This study proposes a solution using randomized controlled trials (RCTs) combined with predictive models to estimate ad impact. RCTs are when a randomly chosen group of consumers is shown an ad and is compared with a randomly chosen control group that doesn’t see the ad. The difference in response between these groups reflects the ad’s impact. The study shows that even a small number of RCTs can effectively predict the return on advertising dollars.
Marketers must carefully consider several factors to assess if an influencer collaboration aligns with their brand strategy and goals. This article discusses 7 of these factors, including the authority and trust of the influencer within the category, the influencer’s power to sway preferences and decisions, and how authentic the potential partnership would be.
This tool allows you to see the most viewed pages on Wikipedia, enabling marketers to see what is trending. It is possible to check views on a specific day, month, or year. It also has a breakdown by platform, which includes desktop, mobile app, and mobile web.
Capacities is a notes app that’s helpful for organizing digital notes into collections and a creative alternative to Notion. MyMind provides a private visual space where you can save anything you encounter online. Butter is a new video service for hosting online workshops, classes, or live meetings.
Taking time now to reflect and set goals can help set marketers up for personal and professional success this year. Personal goals should inform and be intertwined with career goals. This guide outlines several areas for marketers to consider when setting SMART goals, such as communication skills and community engagement. It also includes helpful tools to use for specific goal areas, as well as overall goal tracking.
This article explores the challenge of determining customer needs accurately. It highlights how relying solely on customer feedback or internal team discussions often leads to confirmation bias, resulting in misguided product development efforts. A better way is to use the ‘jobs to be done’ approach to understand unmet needs and develop innovative product solutions. Some successful examples include Khan Academy’s inception and the birth of services like OpenTable and CVS MinuteClinics.
This podcast transcript outlines Sarah Tavel’s Hierarchy of Engagement framework for growing a consumer startup. The 3 levels of the hierarchy include core action, retention, and self-perpetuation. To implement the framework, first identify the core action, which is the fundamental user engagement step. Then emphasize retention, making the product more valuable with continued use. Finally, achieve self-perpetuation through network effects and growth/re-engagement loops.
At the heart of leadership is the art of creating alignment and inspiring people to move, which requires effective storytelling. The aim of great storytelling is not to convince an audience of a different viewpoint — it’s to make them consider it. This requires that people understand what you say (language), believe what you say (credibility), and retain what you say (bandwidth).
A round-up of 10 memes that sum up the experience of growth marketers.
A list of 29 books to help you become a better marketer, perform at the highest level, and improve Google Ads skills.
Google reportedly has plans to consolidate staff at its large customer sales unit that works with major advertisers. The division has over 30,000 employees and some positions are being reduced potentially due to new AI tools that automate some of their tasks. One of the ad tools that may be driving the replacement is PMax, which helps advertisers create content, find the best format combination, and make changes automatically based on ad performance.
TikTok is working on new tools to help creators maximize their performance. There’s a new Creator Center UI, which provides more analytics insights and updated discovery tools that utilize conversational AI. It’s also much easier now for social media managers to manage TikTok from their desktop PCs.
Instead of displaying a “buy more and save” offer and letting customers select the product quantity to reach it, try using a second “add to cart” CTA to encourage larger orders. The CTA should include the text of the offer and add the exact product quantity needed to qualify for it. Using this tactic can lead to a 13% increase in average revenue per user when compared to a page variant showing just the offer and a single CTA.
Many companies can and should do some SEO work in-house. Keyword research is not only used for optimizing pages to rank – it also helps you understand your customers’ wants and needs. Internal linking is critical to organic search visibility and is easily scalable with content widgets. Creating genuinely useful content helps with SEO and potentially has other marketing applications. This article contains ChatGPT prompts to make each of these tasks more efficient.
Google Ad Extensions (aka ‘Assets’) are optional content pieces that provide searchers with more information, making your ads more appealing. This guide reviews both automatic and manual extensions and shares best practices on how to use them. The 12 assets include Sitelink, Callout, Location, and more.
