Full-text search across article titles and summaries. Refine with sector, year, content type, and reading-time filters.
Brands such as Reformation, Skims, and Osea Malibu have been capitalizing on iconic figures and aesthetics from the ‘90s. Campaigns featuring celebrities like Monica Lewinsky and Pamela Anderson reflect a genuine consumer enthusiasm for ‘90s culture. A throwback campaign can serve as an opportunity for a brand to not only embrace nostalgic aesthetics but also reshape cultural narratives that align with current events.
This report surveyed over 2,300 US consumers to look at the impact of Black/African American, Hispanic/Latin, AAPI, and LGBTQIA+ consumers’ brand perceptions and purchase behaviors, with a focus on Gen Z. 81% of Gen Z said that diverse voices have either some or a large amount of influence on them when making decisions. 57% of all consumers say that multicultural people have a big influence on their brand preferences and choices. Brands should prioritize outreach to multicultural and diverse consumers as opposed to adopting a siloed approach.
The goal of a website CTA is to lead audiences to take desirable actions. Not attaching outcomes or pain points to CTAs will result in poor performance. Using CTAs to lead users away from the website or to unimportant pages will result in unwanted conversions. Showing more than 2 CTAs can overwhelm users and distract them from the desired action.
Optimizing your cancellation flow can reduce user churn. Brands should first collect the various reasons why users cancel, either through user interviews or by using an open-ended question in the cancellation flow. Next, insert a multiple-choice survey into the cancellation flow based on the initial research. Finally, set up the flow to provide a win-back offer back on the multiple-choice selection.
A successful GTM strategy requires thorough market research, cross-functional alignment, and agility to adapt based on market feedback and performance metrics. This piece covers a structured framework for GTM planning that covers key sections and questions to guide the process.
Google’s Responsive Search Ads make it difficult to A/B test ad copy, but there is a hidden Ad Variations feature that makes testing possible. It enables marketers to test variations of specific elements, including headlines, descriptions, and even landing pages. This article describes how to set up these tests and where to track experiment performance within Google Ads.
Stripe's resource page is driving about $1 million in organic traffic annually, proving the immense value of well-optimized content. By strategically targeting high-intent keywords related to online payment processing, it captures a significant share of the market and establishes itself as an authority in the industry. Marketers can make a single page generate substantial revenue and contribute to long-term business growth by leveraging simplicity, SEO optimization, and global accessibility.
This interview with Jackie Rocca, the VP of Product at Slack, delves into the role of generative AI in shaping modern collaboration platforms. She explains how Slack has evolved from a messaging tool to a comprehensive workspace, integrating AI to address user challenges such as information overload and knowledge retrieval. Slack offers AI-powered features like channel recaps, thread summaries, and search answers to increase productivity through relevant insights. The interview highlights the iterative nature of AI development and the importance of keeping the user needs in focus to drive innovation that really impacts their experience.
This article describes common customer pain points, strategies for identifying them from your own customers, and how to address them with prospective customers.
7 tips to enhance your IG Stories include making emojis glow, creating collages by using Layout, using “Add Yours” stickers and templates, and more.
To ensure readers understand what your product does, reduce the number of features you spotlight in one piece to 3, weave social proof throughout your content, and use a variety of formats to showcase your product to meet users’ different learning preferences (ie. GIFs, explainer videos, and screenshots).
Sponsored
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!). We help manage your campaigns from end to end, ensuring that your performance marketing efforts hit your internal KPIs without breaking your budget. Learn more about working with us [4].
Many businesses feel pressured into tapping into every holiday without having a specific reason. It’s important to build an annual cultural calendar and choose the moments that are most relevant to your brand and audience. While small businesses may lack the resources of larger corporations, they can still leverage psychological tricks like emotional attachment and brand association to showcase their brand in a new light during holidays like April Fools’ Day.
The demand for user research is growing as brands face uncertain times and aim to mitigate risk in their strategies. Non-researchers, such as marketers and product designers, are increasingly conducting user research. This research democratization results in a greater impact on decision-making. New AI tools are allowing teams to scale their user research by automating analysis, transcription, and other tasks.
This post describes an optimal Meta Ads account design for a US-focused subscription app. The account foundation is built on Manual App Ads and all ad sets use bid caps. Trial conversion tends to be low for younger audiences, so users ages 18-24 are excluded on an account level and there is limited spend on users aged 25-34. To reach the goal of targeting older audiences, the account prioritizes Facebook Feed as the top placement, followed by IG Feed for scale.
Your LinkedIn headline is a big part of your first impression online. This guide shares a step-by-step process, best practices, templates, and examples to enhance your profile's impact and engagement.
