TLDR MARKETING 2024-05-15

SOCIAL MEDIA'S ROLE IN RESHAPING ONLINE SHOPPING

E-COMMERCE SPEND GROWS TO $331.6 BILLION, AS CONSUMERS TRADE DOWN TO CHEAPER GOODS ONLINE

Adobe Analytics data reveals that U.S. e-commerce spending reached $331.6 billion in the first 4 months of 2024, up 7% YoY. Consumers are increasingly opting for cheaper goods across various categories, influenced by persistent inflation. Buy Now Pay Later services are expected to drive up to $84.8 billion this year. Mobile shopping continues to dominate, with mobile revenue expected to surpass desktop during the upcoming holiday season. Paid search remains the biggest driver of sales for retailers.

USE HONEST ADVERTISING TO FLIP CONSUMERISM ON ITS HEAD

The advertising industry tells consumers to ‘buy, buy, buy', yet overconsumption is one of the driving forces of climate change, energy shortages, and poor mental health. Brands can employ honest and clever ads to promote their products without encouraging consumers to buy irresponsibly. This article contains examples from IKEA and Volkswagen that use honest advertising to effectively promote a product.

5-STEP GUIDE TO WRITE COLD EMAILS IN 2024

This post outlines a framework for rewriting a cold email targeting cloud cost optimization. Avoid 'salesy' subject lines, reduce personal pronouns, and emphasize the impact of the problem on the prospect. The revised email focuses on providing valuable insights, incorporating social proof, and adopting a softer tone to encourage response from recipients.

Attention Token. Choose your campaign type and start advertising

5+ WAYS TO NOT GET FIRED AS A CMO

The CMO at Jellyfish shares a 40-slide deck with 10 tips for marketing leaders. These include owning a top, bottom, and middle number, understanding efficiency of GTM channels, and using agencies as supplemental support when scaling.

SNAP LAUNCHES PROGRAM TO MEASURE CARBON EMISSIONS OF DIGITAL ADS

Snapchat has announced a new initiative to help advertisers understand the carbon footprint of their Snap ads. It's based on elements like server load to create and host ads, usage of mobile devices to view them, and percentage of overall company emissions.

THE MARKETING ROI PROBLEM HAS ITS ROOTS IN MARKETING CULTURE

While advances in marketing analytics and technology have been made, a significant portion of businesses still face difficulties in calculating ROI. Typical marketing KPIs do not translate directly to revenue and ROI metrics, which can prevent buy-in from other leaders. Brand marketing in particular is typically lacking metrics that matter to the C-suite. To counteract this, marketing leaders should manage activities that drive the KPIs that ultimately drive business results, while also presenting marketing results with concrete financial KPIs.

VIDEO GAME COMPANIES ARE SPENDING BIG ON SPONSORED STREAMS. ARE THEY GETTING THEIR MONEY'S WORTH?

Sponsored streams have become a popular marketing strategy for video game companies seeking to tap into the vast audience on platforms like Twitch. However, these investments may not always yield positive results. While organic streams have a modest impact on game usership, sponsored streams often fail to generate significant traction, leading to substantial losses in ROI. The only exceptions are some lesser-known games or titles highly rated by critics.

HOW RUBRIK DRIVES SUCCESS THROUGH ORGANIC TRAFFIC

Rubrik, a cybersecurity SaaS company, has grown since 2014 to a post-IPO valuation of $6.6 billion. Organic is a major part of Rubrik's marketing mix, with over 25% of site traffic coming from SEO. 23% of the SEO traffic and 39% of the top keywords are coming from its ‘insights' content hub, which houses 70+ educational assets related to its industry. These pages rank well in part because of high E-E-A-T, keyword frequency, and internal linking.

WHY MARKETERS INCREASINGLY DOWNPLAY SUSTAINABILITY EFFORTS

58% of companies are cutting back on sustainability-related marketing over the worry of being called out for greenwashing.

BUMBLE APOLOGIZES FOR BILLBOARD AD SAYING 'A VOW OF CELIBACY IS NOT THE ANSWER'

Bumble faced criticism for a billboard ad devaluing celibacy, prompting the company to apologize and remove the ads.

A COLD OUTREACH ADVICE

Rather than focusing all your energy on selling to strangers, talk about “why them” instead of “why you”.