TLDR MARKETING 2024-09-25

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NEWSOM SIGNS BILL TO REGULATE SOCIAL MEDIA USE AMONG CHILDREN

The California Governor signed a bill that aims to reduce social media use among children. This is the latest state effort to regulate the medium over increasing concerns that heavy use is damaging to young people. The bill makes it unlawful for online services and applications to provide an “addictive feed” to minors or send them notifications at certain times during the school year. The bill takes effect on January 1, 2027.

TIKTOK INTRODUCES SEARCH ADS CAMPAIGN

Search Ads Campaign allows advertisers to reach high-intent audiences with keyword-based ads on the TikTok search results page. This campaign type allows brands to deliver personalized content at critical decision-making moments. Running Search Ads alongside In-Feed Ads typically results in a 20% average increase in conversions, often at a similar or lower CPA. Additionally, 18% of users who initially engage with an In-Feed Ad convert after seeing the corresponding Search Ad.

HOW TO STREAMLINE CONTENT APPROVAL

To avoid delays from conflicting feedback, create a document outlining 3 levels of stakeholders during the project planning phase. Identify Subject Matter Experts whose insights align with your audience, followed by a small group of key approvers (ie. 1-2 people) who determine whether the project moves forward. Lastly, include informed partners who will promote the content, incorporating their feedback at your discretion and framing updates as progress reports rather than requests for action. This framework clarifies feedback expectations, helps you stay on track, and prioritizes your audience's needs.

TOP 5 BLACK FRIDAY EMAIL CAMPAIGNS & WINNING STRATEGIES

Key trends for this holiday season include hyper-personalized shopping, early access sales to streamline inventory management, sustainability-focused promotions, and seamless omnichannel integration. Gymshark builds anticipation through influencer teasers and VIP early access, Allbirds combines eco-friendly messaging with limited-time offers, and Brooklinen emphasizes large sitewide discounts. These approaches aim to engage consumers while addressing holiday logistical challenges.

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THEYSAID

TheySaid is an AI-powered tool for AI conversational surveys. It recommends survey questions based on a scan of your website, product, and industry. You can then embed the survey question anywhere on your website. After a customer engages, it follows up with a short conversation where AI asks probing questions, providing you with deeper insights. The tool is free for up to 100 responses per month.

COOKIE CHECKER FROM COMPLYDOG

Cookie Checker by ComplyDog is a free GDPR-compliance checker. Input your website URL to see if it complies with EU cookie laws. The scan result categorizes cookies as Necessary, Functional, Analytics, Performance, or Advertisement.

PERCEIVED VALUE: HOW TO CREATE MORE CUSTOMER VALUE WITHOUT CHANGING THE PRODUCT

Understanding what matters to your customer base allows you to position a product better. Perceived value is the difference between a product's positive factors and its negative ones. Elements that increase customer value include expectations, brand associations, social proof, and functional or emotional benefits. Negative factors include unmet needs, cost, unmet expectations, and negative associations.

5 MEGATRENDS SHAPING THE FUTURE OF GO-TO-MARKET

As SaaS growth stagnates, there is a shift toward "Service as Software," where companies prioritize delivering customer solutions over merely selling software licenses. Traditional GTM playbooks are also becoming obsolete. Personalized outreach and efficiency are replacing mass marketing tactics. Businesses must focus on integrated solutions that deliver quick ROI, as customers demand seamless technology stacks. Ultimately, those who can integrate specialized tools into cohesive strategies will thrive, while specialists risk becoming obsolete.

THE CONTENT ATTRIBUTION SURVIVAL GUIDE

Sophisticated attribution is only necessary when there are high stakes involved. For smaller businesses or when stakes are lower, it may be worth it to rely on intuition rather than complex attribution models. That said, no matter your setup, sticking with a consistent attribution method is critical to track progress over time and have historical data to compare against.

WRITE “10” NOT “TEN”

Get better ad results when you use digits (ie. 4, 10%) instead of words (ie. four, ten percent).

NUTTER BUTTER COMMITTED TO THE BIT — IT PAID OFF A YEAR LATER

Nutter Butter stuck with its risky, illogical social strategy, and its viral success came after months of experimentation.

3 CURRENT LINKEDIN TRENDS

These trends include execs increasingly using LinkedIn for visibility, showcasing 'workstyle content', and the heavier use of vertical videos.