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Meta has launched Creator Management Tools in its Business Suite to help agencies and creators manage their relationships on Facebook. The new tools are designed to streamline relationships with creators with features for sharing assets, making payouts, increasing security, and more.
TikTok released a 13-page guide that offers insights into optimizing ad campaigns and bidding strategies. It features case studies, data-backed notes, and practical tips on structuring ad accounts, updating campaigns, and targeting effectively. For instance, it suggests specific ways to optimize an ad account towards the user journey and to adopt the ideal bidding strategy based on the campaign's objective and budget.
Since launching in 2008, Khan Academy has grown into one of the world’s largest nonprofit edtech platforms, with more than $221.5 million in annual revenue. It was able to achieve this with effective brand messaging, which set it apart from competitors and appealed to a large global audience. Khan Academy invested in strategic partnerships to grow its reach and credibility. The company’s investment in SEO and social media increased its online visibility.
This case study dissects Letterboxd's onboarding process. Letterboxd is an app that markets itself as “the social app for film lovers”. Its onboarding and signup experience was confusing and left the author with a poor customer journey. Letterboxd should not have relied on non-contextual instructions to tell people essential information about what the app did. Showing users what the app could do as they’re discovering it is more effective. In addition, using pop-ups during onboarding can be a rough way to start a new customer journey. The author provides alternative UX options to make the experience more welcoming.
This story delves into the transformation of diamond engagement ring culture and traces its roots to strategic marketing campaigns that shaped cultural perceptions through generations.
As consumers prioritize authenticity and reliability in brand promises, clothing brands like Quince and Italic adapt their marketing messages towards the use of natural materials, emphasizing durability and quality.
A summary of why Kyte Baby, a baby apparel company, is under fire for denying an employee time off to take care of her adopted baby.
Monthly TikTok active users grew at a slower pace in 2023 compared to the previous year. Recent data indicates a deceleration in growth after the U.S. launch of TikTok Shop in September 2023, with concerns raised about the platform becoming saturated with ads and cheap products leading to user frustration.
Leaders debated whether to regulate AI directly or focus on regulating its effects post-development at the Davos 2024 World Economic Forum. Some suggested implementing policies that evaluate and audit algorithms from the start. Others argued for regulating the effects of AI once it’s developed. Concerns were raised about stifling innovation with direct regulation.
A founder orchestrated a Reddit post to promote his startup using clever storytelling, which spiked his company’s website traffic for a few days. To do this, write a story where your product is the solution that could have solved everything—but don’t mention it in the post. After the post gets some attention, post a comment from a different account that casually suggests your product. Finally, edit the original post to mention the product. For this tactic to succeed, it’s critical to avoid making it sound promotional.
By helping prioritize quality leads over cold ones, a good lead scoring model can improve sales productivity, increase conversions, and promote better alignment between marketing and sales. This guide uses website activity, campaign responses, and demographics/firmographics to build a scoring model. It recommends capturing website activity through first-party cookies, scoring diverse campaign responses, and gathering crucial demographic and firmographic details to continuously refine the model and improve accuracy.
Customer lifetime value (CLV) helps you maximize return from user acquisition and marketing, set sustainable sales goals, and double down on customer retention. It’s calculated using average order value, number of purchases per month or year, and the length of the customer relationship. Providing excellent user onboarding, rewarding loyal customers, upselling, and cross-selling can increase CLV.
This guide walks through how to identify lower-funnel keywords in GSC to create or optimize content for. First, add a Regex query filter for all the lower-funnel keyword modifiers you can think of, such as “alternatives” or “solution.” Next, filter the data to the last 28 days and only positions greater than 25. Review this list to identify keywords that are highly relevant to your product/services and check to see which pages are receiving the impressions. Plug these keywords into a tool like Ahrefs or Semrush to get the difficulty and review the current SERP. Use this data to prioritize the keyword list.
