and affinity with the audience, especially in B2B. In this podcast, Adam Robinson, CEO of Retention.com & RB2B, describes what has worked and how he got started with the strategy. He believes that video content allows for a richer connection with your audience, enhancing the impact of your brand. The combination of AI and influencer-type founders can also enable bootstrapped startups to scale and compete with larger companies.
TikTok Live Shopping allows brands to showcase and sell products in real time during live streams on the platform. Plus, it’s easy for brands to experiment with.
Techniques to improve writing speed and efficiency include starting with pen and paper, adopting the Pomodoro Technique, and using AI for initial drafts.