TLDR MarketingMay 31, 2024

TLDR MARKETING 2024-05-31

5 sections13 entrieslinks blockcomplete parse

Parse notes

Subscription/account footer truncated before parsefooter_truncated

01NEWS & TRENDS

WHY RCS MOBILE MARKETING IS SET TO GO BIG IN THE U.S.

RCS (Rich Communication Services) is a standard that supports rich features in text messages, including high-quality GIFs, videos, and other interactive elements. Android phones already support it and Apple will likely support it as part of the upcoming iOS 18 update. Marketers' usage of RCS will likely continue to grow, especially once it's supported on Apple devices. Some example use cases include sending personalized messages, asking for the user's location to recommend an action in the user's physical environment, and embedding a carousel with five or more options that users can swipe through.

martech.org7 min read

KLARNA CEO FACES BACKLASH FOR SAYING AI LET MARKETING TEAM 'HALF THE SIZE IT WAS LAST YEAR' DO MORE WORK, SAVING MILLIONS

Klarna CEO Sebastian Siemiatkowski faced backlash after stating that AI allowed the marketing team to do more work with half the team size. He had highlighted reductions in spending on photographers, image banks, and marketing agencies. Siemiatkowski attributed these savings to the use of Midjourney, DALL-E, and Adobe Firefly. Klarna's AI assistant also handles tasks equivalent to 700 full-time agents and produces 80% of the company's copywriting. Despite the efficiencies, his remarks sparked criticism on social media, with commenters saying they were “ghoulish”.

businessinsider.com3 min read

02STRATEGIES & TACTICS

WIN-BACK STRATEGIES FOR REKINDLING CUSTOMER RELATIONSHIPS

Find the timeframe where 75-85% of customers would repurchase your products/services and tee up your win-back messaging around that time. Consider segmenting your dormant recipient list by high LTV vs. low LTV, high intent vs. low intent to buy, or location. Experiment with an email sequence — 2 to 5 win-back emails with time delays in between — to increase the odds the recipient will open, engage, and click through. The most effective win-back efforts are also omnichannel — start with email, follow up with an SMS, and retarget on social media.

klaviyo.com17 min read

THE SEO GOLDILOCKS ZONE

SEO "Goldilocks zone" is a strategy focused on finding areas with high demand but low competition, making SEO efforts both impactful and sustainable. This article emphasizes the importance of market research, understanding customer needs, and creating unique value propositions to identify and dominate these niches. By using this approach, marketers avoid overcrowded markets and wasted efforts in low-demand areas, ensuring a more strategic and deliberate approach to SEO.

productledseo.substack.com4 min read

WHEN SHOULD YOUR BRAND GO DARK ON SOCIAL MEDIA?

The general rule of thumb on whether to post content during crises is “if you're uncertain, don't post”. Brands get nothing out of tossing up organic content the same day as a mass shooting, invasion, or major political moment. It's important to get a system and chain of communication in place to determine when it is appropriate for your brand to start posting again. This author shares his strategy of using global sentiment scores based on the Hedonometer to decide when to resume posting.

futuresocial.beehiiv.com3 min read

03RESOURCES & TOOLS

A FRAMEWORK FOR CREATING DYNAMIC USER EXPERIENCES + CODE EXAMPLES

Personalization is increasingly cited as both a revenue driver for businesses and an expectation for consumers. However, it will fall short if user segmentation is arbitrary or too broad. Dynamic user experiences are personalizations that modify a user's experience by leveraging the attribute(s) of that individual user. This article walks through examples of dynamic experiences, a framework for creating them, and specific steps to take to start building them.

cxl.com16 min read

CHART: PRODUCT MARKETING VS. MARKETING

Marketing focuses on promoting the brand, company, and product, while Product Marketing focuses on supporting the product across the buyer journey. However, Product Marketing and Marketing do work in close tandem to get acquisition results and share the same top-level metrics. This post includes a chart that breaks down the differences in roles in terms of funnel focus, typical activities, challenges, and more.

linkedin.com3 min read

04MISCELLANEOUS

HACKING THE HUMAN MIND WITH APPLIED BEHAVIORAL MARKETING

This article explores how behavioral science can transform marketing by leveraging psychological principles to influence consumer behavior. The authors discuss the importance of translating abstract benefits into concrete language, using specificity to boost credibility, and admitting flaws to build trust. By applying these techniques, marketers can create more memorable, persuasive, and effective campaigns that align with fundamental human tendencies.

socialmediaexaminer.com7 min read

HOW TO TRANSITION NONTECHNICAL TEAMS TO USE GENAI

Only 37-40% of employees in retail, manufacturing, and nonprofit sectors feel their leaders are prepared for GenAI, compared to 56% in tech sectors. Leaders need to create a psychologically safe environment for employees to explore GenAI's benefits, ensuring it enhances job fulfillment rather than inciting fear. Baby boomers are more likely to embrace tech with practical implications for daily life. Job crafting can also help demystify GenAI by clearly defining how GenAI workflows would be integrated into employees' job descriptions.

links.tldrnewsletter.com5 min read

WARNING OVER NEW SUPERMARKET SPENDING 'CHALLENGES'

New "challenges" within the loyalty schemes of major UK supermarkets, including Tesco and Sainsbury's, aim to reward customers for higher spending, raising concerns among consumer groups about potential overspending. As supermarkets tout these programs as offering better value and tailored savings, organizations like 'Which?' and 'StepChange' caution that these incentives may lead consumers to spend more than they can afford, particularly in the context of rising food prices.

bbc.com3 min read