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Google has announced a new way to display ads on connected TVs and OTT devices. The Google TV network provides targeted, in-stream video inventory across more than 20 million monthly active Google TV and other Android TV OS devices. As of now, the platform offers common CTV ad formats, including non-skippable and 6-second bumpers ads. The Google TV network is available through Google Ads and Google Display & Video 360.
Dr Pepper has overtaken Pepsi as the second most popular soda in the U.S. by focusing on college football sponsorships and launching innovative flavors. The "Fansville" campaign and strategic NIL partnerships, such as with quarterback D.J. Uiagalelei, have solidified its presence among sports enthusiasts. Dr Pepper's agile marketing approach and successful new flavors like Strawberries & Cream have driven substantial growth, demonstrating the brand's ability to balance innovation with core offerings.
This audience-first business model focuses on building an audience to identify their needs and create tailored offers. Build a significant follower base by leveraging content creation on LinkedIn. Use the following to drive product development and sales. Use feedback loops to refine the offerings as this can result in a portfolio with entry-level products, coaching calls, core offers, and high-ticket items. Prioritize free content to engage your audience, while expanding your social media and increasing your newsletter subscribers.
A slide deck template for sales calls, pitch decks, internal updates, and more.
A curation of recent campaigns from brands including Fenty Hair, The Ordinary, and Pinterest.
This webinar on June 13 shows how to use AI to write SEO-optimized posts and convert raw transcripts into thought leadership articles.
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The New York State Legislature passed a bill that would stop platforms from showing addictive suggested posts to people under the age of 18. Instead, children would get posts only from accounts they follow.
In response to user backlash, Adobe has clarified that its Firefly AI models do not use customer content for training, ensuring that users' work remains their own. The controversy arose from a misunderstood Terms of Use update, which Adobe explained was aimed at content moderation rather than AI training. The company reaffirmed its commitment to using licensed and public-domain content for AI development.
The more your cold email looks like it wasn't even meant for the recipient, the higher the chances they'll read it and respond. 7 psychological hacks to write casual emails that get replies: internal subject lines, all lowercase, a fake forwarded message, excluding any links or phone numbers, using “may I”, including “sent from my iPhone”, and a hyper-personalized P.S.
Revenue stagnation can be addressed by focusing on designing features for distinct user personas rather than adding features for existing users. This involves breaking down the user base into different segments based on their motivations and needs. Addressing the unique, high-value problems of each user group can lead to the creation of solutions that are indispensable to users, thereby increasing their willingness to pay and stay subscribed.
Google launched a new marketing resource hub called Accelerate with Google aimed at helping advertisers supercharge their campaigns with AI tools. The hub serves as a central destination rooted in Google's AI Essentials resources for ads products like Search and Performance Max. It includes customized skill assessments to identify knowledge gaps, a library of video tutorials and articles tailored to business goals, upcoming digital live streams on AI marketing topics, and more.
Instagram is testing out new options to enable creators to get feedback on their draft Reels clips before they post them publicly. It's also experimenting with allowing users to share their Reels with a selection of non-followers before posting. These could be helpful ways to get additional feedback on Reels concepts before sending them out.
Google Ad Manager (GAM) has quietly published documentation for a beta version of an advertising tag for email newsletters. This feature is only available in Google Ad Manager 360. The GAM tag works for sponsorships, context-based, or programmatic ads, but it delivers image ads only. Subscribers with images turned off won't see the message.
Twitter and Facebook both failed to integrate a ‘buy button' into their platforms. Instagram took a different approach that succeeded. Rather than merely adding a button to ads, Instagram designed sponsored content to blend in with real user content. It also gave users the option to browse the advertiser's inventory, as opposed to just being able to buy the one item being promoted. Users are not visiting social media sites to shop, so the success of this feature hinged on the platform understanding its users' psychology.
Companies can benefit from PLG strategies even if they don't classify themselves as PLG companies. This article presents 10 actionable PLG plays, including implementing interactive demos, transitioning to soft gates instead of hard gates, and utilizing product data to drive customer outcomes. These strategies are designed to improve customer engagement, streamline operational processes, and enhance revenue generation by aligning product features with user needs and behaviors.
Brands that have adapted to the cookie-less future have seen their digital marketing performance improve by 10%. Sites should be optimized for first-party data acquisition, with enabled sign-in capabilities, quality consent capture, and opportunities for data enrichment to develop robust customer profiles. Create value exchanges by offering customer discounts, free samples, event invitations, or other incentives in return for sharing personally identifiable information.
Brand collabs boost visibility with new audiences, generate curiosity and buzz, and build brand equity.
Positioning processes differ based on the mindset of the founding team. 3 main archetypes include customer, technology, and competition-focused.
Case studies can easily be misapplied if you miss key differences between the case study and your own problem.
