TLDR MarketingJune 11, 2024

TLDR MARKETING 2024-06-11

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01NEWS & TRENDS

CMOS ARE IN TROUBLE. SHOULD ANYONE CARE?

The instability of CMO roles and their redefinition by companies threatens both long-term brand growth and the execution of impactful social initiatives. CMOs are instrumental in leading efforts that align with sustainability, diversity, and equity. Examples include P&G's campaigns on unconscious bias and Hinge's commitment to reducing loneliness among Gen Z. The trend towards focusing on immediate sales results risks losing the broader social benefits that strong CMO leadership can achieve.

links.tldrnewsletter.com4 min read

INSTAGRAM CHIEF SHARES INSIGHTS INTO ITS ALGORITHMS, CREATOR MONETIZATION, AND MORE

More than half of Instagram usage is now video-based. Content that encourages sharing among friends drives the most value and engagement on the platform. Instagram is prioritizing short-form videos to foster private interactions and discussions. The app's algorithm now ranks content based on “shares per impression”, making sends a key metric for evaluating post success. Half of all video impressions are viewed with sound off. Meta is prioritizing creators over publishers to shift power towards individuals.

socialmediatoday.com5 min read

02STRATEGIES & TACTICS

PPC LEAD GEN CASE STUDY: 20X SPEND IN 1.5 YEARS

A case study on how a PPC agency helped its home renovation client surpass $10M in revenue. The team found that the existing account was fragmented across 10 Search campaigns. The ads were running on "Maximize clicks" and using GA4 for lead tracking. The agency consolidated existing campaigns to provide more data to Smart Bidding, switched to “Target CPA” instead of “Maximize clicks”, switched to the Google Ads Tag for lead tracking, set up Offline Conversion Tracking, and optimized every aspect of the ads. With that foundation, they switched to optimizing towards Qualified Leads, which increased Total Deal Value by 100% and ROAS by 63%.

ppcmastery.com7 min read

PRICING & PACKAGING FOR SAAS

This guide explores the role of pricing as a direct lever for revenue in SaaS. It highlights strategies like targeting high gross margins and establishing clear price positioning. The guide examines pricing models from ChatGPT's $20/month flat-rate plan to Stripe's transaction-based pricing and covers tactics such as tiered pricing and the Van Westendorp Price Sensitivity Meter to determine optimal price points. It also recommends continuous experimentation and iteration, sharing examples of how companies like Hubspot adjust pricing based on customer value and willingness to pay.

thegrowthmind.substack.com7 min read

03RESOURCES & TOOLS

6 AI TOOLS FOR GOOGLE AD CAMPAIGNS

Adzooma analyzes ad accounts in minutes by instantly highlighting areas that require attention and saving time on auditing accounts. Opteo continuously monitors Google Ads accounts for statistically significant patterns. It's able to suggest improvements that can be pushed live within seconds. Adchieve uses data to create automated hyper-relevant ad campaigns that closely match your customers' wishes and search behavior.

linkedin.com3 min read

AFFIRM EXPANDS PAYMENT OFFERINGS WITH NEW PAY IN 2 AND PAY IN 30 OPTIONS

Affirm, the payment network, announced two new payment options, Pay in 2 and Pay in 30, to bring even greater choice and flexibility to consumers. The company has seen an increase in cart conversion within its app since offering these new options. Affirm plans to test and roll out its Pay in 2 and Pay in 30 options more broadly to its integrated merchant partners in the coming months.

investors.affirm.com2 min read

MEET THE GOOGLE TV NETWORK

Google has announced a new way to display ads on connected TVs and OTT devices. The Google TV network provides targeted, in-stream video inventory across more than 20 million monthly active Google TV and other Android TV OS devices. As of now, the platform offers common CTV ad formats, including non-skippable and 6-second bumpers ads. The Google TV network is available through Google Ads and Google Display & Video 360.

blog.google2 min read

04MISCELLANEOUS

HOW DR PEPPER PASSED PEPSI BY MARKETING AROUND FOOTBALL, FLAVOR INNOVATION

Dr Pepper has overtaken Pepsi as the second most popular soda in the U.S. by focusing on college football sponsorships and launching innovative flavors. The "Fansville" campaign and strategic NIL partnerships, such as with quarterback D.J. Uiagalelei, have solidified its presence among sports enthusiasts. Dr Pepper's agile marketing approach and successful new flavors like Strawberries & Cream have driven substantial growth, demonstrating the brand's ability to balance innovation with core offerings.

finance.yahoo.com6 min read

MY AUDIENCE-FIRST BUSINESS MODEL

This audience-first business model focuses on building an audience to identify their needs and create tailored offers. Build a significant follower base by leveraging content creation on LinkedIn. Use the following to drive product development and sales. Use feedback loops to refine the offerings as this can result in a portfolio with entry-level products, coaching calls, core offers, and high-ticket items. Prioritize free content to engage your audience, while expanding your social media and increasing your newsletter subscribers.

pierreherubel.substack.com4 min read