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Hootsuite is set to acquire Talkwalker — the leading listening solution — to usher in a new era of social media performance. While the vast majority of businesses are on social media, most cannot connect to business impact that truly matters. With Hootsuite and Talkwalker together, social media marketers will have access to the broad cultural context, competitor intel, and specific customer feedback needed to perform.
The State of PPC 2024 Report summarizes survey responses from PPC professionals around the world. Nearly 50% of PPCers think managing campaigns is harder than it was 2 years ago due to decreased control and insights from ad platforms. Trust in ad platforms (especially Google Ads) is at an all-time low. 72% of in-house PPCers say efficient growth is the most important goal for campaigns in 2024. No email is required for download.
This post shares 5 methods for producing original research on a small budget. Connect Google Forms to Giftbit or Tango Card through Zapier to generate referral links and gift cards for anyone who takes your survey. Go on Fiverr and find specialist web scrapers who can mine data on sites like Reddit, Amazon, or Google Reviews. Subscribe to sentiment analysis tools like Talkwalker or Idiomatic to keep up with how people in your industry feel about specific topics.
Revolut’s marketing strategy is centered around making its fintech product so good that customers will do the marketing for it via word-of-mouth. Rather than having an always-on referral program, the brand runs various campaigns designed to bring in new users. Time-boxing the campaigns creates an extra push for users to invite others, in addition to offering a monetary incentive for the referrer. Revolut has also run campaigns that reward a physical card to the invitee, while the inviter interestingly receives nothing. It uses clever copy that makes users feel positive about themselves.
PayPal will now give small businesses access to 4 new features to drive payment acceptance and enhance how they run their business. The features include Apple Pay as a checkout option, the ability to save payment methods with the PayPal vault for faster future checkout, a real-time account updater to help customers keep payment methods current, and access to Interchange Plus Plus pricing.
This comprehensive guide demystifies the complexities of Automated Rules on Facebook. By automating changes to campaigns and ads, marketers can proactively optimize performance, reduce workload, and maximize ROI. This guide provides step-by-step instructions on how to access the tools and set up different types of rules. Rules can be used for different marketing objectives, including reducing auction overlap, optimizing ad creative, or enabling Advantage+.
SKIMS rolled out its latest March All-Stars campaign, which includes the nation's brightest college basketball stars donning the brand’s new loungewear. Strategic collaborations have been the brand’s key to success. The likes of Kate Moss, Alex Cooper, Snoop Dogg, and Ice Spice have all appeared in promotional content for the brand, helping it build a customer base of 70% millennials and Gen Zers.
In the evolving data privacy landscape, it is an illusion to think it’s possible to evade compliance through obscurity. This article discusses changes in regulators' stances and real-world cases like DoorDash's investigation over customer data shared with marketing companies. It emphasizes key themes that are on top of regulators' agenda, including transparency, opt-out requests, sensitive information from kids, and manipulative design patterns.
By integrating the solar eclipse into their marketing strategies, Warby Parker and Herbivore Botanicals demonstrate how brands can leverage timely events to drive brand engagement. In addition to offering the glasses to customers in-store, Warby Parker also distributed them in Delta lounges, in schools, at the Top of the Rock observation deck, and at the Brooklyn Botanic Garden. Its goal for the eclipse activation was to engage with and give back to its local communities. Herbivore Botanicals launched a campaign called Eclipse Sun Damage on Monday’s eclipse. It curated a list of 50 influencers, geographically located along the eclipse’s path, and sent them a mailer of branded eclipse-safe glasses, SPF, and new skincare products.
This guide compares different approaches to designing websites that consider the variety of devices and browsers that visitors use.
Search engines are embracing a hybrid approach, leveraging AI to infer user intent and determine the appropriate output.
A curation of creative ads to serve as inspiration from Nescafe, Pedigree, The Economist, and McCafe.
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Roku filed a patent for a system that could extend ad placement beyond its platform. Ads would be displayed over content paused on external devices connected to Roku TVs. This technology, still in the patent stage, proposes detecting static or paused video content and overlaying relevant ads. This potentially opens up new advertising opportunities and revenue streams for Roku.
No one wants to be ‘influenced’ when they’re scrolling through social media. People want to be spoken to, inspired, educated, and entertained. It’s the creators and communities people choose to engage with, not the big brands or big influencers. The beauty in creator marketing is when brands hand the control over to the creator themselves and see how they interpret it. Brand guidelines shouldn’t completely be cast aside though. Creator briefs are still relevant and should serve as “freedom within a framework”.
People perceive products that involve visible effort as having more value. By showcasing the effort in the production process, marketers can justify higher prices and loading times. This article shares tactics to leverage this psychological effect such as offering a behind-the-scenes look to explain how the product works and adding a bit of theatrical delay while processing the customer requests.