This marketing template includes holidays, national days, and resources to prepare for seasonal campaigns. It includes helpful notes on differences in holiday dates globally, as well as several heritage months to consider. The link will require you to make a copy in Google Drive.
Soloist is a simple and free website creator that uses GenAI to compose a website based on a few simple inputs. It’s designed to help solopreneurs and SMB owners. Its template includes useful features like a client contact form, review import, booking, and SEO optimization.
Allbirds were once the “it” shoes. It expanded its product line too fast and scaled beyond its core customer base. Instead, it should’ve focused on its first shoe, which was a success and even deemed as “The World’s Most Comfortable Shoes” by Time Magazine. Allbirds only has 15% aided brand awareness in the US, which implies that it has a communication problem. Ways it could amplify its brand include making co-founder Tim Brown the face of the brand, collaborating with influencers to promote a lifestyle, and creating long-form education campaigns around key sustainability initiatives.
Misunderstanding the difference between acquisition and growth will cost you revenue in 2023 – but in 2024 it will cost you your business. The current AI boost to productivity will mostly bring competition but not more market size, which means generic messaging or lackluster products won’t be able to survive. Brands need to focus on growth holistically, which means thinking beyond acquisition metrics alone.
CMG, a marketing company, raised concerns after claiming it could listen to customers through smartphones, smart speakers, and other devices for targeted advertising. Through Active Listening, it was able to capture keywords or targets and provide that information to businesses. CMG claims the practice is not illegal, but it may not be ethical and it is unclear how customers would perceive brands using that tactic. This article contains the original announcement from CMG.
There are 2 fundamental customer mindsets: Promotion and Prevention. Someone with a promotion mindset is focused on what can be gained, whereas someone with a prevention mindset is focused on avoiding negative outcomes.
2023.12.22·insight.kellogg.northwestern.edu·11 min read·TLDR Marketing 10 newsletter examples that balance the product highlights with the informative—and sometimes even delve into the entertaining.
Thoughts on which behaviors, approaches, and practices should be reconsidered, ramped up, and maintained for 2024.
In 2023, the advertising landscape was characterized by the omnichannel nature of marketing. It was driven by the growth of retail media networks, the integration of connected TV and live sports streaming, and the expansion of digital out-of-home advertising. Marketers had an unprecedented array of inventory and channels to reach customers.
This YouTube blog post revisits the best ads of 2023 and explores what is next for brands in 2024. The highlights include Apple, Louis Vuitton, and Pepsi, who mixed long and short videos to engage and entertain customers. For 2024, the recommendations are to leverage creators, use Shorts for campaigns along with long-form videos, and leverage AI to find the right audience.
Oftentimes, large companies seem to reduce their messaging to general promises of “growing revenue” or “future-proofing” rather than specific capabilities. This post compares Slack’s current messaging for sales teams to what it used in the past. The tool used to focus on capabilities, which helped users understand exactly how they would get value. Now, its messaging is arguably too outcome-driven.
Lifecycle initiatives will go beyond email in 2024. Teams need to find unique ways to engage with users via in-app, events, community, outreach, and other efforts typically reserved for demand gen and sales. It’s also important to audit current onboarding experiences and identify gaps, needs, wins, and areas of opportunity for next year. Moreover, it won’t be enough to focus only on the top 1-2% of your most engaged audiences.
Resource pages and templates are effective at driving leads for B2B companies – when done well. This post contains a framework for building these pages to rank in search and convert traffic to leads. It includes a list of 13 high-priority items, such as breadcrumbs, insights from the JTBD framework, and ICP testimonials.
A collection of the 10 most watched presentations this year from Product Marketing Alliance. Videos include How To Become CMO Faster Than Thought Possible, How to tell a product story that resonates, and the 3 P’s of PMM. Each video ranges from 14-36 minutes long.
This list contains business books that offer insight into how marketing works. The list includes ‘Impossible to Ignore’ by Dr. Carmen Simon, ‘Running with Purpose’ by Jim Weber, and ‘Unreasonable Hospitality’ by Will Guidara.
