TLDR MarketingAugust 22, 2024

TLDR MARKETING 2024-08-22

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01NEWS & TRENDS

YOUTUBE TAKES ON TIKTOK SHOP WITH EXPANDED SHOPIFY PARTNERSHIP

YouTube has enhanced its partnership with Shopify in response to TikTok's rapid growth in U.S. e-commerce, enabling creators to access a much wider range of brands through its Shopping affiliate program. This expansion is part of YouTube's broader strategy to increase revenue from e-commerce as digital advertising slows, with new tools like a Chrome extension making it easier for creators to incorporate products into their content. By boosting the number of brands available and streamlining the shopping experience, YouTube aims to solidify its position against competitors like TikTok Shop.

techcrunch.com2 min read

MARKETERS' AD SPEND TO GROW IN H2 LED BY SOCIAL MEDIA AND DISPLAY

The sense of optimism felt by the ad industry in the first half of 2024 is expected to endure, with a significant number of advertisers midway through the year reporting that they again plan to maintain or increase their spending in every channel. 56% of marketers listed connected TV (CTV) and streaming as the most critical consumer technology and media trend, followed by generative artificial intelligence (AI) at 55%. Meanwhile, the amount of time spent streaming increased by more than 40% in June, marking its largest share of TV usage ever recorded.

marketingdive.com2 min read

02STRATEGIES & TACTICS

AIRBNB'S 2024 CAMPAIGN IS A POWERFUL EXAMPLE OF HOW GREAT MARKETING IS JUST POSITIONING MADE VISIBLE

In order to build value propositions that really resonate with your target customer segments, you need to understand what they are doing today (and why that method sucks). Airbnb's series of 8 commercials explain when and why it's the better choice for a particular group of people, for a particular subset of trips. This post includes a brief teardown of positioning and messaging for each of the 8 Airbnb commercials.

linkedin.com3 min read

USER TESTING: THE TECHNIQUES WE USE TO MAKE MILLIONS FOR OUR CLIENTS

User testing is by far the fastest and most effective way to find the issues that limit website conversion rates and revenue. There are five levels of user testing to consider: testing on yourself, testing on someone with fresh eyes, testing with qualified users, testing with prospects who are on your website right now, and testing competitor websites alongside your own. Common issues found from these methods include users making “stupid” mistakes, users not trusting you (or believing your claims), or users hitting a sticking point and stalling (or leaving).

conversion-rate-experts.com10 min read

03RESOURCES & TOOLS

GREAT DOCUMENTATION IS A SILENT POWERHOUSE IN DEVELOPER MARKETING

This post discusses why, for developer marketers, creating great documentation should be your top content priority. Stripe and Twilio's approach to docs are used as examples.

linkedin.comSponsor

KEYPLAY

Keyplay helps brands identify their ICP. The platform centralizes data from various sources, allowing for precise segmentation and targeting based on real-time insights. Its collaboration features enhance team alignment, making it easier to build strategies for the right audiences.

keyplay.ioTool

ILOVEIMG

A free online photo editor that allows you to edit images in bulk. Features include removing backgrounds, resizing, cropping, and compressing images.

iloveimg.comTool

SHORTFORM

Shortform provides concise summaries of nonfiction books, articles, and reports, offering key insights and actionable takeaways. For marketers, this service can save time by distilling complex content into digestible formats, allowing them to quickly grasp information and stay informed on industry trends.

shortform.comTool

04MISCELLANEOUS

SELF-CARE SOCIALS: GEN Z'S EMERGING GUIDE TO MAKING FRIENDS

Gen Z's social life has moved away from traditional gatherings like happy hours and sports events. They're now spent in novel, digitally mediated spaces such as in-game hang-outs and virtual school environments. This change highlights the emergence of new social settings centered around self-care, like book bars and skincare cafes, which are cozy and interest-focused. There will be a new generation of brands that position themselves as low-key, self-care-specific, and social-but-not-quite.

linkedin.com2 min read

YOUR TV SET HAS BECOME A DIGITAL BILLBOARD. AND IT'S ONLY GETTING WORSE

Rather than selling as many TVs as possible, TV manufacturers are increasingly seeking recurring revenue from already-sold TVs via ad sales and tracking. Some brands already prioritize data collection and the ability to sell ads and most are trying to boost their appeal to advertisers. Smart TV OS providers are generating revenue by licensing their software and through revenue sharing of in-app purchases and subscriptions. Budget TVs are the leaders in this trend as companies often offset cheap hardware prices with ads and data collection.

arstechnica.com10 min read