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TikTok is reportedly developing a feature that would allow brands to use AI-generated influencers to promote products via videos and live-streams. The tool has been successfully tested and implemented in the Chinese version of TikTok, Douyin, which has seen AI hosts generate substantial sales for brands.
Google has temporarily blocked links from local news outlets in California from appearing in search results. This is in response to a bill that would require tech companies to pay publications for links that articles share. The California bill is meant to support the local journalism industry. The change applies only to some people using Google in California, though it's not clear how many.
Microsoft has announced the commencement of ad testing within the Start menu on Windows 11, utilizing the Recommended section to propose apps from the Microsoft Store. Restricted to Windows Insiders in the Beta Channel in the US, feedback from testers will determine whether these ads become a permanent fixture in Windows 11. There is an option to turn off the ads in the settings.
This guide explains a 3-step B2B copywriting tactic that takes less than 1 minute to apply. First, find job descriptions of the positions your ICP is in, then use the ‘Responsibilities' section as guidance for their top priorities. Turn these into headlines with power words and emotions. B2B buyers never really care about your product - they care about job security. This method helps show prospects why buying your product will help them look good in front of their boss. The guide includes examples of this type of messaging from UserGems, Unbounce, and more.
This article shares cases and experiments to showcase psychological tactics that can increase email effectiveness. By tapping into innate human biases like loss aversion, social proof, scarcity, and curiosity, marketers can create compelling emails that resonate with recipients. Small tweaks like changing a word or two can have a substantial impact on campaign performance.
Engineering as marketing consists of building tools that help generate awareness and acquire new users. This strategy enables brands to diversify from traditional marketing channels and solve more than one use case for your target audience. Engineering as marketing can take several formats, including interactive templates, calculators, and data sets. To do this well, first identify user needs from user interviews, keyword analysis, or support tickets. Build a simple tool that solves a single use case, then promote it across the appropriate channels.
It's important to consider using separate email subdomains within your email program to track and manage reputation without different activities affecting one another. If something happens with your root or subdomain, such as a rise in spam complaints or a big swing in send volume that lands you on a blocklist, they're less likely to affect each other if they're separate. This guide covers scenarios that benefit from an email subdomain, how many you need, and subdomain name ideas and examples.
X launched a new offer for brands that are willing to pay to get a gold checkmark in the app, with equal ad credits to be added to accounts that sign up to the program. Any X advertiser that signs up to the Basic Verified Organizations package, which costs $2K a year, will now receive $2K in X ad credits each year. The same goes for the Full Access offering, at $10K per year, which will now give brands $10K in ad credits each year.
Listium is a browser-based app that makes it easy to create slick-looking visual lists on any subject. It can be shared publicly or with specific people you choose. You can start from scratch or import items from a spreadsheet. Anyone with the link can access your list and interact with it. There are public lists ranging from the hottest tech items to the best Korean dramas to the top marketing books and resources.
With an estimated price range of $30B to $40B, Google's potential HubSpot acquisition will be the largest Alphabet investment yet. The move is a strategic response to shifting dynamics in data privacy and the deprecation of third-party cookies. If the transaction goes through, Google will be able to tap into HubSpot's customer base, including SMBs, while HubSpot would benefit from being integrated into Google's ecosystem.
Fierce buy-now pay-later competition among payment card brands and independent providers is expanding conversion opportunities for merchants. Iconic credit card brands share a crowded stage with cryptocurrencies, digital wallets, and alternative payment schemes, each with their own value proposition and target demographic. Companies like Affirm and Klarna pose a significant threat to incumbent financial institutions by offering an alternative to bank or credit union cards.
Despite minimal marketing spend, F1 experienced a recent surge in popularity and revenue, partly due to its Netflix docuseries Drive to Survive, which ignited organic global interest in the sport.
“The Oreo Menu” aims to reenvision the internet's ubiquitous three-line “hamburger menu” navigation tool as two stacked Oreo cookies.
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Traditional passwords might be costing you: one out of four online shoppers would abandon a $100+ cart if they had to reset their password to check out.
The marketing industry is grappling with the rise of "made for advertising" (MFA) websites, which lure visitors in with clickbait headlines and then inundate them with ads. Despite industry warnings and efforts to block MFA sites, they continue to prevail, underscoring the challenges of defining and mitigating such platforms' impact. Marketers must weigh the risks of poor user experience and inflated ad costs against the potential benefits of wide-reaching ad placements.
