TLDR MARKETING 2024-09-24

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MARKETING INDUSTRY NEEDS TO PLAY ITS PART IN HEALING DIVISIONS

Society is increasingly divided, with 47% of the UK and 49% of the US concerned about societal breakdown. Gaps persist in the representation of the LGBTQ+ community, people with disabilities, and older adults in advertising. Active inclusion, where diverse characters are portrayed with respect and nuance, has been shown to drive both short-term sales and long-term brand equity. Brands are encouraged to lead with empathy, enrich their storytelling, and address broader issues such as climate change, food security, and societal divisions.

MASTERCARD ENTERS ‘NEW FRONTIER' IN SENSORY MARKETING: A HAPTIC LOGO

Mastercard is launching a haptic logo that provides vibrations in sync with its sonic brand to enhance customer trust during transactions. This innovation addresses shoppers' uncertainty at checkout and will initially debut in Latin America and Eastern Europe. The brand shares that addressing even small customer anxieties can lead to substantial returns.

8 EXAMPLES OF CONTENT REPURPOSING DONE RIGHT

This article showcases how brands can turn a piece of content into numerous assets. Lincoln Literacy transformed a 30-minute interview into multiple unpaid channel engagements, including PR features, newsletters, and radio spots. Freshpaint used a webinar with a healthcare lawyer to produce social media posts, Q&A blogs, and videos. M Float repurposed case studies for every stage of the funnel, while Qase transformed case studies into employee advocacy posts.

EXPOSING WHY SEARCH DOESN'T SPEND NEXT TO PMAX

Running Search campaigns alongside Performance Max (pMax) can lead to reduced Search performance. Search Themes can cannibalize Search campaigns by competing with phrase and broad match keywords. A user found that 53% of his pMax budget went to the Search network, limiting his Search campaigns. After removing Search Themes from pMax, spend shifted to Shopping, and Search campaigns began performing again.

MKT1 GUIDE TO ANNUAL MARKETING PLANNING

Marketing planning often falls short when treated as a check-the-box task instead of a strategy to win the next year. Teams commonly make mistakes like creating unprioritized idea lists and setting KPIs based on top-down forecasts. Instead, the process should focus on a clear roadmap of major priorities, similar to product teams. A successful plan includes a vision, strategy, goals, forecasts, budget, and timeline for key initiatives.

ADMOCKUPS.COM

AdMockups.com is a free tool for creating mockups of ads on the fly. The tool supports top ad platforms including Facebook, LinkedIn, and Snapchat. Select the platform, then edit the copy and imagery to produce a professional and realistic mock. You can download the mock as a PNG, JPG, or SVG file.

HOW TO WRITE HUNDREDS OF META DESCRIPTIONS IN 5 MINUTES

Use Screaming Frog and its OpenAI integration to optimize website meta descriptions at scale. When setting up the ChatGPT template in Screaming Frog, use the prompt template provided in this article. Then run the website crawl, which will output a table of new meta descriptions for all crawled pages. An OpenAI API key is required for this process.

TIKTOK SUBSCRIPTION EXPANSION: ENABLING MORE CREATORS TO ENHANCE RELATIONSHIPS WITH THEIR COMMUNITIES

TikTok is expanding its subscription option to non-live creators. This allows more users to build an audience of paying subscribers in the app. Creators can customize their subscription packages to offer three different tiers, selecting benefits such as private communication channels and exclusive content. Eligible creators have to be 18 years or older and have an account in good standing with 10K+ followers and 100K+ video views in the past calendar month.

AGGREGATION AND SEO: BEST PRACTICES

Aggregation occurs when multiple sites rehash or break out a specific angle from a trending article, often outranking the original reporting. Newsrooms can protect their search market share by aggregating their own content and linking back to the main source. This strategy helps maintain visibility while optimizing for audience search intent.

FORBES MARKETPLACE: THE PARASITE SEO COMPANY TRYING TO DEVOUR ITS HOST

A deep dive into the company behind Forbes Advisor, the affiliate marketing arm of Forbes that dominates a diverse number of SERPs.

I ASKED 12 SEOS TO SHARE THEIR FAVORITE SEO BOOKS

SEO book recommendations including The Art of SEO, Product-Led SEO, Entity SEO, and Feck Perfuction.