TLDR MARKETING 2024-04-18

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IS THE ‘DEAD INTERNET' THEORY SUDDENLY COMING TRUE?

The “Dead Internet” theory not only suggests that AI-generated content is replacing human-created content online, but that this was purposely orchestrated by governments and corporations to control public perception. It was once dismissed as a conspiracy, but the theory has been gaining credibility again as AI advances. AI has been flooding social media platforms with what's referred to as “AI slime”. This influx of AI-generated content poses challenges for users and advertisers, who may struggle to discern authenticity and engagement.

YOUTUBE INTRODUCES MORE AD TARGETING OPTIONS FOR SHORTS

YouTube has introduced targeted ad options for Shorts, empowering advertisers to reach audiences interested in specific topics like sports, gaming, food, and fashion. This move enhances ad customization and provides advertisers with greater control over their campaigns.

HOW TO USE MISTAKES TO YOUR ADVANTAGE IN YOUR COPYWRITING

This article walks through 2 effective marketing examples that utilize honest communication about mistakes. Doing so can humanize a brand and build trust. One tactic involves highlighting a known downside along with the features that really matter – such as an awful-tasting cough syrup that actually works. The other is to show all reviews on a website rather than hiding the bad ones, which makes positive sentiments appear more legitimate.

EMAIL MARKETING TIP: SEND A PERSONAL LETTER FROM THE FOUNDER

Adding a personal letter from the founder in your welcome and checkout abandonment flows can be highly effective in converting hesitant potential buyers. The email should encourage prospects to ask questions by replying to the email, provide an upgraded incentive, instill urgency, and be written in plain text. The tone of voice should be conversational and not too formal. This is meant to spark the reader's interest and add a personal touch to the entire email flow.

NOT JUST CHATGPT: AI WORKFLOWS & TOOLS FOR MARKETERS

A recent survey of marketers found that most are only seeing minor efficiency gains from AI and only use it for writing tasks. This article walks through 5 AI workflows beyond generating written content and includes recommended tools. AI can be used to make more engaging presentations in way less time, produce personalized assets for your account-based marketing, and create high-converting web content.

GOOGLE SEARCH CONSOLE: BEWARE OF MISSING CLICKS

When you apply any filter in Google Search Console, the platform typically hides a large percentage of clicks for 'privacy' which are consequently not included in the totals. This can make SEO performance look worse than it actually is if you're only looking at raw totals. You can use filtered data to get an idea for a trend (e.g. "branded clicks are going up/down") but Google won't give you the precise data.

100+ PRODUCT MARKETING AND PRODUCT MANAGEMENT TEMPLATES (NOTION FILE)

This Notion file contains over 100 PMM and PM templates, work samples, frameworks, maps, playbooks, and checklists categorized by user research, personas and segmentation, positioning, messaging, pricing frameworks, GTM checklists, and more. Each template specifies whether registration is required for access or not.

A/B TESTING CASE STUDY: THE EVOLUTION OF THE DISNEY+ POSITIONING

This article walks through 3 A/B tests on positioning that Disney+ has run over the last several months. The brand appears to be doubling down on positioning its product as a bundle rather than a standalone subscription.

HOW ASOS IS REDUCING ITS RELIANCE ON PROMOS IN ITS MARKETING

Asos is strategically reducing its dependency on promotions and discounts, aiming to increase brand affinity by investing in cultural marketing, content creation, and influencer collaborations. Despite a revenue decline of 18% YoY, over 60% of sales in the first half of the year were made without promotional activity. The retailer has been driving brand engagement by launching initiatives like “Asos Your Way' and experiential campaigns like “ASOS IRL”. It has created an always-on social and influencer program, which involves working with more than 300 micro and mega influencers globally each month.

HOW WE ASSESSED OUR GROWTH MARKETING BETS AT CLAY

Clay uplevels data enrichment workflows and uses that to automate personalized outreach. In this post, the head of growth marketing at Clay shares “The Four Fits” framework he used to attract thousands of paying customers. The framework emphasizes the importance of aligning product, market, channels, and monetization models to drive growth effectively. The company's key growth drivers include word-of-mouth, UGC, and partnerships with freelancers and agencies.

10 EMAIL BANNER EXAMPLES TO TAKE NOTES ON

This article presents 10 compelling email banner examples from companies such as Lego, Nintendo, and Pendleton Whisky.

APPLE WILL SOON LET USERS IN THE EU DOWNLOAD APPS THROUGH WEBSITES, NOT JUST THE APP STORE

The move comes as part of its compliance efforts with the bloc's Digital Markets Act (DMA) regulations.