This is a deep dive into how to use humor to grow your product. People tend to think more highly of brands that use humor because it creates a sense of mutual understanding, can be motivating, and helps them stand out. There are 4 places where brands can leverage humor in growth strategies: in marketing, within the product, during the sales process, and internally. The article covers 10 specific opportunities to inject humor, which include 404 pages and confirmation pages.
The “Plus 20% Content Strategy” advises marketers to improve social media engagement by analyzing content performance and adjusting strategies incrementally. By focusing on content that exceeds the median by 20% and doubling down on its production while cutting underperforming content, marketers can enhance engagement gradually.
Commercial emails promote commercial goods or services, while transactional emails facilitate already agreed-upon transactions or update customers about ongoing transactions. Optimizing transactional emails without violating CAN-SPAM involves keeping designs minimal, only including recommended products based on purchased items, and adding an opt-in message to make it easier for a user to hop on to your email list.
The Head of Influencer Marketing at Wix outlines 5 steps the brand uses to source influencers organically. First, search directly on social media platforms using niche keywords. Next, look for videos with a minimum of 10K views, look at the creator's bio for a match, and watch 2-3 most recent videos to ensure the quality of sound and visuals are decent. Lastly, check whether the creator's email address is shared or if DMs are open. This process can be time-consuming, but it helps the brand vet quality influencers that have long-term potential better than any other tool.
This piece shares 5 ways for CMOs and marketing leaders to better support social teams. It highlights the importance of trusting the expertise of social teams, asking curiosity-driven questions, and defining social media's position in the marketing funnel. Every CMO should host a 30 minute meeting every month where the social lead provides a trend report on how content is performing overall and how the team plans to pivot in the upcoming months to address algorithm shifts. This creates a positive narrative that the CMO respects the social team's position and expertise.
The top 1% of landing pages have an outcome-based headline, only one offer, and multiple social proof layers.
New research shows the best way for brands to connect with the bilingual Hispanic audience on TikTok is through mixed-language ads that use both Spanish and English.
NBCU's $1.2 billion in ad sales, driven by innovative formats and interest in advertising during women's sports events, signifies a potential record-breaking year.
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You know that video content is the most effective way to create ROI and conversions. But it’s hard to find a video producer that really understands tech buyers - which leaves video as an underutilized channel.
Since March, Instagram and Threads have instituted a new default setting that limits political content you see from people you’re not following. Hundreds of creators, convened by GLAAD and Accountable Tech, have signed an open letter demanding that Instagram make the political content limit an opt-in feature, rather than on by default. Instagram describes political content as anything related to laws, elections, or social topics. For political creators, these limits impact their livelihood since they make it harder for them to reach new audiences.
Sen. Maria Cantwell (D-WA) and Rep. Cathy McMorris Rodgers (R-WA) have unveiled the American Privacy Rights Act (APRA), a bipartisan data privacy proposal that could fundamentally alter the US consumer privacy landscape. The bill, if passed, would give consumers the right to opt out of targeted advertising, allow them to delete any data that was collected about them, and create a federal data broker registry.
British Airways recently dropped a new outdoor ad campaign, Windows, that captures the wonder felt by passengers peering out the window at 35,000 feet. There’s no slogan, no website, and no call to action — instead, the ads sell a feeling. Brand marketing like this can effectively sell value because it focuses on customer experience and expectations. BA’s advertising strategy is to get in a consumer’s head before the price comparison game begins. If the brand were to focus on its amenities in its advertising instead, then it risks inviting the pricing concerns earlier.
Beginner writers tend to pack as much as possible into one sentence, hoping it will evoke some kind of feeling or reaction. Meanwhile, experienced writers avoid adverbs and adjectives because they’re less forceful than nouns and verbs. Adverbs are effective when they add to the meaning of the copy and are not just empty placeholders. This article includes two examples of ads where adverbs added value to the ad copy.
Google has released a guide, focused on Gmail and Docs, that aims to help users write effective prompts. It outlines four main areas to consider, persona, task, context, and format, emphasizing the importance of making prompts concise and avoiding jargon. Additionally, it shares tips including breaking up tasks, giving constraints, assigning roles, asking for feedback, and considering tone to enhance the effectiveness of prompts.
A one-page SEO checklist that covers technical basics, service pages, and blog post templates. It contains 38 questions to ensure your website is set up optimally for organic traffic.
