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A GUIDE TO THINKING ABOUT LTV:CAC

A thread that debunks the myths of LTV:CAC.

11 WAYS TO BALANCE AUTHENTICITY AND MARKETING WHILE DEVELOPING YOUR BRAND

Tips include treating marketing like an elevated brand resume, staying consistent across touchpoints, and being honest about your business.

7 SUBCULTURES TO TARGET INSTEAD OF DEMOGRAPHICS

A new field guide by Horizon Media's Why Group identifies 7 cross-generational subcultures defined by shared passions rather than demographics. Some of these include dirt trackers, biohackers, FIRE fighters, and extreme pet parents. These groups prioritize authenticity, niche connections, and brands that align with their unique interests.

GOOGLE STOPS LETTING SITES LIKE FORBES RULE SEARCH FOR “BEST CBD GUMMIES”

Google's updated policy on “site reputation abuse” has drastically impacted affiliate content on major sites, with Forbes Advisor's rankings dropping by 43% and Time Stamped losing 97% of its search traffic. The policy targets tactics where third-party content exploits a host site's domain authority to rank higher in search results. This change is already reshaping the affiliate SEO landscape, hitting practices critics have called “Parasite SEO”.

HOW A LANDING PAGE A/B TEST INCREASED UNICEF'S AVERAGE DONATION SIZE

Unicef ran an experiment on its donation page to try to boost emergency donations. The test added a progress bar to the page tied to a weekly target set 10% above its average monthly donation amount. While the test did not increase the number of donations, it raised average one-off donation sizes by 51% on desktop and 36% on mobile with over 99% statistical significance. The experiment showed a scalable way to maximize donations and opened new opportunities for future optimization.

THE HEARTFELT APPROACH THAT MADE CHEWY THE #1 PET FOOD RETAILER

Chewy's rise to the top of the pet food market was built on the understanding that pet owners see their pets as family and crafting experiences that resonate emotionally. For instance, it sends handwritten welcome cards to every new customer and condolence flowers when it learns about the loss of a pet, strengthening bonds with its community. Its customer-first approach includes refunding incorrect orders with a suggestion to donate them to shelters and its service team delivers rapid support.

HOW WE GOT 100+ CLIENTS IN 48 HOURS FROM PRODUCT HUNT

RivalSense gained 100+ clients in 48 hours after ranking #5 on Product Hunt. Success relied on leveraging networks, newsletters, and online communities to drive votes in the critical first 4 hours. RivalSense engaged commenters for feedback, analyzed traffic to refine its website, and filtered low-intent trial signups. This resulted in included increased visibility, backlinks, and traffic from newsletters. Post-launch preparation was key to sustaining momentum.

7 EXPERIMENTAL GOOGLE AI PROJECTS YOU CAN TRY RIGHT NOW

NotebookLM helps users analyze and summarize documents, while Learn About provides adaptive learning experiences on various topics. MusicFX allows users to generate original music from descriptions, and ImageFX creates custom images from text. GenType designs unique typefaces, TextFX enhances writing with creative effects, and Illuminate transforms complex topics into engaging podcast-style audio.

REPORT HIGHLIGHTS KEY CONCERNS AMONG DIGITAL AD BUYERS

A survey of over 250 US digital ad buyers revealed that 75% view ads placed near fake news or misinformation as a top concern. Social media promotions remain the leading opportunity, favored by 63%, followed by digital video at 57%. Live-streaming and influencer marketing lag at 19% and 17%, respectively. 52% believe social shopping will gain traction. Concerns over generative AI and deepfakes continue to push platforms to enhance content labeling and detection efforts.

THE TWITCH ADPOCALYPSE - WHAT IT IS? AND WHAT IT MEANS FOR TWITCH

The Twitch Adpocalypse, marked by declining ad revenue for top streamers, is being driven by changes in Twitch's Content Classification Labels and reduced ad spend. This mirrors the 2017 YouTube Adpocalypse, where advertisers pulled out over concerns about controversial content. Twitch's limited ad targeting capabilities and weak reporting systems make it less appealing to advertisers, leading to a sharp drop in revenue for streamers. As a result, many are exploring alternative platforms like Kick or YouTube.

GENERATIONAL DIVIDES IN EMAIL: ARE MARKETERS MISSING THEIR MARK?

67% of consumers feel they receive too many emails, with Baby Boomers reporting the highest email fatigue at 81%. Promotional offers are the most engaging email type, ranking first for 66% of Gen Z respondents, while newsletters and company updates lag behind. Younger generations prioritize personalization, with 57% more likely to engage with emails offering exclusive discounts.

BRAND LEADERSHIP: AIM FOR DIFFERENT, NOT BETTER

Most brands emphasize “better” specs, but neuroscience shows emotional connection, not facts, guides purchase decisions. Differentiation rooted in purpose and trust forms stronger bonds with consumers than incremental improvements or analytical arguments. Successful communication aligns with how consumers feel, not just what they think, making emotion the key to long-term growth.

