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Inclusive ad campaigns lead to a 3.5% increase in short-term sales and a 16% rise in long-term sales. Research shows that even clunky efforts to portray diverse groups positively influence profits. Consumers are increasingly drawn to ads that authentically represent a variety of people, with 62% of buyers choosing products from brands that embrace inclusivity and 15% becoming more loyal.
Economic uncertainty is altering influencer content. The shift is toward "Relatable Realism," as influencers like Sophie Aris move from luxury to more achievable lifestyles. Trends such as "The Right to Reinvention" and "Influential Allies" highlight a focus on authenticity and active social disruption, while "Credible Creativity" involves brands collaborating with creators known for unique content. The "Extreme Influence" trend involves creators using unconventional methods to capture attention, reflecting a growing trend for brands to engage in playful and experimental ways.
To reduce form abandonment, collect contact information early in the intake process. Long forms deter users, so capturing an email or phone number upfront allows for re-engagement if the form is abandoned. Tactics like email drip campaigns, personalized messages, and special offers help recover lost leads and are more cost-effective than paid channels. Deterministic outreach, using reliable data such as emails or phone numbers, outperforms probabilistic methods, which rely on less accurate data like cookies.
To get buy-in for customer stories, address objections like fear, inconvenience, and lack of clear benefits. Assure customers they have control over the final content and emphasize that the process is quick and simple. Keep the ask short, personal, and safe, avoiding overwhelming details. Use this 6-sentence framework: why them, why now, what's the story, what's involved, the benefits, and the next steps.
AppSumo's revenue grew from $100K in 2010 to over $100M by 2021 through a mix of community-building, strategic leadership, and revenue diversification. Its key tactics included personalized email marketing, viral giveaways, and launching the AppSumo Marketplace, which allowed third-party vendors to list products. AppSumo Plus and Originals further expanded its revenue streams, creating a self-sustaining ecosystem.
Brand24 offers AI-powered monitoring for mentions across social media, news, blogs, videos, forums, podcasts, and more. It can be used to uncover customer needs, identify digital PR opportunities, and find relevant partners and influencers.
Google has announced confidential matching, a privacy-first tool that uses Trusted Execution Environments (TEEs) to secure first-party data for audience targeting and campaign measurement. The solution ensures that sensitive business data is isolated and protected, even from Google, during processing. It is now the default for Customer Match in Google Ads as part of Google's broader privacy initiatives.
Morning Brew reached over 4 million subscribers by deconstructing and rebuilding successful referral campaigns, such as its "Refer 50, Get a Mug" initiative. The campaign turned typical referral programs into a viral loop by setting achievable goals and offering social-friendly rewards. Through reverse engineering, marketers can systematically study the psychology and tactics behind successful campaigns and remix these elements to fit their brand's unique needs.
NPS lacks reliability as it doesn't explain the ‘why,' overlooks neutral experiences, and remains too static. By contrast, quarterly sentiment or "perception measurements" track user sentiment on important topics over time, offering a fuller understanding of customer experience. To implement this, define key categories for your product or service, gather feedback from channels like social media and customer service, apply sentiment analysis tools to score feedback, and organize results by topic and sentiment score.
Mental availability ensures customers think of your brand when they reach a buying trigger. Rooted in availability bias, it shows how what we frequently think about shapes decisions. To build it, go beyond measuring direct conversions, invest in channels that keep your brand memorable, and create a distinct message and identity.
Meta, Snapchat, and TikTok are teaming up to help detect and remove suicide and self-harm-related content in order to reduce exposure among at-risk users.
Branding experts discuss the multifaceted nature of brand measurement, risks associated with brand decisions, and the challenges faced by founder-led brands in maintaining their identity.
WTF is SEO? and Marfeel are hosting a panel on September 25th focused on how to best monitor and excel on Google Discover.