Runway introduced a multi-motion brush tool that makes Midjourney images move in multiple directions. It provides greater control and consistency in the creative process. The update enables users to highlight up to 5 elements or subjects and customize their motion. By selecting the elements, users can reduce random generations and achieve more predictable results.
beehiiv is an all-in-one platform for newsletter creators that has now reached $6.5M ARR since launching in 2021. The brand entered a very saturated market but set itself apart with a better subscription model and a set of features than its competition. beehiiv's team focused its MVP initially around 2 critical and unique features, rather than doing everything from day one. This enabled beehiiv to hone its positioning and find its wedge in the market. The company continues to succeed due to how quickly it builds and ships, as well as its excellent prioritization framework for what to build.
Substack focuses on simplicity, ease, and efficiency, which is critical for independent creators. It recently launched an AI quote-picking feature, which was well received by its user base, to facilitate the creation process. This article emphasizes the importance of having a product that is aligned with the market it is aiming to serve.
Explore Adweek’s complete list of Super Bowl LVIII commercials lined up for Sunday, February 11.
This piece explores the uncertainty and challenges surrounding the integration of generative AI in social apps. It questions generative AI's impact on genuine social interaction and user engagement.
Marketers are increasingly relying on AI to predict user behavior, analyze data, and create personalized campaigns in the absence of third-party cookies. The value of first-party data has increased, and AI enables efficient handling of large datasets. AI plays a crucial role in contextual advertising, providing hyper-contextual relevance and real-time ad matching based on content analysis.
Apple has updated its App Store rules in compliance with a court order related to the Epic Games-initiated antitrust case. The update allows developers to promote alternative payment methods for in-app purchases and subscriptions. There is a complex application process for including external links. Apps participating in Apple’s Video Partner and New Partner programs are excluded from using Link Entitlement. These rule updates will affect the in-app monetization and user experience.
This post covers impactful tips to make your writing convert better. Writers should understand their target audience on a deep level, including their specific pain points, desires, and interests. Content should address the strategies users have tried that don’t work, rather than just covering the solution. It should also be tailored to the platform it's on — a great blog post looks and sounds different from a Tweet.
This article shares 3 tips on increasing customer engagement with personalization: use prospects' first names when communicating, target prospects based on interests and context instead of demographics to better address their needs, and automate responsive triggers to personalize the customer journey with low effort.
Gen Z is reshaping the digital landscape with a mobile-centric lifestyle. They spend around 3.5 hours per day across various platforms like Instagram, YouTube, and TikTok and prefer micro-communities and purpose-driven brands. This article shares 7 types of content that captures Gen Z's attention, including relatable humor, UGC, and captivating visuals like memes and short-form videos.
Learning to pitch well can help you get execs to fund your product, get investors to back your startup, and get customers to buy your offer. Start your pitch with the customer’s problem and support it with a story or data. Show how customers struggle to address their problem with existing solutions, followed by how your product delivers what they need. Drive this home by painting the customer’s dream outcome. Finally, explain why you’re the right person to solve this problem and why it should be done now.
An analysis of every email Lemme, a vitamin and supplement line by Kourtney Kardashian, sent in October 2023. This post shares a summary of 14 emails, components that were done well, and areas for improvement.
The best way to reduce churn is to make sure you get users to adopt your product and see the value quickly. It’s critical to understand the “natural length” of the problem your product solves for your customers. It can tell you how significant your churn problem is and how to fight it. Collect the actual reasons why people are canceling and segment this data by account age. Next, reduce “unintentional” churn as much as possible, which entails solving payment processing or technical issues. Finally, build appeasements into your cancellation flow to prevent customers from leaving.
Businesses often think their only competitors are other brands in their category. This post contains an exercise to identify your true competitors. First, brainstorm all possible reasons why a person buys from you, including practical solutions, emotional needs, and the purchase context. Next, identify all of the possible solutions for each of those needs. You will then gain a full list of competitors you can frame your business against.
Lack of clarity on marketing problems among founders often leads to an avoidance of root problems. Marketing problems go beyond surface-level ones, including structural, strategic, and product issues. Structural problems are related to internal processes, systems, and team members. Strategic issues stem from market misalignments including position, offer, and message. Product matters come from product capabilities that are not compelling for the target audience.
Many websites force their visitors to input their email addresses before they can use the live chat, but it’s an unnecessary friction point that can cost you sales.
