TLDR MarketingJuly 12, 2024

TLDR MARKETING 2024-07-12

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01NEWS & TRENDS

AMAZON EXPANDS AD OFFERINGS FOR NON-SELLERS

Amazon's new lead generation ad type gives advertisers the opportunity to expand their customer base and tap into Amazon's data-rich environment even if they don't sell products on the platform. Ads appear across Amazon's properties, including the homepage and product detail pages, as well as owned sites like Twitch and IMDb, and third-party destinations. Placements are automatically optimized based on targeting tactics and desired outcomes.

searchengineland.com2 min read

WALMART BUILDS WIDE LEAD AMONG US RETAIL MEDIA NETWORKS, REPORT FINDS

Walmart's retail media network is far ahead of the pack compared to U.S. peers when it comes to delivering advertising impressions – 11 billion impressions in Q1 in fact, while Target generated fewer than 7 billion. It has invested heavily in its retail media network, Walmart Connect, making ambitious bets on building out an ad-tech infrastructure. Walmart Connect also has data-sharing partnerships with major platforms and publishers, including TikTok and Disney. Other retail media networks in more specialized categories, like pet supplies (Chewy) and home improvement (The Home Depot), have also reached a high degree of scale, with over 1 billion impressions each.

marketingdive.com2 min read

02STRATEGIES & TACTICS

EFFECTIVE BILLING REMINDER TACTICS

Most billing reminders prompt cancellations by simply stating, "You're about to be charged again" with a "Manage My Subscription" button. To reduce churn, make these reminders more engaging. Tactics for doing this include offering free gifts, highlighting future benefits, providing one-time add-ons, and allowing delays for users needing more time.

linkedin.com1 min read

HOW TO DO INFLUENCER OUTREACH RIGHT: AN ACTIONABLE GUIDE FOR BRANDS

Before beginning outreach, have a clear strategy that considers the type of influencers you want, what you can offer, and your communication process. Write a good outreach email that includes a personalized compliment, a brief introduction about your brand, and a simple yes/no question. Following up is crucial - keep follow-ups short, personalized, and spaced out over time to maintain engagement without being pushy.

modash.io15 min read

HOW TO USE GOOGLE KEYWORD PLANNER TO BUILD BACKLINKS

This post shares 8 steps in building SEO backlinks using Google Keyword Planner. It includes choosing a content topic, building a top 10 list of keywords for your topic, searching and building out the data, creating a report, finding relevant journalists, and sending the reports out to the journalists.

linkedin.com2 min read

03RESOURCES & TOOLS

A SERIES OF POWERFUL GEMINI PROMPTS FOR KEYWORD RESEARCH

Google Gemini, formerly known as Bard, can be a powerful tool for SEO keyword research. This post provides a series of prompts that provide a full content plan for a target keyword, related keyword clusters, and additional related content ideas.

linkedin.com3 min read

YOUTUBE ADDS NEW CREATIVE TOOLS TO SHORTS

YouTube is adding 6 new tools to Shorts designed to break down barriers to creation. Auto layout on Android automatically tracks the main subject in your longer-form video as you're turning it into a Short. Text to Speech allows you to have text on Shorts narrated or spoken out loud. The new “Add yours” sticker encourages watchers to engage with their own related content. Auto-generated captions, with additional editing and styling options for the text, are also being added.

blog.youtube4 min read

GOOGLE ADS ALTERS DESIGN, BROAD MATCH, PAYMENTS

Google has implemented several significant updates in the past couple of months that impact all advertisers to varying degrees. The new UI interface, which will fully replace the existing design on August 30, features a new admin menu. “Brand inclusions”, which instruct Google to show ads only when the brand is included, are now available for campaigns solely using broad match keywords. Negative keywords will now consider misspellings of a word, rather than only considering the exact keywords. Google will no longer accept credit or debit cards as a payment method – moving forward, advertisers must use direct bank payments.

practicalecommerce.com2 min read

04MISCELLANEOUS

AWAY'S INFLUENCER PLAYBOOK

In this interview, Alice Chen, Director of Social and Community at Away, discusses their strategy of creating bespoke briefs for influencers and moving swiftly to capture cultural moments. Examples include their successful campaign with Jake Shane, which used a viral video format, and their Pride collaboration with Willie Norris, which deeply resonated with the community. Chen also stresses the value of treating influencers as true partners and allowing the social team to innovate and react quickly.

milkkarten.net7 min read

HOW TO CREATE A VALUE PROPOSITION: A FOUR-STEP FRAMEWORK

Your value proposition is at the heart of all your go-to-market activities – particularly in the startup stages. First define the problem, while assuming that people don't want more products. Ask yourself what the risk or consequence is that's associated with the problem, which is the customer pain point. Next, list your product's capabilities and connect them to the problems you've identified in the prior steps. The more thoroughly you solve the issue, the more interested people will be. Finally, prove that your product solves the problems with customer case studies. With all of this information, you can now summarize your value proposition - use no more than two sentences.

theventurecrew.substack.com6 min read