TLDR MarketingNovember 22, 2024

TLDR MARKETING 2024-11-22

5 sections13 entrieslinks blockcomplete parse

Parse notes

Subscription/account footer truncated before parsefooter_truncated

01NEWS & TRENDS

APPLE BEGINS SELLING NEWS ADS DIRECTLY AS ITS ADVERTISING AMBITIONS GROW

Apple has begun selling advertising inventory directly within Apple News. It is giving publishers a 70% revenue share and targeting curated content sponsorships like the Met Gala. The move aligns with Apple's growing advertising ambitions, as its global ad revenue is projected to reach $11 billion in 2024, up from $8.9 billion last year. This expansion follows slowing hardware sales and signals a broader strategy to boost revenue streams through its highly engaged audience.

marketingdive.com2 min read

BUSINESS SPENDING ON AI SURGED 500% THIS YEAR TO $13.8 BILLION, SAYS MENLO VENTURES

Business spending on generative AI rose 500% this year, reaching $13.8 billion, up from $2.3 billion in 2023. OpenAI's market share in enterprise AI dropped from 50% to 34%, while Anthropic doubled its share to 24%. Large language models received $6.5 billion in investments, with code generation cited as the top use case. AI agents are emerging as a key trend, with companies like Google and OpenAI advancing technology to handle complex, multi-step tasks.

cnbc.com2 min read

02STRATEGIES & TACTICS

SEGMENTING PEOPLE VS. OCCASIONS

Segmentation based on occasions, rather than people, is more effective because behavior is often shaped by context. For example, dinner or travel choices vary depending on the situation or companions. Focusing on these contextual factors provides more consistent insights, while people-based segmentation often leads to inconsistencies.

linkedin.com1 min read

HOW TO WRITE AUTHORITY CONTENT IN 4 STEPS

A structured content copywriting process helps to avoid blank page syndrome and create engaging, action-driven copy. The 4-step method covered in this article involves audience research, content structuring, writing with clear frameworks, and editing for conciseness and readability.

pierreherubel.substack.com2 min read

BUILDING A B2B VIDEO MARKETING STRATEGY WITH IMPACT

Total watch time for B2B video content increased by 44% in 2023. 93% of businesses now consider video essential to their marketing strategies. Videos with embedded email sign-up forms see a 23% conversion rate, nearly double that of traditional CTAs. The growth in popularity is enabled by the rise of AI in video creation, which allows marketers to produce personalized, high-quality content at scale.

blog.hubspot.com13 min read

03RESOURCES & TOOLS

THE PRIVY SWIPE FILE: BFCM EMAIL EDITION (SWIPE FILE)

A swipe file of 150 BFCM email examples for last-minute creative inspiration.

swipewell.app

20 LINKEDIN POST TEMPLATES

20 curated templates that include themes like "Implied Expertise," "Resource Curation," and "Radical Candor," to inspire impactful content. The collection highlights actionable formats like “What To Do vs. What To Avoid” and “Imagine This Scenario” for engaging posts.

linkedin.com3 min read

04MISCELLANEOUS

WHY BLACK CULTURE-FOCUSED TENTPOLE EVENTS SHOULD BE ON YOUR BRAND'S RADAR

Brands often overlook Black culture-focused tentpole events, missing opportunities to connect with influential Black consumers despite their proven economic power and cultural influence. These events offer unique access to key audiences, yet brands often prioritize mainstream events like Coachella, leaving them out of vital conversations.

adweek.com3 min read

WHY BEAUTY BRANDS ARE TURNING TO PODCASTS TO ADVERTISE

Beauty brands are turning to podcasts to build trust with audiences, especially Hispanics, who spend 37% more annually on beauty than the general market. Sonoro Global Media, which caters to multicultural listeners, sees brands like Ulta and Estée Lauder spending $200K on podcast ads. Podcasts influence 60% of men and 62% of listeners aged 18–34, driving US ad spend to $2.28 billion in 2024, up 15.9% YoY.

links.tldrnewsletter.com4 min read

WHY ‘RISK ON MARKETING INVESTMENT' IS THE NEW ROI

A Fortune 100 CEO redefines ROI as "risk on marketing investment" to emphasize the importance of managing uncertainties and opportunity costs in marketing spend. Traditional ROI metrics are ineffective, he believes, with up to 30% of billion-dollar marketing budgets getting wasted. The CEO advocates reallocating funds to initiatives like talent acquisition and market expansion. He stresses the importance of reputation and brand trust, noting that demand generation often fails to demonstrate tangible results. C-suites increasingly demand precise, data-driven accountability in marketing and other functions, driven by external pressures like economic volatility and shareholder scrutiny.

martech.org3 min read