This post contains 22 pieces of wisdom for winning on the internet. Marry the niche, date the product. Be data-informed, not data-driven – in other words, act with a mix of art and science. Get on the internet to post content ideas, but get off the internet to get content ideas.
Claim is both a rewards app and social network. The company has been focused on helping marketers and brands reach new customers in a way that doesn’t involve bombarding them with ads on Google, IG, or TikTok. It turned consumer rewards into a multiplayer game by allowing users to try new brands together while saving money.
Positioning is tougher than it’s ever been. PMMs need to cut through the noise by focusing on showing impact via real-life examples instead of theory.
Frequent returners are actually your best customers – so brands should avoid instituting preventative or punitive return policies.
Litmus created a personalized email swag-drop-themed sweepstakes campaign that updated over multiple days to encourage subscribers to come back and sign up.
Good web design crafts immersive experiences that connect, captivate, motivate, and delight. In 2024, more websites will feature denser and richer graphics, as sites will be less limited by technical constraints. Kinetic typography will become more interactive and will be key in landing pages and campaigns. AI-generated designs will unlock a new level of personalization. Microinteractions will evolve to become more personalized and context-aware.
A recent video performance analysis found that Instagram Reels drive more views than TikTok. Longer Reels performed better than shorter ones—8K vs. 6K median views per video. Despite the impressive stats from Reels, brands produced way more Stories, revealing a potential misalignment in strategy.
Google is set to enact multiple changes following a $700 million settlement. These include supporting app installs outside of Google Play, permitting alternative billing mechanisms for in-app purchases, and prohibiting exclusive Google Play deals with phone makers.
Impactable, a B2B ad agency, runs cold ads to drive targeted traffic to its homepage as a way to build retargeting audiences. Its team uses a “retargeting ladder” to ensure that cold visitors are exposed to information in the right order at different intensities. The cold ads appear unprofitable on their own, but they enable highly profitable retargeting campaigns. This post contains examples of each type of retargeting ad the company runs.
From finding winning business ideas to setting up and optimizing your storefront to effectively marketing your store, this guide contains tactics to scale your e-commerce business on Shopify. It shares how Oodie, a brand that sells wearable blankets, optimized its store with an abandoned cart email sequence, product bundles, free shipping thresholds, and paid advertising.
A content brief is a summary of what to include in an article. Generative AI can streamline the making of content briefs and enhance SEO benefits. Keyword Insights uses AI to discover and cluster keywords, optimize for intent, and generate content, including briefs. MarketingBlocks is a comprehensive, AI-powered content suite. Swiftbrief is a tool that specializes in content briefs.
Google shared its favorite Chrome extensions that help with task management, shopping, and accessibility. Sider is an in-browse sidebar for genAI tools, Transkriptor is an audio-to-text tool that supports over 100 languages, and QuillBot helps with email composition.
McKinsey has reached $15+ billion in revenue because one of its early leaders created a set of company values and stuck to them. These values matter because, unlike a mission statement, they should be felt by the customer when interacting with a brand. They should also inform the company culture and drive business results. When using values to build a winning brand, leaders need to fully mean it and design operations around it. As the company grows and changes, brands must preserve the values and use them to guide decisions.
This case study analyzes the psychological principles Spotify leverages to make Wrapped go viral every year. A week before release, it uses the curiosity gap to get users hooked and build anticipation. Then it uses storytelling, delighters, and numbers to make user stats more engaging and interesting. Lastly, it leverages the bandwagon effect by making its content very easy to share.
This infographic shows the top-rated Restaurant, Shopping, and Travel loyalty apps. Chick-fil-A and Dominos lead the restaurants, Etsy and Sam's Club lead the shopping apps, and Delta leads the travel apps.
In 2024, in-house personal brands will replace influencers, bio links will replace landing pages, and private groups like subreddits and Discord groups will replace a majority of top-of-funnel marketing.