TLDR MARKETING 2024-05-28

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ADOBE'S CONTROVERSIAL MARKETING IS FUELING A WAR WITH CREATIVES OVER AI

Adobe's recent marketing for Photoshop's AI features, such as “generate background”, has sparked backlash from photographers. The controversy began when Adobe's website suggested users could “skip the photoshoot” by using AI to add or replace backgrounds, which many photographers saw as undermining their profession. Adobe has since removed the contentious language and emphasized that its AI tools are meant to enhance, not replace human creativity. This issue reflects broader tensions between creatives and tech companies over the impact of AI on creative jobs.

WHAT THE TECH IS DOMAIN SPOOFING?

Domain spoofing in digital advertising is a fraudulent scheme where scammers create websites that mimic legitimate publishers to sell fake ad inventory. The spoofed sites can distribute malware, sell illegitimate products, and are often overloaded with ads. To combat domain spoofing, advertisers use supply-path optimization. This brings buyers and sellers closer together, providing marketers with a clearer idea of where their ads end up.

HOW MANY KEYWORDS PER AD GROUP IN GOOGLE ADS?

Choosing the right mix of keywords can increase your reach while also reducing unnecessary ad spend. Google lets you set up to 20,000 target items (such as keywords or customer groups) per ad group, but you should be using less than 2,000 per ad group. The exact number to use depends on your business size, campaign goals, competition, budget, and keyword match types. Over your campaign's lifespan, you should remove keywords that fail to deliver results, test new ones, and continue to track keyword performance.

HOW TO DO AN IN-DEPTH CUSTOMER EXPERIENCE AUDIT

A CX audit involves analyzing every touchpoint from initial contact to post-purchase and identifying areas for improvement to enhance satisfaction and loyalty. It also helps prevent customer losses, as even a single negative experience can deter 45% of customers from making a purchase. An effective audit requires a skilled, cross-functional team, clear objectives, appropriate tools, and a detailed analysis of all customer interactions. The insights gained should then be linked to business metrics.

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CHATGPT PROMPTS USING THE “RULE OF 3” FRAMEWORK

Distilling any topic into 3 things makes it more memorable, while also making the content clear and concise. First, reframe your topic into a question. Next, use abstraction laddering to anchor it to a bigger question that more people can relate to. Finally, put your topic into 3 lists: 3 reasons why your topic matters, 3 categories that will help target the audience, and 3 extra tips. This document includes templated ChatGPT prompts to make this process easier.

MARKETING CHANNEL MENU TEMPLATE

A list of 45 channels to consider as part of your marketing strategy. Channels are labeled based on their impact on the customer journey, their cost, and their measurability. The channels cover content, CRM, events, OOH, paid, PR, social, sponsor, video, and more.

3 CHROME EXTENSIONS FOR SEARCH CONSOLE

GSC Guardian helps correlate Google's updates with your site's traffic by overlaying Search Console reports with information from Google's Search Status Dashboard. Google Search Console Enhanced Analytics compares clicks, impressions, and positions across two periods to analyze (via color coding) traffic fluctuations, trends, and more. GSC Crawl Stats Downloader allows you to download all crawl stats with one click, rather than manually downloading multiple CSV files from the platform.

AI OVERVIEW'S DANGEROUS FAILS + A LIFE LESSON

Google's AI Overviews has been criticized due to its inaccuracies, which range from plain bizarre to perilous to public health. The rushed launch reveals a company that is reacting based on fear of being left behind in the 'AI race'. This article discusses examples where the AI Overview displayed incorrect information including medical misinformation, inaccurate data, and poor recommendations.

TIKTOK WORKS: MISSIONS FOR THE MODERN MARKETER

This report shares 4 missions for marketers to elevate strategies and deliver impact and growth. First, cultivate new growth by engaging both new and existing users. Second, captivate attention through creative and memorable content to build lasting brand equity. Third, explore full-funnel strategies that leverage multi-screen approaches to maximize short and long-term impacts. Lastly, scale holistically by integrating organic and paid content optimizing marketing effectiveness and providing a comprehensive performance overview.

STOP! OR GO DIRECTLY TO EMAIL JAIL

A list of 10 email “crimes” that either violate an ISP rule or simply annoy your subscribers and customers.

4 TYPES OF HERO SECTION CTAS

4 different CTA buttons you can incorporate into your page's hero section: classic, value-focused, objection-focused, and CTAs with a form.

GTM MADE SIMPLE (WEBINAR)

Anthony Pierri and Robert Kaminski from Fletch, known for rewriting over 200 homepages for companies, will be rewriting Distribute's homepage in real-time on May 29 @10AM PT.