TLDR MARKETING 2025-05-27

IT'S NOT YOUR IMAGINATION. ADVERTISING IS GETTING WORSE – AND IT MIGHT BE DELIBERATE

Copywriting in advertising is deteriorating as brands pursue slogans that generate conversation even if they confuse or alienate audiences. The shift away from persuasive writing toward rapid content production is driven by AI adoption, the collapse of traditional copywriting, and a perception that consumers no longer engage with longer form messaging. As agencies chase virality over clarity, the loss of focused craft has led to campaigns that shout rather than persuade, replacing brand narratives with surface-level disruption.

GOOGLE AI MODE TRAFFIC IS UNTRACKABLE

Google's AI Mode in Search hides referral data, making traffic from it invisible in Google Search Console and analytics tools, where it's instead classified as Direct or Unknown. This lack of transparency prevents website owners from knowing how much traffic AI Mode is driving, despite claims that it delivers higher-quality visits. The links generated include a “noreferrer” attribute, which strips referrer information and blocks attribution. While Google states AI features are included in overall search traffic, current documentation only references AI Overviews, not AI Mode, leaving significant gaps in reporting and visibility.

TURN YOUR POWER USERS INTO CREATORS AND VICE VERSA

Brands can turn customers into thriving communities by prioritizing YouTube as a central content engine, repurposing videos across platforms, and deeply engaging in the comments. Transform power users into creators (and vice versa), using them not just for content but as credible advocates who resonate more authentically than branded messaging. Build advisory boards from engaged users to gather product feedback, test content, and foster loyalty. Make users feel heard, empowered, and involved at every stage.

WHY GOING VIRAL IS NOT A VIABLE MARKETING STRATEGY

Video is a powerful format for storytelling, but it only works when the story, audience, and business goals are well-defined before production begins. Many companies fall into the trap of producing content for volume or entertainment value, assuming visibility will translate to impact, but attention without intent rarely drives growth. Build strategic video systems that scale with the brand, resonate with the audience, and deliver insights that guide future efforts.

COMPASS MASTERS: HOW TO NAVIGATE BUYING SIGNAL WILDERNESS (WEBINAR)

This webinar, led by Jess Cook (Head of Marketing at Vector) and Alex Lindahl (GTM Engineer at Clay), will look at how B2B teams can use buyer intent signals to drive pipeline and create high-converting campaigns. Aimed at demand generation, growth, and ABM professionals, the session offers strategies to align marketing with sales, prioritize intent data, and engage high-quality leads. It is free to register and will take place on May 28 at 12 PM CDT.

MARTECH FOR DRUMMIES: WHAT MARKETERS NEED TO KNOW

INSIDE LANEIGE'S FOOD AND BEVERAGE-BASED ‘SENSORIAL MARKETING' STRATEGY

Laneige's sensorial marketing ties product launches to food and beverage collabs with local partners like Boba Guys, Dough Donuts, and Sidecar Doughnuts. It created flavor-inspired skincare experiences that engage multiple senses. Each launch included limited-edition treats, full-size product giveaways for early attendees, exclusive merch, influencer-hosted events, and community activations such as fitness classes to drive turnout and build buzz. This approach has helped Laneige stay the top-selling lip treatment brand in the US for 3 years. The brand tracks success through metrics like foot traffic, sales, video views, and especially shares and reach.

BEYONCÉ'S ‘COWBOY CARTER' TOUR ISN'T JUST A SHOW, IT'S A MARKETING MASTERPIECE

Beyoncé's Cowboy Carter tour features her haircare line Cécred as the official beauty brand and her whiskey brand SirDavis as the official spirit. The tour includes branded pop-up shops, specialty cocktails, and a robotic arm that pours her a drink on stage. The combination of entertainment and commerce positions the tour as a business blueprint that merges her personal branding with experiential marketing for her brands.

THE "10/0.7 RULE" OF AD SPEND

Spending 10% more on ads than your market share will result in you gaining 0.7% market share each year.

INDUSTRY EVENTS IN JULY 2025

6 conferences and events happening across the US in July tailored for content creators and marketers.

SEO IN THE AI ERA

A screenshot of Rand Fishkin's email explaining the rise of zero-click-everything.