Mimetic Desire is when people want something because they believe others also want it. This is why marketers use models or examples to show the desirability of their product or service. To create Mimetic Desire, brands can embrace popular trends, as Apple did when releasing iPhones in Pantone’s Color of the Year — twice. They can also lean into selling an experience instead of a product, as luxury car brands often do. Social proof with tangible examples of results is a tried and true way to show customers why your product is desirable.
In this interview, the global head of CX at Miro discusses the need to move beyond the traditional debate between sales-led growth (SLG) and product-led growth (PLG). A unified approach that combines elements from both can create a seamless customer experience while increasing resource efficiency. At Miro, this approach involved integrating customer education, content production, and scaled customer success into a single team focused on the whole customer journey. The team succeeded in driving sustainable business growth in the challenging SaaS landscape by prioritizing agility, collaboration, and data-driven decisions.
The focus on creative strategy is often overshadowed by the rush to execute campaigns. However, creative strategy is crucial for driving brand success. A clear brief reduces wasted time, unnecessary testing, and personal biases. Briefs that contain a “high definition strategy” shouldn’t leave space for creativity to blossom. Every element stipulated in the brief should work towards the same end goal, saying what it needs to say to the right audiences in a compelling and culturally relevant way.
The Head of Content at DTCo shares 3 novel Meta ad formats the company has been testing, documenting the entire process.
McDonald's used blank billboards in a creative new campaign in the Netherlands as if to say that its smell is as recognizable as its logo.
Yelp ranked businesses based on internal data, including net-new location openings, consumer interest, and searches.
The travel industry has been embracing AI to streamline bookings and personalize itinerary planning. Concerns arise about AI homogenizing travel experiences. However, social media has already been influencing travelers to flock to popular destinations, potentially diminishing unique cultural experiences. Some travelers base their whole itinerary off of a trip they see an influencer do on TikTok or Instagram. On this front, AI might actually prevent tourism from bottlenecking. AI is designed to consider the entirety of available data and provide personalized suggestions that reflect each traveler’s unique preferences.
Snapchat has announced a range of new partnerships with third-party data tools to help ad partners make the most of their ad campaigns, despite signal loss due to recent mobile privacy changes. Snap will serve as a key mobile platform partner for Snowflake’s Marketing Data Cloud, which will provide advertisers with encrypted, privacy-safe, and effective ad measurement. The brand is also partnering with AppsFlyer on an advanced privacy-centric measurement solution.
This article shares how to create interactive content that resonates with audiences on a deeper level than traditional social media posts. From quizzes and polls to user-generated content campaigns and giveaways, these innovative approaches not only boost visibility, but also foster a sense of community and brand loyalty.
Everyone knows “Book a demo” is equivalent to “Talk to a salesperson”. Only a very high-intent prospect who’s not an introvert, not a coder, and not busy will take up that sales call. Think about the specific goal the rest of your prospects are trying to achieve and how you can help them right away. Offer a lead magnet — something useful and engaging that lower-intent prospects will take advantage of. If prospects are coders, provide them with the code and let them experiment with it. If most of your visitors consistently have additional questions, offer Live Chat.
This site contains over 45 case studies on growth strategies used by the fastest-growing digital companies in the world. These span from SEO and branding to social media and PPC. It covers brands like Canva, WebMD, LinkTree, and more.
This handbook outlines 6 steps to naming a brand or product. It walks through 16 types of brand names, brainstorming strategies, 40 tools and resources, and over 100 examples. It displays domain and trademark research once you’ve selected a name.
73% of consumers prefer to watch short-form videos to learn about a product or service. 56% of marketers report that short-form video is the top trend they plan to invest in this year. One of the reasons why people love this format is that attention spans have gotten shorter over the last 20 years. Many people now use short-form apps like TikTok as a search engine because of its ability to provide valuable information in a short amount of time.
Conversational marketing is evolving beyond rudimentary chatbots with AI advancements that enable more tailored interactions at scale. By leveraging AI tools to track performance, personalize content, and anticipate customer needs, brands are now more equipped to support their customers at every stage of their buyer journeys. Omnichannel communication management, video transcription tools, and voice search optimization also enable personalized interactions at scale.
Dove has pledged to not use AI to represent women in its advertising - it has shared a set of prompt guidelines for using AI tools in more inclusive ways.
18 curated LinkedIn posts that cover LI profile optimization tactics, growth strategies, and content planning tips.