Scott Kolb, co-founder of Longitude Ads, discusses the importance of setting effective price floors in programmatic advertising to maximize ad revenue. He explains the need for adaptive flooring strategies that are tightly integrated with a publisher's wrapper to dynamically adjust floor prices based on real-time bidder behavior. Standalone flooring tools often fail to account for all variables during user sessions, leading to inefficiencies. Kolb provides examples of significant revenue increases when adaptive flooring strategies are correctly implemented, such as a sports media website experiencing a 76% RPM lift during March Madness.
The future of B2B copywriting isn't about writing copy – it's about helping brands uncover and create genuine thought leadership for their industry.
A free virtual event on August 7th that covers how to identify your ideal ICP, craft your messaging, design your homepage, and build a personalized demo.
The IOC launched "Sport. And More than Sport" to engage younger audiences ahead of the Paris 2024 Games.
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Gen Zs are 12% more likely than the general population to use TikTok as a trusted source for hard-to-find information. TikTok's influence on purchasing behavior is significant, as 60% of regular users have made a purchase based on a recommendation. These users also have a 21% higher median cart value online. Positive sentiment towards TikTok advertising remains high, with 50% finding the ads fun and engaging. TikTok's role as a search platform is also expanding, with 36% of users using it to find information about projects or products.
Toys R Us created the first brand film to use OpenAI's new text-to-video tool Sora. The tool, which is currently only available to alpha testers, can generate up to one-minute-long videos based on text prompts. Sora allowed the content to be produced in just a few weeks, in time to premiere at Cannes Lions.
Segment and personalize cold emails according to industry, company size, demographics, or job title to make the content more relevant to recipients. Aim to make the email body around 80-100 words and include a clear CTA. Schedule emails to send between 9 am and 3 pm for optimal open rates. This article provides 4 cold email templates.
Instagram Notes, a feature designed for sharing short updates with mutual followers, has seen significant growth among younger users. For marketers, this feature offers an advantage by placing your messages in a prime spot within the Instagram inbox, enhancing content visibility. Brands can foster deeper connections with their audiences by creatively utilizing Instagram Notes for alerts, teasers, and exclusive content.
A list of free and paid keyword research tools for SEO that includes the Keywords Everywhere browser extension, Ubersuggest, KeywordTool.io, SpyFu, and more.
A dashboard is a visual summary of important data points that allows for the continuous monitoring of the progress of different campaigns, collaboration with clients in real time, and the identification of issues as they arise. A report is a comprehensive analysis of data presented in a structured format often used to provide comprehensive updates to executives, communicate progress to clients, or share information across departments. Dashboards and reports are not mutually exclusive — they can complement each other, providing strategic insights through charts and tables.
Google is enhancing its shopping features with a new deals destination and membership price display to aid consumers during the summer sales season. These updates are expected to intensify competition among retailers and could significantly impact advertising strategies. Retailers may need to emphasize promotions and special offers to take advantage of Google's centralized shopping experience.
Reddit recently started a partnership with OpenAI, which means ChatGPT (and other tools powered by it) might answer queries about brands by relying on popular Reddit answers. If the perception of a brand is negative on Reddit, it creates a reputation risk in tools like ChatGPT. Brands should create a branded profile on Reddit, build an authentic presence by engaging with relevant communities, share helpful tips and advice, and maintain consistent engagement on the platform.
This article explains the "VOICE" framework, which aligns AI-generated content with your brand's voice. It covers how to define your voice, set objectives, and select the right composition. It also outlines how to use past high-performing posts and specific formatting instructions to guide AI output and generate the best content.
A content strategy should focus on answering the specific questions that prospects have at various stages of their buyer journey. This approach not only generates higher quality leads, but also creates more sales opportunities. Utilizing a detailed buyer journey framework like the Cyclonic Buyer Journey helps map out the 8 stages prospects go through, from being unaware of your existence to working with your solution. Use a variety of formats, including videos, podcasts, and interactive tools, to engage a broader audience and collect valuable data.
Pinterest's new feature lets users share dynamic videos of their favorite boards on other social platforms.
Activating ultra-targeted influencer campaigns to drive conversions on TikTok is still a viable strategy even if the platform eventually goes away.
Brands like Dove and Audible strategically comment on popular posts on social media to test new content ideas within current social conversations.
Brands and their agencies typically sign contracts committing to spend a certain amount on advertising in advance to secure prominent slots or volume discounts from media platforms. Agencies representing TikTok's biggest advertisers are drawing up contingency plans as the US prepares to ban the popular video app. Some are seeking a “kill clause” to escape any financial commitments.