A round-up of updates from social platforms this week. Sources are linked in the post’s comment thread.
Spotify’s “Daylist” is a singular playlist that updates and changes to reflect your listening habits at different times of the day. This feature launched in September 2023, but it has been going viral this week on Instagram.
Google has introduced "Circle to Search," a new Android search feature that allows users to initiate searches through gestures like circling, tapping, or highlighting any content. Users will no longer have to stop what they’re doing to start a search or take a screenshot as a reminder to search for something later. The search results users see will differ based on their query and the Google Labs products they opt into. Circle to Search will launch on January 31.
LinkedIn partnered with Ipsos to conduct a survey of over 2,000 B2B marketers in 4 global regions across financial services, agency/advertising, healthcare, education, and tech industries. Results showed that B2B tech leaders allocated the least amount of their budgets toward brand building. 70% of B2B CMOs at tech companies said they’re unable to prove the impact of brand campaigns. They tend to rely on thought leadership content to reach prospects.
There isn’t a golden publishing hour that’s the ideal time to post for every social media account. However, it does matter when you post, because most algorithms consider recency a ranking factor. This guide reviews several high-profile studies to share when the overall “best times” to post on Facebook, Instagram, TikTok, YouTube, and LinkedIn are. Use the times as a starting point for your own social media schedule, and then adjust based on when your audience is online, the type of content you publish, and how people consume your content.
Amid lingering inflation concerns, companies must employ psychological pricing strategies to encourage consumer spending. This article covers tactics including tiered pricing, buy one get one free offers, discounts on base prices, transparency about price increases, charm pricing (ending in 99), and the shift towards subscription models. If used properly, pricing strategies can influence consumer perceptions and enhance the perceived value of purchases even in inflationary periods.
Snickers changing their slogan to “You’re not you when you’re hungry” resulted in a 16% increase in sales. Research shows that the way something is framed influences people’s choices. In particular, making an offer more positive (e.g. “75% lean” instead of “25% fat”) tends to improve results. Brands should frame their product as the obvious choice among competitors and always sell the benefits rather than the contents.
This guide unveils the strategies employed by high-retention SaaS companies, focusing on the pivotal role of effective communication, particularly through email. It underscores the importance of personalized onboarding to lead users to the "aha moment," the use of email newsletters for habit-building, and the impact of behavior-triggered emails on user engagement. With the abundance of data, companies should strive to create hyper-personalized experiences and reduce churn rates.
An e-commerce store was able to drive 2.2 million clicks from Google Discover by using Web Stories. The team noticed that lifestyle and news publishers were able to generate large amounts of traffic with Web Stories, which are similar to Instagram Stories. They decided to experiment with it, using BuzzSumo, open-source images, and a free WordPress Plugin. This resulted in millions of new visits, primarily from Google Discover.
The Adidas Samba shoe achieved viral popularity within the last few years but is now out of style. Stanley cups might be headed towards the same result. That can be partly explained by René Girard’s theory of Mimetic Desire, which suggests that we don’t want what we want, we desire what others want (especially people of status). This post walks through how Adidas and Stanley achieved virality, as well as lessons that brands can learn from when considering influencer marketing.
In the digital landscape, bundling can serve as a strategic tool for firms to beat the competition. By bundling their offerings, companies can discourage direct price competition and create differentiation. Additionally, the strategy can be used to move laterally into other market segments, similar to what Amazon did with Prime Video.
AI startups are numerous, so potential customers might have a hard time differentiating between them. This article breaks down how 10 companies are pitching their products in new, innovative ways.
Saucony launched a new Marathumb Challenge app, which compares the distance users scroll to the number of steps they take. The challenge was released alongside a new sneaker model.
Marketing isn’t hard, but being a marketer is. This podcast episode by Anchored Intelligence covers why marketing is one of the most deeply misunderstood functions in modern business.
The connected TV ad industry continues to rely on the IP address for tracking viewers and connecting CTV audiences with other devices in the household. However, this type of household-level tracking appears to fall into a legal gray area when it comes to children’s privacy law. This article includes a 10-minute-long video interview with experts in privacy law, ad tech, children’s media, and CTV.