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The CMO at Jellyfish shares a 40-slide deck with 10 tips for marketing leaders. These include owning a top, bottom, and middle number, understanding efficiency of GTM channels, and using agencies as supplemental support when scaling.
Snapchat has announced a new initiative to help advertisers understand the carbon footprint of their Snap ads. It's based on elements like server load to create and host ads, usage of mobile devices to view them, and percentage of overall company emissions.
While advances in marketing analytics and technology have been made, a significant portion of businesses still face difficulties in calculating ROI. Typical marketing KPIs do not translate directly to revenue and ROI metrics, which can prevent buy-in from other leaders. Brand marketing in particular is typically lacking metrics that matter to the C-suite. To counteract this, marketing leaders should manage activities that drive the KPIs that ultimately drive business results, while also presenting marketing results with concrete financial KPIs.
Sponsored streams have become a popular marketing strategy for video game companies seeking to tap into the vast audience on platforms like Twitch. However, these investments may not always yield positive results. While organic streams have a modest impact on game usership, sponsored streams often fail to generate significant traction, leading to substantial losses in ROI. The only exceptions are some lesser-known games or titles highly rated by critics.
Rubrik, a cybersecurity SaaS company, has grown since 2014 to a post-IPO valuation of $6.6 billion. Organic is a major part of Rubrik's marketing mix, with over 25% of site traffic coming from SEO. 23% of the SEO traffic and 39% of the top keywords are coming from its ‘insights' content hub, which houses 70+ educational assets related to its industry. These pages rank well in part because of high E-E-A-T, keyword frequency, and internal linking.
58% of companies are cutting back on sustainability-related marketing over the worry of being called out for greenwashing.
Bumble faced criticism for a billboard ad devaluing celibacy, prompting the company to apologize and remove the ads.
Rather than focusing all your energy on selling to strangers, talk about “why them” instead of “why you”.
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Instagram's content team has warned marketers about posting Reels longer than 90 seconds, citing potential negative impacts on distribution within the app. The platform's evolving stance on content length optimization highlights the need for creators to pivot their strategies accordingly to ensure maximum visibility and engagement on Instagram.
Millennials and Gen Z prefer seeking financial advice online over financial professionals. They're twice as likely to try popular “financial hack” trends from social media. 62% of millennials and Gen Z have tried at least one of the following trends: the “no-spend” challenge, extreme couponing, cash stuffing, and maximizing credit card rewards. Gen Z are also more willing to invest in cryptocurrency or NFTs than stocks. These financial behaviors emphasize the need for brands to engage with younger demographics where they're most active and receptive.
KURU Footwear created a study of the longest and shortest airport walks in the U.S. It resulted in 25 links over DA 80 (including Yahoo, MSN, USA Today, AOL, and Travel+Leisure), 60 syndications, and a total of 125 backlinks. The team used a survey to collect the data, then produced graphics featuring the results. They used Buzzstream to build media outreach lists by reporter location and then pitched the campaign to journalists.
This article includes a guide and spreadsheet template to manage evergreen content effectively. It emphasizes the importance of conducting keyword research, competitor analysis, and content audits to inform content updates effectively. It also highlights best practices for content refreshment, including incorporating multimedia elements, optimizing on-page elements, and promoting updated content across channels.
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It's time to bid farewell to old-school targeting and embrace the new gold standard: your first-party data [10]. To thrive in this changing world, digital marketers must diversify their data strategies and leverage innovative technologies like Data Collaboration Platforms [10]. This empowers them to execute more meaningful connections with existing and prospective customers.
Scripts are code snippets that work behind the scenes and free up time for account strategy and critical optimizations. The Change History Alerts script notifies you when changes are made to a Google Ads account with multiple users. The Pmax Search Terms and Categories script makes it easy to see search queries that triggered ads in Performance Max campaigns. The PMax insights script provides percentage of spend by channel (Shopping, Video, Display, and Search/Other), cost and conversion metrics by campaign and network, and performance by asset group. The RSA Checker script finds ad groups without active responsive search ads.
A roundup of Google Search stats that covers local and mobile search, Google Ads, Google Discover, and more. Some interesting stats: 62% of desktop searches and 34% of mobile searches result in no clicks, Reddit is the most popular domain for product review queries, and 49% of Gen Z women use Google as their search engine (the rest use TikTok).