Costco is building out an ad network built on its trove of loyalty membership data, using its 74.5 million household members' shopping habits and past purchases to power targeted advertising on and off its website. The wholesale retailer is still testing such capabilities, and it's fielding offers from potential ad-tech vendors, but the move signals that the third-largest retailer in the US could become a formidable player in the already deeply fragmented retail media space, which is estimated to reach $166 billion by 2025, and responsible for 20% of all digital media spend this year.
Cara, an anti-AI social app for artists, surged from 40,000 to 650,000 users in a week as artists fled Meta's exploitative AI policies, seeking a safer space to share their work. Founder Jingna Zhang, a renowned photographer and advocate for artists' rights, has positioned Cara as a haven for creatives to display their portfolios without fear of AI misuse.
You will get more impressions and results for your money if a LinkedIn ad has a lot of engagement in the form of likes and comments. First, make an organic post that addresses the problem that your business is supposed to solve and also offers a narrative that gets engagement. It may take multiple tries to find the post that captures people's imagination and inspires the kind of comments and engagements you're looking for. The following day, edit the post to add in a call-to-action and a couple of lines about your service or product. Finally, boost the post with Thought-Leader Ads. This can help you achieve more affordable ad impressions, as well as a higher conversion rate due to the social proof.
A sunset flow begins with a series of emails you send to subscribers who aren't engaging with your marketing messages. Once you've identified the people who still aren't engaging at the end of the flow, you reduce or suppress sending to them altogether. A good sunset flow sets you up to ensure that your audience is both interested and engaged. This guide covers 2 types of sunset flows for never-openers and for subscribers who previously engaged. It also shares tips and tricks to focus on in the flows and what to do with folks who do not engage at all after a sunset flow.
Reducing churn should be the top priority for every team at scaling-stage companies – particularly for subscription businesses. Involuntary churn is when a customer's renewal payment fails, while voluntary churn is when a customer leaves on purpose by canceling. Important voluntary churn metrics include volume of “auto-renew OFF” users, volume of “auto-renew back ON” users, timing of cancellation, cancellation reasons, and take rate of discount/pause offers. To address voluntary churn, use a single-choice survey to determine the reasons, pay attention to how quickly it happens, offer a one-click option to turn auto-renew back on, use discounts in the cancellation flow, offer a pause option, and show what will be lost by downgrading.
An Instagram video suggested that posts asking for specific engagement, like single-word comments, might be restricted due to anti-spam measures. After deleting and reposting the video, Instagram clarified that general engagement tactics are acceptable, but content explicitly designed to hack reach by soliciting specific interactions could be penalized. Using 3rd-party services like ManyChat for engagement is also acceptable. Reels longer than 90 secs won't be recommended to non-followers. However, creators can still post longer Reels to engage their existing audience.
Google's NotebookLM, an AI research and writing assistant, is expanding globally to over 200 countries and now supports Google Slides and web URLs. The latest update, which utilizes Gemini 1.5 Pro, offers new features like inline citations for easy fact-checking, high-level source summaries, and the ability to ask questions about images and charts. Marketers can leverage NotebookLM for diverse applications, from creating newsletters and analyzing sales calls to organizing complex storylines in writing projects.
Many marketers are missing out on what Reddit has to offer due to a lack of knowledge of the opportunities it presents. Non-salesy community engagement, market research via social listening scans, gathering customer feedback, and creator partnerships are all great ways for brands to get value from the platform. At minimum, companies should use Reddit to listen to customers and understand their needs, but there is additional value gained from engaging with other users' content or even creating posts.
Marketers have been overly focused on less meaningful campaign metrics. Despite 92% of marketers claiming to distinguish these effects, 39% of metrics used in 2023 were less meaningful. Campaigns that avoid using campaign delivery effects in their reporting see a 67% improvement in business results. More effective measurement methods include attribution modeling, brand tracking, and econometrics. KPIs should ultimately align with campaign objectives, document benchmarks, targets, performance, and key learnings for future testing.
The leaked information from Google was API documentation related to ranking systems, not the actual algorithm. This documentation provides insights into potential ranking signals, such as page views and toxic links, which may influence Google's algorithm but are not guaranteed factors. Marketers should interpret this information as part of a broader strategy and prioritize foundational SEO practices, such as optimizing for site speed, quality content, and user engagement, rather than relying on supposed shortcuts or loopholes.
A list of AI tools categorized by marketing automation, image editing, growth automation, and more.
A POV on trends marketers are obsessing over that this author hasn't bought into.
An avid shopper suggests adding an influencer search function on ASOS.com for a better shopping experience.
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A recent survey revealed that a majority of Americans look through more search results and spend more time looking for services now compared to five years ago. The findings reveal a growing dissatisfaction with search engine performance despite advancements in AI technology. Only 12% of respondents found PPC ads relevant, indicating a need for better ad targeting.
Quick point-and-shoot product placements and fast fashion hauls are becoming outdated in the influencer industry. This post predicts upcoming shifts, including increased investment in influencer marketing by 75% of B2B marketers. They will likely engage key leaders and experts in niche industries and host campaigns on platforms like LinkedIn. Brands will use their employees as brand ambassadors to better connect with consumers. As social media usage declines, influencers will gather loyal fans into more intimate digital spaces, like brand forums or broadcast channels.
