TLDR MARKETING 2024-11-28

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TEMU AND SHEIN'S BLACK FRIDAY MARKETING HEFT PRESSURES OTHER RETAILERS

Paid search ads drive up to 30% of online sales but can account for half of marketing costs, making keyword bidding fiercely competitive. Temu and Shein's aggressive bids on rival keywords like "Walmart Black Friday deals" have inflated costs, with terms like "Walmart clothes" increasing 16-fold in two years. Retailers face tighter margins as ad returns shrink and consumer interest in deal events wanes - 25% of shoppers are less likely to participate this year.

SOCIAL PLATFORMS ARE RUNNING DISRUPTIVE PROMOTIONS FOR THEIR OWN PRODUCTS

Social platforms have been promoting their own products and subscriptions. X has ramped up efforts with full-screen pop-ups and gifting options. Meta is pushing its VR offerings through top-of-feed ads on Facebook and Instagram. Snapchat is targeting users with direct inbox promotions for Snapchat+. This shift reflects a growing trend of social apps becoming commercial entities, using their vast reach to drive subscription and product sales.

4 MISTAKES & FIXES ON AD OVERSPEND

This post shares insights from a $290K ad campaign that only generated $100K in revenue. Key mistakes included over-scaling high-performing channels, wasting money on low-quality leads, lacking a structured testing framework, and using short-lived ad copy. To address these, the team gradually scaled ad spend, focused on lead quality, implemented clear testing frameworks, and used long-lasting ad copy.

TWO COMMON SEO MISTAKES

Creating multiple posts for similar keywords like "content marketing" leads to cannibalization. Content should be consolidated into one post. Content that fails to match search intent will result in poor rankings.

4.8 on Chrome Store. 50% off for Black Friday ↗️

SNEAK PEEK

A look inside Figma files from brands like Slack, Plaid, and Perplexity. An email is required for access.

ZEBRACAT

Zebracat takes user input written content and automatically creates videos by matching visuals, voiceovers, and music to the script. This is useful for users without extensive video production skills to create and streamline video content.

DIARY OF A BRAND: THE DALLAS COWBOYS

The Dallas Cowboys are the most valuable sports franchise globally, valued higher than Real Madrid and the New York Yankees. Despite lacking recent Super Bowl success, the team generates $550M in profit annually, double that of its closest competitor. Early innovations, such as cheerleaders, national TV exposure, and luxury suites, helped establish the brand. Jerry Jones further expanded profitability by securing independent sponsorships and developing revenue-driving assets like AT&T Stadium and The Star. The Cowboys' robust media investments and diversified revenue streams, including merchandise and non-NFL events, solidify their dominance.

UNSEEN IMPACT: HOW WEBSITE DESIGN SHAPES BRAND PERCEPTION

Website design acts as your brand's digital body language. It subtly influences how audiences view and trust you. Elements like color schemes, typography, and layout can evoke emotional responses. A poor user experience signals inefficiency. Aligning design with audience expectations ensures trust and reinforces brand identity.

PODCAST DISCOVERY STATS: HOW FOLKS FIND PODS & WHY THEY LISTEN

67% of respondents in a survey found discovering new podcasts easy, often using Spotify or Apple Podcasts, while 27% faced challenges. Listeners valued engaging descriptions, catchy episode titles, and consistent publishing schedules, with most preferring episodes lasting 15-60 minutes. 63% prioritized compelling content over high audio quality, tolerating average sound quality if the material was engaging.

HOW BURGER KING GOT PEOPLE TO ADVERTISE FOR THEM WITHOUT SPENDING A DIME

Burger King revived its 2010 Funnel Cake Fries by liking old tweets from influencers, triggering massive free publicity.

WHAT HAPPENED WHEN THE JGL GROUP MIGRATED ALL 7 OF ITS BRANDS UNDER ONE WEBSITE

JGL Group has seen growth in total SEO traffic and rankings since it made the uncommon move of consolidating its 7 brands into one domain.

AI EATS THE WORLD

A 90-slide deck by Benedict Evans exploring macro and strategic trends in AI.