Discord is introducing Sponsored Quests as a cautious step into the realm of advertising. It offers PC gamers in-game rewards for getting friends to watch a stream of them playing through Discord. Companies like LucasFilms and Epic tested it last year. The launch marks a departure from Discord's long-standing anti-ad stance as it used to be one of its key differentiators from traditional social media platforms.
This article breaks down the author’s experiment of posting PDF carousels daily on their LinkedIn profile for 6 days. Results showed that a combination of visuals with concise and insightful text performed the best. Slides that broke down complex ideas into digestible visuals and bullet points captured more attention. The carousels also fostered many in-depth discussions and personal stories shared by the audience via the comment threads. The author found that the payoff in engagement and visibility justified the upfront investment in design (via Canva).
Liquid Death’s absurdist, anti-corporate persona has redefined the boundaries of social media. By positioning water as an alternative to alcohol in music venues and bars, the brand has connected with a counterculture audience drawn to its edgy, provocative imagery and messaging. Liquid Death’s multifaceted social content strategy prioritizes traditional high-quality video ads with user-generated content, influencer collaborations, and behind-the-scenes glimpses over overt advertising.
71% of customers are confident in using AI to virtually try on products before buying. This indicates the potential for AI to streamline decision-making processes in online retail. The top generative AI use cases consumers look forward to are automating product filters based on customer needs, creating customized items, and summarizing product reviews.
Benchmarks show that more than half of companies fell short of their revenue goals last year, suggesting that companies should immediately invest in marketing and sales to avoid a soft performance in 2024. Companies have been struggling to predict pipelines accurately and accelerate sales cycles. The trend was observed across various business segments and is expected to continue throughout the year.
From X's 'transparency' stunt to Oreo's cookie 'divorce', April Fools' Day saw many brands testing the limits of humor.
Marketplace sellers and smaller brands are gaining access to Walmart’s on-site display advertising through the company’s self-service ad platform beginning this month.
A table that outlines the goals and tactics of each marketing funnel in the TOFU, MOFU, and BOFU stages.
Advertisers have filed a class-action lawsuit against Meta, alleging the company inflated ad viewership figures by up to 400%. They claim to have been unfairly charged inflated premiums for ad placements on Facebook and Instagram.
Food prices in the US rose a record-breaking 20% from January 2021 to January 2024. This has contributed to budget-conscious diners cutting back. Instead of across-the-board menu slashes and broad discounts, chains are limiting them to specific meal times or channels. Wendy’s introduced a limited-time $1 burger available exclusively via its app. Domino’s halved the minimum purchase price to get points in its loyalty program.
‘Zero’ has become a popular marketing slogan. Think “zero sugar”, “zero emissions”, or “zero landfill”. Zero-based marketing focuses on what products lack rather than their attributes, exploiting societal guilt over past consumption habits. This trend leverages consumer guilt to drive sales and promote eco-conscious purchasing behaviors.
KitKat's strategy is to make its product synonymous with having a break. The brand has done so with billboards, targeting specific search keywords like ‘I hate Mondays’ and placing public benches shaped like KitKat bars. Other brands can use this method by pinpointing the exact moment in a customer's day when its product or service is most relevant. From there, it’s a matter of creating a moment-prompting slogan and putting the product in those everyday places to make it easy for people to choose it when that moment strikes.
Reading patterns are a user experience concept that can create more helpful content for readers. The F Pattern describes how users read opening lines and skim the rest of the content. Using subheadings and images will attract their eyes. The Layer Cake describes when users focus mainly on the headings to understand the structure. It’s important to build in headings and subheadings. Some users skim the content looking for particular keywords — adding important keywords in strategic places will keep them reading.
Site navigation has a pivotal role in enhancing visibility and engagement. Robust navigation not only aids readers in exploring a publication's content but also assists search engines in comprehending its topical focus and depth of coverage. To build great navigation, identify the most important landing pages of your site. Order these pages from most to least important. Then experiment with adding a sub-navigation that pulls in tag pages for important topics or other links. This piece covers good navigation examples from The New York Times, CNN, and The Washington Post.
This case study showcases the power of broad targeting strategies such as Advantage+ Shopping Campaigns and Advantage+ Audience in advertising. Despite the absence of demographic controls, the algorithm efficiently directs impressions towards the target audience based on conversion history. In this case, the company serving women predominantly experienced a high percentage of impressions reaching their intended demographic.
Instagram is developing a new "Blend" feature that will curate personalized Reels feeds for users and their friends. It’s designed to make it possible for users to discover new Reels together. It will enhance collaborative content discovery and offer a competitive edge against platforms like TikTok. The feature is an internal prototype and has not been tested externally yet.