Speaking with your customers directly can uncover a goldmine of growth opportunities. It’s critical to ask follow-up questions to further clarify the meaning of what a customer said, rather than making assumptions. It’s also a best practice to end an interview with an open-ended prompt. This allows customers to discuss what matters most to them and ends the interview on a positive note.
A breakdown of how Canva kept a user from canceling their premium account. Canva turned a price increase into a marketing tactic by reminding the user that even though prices have increased to $29.99/month, they only have to continue paying $12.95/month. The brand also created loss aversion by reminding the user of the number of times they’ve used premium features. Lastly, Canva added a “Continue cancellation” CTA in a bright red button. Clever UX choice there, as people tend to not click on big red buttons.
Features, capabilities, and benefits are the most important concepts in messaging, but most people only distinguish between features and benefits. A capability is what you do with the product, while a benefit is the outcome of using that capability. This post uses Slack's messaging for its channels feature to illustrate these concepts.
Brand Indicators for Message Identification (BIMI) is an email specification that allows brands to display their logos in the inboxes of their customers. It exists to combat email phishing and spoofing, enhance brand visibility, and improve email deliverability. It also builds on existing email authentication frameworks including SPF, DKIM, and DMARC. This guide walks through the steps entailed in setting up BIMI.
There is a lot of debate surrounding Ad Strength's relevance, with some marketers arguing it’s not useful since campaigns with a 'poor' label often outperform those with an 'excellent' label. Google responded and reinforced its significance as a critical metric. Ad Strength plays a crucial role in assessing campaign assets' breadth and depth, which indicates its potential to generate user engagement across digital channels.
RingCentral reached $2.2B in revenue by transforming from a simple telephony service to a beacon in the Unified Communications as a Service (UCaaS) domain. The brand faced stiff competition but maintained growth due to its content marketing, brand building, and SEO. RingCentral invested in small business and local area code landing pages to drive high-intent visitors down its funnel. It built a backlink profile, in part due to its partnership network. It also harnessed the power of YouTube to drive traffic to its offerings.
Building a personal brand through organic reach on social media platforms like LinkedIn can create trust and affinity with the audience, especially in B2B. In this podcast, Adam Robinson, CEO of Retention.com & RB2B, describes what has worked and how he got started with the strategy. He believes that video content allows for a richer connection with your audience, enhancing the impact of your brand. The combination of AI and influencer-type founders can also enable bootstrapped startups to scale and compete with larger companies.
TikTok Live Shopping allows brands to showcase and sell products in real time during live streams on the platform. Plus, it’s easy for brands to experiment with.
Techniques to improve writing speed and efficiency include starting with pen and paper, adopting the Pomodoro Technique, and using AI for initial drafts.
LinkedIn has expanded its advertising offerings for B2B marketers by introducing connected TV ad placements. This will enable marketers to target audiences off-platform while they're streaming shows and movies. The move aims to reach users more intentionally during their workday or leisure time.
JPMorgan Chase has launched a business that will help marketers target customers based on their spending habits. With Chase Media Solutions, brands share what their motivations are — acquiring new customers or building basket size, for instance — and then the bank targets customers with specialized deals through its app’s Chase Offers section. These offers were previously less targeted ads, but moving forward it will be populated by offers developed within the bank’s new marketing arm.
Most marketing today works by grabbing attention, making you emotional, and turning emotion into action. For this to work, your audience has to trust, like, and relate to you – which is where humor comes into play. One tactic is to make fun of yourself, as IKEA did with a playfully misassembled ad. You can also make extreme and humorous analogies to show how your customer’s life would look without your product. Alternatively, brands can take a bold stance against something in their industry they don’t agree with, as Verizon did with its “one size does not fit all” messaging.
This post breaks down an example of a checkout abandonment A/B test that tested a delay of 1 hour vs. 2-3 hours when sending the first follow-up email. Brands will often focus on one metric, which is the number of placed orders for the first email. The 1 hour test version will always win — but the truth is this doesn’t paint the full picture of what’s happening. A proper test would split the following into 2 cohorts, tag 50% of the profiles as 'control' and the other half as 'test', and capture the flow start date. Segments to pull include the number of people in each cohort in the last month, discounts used by cohort, placed orders by cohort, and unsubscribed by cohort.
This article dives into the world of negative keywords and how to use them to refine Google Ads strategies. It shares six different implementation strategies including setting keyword thresholds, employing search term reports, and blocking undesirable phrases from the start. Marketers can optimize budget allocation, improve campaign performance, and ensure alignment with their advertising goals by properly using negative keywords.
This article walks through a weekly marketing dashboard template used by the head of marketing at Segment used this template for a weekly report to the C-suite and sales team and explains how marketing leaders can share the right level of detail with executives. The format puts numbers into context while also using language and metrics that other teams care about. A link to download the template is included in the article.
