TLDR MARKETING 2025-02-04

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FIRST-TIME SUPER BOWL ADVERTISERS LOOK TO TACKLE STIFF COMPETITION

Häagen-Dazs, Instacart, and Duracell are running Super Bowl ads for the first time, spending up to $8M for 30 seconds of airtime. New advertisers must work harder to make their brands memorable, as established brands like Budweiser and Doritos already have strong associations with the game. Some, like Angel Soft, are using unconventional strategies, while others, like MSC Cruises and Häagen-Dazs, are leveraging celebrity endorsements. Many first-time advertisers spent years building brand awareness before their Super Bowl debut to maximize impact.

GOOGLE FALLS AS INSTAGRAM AND TIKTOK NOW LEAD BUYING JOURNEY FOR GEN Z

Social media is overtaking search engines for product discovery. 30.4% of Gen Z use Instagram and 23.2% use TikTok, while Google now ranks third. Social commerce is growing, with 72% of Gen Z and 65% of Millennials making purchases directly through social apps. Short-form video (1-3 minutes) is the most engaging format. US social commerce sales are expected to surpass $100 billion in 2025, reflecting a 22.4% increase from the previous year.

6 COMMON MANUAL BIDDING MISTAKES TO AVOID

Google will phase out enhanced CPC (ECPC) by March, leaving advertisers to choose between manual and automated bidding. Poorly optimized manual CPC leads to inconsistent results, but regular performance reviews with proper lookback windows prevent reliance on outdated data. Gradual bid adjustments, long-term reviews, and using bid modifiers like audience and device settings can improve efficiency and ad performance.

WHEN IT COMES TO BRAND ENGAGEMENT, MESSAGE MARKETING IS GETTING RICH

Rich Communication Services (RCS) is transforming mobile marketing by offering an app-like experience directly within messaging apps. 55% of consumers prefer swipeable product galleries, and 50% are open to text-based purchasing, making RCS a powerful engagement tool. Retailers adopting RCS see higher conversion rates and stronger loyalty by delivering personalized, interactive messaging without requiring an app download.

MARKETING CHANNEL MENU, 2025 (GOOGLE DOC)

A list of marketing channels to consider when building a distribution strategy. Channels are labeled with their impact on the customer journey, cost, and measurability.

A/B TESTING GUIDE: THE PROVEN 6-STEP PROCESS FOR HIGHER CONVERSIONS

A/B testing is a powerful strategy for optimizing website performance, increasing conversions, and making data-driven decisions. Employees run tests without approval at Booking.com, leading to over 1,000 experiments at a time and a rich repository of insights. This guide covers the full A/B testing process, from statistical foundations to overcoming common challenges.

INVESTIGATING CHATGPT SEARCH: INSIGHTS FROM 80 MILLION CLICKSTREAM RECORDS

ChatGPT now refers users to over 30K unique domains daily, up from less than 10K in July 2024, driving more traffic to smaller sites and expanding content discovery. While traditional SEO remains important, brands should optimize for AI-driven search with increased mentions and listicle formats. With 70% of queries falling outside traditional search intent, AI search is more about branding than just traffic.

SHOULD I INVEST IN PAID MARKETING? DECISION TREE

5 PRICING TRENDS FOR 2025

The next wave of SaaS growth hinges on AI monetization strategies, shifting from premium tiers to outcome-based pricing. Traditional seat-based models are evolving, and AI-driven support is forcing a rethink of traditional pricing structures. Companies that leverage strategic pricing pages and open pricing playbooks are able to turn transparency into a market differentiator.

TRUMP SAYS NEW US SOVEREIGN WEALTH FUND COULD PURCHASE TIKTOK

The US is set to create its first sovereign wealth fund, with Trump suggesting it could take ownership of TikTok.

POST-PURCHASE SURVEY

Add a comprehensive post-purchase survey to collect insights and include a one-click upsell.

A LOOK INTO L'ORÉAL'S INFLUENCER TRIP

L'Oréal's luxury influencer trip to Switzerland delivered viral, highly engaging lifestyle content.