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The recently launched Adobe Express mobile app incorporates gen AI to empower users to effortlessly create captivating visuals and videos with advanced editing and scheduling functionalities. The app has a free version and a $10 per month Premium membership.
This post shares a template of a content brief used at Insider. The template connects the dots between strategy and execution and ensures the content team has everything they need to work on a project. The content brief should be approved by Product and Marketing before it lands in the hands of the Content team. This eliminates hours of back-and-forth edits.
The most notable strategy secret of Trader Joe's is the brand's willingness to leave money on the table. Its competitors offer online shopping and generate a significant amount of revenue from it, but Trader Joe's chooses not to. This is an intentional choice to prioritize long-term competitive advantage over a commercial opportunity. The brand's core strategic angle comes from its in-store experience, specifically the sense of surprise generated by its rotating selection of quirky products. This has led the brand to be the top grocery store in the U.S. in terms of revenue per square foot.
An effective referral program typically leads to higher lead quality, lower CAC, and higher LTV. The 4 types of these programs are user referral, affiliate referral, influencer referral, and value added referral. This article describes the pros and cons of each type of program and provides a best-in-class example of each.
TikTok Lite, a slimmed-down version of TikTok, lets users earn up to $1.06 USD per day by watching videos, liking content, and following content creators.
From Pot Noodle's controversial ‘slurping ad' to Andrex's frankly bizarre ‘post-poo' euphoria spot — experts critique 7 of Britain's most weird and attention-grabbing campaigns.
Create a detailed mind map or other visuals with the “Diagrams: Show Me” GPT.
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Passwords cause friction, and friction kills conversions. Passkeys let users log in with the method they already use [4] to unlock their device.
The “Dead Internet” theory not only suggests that AI-generated content is replacing human-created content online, but that this was purposely orchestrated by governments and corporations to control public perception. It was once dismissed as a conspiracy, but the theory has been gaining credibility again as AI advances. AI has been flooding social media platforms with what's referred to as “AI slime”. This influx of AI-generated content poses challenges for users and advertisers, who may struggle to discern authenticity and engagement.
YouTube has introduced targeted ad options for Shorts, empowering advertisers to reach audiences interested in specific topics like sports, gaming, food, and fashion. This move enhances ad customization and provides advertisers with greater control over their campaigns.
This article walks through 2 effective marketing examples that utilize honest communication about mistakes. Doing so can humanize a brand and build trust. One tactic involves highlighting a known downside along with the features that really matter – such as an awful-tasting cough syrup that actually works. The other is to show all reviews on a website rather than hiding the bad ones, which makes positive sentiments appear more legitimate.
Adding a personal letter from the founder in your welcome and checkout abandonment flows can be highly effective in converting hesitant potential buyers. The email should encourage prospects to ask questions by replying to the email, provide an upgraded incentive, instill urgency, and be written in plain text. The tone of voice should be conversational and not too formal. This is meant to spark the reader's interest and add a personal touch to the entire email flow.
A recent survey of marketers found that most are only seeing minor efficiency gains from AI and only use it for writing tasks. This article walks through 5 AI workflows beyond generating written content and includes recommended tools. AI can be used to make more engaging presentations in way less time, produce personalized assets for your account-based marketing, and create high-converting web content.
When you apply any filter in Google Search Console, the platform typically hides a large percentage of clicks for 'privacy' which are consequently not included in the totals. This can make SEO performance look worse than it actually is if you're only looking at raw totals. You can use filtered data to get an idea for a trend (e.g. "branded clicks are going up/down") but Google won't give you the precise data.
This Notion file contains over 100 PMM and PM templates, work samples, frameworks, maps, playbooks, and checklists categorized by user research, personas and segmentation, positioning, messaging, pricing frameworks, GTM checklists, and more. Each template specifies whether registration is required for access or not.
This article walks through 3 A/B tests on positioning that Disney+ has run over the last several months. The brand appears to be doubling down on positioning its product as a bundle rather than a standalone subscription.
