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9 THINGS WE TRIED VS. WHAT ACTUALLY WORKED

Default's head of growth shared 9 tactics he used to grow ARR by 42% in one month.

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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CPC leads to inconsistent results, but regular performance reviews with proper lookback windows prevent reliance on outdated data.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.

ELON MUSK'S X SUES LEGO, NESTLÉ AND MORE BRANDS, ACCUSING THEM OF ADVERTISING BOYCOTT

X is suing major brands, accusing them of illegally boycotting the platform after Elon Musk's acquisition. The complaint alleges that the World Federation of Advertisers coordinated an ad pause due to concerns over X's brand safety policies, which led to significant revenue losses. X argues that advertisers collectively dictating brand safety standards harms competition and overrides consumer interests.

CUSTOMERS WILL PAY MORE FOR PRODUCTS THAT FEATURE DIVERSITY IN ADS

Diversity in advertising not only improves representation but also strengthens brand perception and consumer willingness to spend. Ads featuring diverse models led to stronger impressions of product variety and innovation and outperformed traditional brand messaging. The effect is spontaneous, meaning consumers naturally associate diverse representation with brands that offer more choices.

HOW TO ANALYZE AND FIX TRAFFIC DROPS: A 7-STEP FRAMEWORK

Most traffic drops are caused by shifting search intent, technical issues, or Google updates. Start by analyzing traffic quality to determine if the decline affects valuable visitors or just low-engagement users. Audit backlinks to identify lost or devalued links, evaluate content against top-ranking competitors, and optimize layout for better user experience. Compare performance with competitors, assess which pages still rank well, and use AI tools to uncover patterns in keyword fluctuations. Implement changes, track recovery over 4-6 weeks, and consider performing a forensic SEO audit if needed.

WHAT TO DO WITH A $1K MONTHLY LINKEDIN ADVERTISING BUDGET

To maximize a $1,000 LinkedIn ad budget, use a personal profile (preferably a senior expert) for thought-leader ads, as they outperform company ads. Post consistently to identify what resonates, then boost top-performing content. Avoid LinkedIn's default targeting - build a wishlist of ideal companies using tools like Clay or Cognism, upload it, and refine by job titles. Keep content fresh to stay visible to prospects. Over time, this strategy builds authority, making you the go-to solution in your niche.

AMAZON ADS INTRODUCES BRAND+

Brand+ optimizes brand awareness campaigns by targeting potential customers based on shopping, browsing, and streaming signals. Advertisers can deliver video ads across Amazon properties and premium publishers.

AUTOMATE SEO ANALYSIS WITH GOOGLE SHEETS, GSC, & CHATGPT API

Google Sheets, Google Search Console (GSC), and the ChatGPT API together allow you to retrieve GSC data, analyze key SEO factors, and get AI-generated recommendations. First, create a Google Sheet and connect it to GSC. Create an Apps Script in the sheet by pasting the provided code and authorizing the necessary permissions. Run the script to fetch GSC properties, inspect URLs, and retrieve SEO data. Use the AI analysis function to generate optimization recommendations directly within Google Sheets.

WHY ULTRA-SUCCESSFUL PRODUCTS DISAPPEAR DAILY

Limiting product availability can drive retention and virality by making it feel scarce and socially engaging. Wordle, BeReal, and Thursday succeed by restricting access, turning usage into an anticipated event. Brands can apply this by using full lockouts (only available at set times) or "power hours" (extra value during specific windows). Effective strategies include daily exclusives, flash rewards, group challenges, and live events, ensuring time windows align with user behavior.

DOES ADVERTISING ADJACENCY AFFECT CORPORATE REPUTATION?

This piece discusses the tension between free speech and brand safety in digital advertising as Meta reduces content censorship. Advertisers worry about ads appearing next to controversial content, but users may not make that association. Traditional media has long placed ads without full control over adjacent content. Brands should research whether their audience truly links ad placement with corporate reputation before prioritizing brand safety concerns.

AI-LED GROWTH: THE RISE OF THE 10X MARKETERS AND AI-NATIVE TEAMS

AI is shaping the rise of the ‘10X AI Marketer,' who streamlines workflows, rapidly refines campaigns, and leverages AI-driven insights for greater impact. These marketers achieve high-impact results faster than traditional teams by mastering automation, prompt engineering, and data analytics. As AI-powered tools take over manual tasks, marketing organizations are transforming into AI-native teams, consolidating roles and restructuring around intelligent workflows.

THE RISK (AND REWARD) OF STANDING OUT: WHY YOUR STORY SHOULDN'T FIT A MOLD

Your company's story isn't just a pitch - it's the reason customers buy, employees join, and investors bet on you.

8 PSYCHOLOGICAL TRIGGERS THAT MAKE PEOPLE CLICK ON ADS

These triggers include the bandwagon effect, commitment and consistency, and the bizarreness effect

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ASTRONOMERS CALL FOR GLOBAL BAN ON SPACE ADVERTISING BEFORE IT'S TOO LATE

Astronomers are calling for a global ban on space advertising, warning that it threatens scientific research and the natural night sky. The American Astronomical Society stated that obtrusive ads in low Earth orbit should be prohibited through international agreements. While the U.S. already bans domestic launches of space billboards, companies in other countries, like Russia's Avant Space and StartRocket, have explored the idea. Privatized spaceflight is growing rapidly, making regulation more complex as private companies prioritize commercial interests. Scientists argue that space billboards would worsen light pollution, interfere with telescopes, and diminish humanity's connection to the night sky.