Product, marketing, and sales-led models differ in terms of which function is responsible for driving company growth. Over the past few years, PLG has become very popular, but one growth model might fit a product better than another. Companies often combine models in practice, especially when they grow. This article walks through the strengths and weaknesses of each model, as well as tips for succeeding as an employee within each one.
This guide shows how to turn marketing into a step-by-step process for business growth. Divided into 4 levels, it begins with setting up a marketing strategy and progresses through planning and execution. Each level stresses the need for a clear target audience, a solid value prop, and consistent messaging throughout the marketing journey. The aim is to integrate marketing experiments into long-term, fully integrated programs.
EA is considering a more aggressive in-game ad policy for its AAA games. The announcement has stirred controversy among fans, given EA's history of facing backlash over intrusive ad practices, such as the controversial update to The Sims 4 earlier this year.
Apple's impending rollout of an AI-powered ad-blocking feature in Safari has sparked a contentious debate within the publishing industry.
The new regions include South Korea, Germany, Netherlands, France, Spain, Israel, Turkey, Mexico, Argentina, and Indonesia.
5 trending campaigns from McDonald's and F*ck Being Humble for Mental Health Awareness Week.
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Virtual influencers are sometimes used instead of human influencers as a means to reach new audiences and showcase new levels of innovation that companies have to offer. The rise of AI and the growth of the creator economy have sparked a resurgence in marketers' interest in these digital personas. The arguments for virtual influencers include low production costs, schedule flexibility, and control over content. Those against cite the high costs for the tech, lack of authenticity or emotion, and potential rate declines for human influencers.
Google is encouraging merchants to enable “conversion annotations” – social proof badges that highlight a product's purchase popularity when displayed in Google Shopping ads. Conversion annotations like “best selling” or “1K shopped here recently” provide visual cues about a product's sales performance directly in the ad unit.
Brute-Force Marketing entails using your own product on behalf of potential customers and then gifting them the results as if they were already using it. This requires a lot of manual, non-scalable work, but it is a bullet-proof way to boost your acquisition rates. This author recommends identifying potential customers on LinkedIn and then DMing them the ‘gift.' This tactic works because it's unique and personalized, it shows tangible value, and your labor invested makes your product seem more valuable.
The benefits of long-term influencer partnerships include cost and time efficiency and predictability. Implementing trial periods, pitching transparently to creators, and setting clear criteria for continuation will mitigate risks. To manage creative and audience fatigue, consider diversifying creative angles, adding incentives, and spacing out activations. Long-term partnerships also don't have to mean 1 year long contracts. Consider negotiating shorter terms for 3 months at a time.
While repurposing event content is common, companies today are creating net-new content during events. AudiencePlus generated 112 pieces of content with 16 speakers in 12 hours at its event. It planned the event with the digital view in mind. It had 1 camera person for every 20 people at the event, used speakers for additional interviews throughout the day, and all speakers were encouraged to stream their session to their own LI feeds. UserEvidence turned a 2-day event into 8+ months' worth of content. The brand fueled its content calendar for 3 quarters with the 12 interviews it landed for the event.
This guide covers 10 re-engagement campaigns from brands like Adidas, Bellroy, and Nordstrom Rack. Limited-time offers, questionnaires, exclusive incentives and discounts are a few of the examples provided. It also outlines what a 4 part re-engagement email workflow should include over a 2-week period.
25.6% of desktop searches and 17.3% of mobile searches result in zero clicks. These occur when users find answers directly on the search engine results page (SERP), eliminating the need to click on a link. While these searches can enhance brand visibility, they may also result in decreased web traffic. Marketers should target keywords that trigger SERP features like local packs, featured snippets, and People Also Ask (PAA) boxes to maximize click potential and brand awareness.
Any analysis explaining the history of product-led growth will likely feature Dropbox, as it played a foundational role in creating concepts like viral marketing. The Growth team at the company has two functions: Growth Product Management and Data. Its core metrics cover Acquisition (total sign-ups and B2B sign-ups), Activation (set up and habit), Monetization (trial starts and free-to-paid conversion), and Engagement (weekly active users and month 12 retention). This article discusses team culture, common misconceptions, and more from the perspective of Dropbox's Growth team's leader.