SEO can help startups dominate a niche, attract high-intent leads, and boost online brand visibility early. The biggest mindset shift needed to succeed with startup SEO is realizing it's not about your offering – it's about your customers and what they're searching for. Startups should prioritize search intent over product messaging, create content that demonstrates E-E-A-T, implement on-page and technical SEO best practices, and stay consistent with SEO improvements. This article provides advice on building E-E-A-T, content co-creation strategies, and SEO mistakes to avoid.
Joseph Lee, the founder of Supademo, an AI-powered product demo tool, shares growth tactics starting with a 4-step SaaS validation framework. The framework involves problem identification, focus definition, hypothesis development, and solution delivery. Supademo's initial growth relied on unscalable tactics, such as manual outreach and leveraging networks. Viral loops, accounting for 70% of Supademo's acquisition, and SEO, contributing 20-25% of signups, were crucial strategies. Sidecar products (complimentary free tools), co-marketing, and reverse trials also drove growth.
AI can significantly reduce the time and effort needed to create high-quality content marketing. The first step is to craft a detailed prompt chain that works for your brand, explaining your company, product, persona, voice, and any other important information. This can then be used to have the AI pull out key ideas from existing content (e.g. a webinar transcript), generate blog post ideas, produce an outline, and then write each section one at a time. A human should always fact-check and edit. This method can be used repeatedly to create high-quality, on-brand content with actual original thinking and thought leadership.
This post covers five useless activation milestones that are either too early or too late to be meaningful: sign-ups, completing onboarding, five unspecified actions, revenue increases, and conversion. These milestones do not accurately reflect user engagement or value realization. Instead of chasing them, focus on impactful milestones that predict user retention. Depending on the product, an impactful activation milestone could be when a user collects survey responses, gets a view on a created video, or listens to a significant portion of content.
LinkedIn has launched a new sponsored video program called The Wire that will enable brands to run in-stream video ads alongside trusted publisher content. The platform has partnered with a number of high-profile publishers for the initiative, including Barron's, Bloomberg, Business Insider, Forbes, MarketWatch, and NBCUniversal. LinkedIn is also adding more AI capabilities to its ad tools, including an ad creative generator, enhanced targeting, and an improved AI assistant.
Klaviyo has launched an integration with TikTok that enables businesses to sync their Klaviyo lists and segments to TikTok Audiences. This new capability is designed to enable greater return on ad spend (ROAS), deliver personalized advertisements, and build high-impact lookalike audiences to attract new buyers.
Gong, an AI-powered platform that captures and analyzes customer lifecycle data, has reached more than 4,000 clients and become a billion-dollar company. Rather than trying to position itself as a solution in an established market category, the company created a new one (revenue intelligence) and framed itself as “the undisputed leader.” Gong uses AI to define the key points and best next steps for its customers, which helps them get value quicker instead of wasting energy organizing the data manually. It was one of the first SaaS companies to leverage its team's personal brands to propel growth - this cultivated a sense of unity within the industry and resulted in massive marketing reach on LinkedIn.
AI agents are beginning to handle narrow end-to-end tasks autonomously. AI-driven teams will eventually be able to manage everything from market research to performance marketing and brand campaigns based on a company's goals and budget inputs. This will enhance personalization, allowing for 1:1 marketing that outperforms traditional broad-audience approaches. Marketers will need to stay ahead of AI developments and ensure they maintain oversight for quality control.
Compilation of 12 quotes from the 'Father of Advertising'.
Kirameki is a groundbreaking light field display that creates a 3D visual experience, enhancing online and in-store shopping by providing accurate product representations.
Celsius, an energy drink company, bypasses the high costs of official Olympic sponsorship by partnering directly with athletes to increase brand recognition.
Pinterest has published a new study that underlines the value of capturing both “Passive Attention” and “Active Attention” in ads, which can help drive more interest and action in response. Active Attention captures immediate focus, while Passive Attention reinforces messages subconsciously. Passive Attention techniques are more efficient and cost-effective, driving 6.7X more attentive seconds per dollar spent compared to Active strategies. Ads that produce stronger emotional responses can amplify attention by 50%. Ads with a high concentration of happiness and surprise drive more total attentive seconds than ads with a low concentration of happiness and surprise. Pinterest excels in Total Attention (Active + Passive), generating 170% more Total Attention and 7.3X more Passive Attention than other platforms.
Pride has been the biggest month of the year for brand sponsorships for many queer influencers. However, this year, these influencers are seeing much fewer opportunities as brands' appetites for Pride marketing have weakened amid widespread pressure from anti-LGBTQ+ groups. Some brands are retooling how they engage with the LGBTQ+ community, which may mean investing in queer-identifying communities year-round as opposed to just during Pride month.