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Marketing Brew is hosting a half-day event on June 25th that'll uncover how to adapt your influencer marketing strategy in today's creator economy. A virtual ticket costs $99.
Spotify introduced a new feature that allows all podcasters to upload videos directly to its platform. Creators previously had to use Spotify for Podcasters or a hosting partner for video uploads, but now any creator can upload videos alongside their audio podcasts using their preferred hosting service.
Instagram users are worried about AI scraping their photos for Meta's AI systems, leading to posts claiming copyright over their content. Legal experts state these posts have no effect, as Meta's terms grant it a license to use user content. US users have limited privacy protections and cannot opt out, while European users can due to stricter laws. Options include setting accounts to private or deleting data with specific commands. The only surefire way to prevent content use in AI training is not to post it.
A PPC agency grew its brand by leveraging Reddit for marketing, engaging in subreddit discussions and offering expert advice without direct selling. This approach led to new clients, industry collaborations, and speaking opportunities. It showcases Reddit's potential for organic growth and thought leadership. Reddit's forum format unexpectedly boosted SEO, enhancing the agency's online presence.
Having a shared definition of Growth helps everyone to stay on the same page.
Cetaphil's "Made for Phil" campaign targets male consumers with humorous videos, unique packaging, and partnerships with over 100 male influencers, including NFL player Xavier Legette.
An interview with Taylor Moore, Senior Social Media Manager for San Diego Zoo Wildlife Alliance, where she discusses which animals get the most engagement, the zoo's Twitch strategy, and a story of a post that reached 48M views.
Dr. Vivek Murthy, Surgeon General of the United States, has proposed warning labels for social media due to its supposed impact on teenagers' mental health. However, experts argue that social media should be understood rather than feared. The science on social media's harmful effects is not settled, with critics emphasizing the lack of consistent evidence linking social media to poorer mental health. Murthy cites studies showing adolescents who use social media heavily are more prone to anxiety and depression, but newer research indicates it can also improve mood.
A new study found that viewers' income and likelihood of buying a product were not factors that determined how much it costs to reach them — it's how active they are on the platforms where the ads run. More active audiences command a lower advertising price per impression, while groups that don't tune in as often cost a premium to advertise to. As a result, TV advertisers pay more to reach young men who watch TV infrequently and pay less to reach women and older groups, whereas on platforms such as Instagram and TikTok, older audiences can be more expensive to reach. This scarcity factor explains why broadcast and cable advertising revenue largely held steady from 2014 to 2019, even as more people moved over to streaming services.
A case study on Oatly's effective sales copy. Paint a picture of how the product improves customers' lives, beyond the surface-level benefits. Use the same natural writing voice as you use in a blog post so it doesn't come off as salesy. Address objections directly with facts rather than ignoring them. Use conversational words like “we,” “I”, and “you.” Make readers feel good by inviting them in and creating a subtle sense of belonging.
A disruption story clearly outlines the most fundamental pain points your business was created to solve and how you solve them. Unlike typical top-of-funnel content, a disruption story provides the opportunity to sell your product or service, while also creating internal alignment on the core value props of the business. This article walks through how to create one that includes an overarching narrative, an attention-grabbing title, and a captivating introduction.
This method offers a clever tactic for marketers to identify low-competition SEO keywords to try to rank for. Search for a broad keyword topic in Ahrefs or Semrush, then filter by “Lowest DR” to bring up all the keywords where a site with a lower authority than yours ranks in the top 5. Analyze the results to find low-competition keywords that your website could likely overtake.
GTMetrix provides in-depth page speed insights. AlsoAsked is useful for keyword research and finding long-tail keywords. SEOQuake is an extension that uses Semrush data to provide on-page SEO analysis and findings. Google Keyword Planner within Google Ads offers free keyword research capabilities. Keyworddit extracts keywords from subreddits on Reddit.
Creators can now display key metrics to brand accounts on Instagram, including total follower count, accounts reached, and accounts engaged over the past 30 days. This allows brands to directly message interested creators or explore similar ones based on the insights provided.
Amanda Natividad, VP of Marketing at audience research startup SparkToro, grew her X following to 100K and LinkedIn following to 43K using an 80/20 content strategy focused on marketing and personal interests. She advises to target platforms where your audience is active, use tools like SparkToro for insights, and align content with user intent. Concentrate on one platform until it gains traction, engage with influential accounts in your niche, and ensure your bio clearly communicates your expertise and content focus. Repurpose successful content for other platforms while avoiding burnout.