Asos is strategically reducing its dependency on promotions and discounts, aiming to increase brand affinity by investing in cultural marketing, content creation, and influencer collaborations. Despite a revenue decline of 18% YoY, over 60% of sales in the first half of the year were made without promotional activity. The retailer has been driving brand engagement by launching initiatives like “Asos Your Way' and experiential campaigns like “ASOS IRL”. It has created an always-on social and influencer program, which involves working with more than 300 micro and mega influencers globally each month.
Clay uplevels data enrichment workflows and uses that to automate personalized outreach. In this post, the head of growth marketing at Clay shares “The Four Fits” framework he used to attract thousands of paying customers. The framework emphasizes the importance of aligning product, market, channels, and monetization models to drive growth effectively. The company's key growth drivers include word-of-mouth, UGC, and partnerships with freelancers and agencies.
This article presents 10 compelling email banner examples from companies such as Lego, Nintendo, and Pendleton Whisky.
The move comes as part of its compliance efforts with the bloc's Digital Markets Act (DMA) regulations.
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Performance marketing is an uphill battle in 2024. Between ad blockers, high auction prices, and hostile ad platforms, it's harder than ever to get results.
Digital ad revenue hit $225 billion in 2023, up 7.3% from the year prior, defying many negative economic indicators. Q4 saw the largest jump in spending, up 12.3% to $64.5 billion, likely due to increased holiday spending. The ad channels with the highest growth are audio advertising revenue (+18.9%), retail media (+16.3%), and video (+10.6%). Channels with “privacy by design solutions” will likely outpace the market going forward.
The failure of Big Tech's ad monitoring tools underscores the urgent need for substantial improvements in ad transparency and accountability. Marketers face the daunting task of navigating through convoluted and inadequate tools, which hampers efforts to combat scams and disinformation effectively. Some of the monitoring issues reported include ads missing from repositories, poor search functionality, and inconsistent public access to information.
Before even using this framework, ensure your product has PMF. Then conduct research on your target customer, competitors, and market. This will help to power positioning and messaging. Positioning is the place a product occupies in people's minds. Messaging is used to communicate the positioning to customers. A narrative is a story that stitches everything together to make it stick. Create a GTM plan that considers the specific channels customers are most likely to find your product, price and package the product to ensure it matches the perceived value, and enable internal teams to communicate the value of the product to customers.
A breakdown of Veed.io's landing page, which is optimized for SEO. The page contains a clean site structure with easy navigation, social proof from top brands, multiple H2s breaking down key features and benefits, and a FAQ section with tutorial videos for users at different awareness stages.
This year's Father's Day falls on June 16. This guide contains 12 examples to help you plan your next Father's Day email or SMS campaign. Jeni's Splendid Ice Cream uses a Father's Day opt-out campaign to recognize difficult emotions as the day may stir up feelings of loss and distress for some. The company uses a sign-up form to collect email addresses for a suppression list. For brands that don't sell products that typically suit dads, Function of Beauty (a shampoo brand) does a great job conveying through email copy that “hair goals know no gender”.
There are differences between features, products, solutions, and platforms. One or the other can change the intensity of a launch strategy or change the audience, scope, and angle of messaging. This post contains a table that breaks down the definition, persona, messaging emphasis, and success metric for each item.
Marketers often use metrics such as links, site speed, and monthly search volume when trying to get buy-in for particular initiatives, but these terms may not land with an executive team. Using "Search Market Share" is a better way to communicate the value of investing in search and directly pits your search performance against competitors. This post explains how to calculate this metric for your website and competitors using tools like Ahrefs.
This article discusses the successful transition from YNAP (YOOX Net-a-Porter) to Shopify for a luxury fashion brand. The move resulted in a notable 20% increase in keyword rankings by enhancing scalability and addressing platform limitations. By optimizing the website architecture, the brand not only maintained its domain authority but also positioned itself for sustained organic growth. The article covers in detail each step of the transition highlighting the close collaboration between marketers and developers.