MARK ZUCKERBERG TEASES A 2025 RETURN TO ‘OG FACEBOOK'

Meta plans to refresh Facebook in 2025 to attract younger users, as Gen Z engagement has plummeted from 71% in 2014-2015 to 33% in 2024. Mark Zuckerberg warned investors that the changes may impact short-term revenue and hinted at a return to Facebook's early features. Gen Z spends twice as much time on TikTok as the average U.S. adult and prefers platforms like Instagram and Snapchat, making Facebook's revival uncertain. Meta has attempted Gen Z-focused redesigns and other strategies, but younger users continue to move toward decentralized social networks and alternatives like RedNote.

THE PROCESS BEHIND EMPLOYEE-GENERATED CONTENT

Employee-generated content is reshaping brand social strategies. Brands like Anthropologie, Sotheby's, and the Philadelphia Eagles are using employees to create high-performing content. A well-structured EGC program involves selecting employees who naturally enjoy content creation, providing guidelines without stifling creativity, and integrating EGC into broader brand storytelling. When done right, EGC fosters deeper audience connections and enhances authenticity, making brands more relatable and approachable to the customer.

INFLUENCER MARKETING CAMPAIGNS FAVOR LONG-TERM PARTNERSHIPS OVER ONE-TIME ENGAGEMENTS

The trend toward long-term influencer partnerships is growing, with 63% of brands favoring sustained collaborations. As a result, 62% are working with more than 10 influencers. Brands are also prioritizing content quality, with 37% ranking content production as their top selection factor. This shift reflects a deeper focus on building lasting relationships and measuring the direct impact on sales.

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PINTEREST'S 2025 MARKETING MOMENTS GUIDE (US)

This guide goes beyond a standard calendar by categorizing key opportunities into calendar moments (fixed events), seasonal themes, and life moments (personal milestones) to help businesses plan campaigns. It includes relevant search keywords for each category and offers insights into when Pinterest users start engaging with these topics.

ALLOCATION MODELS: THE C-SUITE IMPERATIVE

Marketing leaders can use allocation models to prioritize resources effectively and align teams. Explicit numerical allocations (e.g., 80/20 or 70/30) clarify strategy and prevent teams from making conflicting trade-offs. Growth potential, market opportunity, strategic importance, and competition should influence allocations beyond revenue alone. The article includes an example template of a strategy investment allocation model.

DEEP DIVE: DUTCH BROS

Dutch Bros stands out by doing the opposite of Starbucks, focusing on fast, cold, high-energy drinks and an experience built on personal connections. Its employees, called "bro-istas," create a friendly, high-energy atmosphere that makes the drive-thru feel like a social event. The brand drives loyalty with a generous rewards program, limited-edition merch and drink drops, and engaging social media that feels authentic. Dutch Bros' approach has turned customers into diehard fans who see it as more than just a coffee shop. Its success comes from selling not just drinks, but hype, energy, and a sense of belonging.

THE MYTH OF THE CONSIDERATION SET

Consumers don't have a fixed “consideration set” - instead, brand choices are fluid and shaped by context. Research shows that buyers often consider just 1-3 brands, with decisions driven by immediate needs, environments, and prior experiences rather than a predefined list. Marketers can better influence purchasing behavior by focusing on Category Entry Points (CEPs), which are mental cues that link consumer situations to brands, rather than outdated consideration metrics.

50 STATES, 50 STORIES: HIGHLIGHTING SMALL BUSINESSES AT THE BIG GAME

Google is airing 50 Super Bowl commercials, each featuring a small business that uses AI through Google Workspace. The campaign shows how the businesses use Gemini for tasks like drafting content, managing inventory, and marketing. Produced in 10 weeks, the commercials highlight real entrepreneurs who use AI to streamline operations and focus on what they love.

VIBES > VALUABLES

Gen Z connects through lifestyle, not just products.

THE INTERNET ALMOST KILLED BARNES & NOBLE, THEN SAVED IT

BookTok's influence revived Barnes & Noble by driving in-store book sales and transforming it into a community hub for readers.

UNLOCKING THE NEXT FRONTIER OF PERSONALIZED MARKETING

The next frontier of marketing lies in AI-powered personalization, which allows brands to optimize promotions, tailor messaging, and improve engagement with precision.

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BIG BRANDS CONTINUE DE&I PULLBACK, CAVING TO RIGHT-WING PRESSURE

Target, Walmart, and McDonald's, are scaling back their DE&I initiatives in response to right-wing pressure, while Costco and Ben & Jerry's remain committed. Target recently ended its DE&I goals and REACH initiatives, stopped sharing diversity data, and lost its sponsorship of Twin Cities Pride. Meta and McDonald's have also retreated from DE&I, with CEO Mark Zuckerberg emphasizing “masculine energy” in hiring. Apple and JPMorgan are pushing back against anti-DE&I efforts.

META'S CONTENT MODERATION ROLLBACK DRAWS CONCERNS FROM ADVERTISERS

Meta dismantling its fact-checking program allows posts that previously violated guidelines to remain online. Advertisers worry this could lead to more offensive content, similar to what drove brands away from X. Meta has reassured advertisers by offering tools to manage ad placements.

WHY MOST BRANDS FAIL AT CUSTOMER LOYALTY

Most brands fail at customer loyalty because they focus only on transactions instead of long-term relationships, missing the financial impact of trust-driven engagement. Research shows that strong customer relationships lead to lower acquisition costs, higher customer lifetime value, and increased revenue, yet many companies do not deliver a personalized and consistent experience. The key to success lies in AI-driven insights to anticipate customer needs, optimize messaging, and engage at the right moments to build trust and loyalty in the long run.