This article identifies six key areas of friction between Product Managers (PMs) and Product Marketers (PMMs) and offers examples and tactics to address them. Common issues include role ownership, involvement in product strategy, launch date changes, performative jargon from PMMs, ICP misalignment, and GTM disconnects. Solutions to avoid these friction points include demarcating the swimlanes, changing the definition of shipping, and introducing PMMs earlier in the process.
Spend 80% of your time on fundamental optimizations, ensure you base them on long look-back windows using offline conversion data, and make global account-level changes sparingly.
Product and brand positioning are interconnected - brands set expectations and distinctions that help position products in the market.
Images of playful brand activations from Gucci, Bridgerton, and Refy.
Contrary to the claim that AI content is flooding the web, only about 3% of pages are purely AI-generated content. Crypto, Commerce, Finance, and Local pages have the most, with roughly 20% of their URLs featuring AI-generated content. A page's average rank decreases as the amount of AI-generated content increases — suggesting that human-written content performs better in search.
Despite the fact that digital and streaming video account for 70% of viewing hours, less than half of video advertising spend goes to those channels. This discrepancy represents more than $20B in advertising spend that could be better allocated. Unified video is set to revolutionize video advertising by integrating planning, buying, and measurement across channels. Key tactics include defining a single strategic audience, selecting channels based on reach and quality, and calibrating planning tools with in-market test results.
VectorVest, a stock portfolio management system, found that many users stalled at the second step of its signup flow, which was selecting a subscription plan. This step asked users to choose between 3 plans based on an extensive list of features that were either included or excluded. The team tested removing this second step entirely while still giving users the option to switch plans on the final step to reduce cognitive load and analysis paralysis. This resulted in an 18% increase in sales.
Reduce your Google Ads spend by leveraging location and time controls, using negative keywords, avoiding keyword bloat, and optimizing ad groups with A/B testing. Examples include setting bid adjustments for high-traffic areas and eliminating ineffective keywords to improve relevance. Conducting A/B tests on ad variations helps determine which ads perform best, reducing overall costs and increasing effectiveness.
Knock lets your prospects start Slack conversations directly from your website, pricing page, YouTube channel, and more. It removes the barriers of forms and website chatbots while cutting costs and shortening sales cycles.
The same content is rendered on uppercase and lowercase URLs, but Google treats them as different pages. This results in duplicate content issues but can be solved with global redirects.
A board meeting is your chance to review performance, forecast the rest of the year, and prove your value. Focus on strategic topics rather than present-day metrics and performance. Keep slides brief, but be prepared to present more in-depth charts. An effective slide outline includes high-level strategy, marketing focus areas, stats and forecast, payback period or CAC:LTV, highlights of upcoming goals, plans, and inspiring projects.
Amazon has unveiled Ad Relevance, a new cookieless ad-targeting solution. The AI-driven platform analyzes billions of data points from Amazon's properties to match ads with consumer content in real time, enhancing addressability and reducing costs for advertisers. Early tests show significant improvements in CPMs and click costs.
TikTok, Instagram, and YouTube have facilitated the rise of a diverse range of voices, challenging mainstream media. Alternative voices often present partisan views and have significant followings, especially among younger audiences. Influencers like Tucker Carlson, Joe Rogan, and Dylan Page illustrate this shift. These influencers often focus on video formats and cater to younger demographics with political commentary or lifestyle updates. Traditional media needs to improve trust, diversity, and digital storytelling to remain competitive.
The Mullet Technique entails putting the factual business message upfront followed by a twist to make the user laugh or smile.
Businesses are prioritizing customer loyalty through empathy and automation to enhance customer experience.
Customer experience in the U.S. has declined for the third consecutive year, reaching its lowest average score of 69.3 out of 100. The decline was influenced by inflation, shrinkflation, and ineffective customer-service chatbots. Consumers feel they are not getting value for the higher prices they are paying despite pandemic-era issues like shipping delays and understaffing being resolved. Companies that hastily implemented AI chatbots have worsened the situation.
X is losing its status as a key news source, with TikTok surpassing it in several regions. There has been a decline in news consumption on Facebook and X despite efforts by Elon Musk to position X as a leading news platform. TikTok's popularity for news is growing. YouTube and Facebook remain the most used platforms for news, while X struggles to gain credibility. A link to the full 168-page report is provided in the article.
Brands struggle on TikTok due to several key factors: reluctance to embrace unconventional or "ugly" content that resonates with the platform's audience, failure to engage through compelling hooks and in-app styles that disguise branded content, and a lack of strategic posting that prioritizes quality over quantity. Successful TikTok strategies involve leveraging capcut filters, meme-style content, and real-life moments, deviating from traditional brand presentations to capture user attention effectively. Planning content as a social calendar without thoughtful engagement strategies can lead to TikTok penalizing brands by limiting their reach.
