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A 75-slide deck exploring the new consumer economy. It looks at the Gen Z beauty business, new consumer habits in cannabis and nicotine, and why YouTube is an under-appreciated opportunity for consumer brands.
Prime Day set a new record. Shoppers spent $14.2 billion on July 16 and July 17 across various e-commerce sites, up 11% from last year. Mobile shopping drove almost half (49.2%) of that, reaching $7 billion — 18.6% more than last year. Shoppers turned to buy now, pay later for 7.6% of their online spending, amounting to $1.08 billion this year, up 16.4%.
Highland Titles, a souvenir land plot company, found from surveying existing customers that nature conservation was a meaningful factor in their purchase decision. Some other customers questioned what they would get beyond a certificate for the land. The brand tested a new version of bullet points on its website that called out nature conservation, as well as other features the customer gets beyond in the certificate. This resulted in a 12% increase in conversions.
Pricing strategies, which require a deep understanding of buyer behavior and value propositions, are crucial for businesses to remain competitive. Today's buyers prefer to test products and see tangible results before committing, making trust and clear value demonstration vital. Companies should focus on segment-specific value propositions, competitive positioning, and innovative pricing models like free trials or freemium offerings to drive conversions and retention.
Sharing competitors' research in a newsletter can be valuable for your readers and build credibility for you. Good content, even from competitors, should be shared if it offers unique insights or solutions. It also demonstrates your commitment to providing valuable information.
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To create great marketing, employees need space to thrive. That's why you should ditch messy and disjointed back office systems and try Rippling [9] — the unified HR, IT, and Finance platform that your people will actually enjoy using.
Speaking at the right events in a high-visibility format can be an invaluable way to cut through the noise and reach your ideal buyer. Establish a strategy for your company's speaking program by identifying the specific goals, target audience, metrics, individuals who will speak, and outside comps. It's also useful to establish 2-3 “platforms” per speaker to provide different angles to pitch, which can then help you identify specific conferences to target. The article includes a Speaking Strategy Template and an Events Tracking Template.
A quick and easy way to get organic Google clicks for each page, visualized in a pivot table with a heat map. This allows you to analyze which pages are experiencing increases or decreases to help inform your SEO strategy. First, set up Google Search Console as your data source in Looker Studio. Next, create a pivot table and use the provided calculated formula to group daily data into months.
A deck that lays out the foundation of how organizations can apply gen AI to marketing in practical ROI-driving use cases. To get started, map and prioritize use cases, designate roles, experiment with pilot programs, measure and evangelize, and operationalize and scale. The common use cases for AI include repurposing content, automating campaign workflows, and product launches. It's also useful for sales enablement and automating RFP responses.
Scissors-Rock-Paper is a metaphor that explains the challenges and opportunities that come from being a small (scissors), medium (rock), or large (paper) company. Young/small companies must focus — like a sharp pair of scissors — which helps them get market share from big but unfocused papers. Medium-sized companies add new products and/or sub-brands, so they lose some focus but can still crush scissors with their momentum. Large companies have more product lines, which allows them to cover rocks with their resources, but still lose to hyper-focused scissors. Young brands should lean into being hyper-focused rather than simply copying the big players in their industry. Companies should also be prepared to reposition the brand at each stage of the Scissors-Rock-Paper cycle.
Cold emails enable direct conversations with users, providing valuable feedback and building relationships. This method allows precise targeting of ICPs, resulting in low customer acquisition costs. Cold email strategies operate in stealth mode, preventing competitors from reverse-engineering your methods. By focusing on user engagement, idea validation, and scaling, early-stage startups can achieve rapid growth and product-market fit.
A breakdown of why Gong's ads are so effective.
Elena Verna's career journey from Marketing Data Analyst to VP of Growth, plus advice for anyone hoping to get into a Growth role.
Jellycat, a toy company, created a brilliant in-store brand activation experience.