This report outlines 9 characteristics the future B2B marketer must encompass, including being data interpreters, tech trailblazers, and DEI champions. Privacy and data management remain a top concern for B2B companies. It was surveyed that gen AI lacks humanity/is too robotic (40%), risks plagiarism (34%), and provides inaccurate information (32%). When it comes to efficacy, respondents cited social media (36%) as the channel that is most effective for meeting their marketing needs. In-person events/trade shows (18%) and email (12%) came in at a distant second and third.
Max Reva, who built the #1 tool for Reddit marketing intelligence, wanted to create a job board in a specific niche, but first wanted to test its viability and build a solid base of users. He created a simple landing page with a sign-up form and spent $180 on Reddit ads over 2 weeks. This resulted in a subscriber base of 510 users. The emails sent to the list had an open rate between 45-53% and a CTR between 4.8-9.4%. Reva also received valuable feedback on how the product should work through his interactions with these users.
To market locally, create offline campaigns that drive online traffic, such as using physical items with your website link to generate interest. Build authority with backlinks from local businesses or directories to enhance your search engine visibility. Encourage word-of-mouth by implementing referral programs, requesting reviews, and engaging with local influencers. Connect with your community by incorporating local quirks into your marketing, showing that you understand and belong.
Meiro enables you to create interactive content to drive leads, engage audiences, and boost brand recognition. Create forms or quizzes with a prompt or based on existing text or video content. The tool claims that interactive content improves user data collection by 60%. It offers 3 paid plan options and a 10-day free trial.
Listen Notes is a search engine for podcasts. You can search the whole internet's podcasts, curate your own podcast playlists, and listen on your favorite podcast player apps.
Rivo helps increase LTV and recurring revenue by offering exclusive benefits to paid members. Recart lets you time campaigns based on a customer's past purchase behavior. Social Snowball unlocks attribution for influencers, builds branded sign-up pages, and sends payouts across payment providers with one click.
Despite 86% of B2B companies relying on outbound marketing, 53% report its declining effectiveness. To make outbound work, transition from sales-led to GTM-led efforts, target the total relevant market, and engage multiple stakeholders. Your focus should be on timing and relevance rather than frequency of outreach.
Although Netflix leads in streaming, it faces a tough challenge in advertising. It is only the ninth or tenth largest player. The company's efforts to expand its ad-supported tier have seen mixed results, with under-delivered impressions and strained partnerships. Netflix is exploring live events and sports to increase its advertising inventory and reach and compete with industry leaders like Amazon and Disney.
Meta is launching a new Messenger ads product that allows advertisers to target email subscribers through Ads Manager.
OKR templates available via Notion and Google Sheets.
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If you're looking to get in front of a highly engaged tech audience, consider advertising in TLDR. We have 10 newsletters to choose from and a subscriber base of 4+ million tech professionals to effectively reach your target audience. Learn more [4] about running your first campaign with us.
Nearly 61% of respondents to a new survey said they had changed their online shopping habits in response to higher prices, hinting at the long-term impacts of inflation. Almost 90% of respondents said their cost of living has gone up over the past 5 years. About half of respondents said that they've considered stacking multiple coupons or reselling highly desired products. Among the factors that persuade online shoppers to buy from a certain brand are free shipping (63%), affordable goods (61%), frequent sales (36%), free and straightforward returns (34%), and loyalty incentives (33%).
Contrary to the belief that modern audiences have shorter attention spans, videos ranging from 13 seconds to over 26 seconds performed well on Instagram and TikTok in 2023. New research from Emplifi shows that Instagram Reels and TikTok videos remain key drivers of brand engagement. While Instagram leads in median video views, TikTok has been closing the gap, indicating that audiences on both platforms are receptive to longer content.
Traditional search engines are losing relevance, with users preferring personalized recommendations from social media and other platforms. Gen Z in particular seeks trustworthy, curated shopping experiences and is wary of AI and influencer-driven information. Reddit is considered a highly trustworthy source, often on par with recommendations from friends and family. The platform offers ad tools that help brands place their products in relevant subreddit streams, capitalizing on its role as a discovery tool.
Fullfunnel.io created a new account-based marketing strategy to reach new clients via LinkedIn. This involved deep customer research, identifying specific prospects, and then developing the content and marketing material to reach those individuals. The team began with a small test to validate the channel. It resulted in 5 valuable connections, re-engagement with one sales opportunity, and $375K for the client.
