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Whether cookies phase out in 2024 or 2025 doesn't really matter. Between ad blockers, multi-device browsing, and GDPR, it's time for digital marketers to bid farewell to old-school targeting [4]. The new gold standard? Your first-party data [4].
The typical Gen Alpha kid spends $45 of their own money each week. This comes out to about $50 billion annually when you put all the Gen Alphas together. About 36% earn income money through online selling or reselling, and 47% do odd jobs outside the home to get paid. Their adeptness with digital platforms and apps also makes spending accessible and frictionless. Parents are heavily influenced by their Gen Alpha children's preferences, earning them the nickname “Gateway Generation”.
Meta has unveiled a set of new generative AI features for advertisers, including image and text generators that speed up creative production. The offerings address a demand among marketers for a greater sense of control in their AI experiments and a guarantee that the end results will meet specific internal brand guidelines, like ensuring the correct colors are present in ads. Meta is also expanding its AI-powered text generation to ad headlines in addition to primary text.
This post shares 5 tips to get insights to your marketing stakeholders faster so they can make informed decisions quicker. Build an accessible insights repository that's tagged with research and business questions. Invest in quick-turnaround self-serve research platforms. There are research platforms that let you survey target audiences in days or hours (not weeks). Release bite-sized reports frequently. Each report can be based on a theme or one research study. This gives stakeholders preliminary data to work with while waiting for the rest of it.
The typical scroller reshares content when it connects with an interest, a feeling, or a belief. Once a week, pick a piece of content that's going to get you the most new eyeballs by being super sharable. First, pick the connection point that's going to convince your audience to share. Then pick a format to deliver the content through. This could be a statement, quote, meme, or trending topic. Lastly, post, test, track, and repeat. Memes may work well on Threads, but not on LinkedIn. Case study posts may get several story reshares, but nothing as an X thread. The only way to know is to test.
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Today's web users demand rich, dynamic web experiences — and that's exactly what Contentful Studio [9] helps you deliver! Unify content and design components, craft digital experience quickly, and re-use everything you build for maximum efficiency. Expedite your creativity with AI while applying design guardrails [9] that keep everything
Pinterest has launched a Media Buyer Certification within its online Pinterest Academy. The program is free and is designed to help marketers showcase their skills. To get certified, you'll need to pass a 60-question exam that covers topics like campaign activation, optimization, and reporting. No coursework is required, but you can use Pinterest's study guide and practice exam to prepare.
15 curated online reputation management tools designed to help companies monitor and manage their online brand reputation. Reputology turns reviews into actionable data, highlighting recurring themes and topics. Mention can fetch mentions up to 2 years in the past. Chatmeter allows you to understand brand sentiment and uncover issues before they harm your brand's reputation.
The Nostalgia Effect explains why people spend more when they remember their past. Researchers found that nostalgia fills people with a sense of connection and belonging, and those feelings fulfill basic human needs. Consequently, in those moments people tend to view money as less important and desirable. Marketers can use nostalgia by modernizing icons or imagery from the past, using storytelling to evoke desired emotions, or by tapping into throwbacks that Millennials or Gen Z would love.
Despite overwhelmingly positive feedback from focus groups and taste tests by nearly 200,000 people, the launch of the New Coke formula was an undeniable failure. Coke had been seeking a way to gain market share from its rival, Pepsi, but it ended up generating overwhelming customer backlash. Customers hated the New Coke simply because of what the original Coke meant to them, not because of the new drink's taste. Pepsi capitalized on Coke's failure by giving its employees the day off and declaring victory in full-page newspaper ads. This marketing blunder illustrates why brands should watch what their customers do – not what they say. Moreover, a passionate audience matters more than a great product.
The ellipsis — dot dot dot — can adjust your tone, up suspense, and even keep your readers engaged.
58 marketing ideas that leverage psychological triggers, craft compelling narratives, and segment the audience for personalized engagement.
Marketing resume tips include using modern fonts (ie. not Calibri), inserting 5-10 keywords from the JD into your summary and bullet points, and listing value props instead of every single accomplishment.
A new report from VistaPrint and Wix takes a look at the state of SMB marketing based on a survey of small business owners and consumers. Social apps are now where most people find information about brands, while SMBs are increasingly investing in social media ads. Traditional marketing tactics, such as direct mail and outdoor signage, are still effective at getting consumers to visit a small business. Promotional discounts, loyalty offers, and regular communication all make consumers more likely to shop at a small business. The report contains additional findings about marketing tactics for different age groups and how SMBs are investing in marketing.