AI PROMPT FOR EXPOSING HIDDEN OBJECTIONS ON YOUR HOMEPAGE

A templated prompt to expose the doubts and hesitations holding your ICP back.

CAMPBELL'S SHAREHOLDERS APPROVE THE COMPANY'S NEW, SOUPLESS NAME

Campbell Soup Co. is rebranding to Campbell's Co. in an effort to better represent its breadth of offerings in the food business.

HOW COCA-COLA'S AI HOLIDAY AD WENT FROM PRAISE TO RAGE

Coca-Cola's use of AI in remaking its classic Christmas ad initially scored highly for emotional engagement but was later criticized for being “soulless.”

JUSTICE DEPARTMENT REPORTEDLY PUSHING GOOGLE TO SPIN OFF CHROME

The DOJ is urging Google to spin off its Chrome browser business as part of antitrust actions following a multiyear case that proved Google's monopoly in US web search. It's also recommending antitrust measures for Google's AI operations and Android platform. Chrome, which controls 61% of the U.S. browser market, is being targeted because it serves as a primary access point for Google Search.

FALL MARKETING JOBS OUTLOOK: CONNECTIONS, COLLABORATIONS, CONTINUAL LEARNING

LinkedIn has published its Fall Marketing Jobs Outlook report, which includes survey data from thousands of marketing professionals and analysis of data from the platform. Marketing job postings rose 76% in 2024 compared to 2023, recovering from a prior 42% decline, though B2B postings increased by only 21%. While 91% of B2B marketers are satisfied with their jobs, 55% are open to new opportunities. Rapid changes, especially with AI integration, leave 72% of marketing professionals feeling overwhelmed, and 53% fear falling behind. Collaborative Problem-Solving is a key skill for marketers.

DUOLINGO'S WELCOME EMAIL SEQUENCE

Duolingo's welcome series focuses on driving user activation through streak reminders and time-efficient lessons. The emails are sent up to twice daily, initially pushing streaks and then offering quick 3-minute lessons to minimize time barriers, with sequences pausing and restarting if necessary. They use emotional appeals and playful messaging to encourage users to return.

TEASE YOUR CUSTOMERS

Use friendly and lighthearted teasing in social media posts to strengthen customer-brand bonds and increase engagement. Teasing ads are perceived as up to 32.2% more "human" and boost brand connection by up to 22.2%. Brands like Wendy's and Ryanair have successfully used this approach to enhance relatability and engagement without provoking negative feelings. However, antisocial or offensive teasing often backfires, generating negative perceptions 79.5% more than positive ads. The approach works best for playful brands and may not suit conservative or professional industries, as humor risks appearing unprofessional or inauthentic. Pre-test campaigns and avoid sensitive topics to ensure effectiveness.

HOW TO INTEGRATE FACEBOOK WITH EMAIL MARKETING FOR ULTIMATE LIST-BUILDING POWER

Create ad-specific landing pages and run lead gen ads to capture emails directly. Add sign-up CTAs to your Facebook page and engage users with giveaways, benefit-driven posts, and Facebook Live sessions. Retarget visitors who browsed your product pages with tailored ads, and expand your reach by using lookalike audiences based on your email data.

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RECRAFT

Recraft.ai lets non-designers create visuals through an AI-powered toolbox. It offers high-quality text generation, vector art, brand consistency features, and collaborative design capabilities on an infinite canvas.

FAST COMPANY'S NEXT BIG THINGS IN TECH 2024

This tech list highlights 138 honorees across 28 categories, including AI and Data, Space and Telecom, and Health, showcasing innovations from major corporations and startups. It features technologies that demonstrate immediate promise and long-term impact, such as AI for disaster response, wearable exoskeletons for hiking, and ethical supply chain advancements.

CULTURAL BRANDING: LEVERAGE TRENDS TO BUILD CULTURAL INFLUENCE

Brands participating in trending cultural moments see boosts in visibility, audience connection, and engagement. Examples like Vans and Caseify show how aligning with Gen Z obsessions and internet-driven trends can reignite brand relevance. Staying aligned with trends allows brands to connect with evolving consumer behaviors and maintain cultural influence.

HOW BRANDS CAN BUILD TRUST IN INCLUSIVITY-FOCUSED PRODUCT LINES

Underrepresented consumers show 30% less engagement with inclusivity-based product lines compared to represented consumers. Skepticism stems from a lack of trust that these products will meet their specific needs, influenced by past experiences of misrepresentation. Demonstrate respect during product development by involving diverse voices and gathering ample feedback to reduce skepticism and improve reception.

HALF OF SOCIAL MEDIA MANAGERS WANT TO CHANGE JOBS

Nearly 81% of social media managers worry about burnout and cite overwork, lack of team support, and 24/7 accessibility as key challenges. Despite workloads increasing, only 25% have been promoted, though 50% received an average salary raise of 14% in the past year. Only 2.9% report having a good work-life balance, showing how difficult the always-on nature of the industry can be.