Contentsquare creates tools to help you understand how people engage with your content. From Aug'23 to Jun'24, the company strategically used content to 3X its monthly organic traffic. It created a series of topical articles related to qualitative data, which generated traffic and established the site as an authority on the topic. This allowed Contentsquare to expand its footing in non-brand searches.
Google's Universal Analytics officially shuts down on July 1, at which point all data will be deleted. Businesses that rely on Universal Analytics for website measurement and data analysis need to act quickly to avoid losing access to their historical data and maintain continuity in their analytics capabilities. Prior to July 1, website owners should export Universal Analytics data, set up and configure a Google Analytics 4 property, migrate Google Ads links, and create new conversions based on GA4 events.
TikTok has quietly launched Whee, a new image-sharing app designed for close friends to share spontaneous moments. It resembles Instagram but with a focus on private sharing. This comes shortly after the company released Notes, another photo-sharing app that targets broader audiences with lifestyle content. With Whee and Notes, TikTok is likely aiming to tap into private sharing trends and expand its eCommerce opportunities.
The "Magical Dot" involves placing a notification-like red dot next to website menu items to boost click-through rates. Tremor.so tried it and initially reported a 41% increase in CTR. However, deeper analysis revealed that while clicks increased, conversions and revenue remained unchanged. This highlights the importance of scrutinizing viral marketing ideas for real impact, rather than being swayed by impressive but superficial metrics.
Analyzing product-specific trends in consumer perception helps inform future product releases. Performing risk assessments ahead of campaigns can also prevent potential issues and ensure successful launches. Identifying customer experience opportunities through sentiment analysis of social messages and reviews provides a holistic view of feedback.
New roles like creative technologists and quality engineers are emerging.
New York's new laws require parental consent for social media algorithms targeting minors and limit data collection and nighttime notifications.
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It's an open secret that roughly 30% of online purchases are abandoned because customers can't remember their passwords.
According to a new report by Reddit, Gen Z is increasingly turning to personalized recommendations and trusted sources over traditional search engines for product discovery. The generation is also particularly sensitive to inaccurate information and lack of reviews, reflecting their desire for trustworthy research experiences. The report shows that Reddit is a highly trusted platform, similar to friend and family recommendations, and highlights its unique ability to provide reliable insights to users.
A new study by the United Talent Agency (UTA) found that 73 percent of entertainment and marketing creatives believe generative AI will elevate content and 75 percent of those currently using AI say they are creating higher-quality work with it. The marketing creatives in the study were more bullish on AI than the entertainment creatives, but not overwhelmingly so. The results from the study suggest that these industries are shifting from fear and resistance of AI to curiosity and cautious optimism about it.
Two-thirds of Google searches end without a click, while many social platforms suppress posts with external links. 3 tactics to create effective zero-click content on social media: present the complete content or solution within the social media post, which leaves the audience with no unanswered questions and positions you as a reliable source; tease the audience with a sneak peek of the main idea to pique their curiosity, which incentivizes them to click-through or sign up; and distill the essence of your content into a succinct yet impactful summary within the post, which provides value to your audience and compels them to navigate to the full content.
If you've succeeded in getting your target audience to your website, don't waste the precious seconds they'll spend on it. Avoid prompting users to make a purchase without also providing context about your offering, in case they aren't familiar. Only direct users to schedule a demo if it's actually necessary for them to understand the product — if so, explain to visitors what a demo will entail. If it's not possible to provide specific pricing information on your site, then explain the factors that go into it rather than simply telling users to call to find out. Extraordinary claims (without proof) and unrealistic stock imagery leave visitors questioning rather than trusting. Avoid asking for information in forms that isn't actually necessary.
This piece covers how the author validated their service idea by engaging with potential customers on Twitter and launching on Product Hunt. Utilizing no-code tools, they developed a quick solution to solve a specific problem — submitting Black Friday deals across multiple platforms. Their strategy included targeted outreach to founders, offering early bird discounts, and focusing on over-delivering to secure testimonials and feedback.
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Social marketers are looking for new ways to increase ROI. They're using AI to create better content (and 71% of them say it outperforms [10] non-AI content), jumping on brand-appropriate trends, and optimizing for social commerce.
Sketchy instantly creates black-and-white drawings of any object, place, or scene. Whimsical is ideal for detailed flowcharts, mind maps, or sequence diagrams. Data Analyst cleans, analyzes, and visualizes uploaded data from CSV, Excel, or Zip files. Podcast Search finds specific podcast episodes or helps discover new podcasts. Canva lets you describe the social media post, graphic, or design you want in a few sentences, and generates an editable draft.