TLDR MarketingSeptember 22, 2025

TLDR MARKETING 2025-09-22

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01NEWS & TRENDS

HOW BELI ATE YELP

Beli, launched in 2021, is quickly becoming Gen Z's restaurant app of choice as they dine out more often than any other age group and want a better way to track meals. About 80% of users are under 35, and they've logged more than 75M ratings worldwide, nearly rivaling Yelp's totals. Designed like a social network, Beli lets diners score meals, create lists, and plan outings, making it the go-to tool for a generation treating restaurants as a core part of their social lives.

links.tldrnewsletter.com4 min read

77% OF SITES LOST KEYWORD VISIBILITY AFTER GOOGLE REMOVED NUM=100: DATA

Google's removal of the num=100 parameter has caused widespread drops in reported impressions, rankings, and keyword visibility. An analysis of 319 sites showed 87.7% saw fewer impressions and 77.6% lost unique ranking terms in Google Search Console. Short-tail and mid-tail keywords were hit the hardest. While reports now look weaker, the ‘lost' keyword visibility may largely be scraper traffic that relied on the num=100 parameter.

searchengineland.com1 min read

02STRATEGIES & TACTICS

HOW A VIRAL GEN Z HOODIE BRAND IS MAXIMIZING SIGNAGE ON A POP-UP TOUR

Dandy, a viral Gen Z hoodie brand, created a touring pop-up designed for social sharing. Locations were scouted with Google Earth and modeled in 3D to ensure every angle was camera-ready. Materials allowed for durability and quick touchups, while details like vintage gas pumps, branded shelves, and prize lockers encouraged engagement. The goal was to connect with superfans and generate organic content over short-term sales.

eventmarketer.com3 min read

THE INTENTION-ACTION GAP

Consumers often say they want sustainable products but rarely buy them, creating the intention-action gap. A 2020 laundry project closed this gap by removing barriers, using familiar packaging, securing prime shelf placement, and building demand before launch. The focus wasn't convincing people what they should want, but making what they already want easier to choose and better for the planet.

supergoods.io5 min read

HOW B2B BUYERS CHOOSE WHICH PROBLEM TO FIX (AND HOW TO MAKE YOURS THE PRIORITY)

B2B buyers prioritize problems by importance and urgency. To make a service a priority, companies should frame it around issues with emotional weight, such as reputation or leadership perception. Messaging should highlight personal, high-stakes problems over operational inconveniences and build urgency by showing daily symptoms through repeated messaging, prompting buyers to act.

fronterabrands.com3 min read

03RESOURCES & TOOLS

3 WAYS TO USE PHOTO-TO-VIDEO IN GEMINI

The top three uses for photo-to-video in Gemini are animating illustrations for internal and external content, turning brand photos into mini-movies, and simulating complex creative visions with detailed scene prompts. It can be used to mock up new brand visuals or simulate specific user scenarios. Each generated video includes ambient audio, and results improve with tighter subjects and more specific prompts.

blog.google4 min read

THE COMPLETE MATCH TYPE PERFORMANCE STUDY: THE BEST MATCH TYPES BY BID METHOD

Exact match delivers the best efficiency with higher ROAS and lower CPAs across bidding methods. Broad match supports revenue-driven strategies, especially with Max Conversion Value bidding. Phrase match underperforms in low-data accounts but improves with Target ROAS or Target CPA as Google gains data. Smaller advertisers should start with Exact and expand to Broad, while larger advertisers can layer in Phrase and then Broad based on budget. Exact match should remain the foundation, with adjustments by bid method and account size.

links.tldrnewsletter.com18 min read

04MISCELLANEOUS

THE HIDDEN 4TH P: HOW PREDICTIVE ANALYTICS TRANSFORMS MARKETING'S MOST OVERLOOKED ELEMENT

Predictive analytics is turning ‘placement' into a strategic marketing advantage by optimizing inventory decisions based on real-time data signals. Retailers are using predictive analytics to forecast exactly what products to stock, where, and when by combining data sources like economic indicators, seasonal trends, and real-time cultural shifts. Walmart's systems predict storm-driven demand spikes down to the product level, while Kroger monetizes its massive customer dataset by licensing forecasting models to smaller chains. These tools prevent costly overstock or stockouts and align inventory with marketing campaigns.

martechforhumans.com4 min read

FOR SPORTS FANS WHO KNOW EVERYTHING

Mel Martin's ad for The New York Times Guide to Spectator Sports shows how to market to experts by narrowing the audience and creating intrigue. He uses targeted language, ego appeals, and curiosities that spark interest without challenging the reader. The structure guides attention with headlines, bullet points, and clear formatting. The ad demonstrates that focusing on a specific audience, appealing to pride, and presenting proof in engaging ways can drive conversions even among tough customers.

conversion-rate-experts.com5 min read