Amazon Ads has unveiled an expanded suite of new interactive and shoppable ad formats for Prime Video designed to make it easier for viewers to connect with brands. Shoppable carousel ads allow customers to browse and shop multiple related products on Amazon during ad breaks. Interactive pause ads show a translucent ad featuring brand messaging and imagery when a user pauses a show or movie. Interactive brand trivia ads feature factoids about a brand while giving customers the opportunity to shop on Amazon and even unlock rewards.
CTA button copy should complete the sentence “I want to (blank)”. Use an action-packed verb like ‘sign up', ‘register', or ‘download' to replace the blank. Adding a subheading underneath the CTA can also act as an extra nudge. Use drop-shadows to make a CTA easily identifiable as a clickable element. If a CTA is placed above-the-fold, ensure it aligns with the reading pattern. However, don't always stick to placing CTAs there, as below-the-fold may work better for complex offers. It's important to test. Don't place unrelated content, ads, or social media buttons near a CTA.
Two targeted, high-conversion GTM tactics allowed a SaaS brand to grow to $700k ARR in just 4 months. The brand created a custom, personalized landing page for each account and individual when conducting cold outreach on LinkedIn. The team also attended in-person conferences that they knew their ICP would attend and prepared personalized ABM decks in advance based on the exhibitor list.
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The cookie is crumbling [8] and marketers relying on old-school targeting are working on borrowed time. Lotame's Data Collaboration Platform playbook [8] fuels marketers with smarter, faster and easier ways [8] to preserve addressability and maximize scale. Learn how you can use data collaboration to 10x conversions, deliver pinpoint personalization, maximize engagement - and much more. Get the free
This article walks through how an email marketer uses ChatGPT to build an email sequence. First, she uses a prompt to create an outline of key topics, value-adds, and CTAs to focus on in each step of the sequence, along with recommendations for time delays between emails. Then, she has ChatGPT provide potential email copy to use as a base. Lastly, she manually writes and infuses her brand voice into the copy to reflect human empathy when finalizing the email sequence.
OpenAI offers a Batch API that allows users to send grouped requests at half the usual cost. This feature is particularly useful for tasks that can wait up to 24 hours, for example, clustering SEO keywords, product feed copy optimization, or large document summarization. This article includes a simple step-by-step guide to using the Batch API for large-scale SEO tasks.
Meta has announced several new features designed to help advertisers drive performance. The platform now offers personalized machine learning-powered creator recommendations in Instagram's Creator Marketplace designed to reduce the time spent sourcing creators for Partnership Ads. Advertisers can now use multi-destination product ads on Facebook Reels, which allow users to swipe through multiple products at once. Reminder ads on Instagram now support external links, designed to help convert a user's interest into a purchase.
Many businesses mistakenly expect their homepage to perform like a top salesperson. They translate functional value into business value for prospects. ClickUp, a productivity platform, stands out by prioritizing believable functional benefits on their homepage, allowing prospects to envision the practice benefits without needing a sales pitch. A homepage has limited time (15 seconds) and reach. Leave the detailed value discussions to sales calls and tailor your homepage with believable benefits.
A guide to what transactional emails are and are not, and the related compliance requirements. Transactional emails include order or shipping confirmations, order refund notifications, password resets, or customer service replies. Triggered emails, which are not transactional emails, include order renewal reminders, back-in-stock notifications, abandoned cart emails, and birthday/anniversary notifications. Transactional emails do not need an unsubscribe link. For customers in the U.S., no more than 20% of a transactional email should be promotional messaging.
A round-up of learnings that cover fine-tuning your ICP, nailing product messaging, and more.
This contains a list of tools an entrepreneur used for their business, categorized by marketing, branding, stock images, analytics, copywriting, and more.
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Fortune 50 companies like AWS and Google Cloud and fast growing startups like Vercel and Secureframe work with TLDR to reach our audience of over 4 million tech-savvy decision makers with highly customized campaigns (like this one!).