Dialpad is a cloud-based voice call platform that has reached $200 million in annual recurring revenue. One of the brand's growth levers has been its hundreds of area code pages, which bring in new SEO traffic and valuable leads. The page template is highly structured with concise and accurate information, which allows these pages to rank so effectively despite not having a significant word count, high domain rating, or many backlinks. The brand maximizes conversions from this traffic by using unambiguous CTAs, running A/B tests, and customizing the content for higher-value area codes.
AI automates much of the fundamentals in PPC at this point, so marketers can bring the most value to ad campaigns by developing a deeper understanding of the business funnel and building complementary marketing skills outside of PPC.
TikTok's partnership with AXS will enable users to discover and purchase live event tickets directly within its app.
This post explains how and why brands like Tarte Cosmetics spend hundreds of thousands of dollars on influencer trips.
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What if you had no design bottlenecks? Imagine how easier it would be to launch that new campaign. Publish that landing page. Get that ebook out the door.
Gen Z, born between 1996 and 2005, is experiencing high levels of unhappiness. This is largely attributed to smartphones and social media. Data shows a concerning increase in depression rates among this generation, prompting calls for regulation of smartphone usage. The shift towards a “phone-based childhood” has led to decreased social interaction, increased loneliness, and a decline in ambition among Gen Z.
AI-generated content is becoming a big problem in Google Search results. About 10% of Google results now consist of AI content, posing challenges for Google's algorithms. There are concerns that this may lead to a collapse in model quality as AIs feed on each other's output.
Neuromarketing merges neuroscience, psychology, cognitive science, and marketing to understand and influence consumer behavior. This article describes how to apply neuromarketing to your copywriting and other marketing activities to improve engagement and conversion. The techniques include creating a common enemy, incorporating genuine flattery, and creating urgency through limited availability tactics.
Gamification encourages customers to engage with an ad or site, and can also increase the likelihood that they'll recall a particular product or service when they need it next. It's also an effective strategy for collecting first-party data. This article walks through 10 types of gamification to use in campaigns, including puzzles, virtual badges, and leaderboards.
Enhancing the searchability of your emails is crucial for optimizing the customer experience and ensuring that important information is easily accessible. There are multiple strategies that can be used, including adding alt text to images, using live text for critical content, and using consistent keywords throughout your emails.
This article offers a roundup of 14 company blogs to serve as inspiration. From niche segmentation and employee contributions to authentic storytelling and actionable tips, the blogs adopt different approaches to keep customers engaged. Examples include IKEA Ideas that share advice with subtle product suggestions, Home Depot's DIY Projects, and Fiverr Guides that offer simple how-tos targeting SMBs.
Squarespace has launched subscription features to help its users earn revenue from their content. Users can generate revenue from their articles by adding a paywall to their blog, setting the price, and choosing a one-time fee or recurring subscription. Video creators can monetize content by charging for access to their library or placing a paywall directly on a video player. Squarespace users can sell individual pieces of content or bundle various content types.
Adobe is set to introduce generative AI tools into Premiere Pro, including features like Generative Extend, Object Addition and Removal, and Text to Video. It aims to enhance the editing process by seamlessly integrating AI technology directly into the platform, with a focus on providing real-time solutions and streamlining workflows for video editors.
1Password has surpassed $250 million in ARR despite existing in a competitive market. The brand is able to keep up with industry leaders like LastPass and BitWarden by using partnerships, community, and content. With over 1.5 million backlinks pointing to its site, 1Password is a prime example of the marketing boost a brand gets from strategic alliances and smart placements. The brand has also invested in owned community channels, such as Reddit and its own forum, which generate traffic and also keep users happy.
Some music creators on TikTok have been struggling after the expiration of Universal Music Group's licensing agreement in February. Creators are experiencing challenges in creating content due to the absence of UMG songs, leading to financial losses and the need to explore alternative platforms. Smaller artists distributed by UMG have also been facing limitations in promoting their music on TikTok.
Its strategy focused on quality bottom-of-funnel pages, a well-designed blog post template, and backlink growth.
The introduction of the new fee is meant to address the issue of bots infiltrating the social network.