Rather than following the typical retail electronics strategy, Apple pulled inspiration from museums and luxury brands to create the Apple Store concept. This presented its products as simple and premium, resulting in $1 billion in sales within 3 years. Cross-industry innovation is a problem-solving method to come up with unique ideas by using what’s been done in other industries. To do this effectively, clarify the exact problem you need to solve. This helps identify the right inspiration from other industries.
Brands like Duolingo, Osea Malibu, and Truff are strategizing to transition to alternative short-form video platforms. They are investing in Instagram Reels and YouTube Shorts as contingency plans to continue engaging with their audience. Despite having alternatives, not all TikTok content would transfer well, requiring adapting content and format. Use your current customers and fans as the North Star in terms of platform of choice and content.
This curated course list includes Novum’s “How to Break Into Competitive SEO Niches”, Simplilearn’s “Advanced SEO Program”, Semrush’s “Content-Led SEO with Brian Dean”, and more.
This post contains 11 print ads by Porsche that excel at copywriting, ad design, and branding.
A breakdown of Ritual’s stress relief supplement landing page. The brand focuses on using clear product shots, benefits of value propositions, and an above-the-fold sticky CTA button.
Sponsored
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!). We help manage your campaigns from end to end, ensuring that your performance marketing efforts hit your internal KPIs without breaking your budget. Learn more about working with us [4].
By introducing games and short-form content, LinkedIn seems to be strategically targeting users who find themselves lost between TikTok and the transformed Twitter. It is trying to position itself as a unique blend of professional networking and engaging content for a broader audience.
A video went viral showing a woman ranting about “stanky body odor” while sitting in the front seat of a car. The woman, suspected of being an AI-generated influencer, has been revealed to be based on a real person, Ariel Marie. She consented for Arcads to use her likeness in a generative video tool that was then developed to create a video advertising hygienic wipes. Marie’s involvement has sparked discussions on ethical concerns and the boundary between reality and artificiality.
Most marketers write copy and then never look at it again, rather than optimizing for additional upside. The Endless Copywriting Cycle framework proposes marketers follow 4 steps: research and discover, write and publish, validate and test, then repeat. With each iteration, brands develop more learnings, a higher conversion rate, and increased revenue.
Brand benefits can be leveraged as a strategic tool for business differentiation and growth. By focusing the communication on customer needs and outcomes rather than features, companies can set themselves apart from their competitors. Benefits can be functional if they provide practical advantages, symbolic if they appeal to the customer's values and aspirations, or experiential if they focus on sensory or emotional aspects. This article shares insights on how to apply benefits to marketing efforts and to grow brand recognition.
This article underscores the importance of focusing the content strategy on a central idea. By aligning all efforts around a central theme, marketers create a cohesive brand narrative that reinforces the messaging and drives more engagement. A complex content strategy makes it harder to connect with the audience. The author uses Freshpaint, a healthcare data platform, as an example of how to center content around a big idea. The platform made its brand all about privacy-first marketing and became a successful thought leader in the industry.
Optimize existing assets instead of constantly reinventing the wheel by creating new content. Check the last 28 days of your Google Search Console and highlight relevant search queries that rank between #4 to #20. You can optimize these pages by adding new insights to refresh the topics, adding new internal links to recently published articles, replacing or adding new images, updating CTAs, or reviewing outbound links.
Developing a repeatable process for collecting and summarizing ‘voice of customer’ data enables brands to pinpoint and solve growth problems. Set up a process to gather data, process it, create a repository, share results, and repeat. This information can then be used to refine your messaging, validate channel investments, and inform sales strategies.
Taking buying trends and mechanisms into consideration will help you sell your product more effectively. This post describes 7 trends in the current B2B market that brands should understand. Most of your target market isn’t ready to buy at this moment, which is why you need marketing tactics for short-term, medium-term, and long-term revenue. The way B2B executives buy is influenced by many factors and touch points, so marketing strategies need to account for a nonlinear buying journey. Buying something is a project, and projects can fail for reasons outside of a brand’s control.
Partnering with celebrities is a popular marketing strategy, but it is expensive and not a guaranteed success. This article describes 3 necessary ingredients for a celebrity campaign to succeed, using Calvin Klein’s partnership with Jeremy Allen White as a case study. Your chosen celebrity should align with what you want to convey as a brand or product, rather than simply being the current ‘it’ celeb. Partnering with talent who already uses your product helps develop a campaign that feels authentic. The media strategy around the partnership is critical, whether that’s launching the campaign before the celebrity’s tour or timing it around a relevant and large event.
Instacarts has launched the Instacart Developer Platform (IDP), a solution that enables third parties to integrate the grocery tech company’s functionality inside their websites and apps.
Digital audio consumption is projected to represent a significant portion of digital media consumption in the US, but ad spend in this sector remains disproportionately low.