4 CONTEXTUAL CLUES FOR HOMEPAGE RESONANCE

4 questions to answer on your homepage to clarify your product for prospects.

INSTAGRAM WILL LET USERS 'RESET' THEIR RECOMMENDED CONTENT

Instagram's new "reset" tool allows users to clear content recommendations on Explore, Reels, and Feed.

HOW TO USE PHOTOSHOP AI TO CREATE B2B ADS

This post shows how to use Photoshop AI's generative fill, text-to-image, and generative expand features to create 4 different B2B ads from one photo.

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BRANDS ARE FINDING ENGAGED, NICHE AUDIENCES ON SUBSTACK

Brands are leveraging Substack's niche, loyal audiences through affiliate marketing, tapping into creators who build engaged communities with long-form content. With 3 million paying subscribers, creators like Melanie Masarin have successfully moved products via affiliate links. While Substack's reach isn't as large as Instagram or TikTok, it offers more in-depth product context, allowing for authentic connections with paying, engaged readers.

PEW RESEARCH: AMERICA'S NEWS INFLUENCERS

About 1 in 5 Americans, including 37% of adults under 30, regularly get news from social media influencers. X is the leading platform for news influencers, with 85% active on it. A slight majority of news influencers identify as right-leaning (27% Republican vs. 21% Democratic), and 77% have no formal ties to news organizations. 63% of news influencers are men.

10 MARKETING PROS GIVE THEIR TOP TIPS

Embrace negative reviews to boost credibility. 95% of consumers suspect censorship when there are no negative reviews. Creating human-driven content helps brands stand out among the millions of daily blog posts. Diversify strategies beyond SEO, leverage UGC platforms, and empower employees as internal influencers to foster authentic engagement. Tailor campaigns with customer insights and use email marketing alongside AI tools to ensure brand-consistent content and improve efficiency.

7 TIPS TO WIN BLACK FRIDAY ON SEARCH

Ensure your content is accessible through a well-placed Black Friday topic tag page and link all related content. Regularly update pages with new product info, price changes, and keywords based on hourly keyword research using tools like Google Trends. Integrate affiliate content seamlessly, promote deals on social media, and utilize audience channels like newsletters or WhatsApp groups. Be proactive about linking content, use a table of contents for large posts, and promptly reflect product changes to maintain transparency and credibility.

HARO/CONNECTIVELY PLATFORM CLOSING DOWN DECEMBER 9

Help a Reporter Out (HARO), now known as the Connectively Platform, is being shut down on December 9. For SEOs, the tool was a way to gain organic coverage and links from journalists. Alternative tools include Sources of Sources and JournoFinder.com.

PERPLEXITY INTRODUCES A SHOPPING FEATURE FOR PRO USERS IN THE US

Perplexity's new shopping feature enables Pro users in the US to shop directly within search results, bypassing retailer websites. The tool, powered by integrations with Shopify and other sellers provides product details, pros and cons, and one-click checkout with free shipping for subscribers. Unlike traditional shopping engines, Perplexity has “unbiased” recommendations, and there are no sponsored slots or affiliate cuts.

IMPLEMENTING LINKEDIN'S SERVER SIDE CAPI

Server-side tracking with Google Tag Manager (GTM) enhances LinkedIn ad performance by overcoming browser limitations, respecting user privacy, and providing greater control over tracking. To set it up, configure a LinkedIn Conversion API tag in a server-side GTM container using an access token and conversion ID from LinkedIn Campaign Manager. Match conversions with data points like hashed emails or LinkedIn click IDs for better accuracy. Use GTM Preview mode and LinkedIn analytics to test and verify data flow.

HOW POSTHOG GROWS: THE POWER OF BEING OPEN-CORE

HOW MARKETERS ARE SPENDING THEIR MONEY IN 2025

Content creation leads the way for 2025, with 63% of marketers planning increased budgets due to the need for versatile formats and podcast expansion. Social media ad strategies are shifting, as 55% of marketers plan to increase spending on X, but many prefer influencer partnerships for better ROI. Remarketing will see an 89% budget increase, highlighting its role in optimizing ad spend amid rising costs.

MARKETING RECRUITERS LIST (NOTION)

A running list of marketing recruiters' websites and LinkedIn.

10 CREATIVE ADS

A discussion of the principles that make these 10 ads from brands like Nutella and Samsung effective.

HOW TO AUDIT HTML HEADINGS ON ANY PAGE

Use Screaming Frog, SEO Pro Extension, Serp.tools, or WebCEO to audit and improve page headers.

STREAMING'S LOYALTY BATTLE

Streaming trends reveal a shift from linear TV to digital, with streaming now making up 41% of US TV time. Netflix stands out as the dominant platform, while others face challenges like churn and retention. "Serial pausers," who resubscribe within 6 months, complicate loyalty efforts. Disney and Comcast showed streaming profitability, with boosts from live sports and blockbuster content, while Warner Bros. Discovery and Paramount made gains but struggled with legacy TV and box office downturns.