Many brands in the food and drink industry avoid embracing bold colors due to the fear of standing out too much. They tend to opt for safer, neutral choices instead. This fear stems from a desire to avoid criticism and maintain conformity. Brand marketers should embrace what hasn't been seen, the colors that surprise. There should be a movement towards the unknown, rather than shying away from it for fear of getting it wrong.
Customer success stories are integral to B2B tech marketing, yet many companies struggle to consistently collect and present them. Businesses should prioritize case studies by securing buy-in from sales teams and endorsing co-marketing clauses in contracts. Make it easy for customers to participate by providing a clear outline of the process, keeping interviews short, and handling the writing.
The number of Google search queries without SGE results has significantly increased and SGE answers now take up less pixel space.
Three essential factors lead to great content: newsworthiness, credibility, and uniqueness.
Apple's latest ad for the new iPad Pro, titled “Crush”, sparked controversy for its depiction of crushing analog creative tools into the device.
OpenAI's Preferred Publisher Program offers editorial partners priority placement and enhanced brand expression in ChatGPT conversations, alongside financial incentives structured into guaranteed and variable values. By facilitating access to publishers' content, OpenAI aims to improve user engagement with the platform while providing publishers with opportunities for increased visibility and revenue.
Social media marketing has evolved to prioritize entertainment over interaction. This was heavily influenced by TikTok's emphasis on public posting and content consumption time. Today's social media algorithms also prioritize entertaining content over divisive or argumentative posts. This shift has led to a decline in engagement and interaction on platforms like FB and IG, despite increased time spent on AI-commended content.
Bloggers who update old articles are twice as likely to report “strong results” from content marketing, according to an annual blogger survey. This strategy enables marketers to get better results with less effort compared to creating new content from scratch. The best content to refresh includes articles that almost rank high, articles that are at risk of being surpassed by rivals, articles that created a lot of buzz when they were first published, and research articles that have gone out of date. This post includes tips for how to update and re-promote content, as well as 5 case studies on refreshed content.
An entry point is that pivotal moment when a prospective customer feels intense pain from a problem that your solution could instantly alleviate — if only they were aware it existed. This article provides a 6 step process to identify these entry points, which can then be used to plan marketing and sales activities. The process involves defining your ICP and buyer personas, articulating triggers, customer journey mapping, and entry point mapping.
First, test different AI apps, platforms, or products that'll help scale production without sacrificing quality. Then, put together an audit and internal repository of content and resources. Repurpose that content and create a workflow that's able to post content to LinkedIn for internal SMEs and thought leaders based on their niche, expertise, and voice. At the same time, fill content gaps based on customer research. Turn transcripts from audio-visual recordings into content for the company blog. Instead of ebooks, white papers, and one-pagers, optimize landing pages that convert and ensure they're always driving people to the what's-next step.
Atria is an AI platform for ad creation workflows. You can make ads with over 500 templates, search over 6 million ads from the best brands on Meta and TikTok, and create scripts in minutes. A 5-day free trial is available.
Industry events can be one of the top-performing marketing activities for many B2B companies. To maximize your impact, it's critical to have a clear action plan, a regular cross-functional team meeting with sufficient C-Suite visibility, and assigned ownership and goals. This article includes a planning process template and a conference project plan template.
AppsFlyer, a leader in mobile attribution and marketing analytics, achieved a $2 billion valuation by building a great tool and backing it with a thoughtful marketing strategy. The brand knows how to create content worth sharing and has embraced a wide-net distribution strategy. AppsFlyer invests heavily in social media, including Facebook and Instagram, as well as developer content on Medium. Its website includes a glossary, which brings in significant unbranded content and backlinks. The brand has created in-depth resource content, which brings in less volume but higher value traffic.
When asked to split their user acquisition spend between Instagram and TikTok, 79% of respondents allotted at least 75% of their budget to Instagram. The survey was conducted in February and March 2024, before U.S. lawmakers approved a bill requiring TikTok to separate from its Chinese ownership or face a potential ban in the country. This marketer preference may be due to the perception that Meta is more advertiser-friendly.
3 scientifically proven tactics that actually persuade others: asking for future commitment, showing how the majority acts, and asking the right question.
A webinar featuring the founders of Orzy Media and Sendlane sharing retention tactics, brand strategies, and actionable insights for email and SMS marketing efforts. Registration is free.
A CMO shares 6 tactics she used to 10X revenue in 2 years.