Airbnb's latest initiative, “Icons”, features a series of unique experiences curated in collaboration with notable figures from music, film, art, and sports. For example, guests could enjoy an evening at a secret speakeasy designed by comedian Kevin Hart. The program launches with 11 such experiences, each accessible through a digital lottery system. Most of these experiences are offered for free or at a nominal cost of less than $100. In 2024, over 4,000 digital golden tickets will be used. Airbnb is potentially setting a new trend in how tech platforms can bridge the gap between digital interaction and real-world experiences.
According to a new study by Material and TikTok, TikTok plays an increasingly powerful role in the product discovery process for consumers. 61% of the app's users discover new brands and products on the platform, which is 1.5X more than other platforms' users. 29% of users use TikTok specifically to search for a brand or retail account on the platform.
Good formatting makes your writing easier to read, skim, and share. Start every section with a single sentence opener, which keeps readers interested and encourages them to continue. Wherever possible, convert long paragraphs into bulleted lists. Use bolded subheads to break up the page and help the reader identify where they're going. Use the 1/3/1 writing rhythm, which entails intentionally alternating the length of sentences.
This article delves into the pitfalls of relying on a 14-day free trial period, highlighting the discrepancy between customer onboarding time and the trial duration. Keygen, a software licensing and distribution API, adopted an unlimited trial to better align with its median time-to-convert of 41 days, resulting in increased overall sign-ups and improved conversion rates.
Most people don't know Oatly started in the 90's. With flat growth, the board shook things up by hiring a CEO outside of the food industry. The marketing department was replaced with a creative team that was involved in every business division and decision. Instead of using paid media to drive the brand's quirky messaging, the company made every square inch of the product packaging work harder. It lived and breathed the phrase “be human and not a logo”. The company gave a voice to the real people behind the brand.
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Don't let dev bottlenecks hold back your digital team. Contentful Studio [10] makes composable content easy. Import on-brand design components, save patterns for reuse [10], and map existing content for maximum efficiency. Add design guardrails [10] to ensure every experience you create stays on brand. Bring your digital vision to
Creatify is an AI-powered app that generates high-quality marketing videos from a simple product link or a description. The tool analyzes your product listing, then generates a script and video preview. You can customize the voice, avatar, and other elements, then render the final video for marketing use. Creatify offers a free plan that includes credits for 2 video ads.
Aria can now summarize text-based web pages on Android. The AI-powered web page summarizing tool quickly condenses news articles, blog posts, or research papers into a short summary that typically fits on one screen. To use it, visit any text-based web page and tap the 3 dots in the top right corner of the Opera Android browser. Then, select the “Summarize” option next to the Aria icon.
Nike's recent struggles illuminates critical lapses in adhering to core brand principles, such as innovation stagnation, neglect of brand heritage, and misjudgment of competition. The brand's failure to renovate, coupled with a disregard for its provenance, has eroded its competitive edge and alienated core customers.
A case study of Kaspr's simple yet powerful ads, which include memes, screenshots, and pictures of outside environments.
Budweiser's "UninterruptAds" initiative converts over 500 songs mentioning the brand into targeted Spotify ads, aiming to seamlessly integrate brand recognition into users' music streaming experience.
Newsletters are experiencing a renaissance, evidenced by substantial investments in platforms like Beehiiv.
A nitpicky complaint about copywriting, matzo product positioning, and an amazing pricing page.
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Building links is easily the worst part of SEO. But if you're a SaaS or B2B company, SaaSMingle's new platform [4] takes the pain away and helps you build legitimate backlinks on autopilot [4]:
Gen Z's perception of influencers is evolving, as shown by a recent study indicating their willingness to engage with AI-generated influencers. Despite concerns over authenticity, with 37% expressing distrust towards brands working with AI, 46% of Gen Z respondents are intrigued by such collaborations. They prioritize metrics like follower count over traditional authenticity markers.
Google's new Performance Max for Marketplaces allows sellers to create Google ad campaigns that send traffic to their product listings on third-party e-commerce platforms without needing a website or Merchant Center account. After connecting their Google Ads account to a supported marketplace, like Amazon, brands can use existing marketplace product data (i.e. images and pricing) in ads and will get detailed reporting on campaign performance within Google Ads.
Private chats (i.e. iMessage/Whatsapp screenshots) are a type of graphic that immediately makes people stop scrolling their feeds. People are naturally nosy, so this type of image will pique their interest. Brands can use genuine screenshots or even stage one for marketing purposes. Behind-the-scenes employee discussions about an upcoming product launch, happy customers talking to CSMs, or FAQs in chat form are all ways to employ this tactic.