Researching shoppers’ questions can help brands better understand consumer demand and pain points, as well as the generative AI and conversational searches online. This post walks through 5 tools that can be used to research keyword-focused questions: Moz, Semrush, AlsoAsked, BuzzSumo, and Answer The Public. All five are paid tools but offer a free trial.
40% of people are more likely to spend more than planned if they find their shopping experience to be personalized. This guide shares 20 product recommendation examples to help shoppers make the right buying decisions faster. Examples include recently viewed items, expert recommendations, recommendations based on quiz answers, and personalized bundle recommendations.
Kieran Flanagan, CMO of Zapier, shares the 10 current rules of marketing. He emphasizes the importance of picking the right channels for your products, as channels will never bend to fit with products. Today’s marketing channels favor individuals vs. brands. Creators likely will take 15-20% of what Series D and public companies spend on paid advertising today.
Content needs to be unexpectedly interesting and filled with personality to win audiences, earn organic backlinks, and build trust.
This post provides a templated prompt for ChatGPT that generates email copy in the exact structure you want the output to be in.
Alphabet's rumored interest in acquiring HubSpot would be a game-changer in the CRM and marketing landscape.
About half of Gen Alphas (ages 10 and younger) stream video content daily. By age 8, most of them are on social media for up to 3 hours a day. 30% of parents said Disney+ is the streaming platform their children use most. 50% said YouTube tops the list of social platforms. 60% of the generation has watched a pro sports event on TV. 47% have watched college sports on TV. The NFL, NBA, MLB, and men’s soccer are the most popular sports among Alphas.
As people are increasingly turning to LLMs to search for product information, companies are becoming more concerned about how these LLMs perceive their brand. While companies can’t change what the models already “know” about the brand, they can put out new content in hopes of ensuring positive associations of their brand names within AI language models. Right now, that exposure happens mainly when a model is trained using a huge compressed version of all the content on the internet.
Sherpany, a meeting management platform, found in user research that its target audience saw the product as “just another meeting solution.” To better communicate its unique value proposition, the company repurposed some of its expert content into a Digital Transformation strategy guide and offered it as a lead magnet. Sherpany used this to test a completely new lead funnel, which resulted in a 58% increase in platform demo requests.
As consumer habits evolve amidst economic uncertainty, businesses are exploring innovative approaches to drive growth and improve retention. Loyalty programs that integrate pricing strategies such as memberships through price-based benefits are very promising avenues. However, challenges such as organizational coordination and analytical complexities pose obstacles to fully integrating the approach. This article discusses the main hurdles and the suggested approaches.
Companies often have their case studies tucked away on a tab on their site and wait for prospects to navigate their way to them. A better practice is to put SEO power behind case studies and turn them into an “always-on” asset. First, determine a category keyword by describing what your product is or does. Next, decide on the use case you’ll discuss for the article. Then gather case studies that match the use case and start creating case studies. Each case study should include the current situation/plan, how you’ve helped them, and numbers to back up your claims.
Understanding customer acquisition cost payback time is crucial for SaaS companies, especially those without long-term retention data. This article explores the nuances and challenges of calculating CAC payback, addressing specific questions on what costs to include, churn, the impact of long sales cycles, and more. It emphasizes the importance of aligning sales and marketing spend with future CAC projections and debunks myths surrounding industry benchmarks.
Screaming Frog is effective for finding pages without anchor text, pages that are linking to a specific response code, and pages with a higher crawl depth. Google Search Console is useful for finding pages with high volumes of external and internal links pointing toward them. You can use these URLs as a base to link out to other pages. Ahrefs is more user-friendly when it comes to finding broken internal links, redirect issues, and orphaned pages.
Amplitude, a digital analytics platform, is in the business of making its customers more money. The company built its product to be able to attribute revenue to specific product investments, making it a transformative tool for product-led growth. Its go-to-market strategy initially focused on a subset of its TAM to maintain focus. In doing so, the team honed in on effective sales to purchase experience. Content has also been a central pillar of Amplitude’s customer acquisition strategy, as it drives traffic, creates awareness, feeds its funnel, and builds its authoritative brand.
Mental accounting describes why we treat money differently based on how we label it. This explains why we tend to spend more when we pay with a credit card instead of cash, as well as why we are willing to purchase currency in video games. Brands can apply this knowledge by offering installment payment options, emphasizing long-term savings in subscription pricing tiers, and enticing customers to return with cash vouchers.
Monetization calls-to-action should be a different color than functional calls-to-action in freemium products - special monetization colors make it easier for customers to understand what they can unlock in a paid plan and helps products sell themselves.
Facebook rolled out a vertical-first video player in a move to attract younger users while positioning itself as a potential alternative in case of a TikTok ban in the US.
An infographic that shows 70 blogging tips categorized by SEO, attitude, content, target, layout, and network.