TLDR MarketingFebruary 18, 2025

TLDR MARKETING 2025-02-18

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01NEWS & TRENDS

COLLECTIBLES - CONTINUING TO TAKE THE TOY CATEGORY BY STORM

Collectibles, especially those based on manga, anime, and video games, are driving toy industry growth, appealing to both kids and adults. Classics like Star Wars figures remain popular. Brands like LEGO, Warhammer, and Magic: The Gathering continue to thrive. Anime's rise in the West, fueled by platforms like Crunchyroll, has boosted demand. Brands like Bandai Namco and PopMart have made collectibles widely accessible. With adults sustaining demand, collectibles are set to remain a major industry trend.

negosh.com2 min read

THEY SAY WE DON'T LIKE SEX, DRUGS, DEMOCRACY, OR DIY. BUT HERE'S HOW WE IN GEN Z REALLY FEEL

Recent surveys suggest Gen Z struggles with DIY tasks and leans towards radical political views like favoring strong leadership or revolution. This reflects disillusionment with a broken social contract, where job prospects, healthcare, and community support seem out of reach. Despite these challenges, Gen Z is motivated by a desire for change and authenticity, driven by frustration over unfulfilled promises and a need for improvement in society and personal connections.

theguardian.com6 min read

02STRATEGIES & TACTICS

7 YEARS OF GOOGLE ADS EXPERIENCE IN 12 HIGH-IMPACT LESSONS

Focus on mastering the fundamentals of Google Ads to see success, including optimizing offers, landing pages, campaign structure, and conversion tracking. Avoid “Shiny Object Syndrome” by staying disciplined and not chasing unnecessary trends. Success often comes from actions outside of Google Ads, like improving offers and sales funnels. Automation is not the enemy - learn to leverage it for better results. Specializing in one niche, like e-commerce, can accelerate mastery.

ppcmastery.com6 min read

ANATOMY OF A KILLER B2B CASE STUDY

Start with a benefit-led hook that immediately communicates impact. Showcase 3 key results upfront, pull out a standout customer quote, and include a TL;DR sidebar for quick takeaways. Structure the story using the Storybrand framework, positioning the customer as the hero. Highlight layered challenges to add depth, and use colorful quotes to humanize the story.

linkedin.com2 min read

03RESOURCES & TOOLS

GOOGLE SEARCH CONSOLE'S FILTERED DATA ISSUE

When you apply a query filter to Google Search Console data, Google immediately hides a large percentage of clicks for 'privacy,' which are not included in totals. Use filtered data to get an idea for a trend (ie. "branded clicks are going up/down"), but not for precise data.

linkedin.com1 min read

REDDIT PAYWALLS TO HIT THIS YEAR AS PAID SUBREDDITS CONFIRMED

Reddit CEO Steve Huffman confirmed that paywalled subreddits will launch this year. Following its 2024 IPO, Reddit raised API fees and made licensing deals with Google and OpenAI to allow web crawler access. Reddit is also planning a long-term marketplace feature for buying products through the platform.

mashable.com2 min read

APPLE MAPS PAID SEARCH ADS COULD TRANSFORM LOCAL BUSINESS MARKETING

Apple is reportedly evaluating paid search ads in Apple Maps, giving brands a new way to appear at the top of local search results. With over 100M US users, Apple could challenge Google's dominance in local search advertising while maintaining its privacy-focused approach. This move would enable businesses to bid on keywords like “coffee near me” and potentially offer exclusive deals.

applemagazine.com4 min read

04MISCELLANEOUS

LESSONS FROM BEYOND MEAT AND IMPOSSIBLE FOODS' MARKETING MISTAKES

Beyond Meat and Impossible Foods failed to differentiate their brands, assuming plant-based protein was a strong enough selling point without clear messaging. Their pricing strategy remained misaligned with consumer expectations, and they overlooked how deeply ingrained food language influences purchasing decisions. The perception of "processed" food worked against them, as they failed to position their products as both convenient and reassuring. Without addressing freshness, ease of mind, and comfort in their branding, they missed key opportunities to build trust.

brandingstrategyinsider.com10 min read

AI MIGHT RAISE THE FLOOR, BUT IT ALSO LOWERS THE CEILING

AI is making media more data-driven, with 79% of ad spend expected to be algorithmic by 2027. While it improves efficiency and identifies patterns, it also risks making marketing look the same. Just as AI-generated stories often blend together, AI-driven campaigns can become indistinguishable without human creativity. Marketers need to act as algorithm architects, combining AI capabilities to support brand, relationship, and business goals instead of relying solely on automated platforms.

mediacat.uk3 min read