Product marketers often focus on launching new features. However, the majority of impactful changes often come from repositioning existing ones. This approach is effective because not all new features achieve product-market fit. Customers typically value established functionalities the most. Even when a new feature succeeds, refining its messaging over time based on customer feedback can enhance its effectiveness in attracting prospects.
Reboot Online conducted a study of over 1,000 email subject lines to identify the length, types, and styles of headlines that are most likely to grab journalists' attention. Avoid using questions, which have a 13% lower open rate than statements. Provide a clear and direct subject line that tells the recipient exactly what they will get. Common words like “data,” “study,” and “survey” don't significantly impact open rates and can sometimes be seen as spammy.
This UTM Builder template helps organize UTMs and campaigns. Enter your base URL and use the dropdowns for the applicable parameters. The full URL is available in the right-most column.
Notion created a campaign playbook template to foster seamless cross-functional coordination from planning to post-mortem. It provides a framework and checklist covering each critical campaign phase: pre-planning, project briefing, cross-functional kick-offs, channel planning, creative development, launch, and recap & retrospective. A link to the playbook and campaign brief templates is provided.
Employees waste 5.3 hours every week waiting for data from colleagues. Marketers have historically built structures that grouped specialities together, with “creatives” on one team and “analysts” on another. However, today's always-on campaigns require constant feedback loops between these functions. To bridge the gap, invite both teams to initial kick-off meetings, create a shared dashboard that's easily accessible, reserve a set amount of time to refine campaigns-in-flight, and ensure all teams aim for the same targets.
Inbound PMMs concentrate on market, customer, and competitor understanding to shape product strategy and roadmap. They conduct research, gather insights, and aid in GTM strategy development. Outbound PMMs handle product launches, including GTM planning, positioning, cross-functional coordination, and sales enablement. These roles differ in focus, skills needed, and impact on the product life cycle, with Inbound PMMs influencing early stages and Outbound PMMs focusing on market introduction and growth.
TikTok is expanding its Symphony ad suite with AI dubbing tools and avatars based on paid actors and creators.
Reddit's Conversation Ads is a new premium ad placement within discussion threads that enhances contextual advertising.
Instacart and YouTube have partnered to introduce clickable ads that enable consumers to buy products for delivery via Instacart - Clorox and Publicis Media are piloting the new service.
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Spotify has unveiled its first in-house creative agency, Creative Lab, to help brands craft custom marketing campaigns and is testing generative AI ads. This initiative aims to attract advertisers by offering innovative ad formats and the ability to reach Spotify's 615 million listeners. The new AI tool, "Quick Audio," will allow brands to create scripts and voice overs using generative AI.
Multisensory branding is gaining traction in business schools and among major branding firms. Mastercard is leading the way by engaging customers' five senses to represent its brand. The company is opening restaurants, selling perfumes, and creating cocktails in its signature colors while also playing a signature tune at cash registers. The Mastercard logo has been redesigned to be more symbolic, and the company has introduced new products like touch cards for the visually impaired.
Founder marketing is a crucial no-budget strategy where founders share their expertise and updates on personal social media. Regular LinkedIn posts on product updates, company milestones, and industry trends can build brand awareness effectively. Creative ideas like "Stealth Demo Drops" and "Contrarian Hot Takes" make posts engaging. Active audience engagement is essential for success.
We each have 2 types of vocabulary: an active one, which contains the words you use, and a passive one, which contains the words you never use but understand when you read or hear them. Grow your copywriting vocab by making note of when you read words that move you to action, create a document to store useful words and phrases as you come across them, immerse yourself in good copywriting, and learn the language of your customers.
A Weekly Metrics Review meeting covers driver metrics that lead to revenue, voiced over by the key individuals that own them. The first step is to identify the metrics to track, which could be new visitors, sign-ups, free-to-paid conversion, or others. The presenters should each be accountable for driving the key metrics, which might include individuals from other teams. It's important to get leadership buy-in on this approach and to make the metrics easy to pull with an automated dashboard.
Logic Sheet is like Zapier for Google Sheets. It enables you to run automated actions when certain events happen. It also allows users to automate campaign performance tracking, schedule and send marketing reports, manage email marketing lists, and more.
Pinterest Ad Labs, a new innovation program, allows select brands to test creative and ad tools, including personalized background generation and interactive shopping through collages. These tools aim to enhance engagement and make ads more visually appealing and shoppable. Pinterest is also launching Pinterest Performance+, an AI-powered suite to improve campaign performance and reduce campaign creation time.