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21 CHROME EXTENSIONS FOR SEO

WHY FREE PRODUCT + PAID MEDIA = DEATH FOR SUBSCRIPTION COMPANIES

HOW META, TIKTOK AD-FREE TIERS COULD IMPACT ADVERTISER BUDGETS

A FIRST-TIME VP OF MARKETING’S PRIORITY LIST

A B2B’S BUYER JOURNEY IS AN ECOSYSTEM

Google AdMob will soon allow ad units with incentives to improve engagement. Incentives include discounts, loyalty points, in-game items, and free shipping. Advertisers now have the option to request an appeal for ad units that were previously disapproved under the former policy. Direct monetary items such as cash, cryptocurrency, and gift cards remain disallowed as rewards under any circumstance. The new policy goes into effect on October 31st.

ISRAEL-HAMAS WAR

The European Union has extended a warning about illegal content and disinformation related to the Israel-Hamas conflict to Meta. The EU's internal market commissioner urged Meta to ensure compliance with Digital Services Act rules, emphasizing the need for effective measures against the dissemination of illegal content and disinformation.

BANNER

ConversionWise added a clickable announcement bar highlighting a unique selling proposition (USP) and linked it to high-margin product bundles. The site’s heatmap data showed that users had previously been trying to click the static announcement bar, while surveys indicated that the product guarantee was the most compelling USP. ConversionWise combined the two findings to increase conversion and ultimately increased revenue per session by 26%.

HOW TO FUTURE-PROOF YOUR SEO STRATEGY

Links, backlinks, and domain authority may not matter much in the future with Gen AI reshaping search results and the user experience. This new Gen AI search world now has SGE/ChatGPT answering all top-of-funnel search questions. To win with SEO in 2024, brands will have to shift their efforts toward building keywords for mid-funnel users.

WHY THE LEAST MEASURABLE MARKETING CHANNELS TEND TO PERFORM BEST

This video transcript discusses the challenge of measuring marketing channels like organic social content and PR. It’s often harder to prove ROI quickly in comparison to digital advertising platforms. These long-tail channels can be measured by metrics like follows, comments, likes, and views, which lead to sales or conversions over time and often outperform paid channels.

5 AI TOOLS TO CREATE SOCIAL MEDIA VIDEOS

Videoleap transforms existing videos artistically for more views and engagements. Vizard repurposes YouTube videos into clips suitable for TikTok and Instagram. Krea and Genmo generate videos from text prompts. Boolvideo turns pictures into short videos in seconds.

WORD OF MOUTH

This article explores the concept of "Sustained Virality" in the context of business growth. It discusses the mechanics of creating lasting word-of-mouth impact and the role of community-led growth. It also contains case studies and a framework to understand the different dynamics of virality.

GUIDE TO SMS SHORT CODES

91% of consumers are interested in signing up to receive text messages from brands and 90% of messages are read within the first 3 minutes. SMS short codes are one of the main tools in sending SMS marketing campaigns. This guide covers the benefits of short codes, best practices, tips, and alternatives.

WHY YOU SHOULD FAIL 50% OF YOUR EXPERIMENTS

Running growth experiments only for quick KPI wins leads to short-term progress, while rigorous experiments ultimately yield repeatable wins. Fast-growing companies aim for a failure rate of 50%+ in their tests. Growth teams should build intentional rituals and processes that reinforce a culture of learning.

AI RISKS: CAN ARTIFICIAL INTELLIGENCE AFFECT YOUR BRAND EQUITY?

AI can boost brand equity when used appropriately by enhancing authentic customer interactions. However, overuse or misuse of AI-generated content can lead to a loss of personal touch, privacy concerns, misalignment with brand identity, and a lack of human interaction.

Impulse, a mobile app that does brain training, uses a daily task list, streaks, badges, score progression, and rankings to engage and retain users.

7 EXAMPLES OF INFLUENCER MARKETING CAMPAIGNS

Get inspiration from these 7 examples of influencer campaigns from brands including Dove, Dunkin', and Gymshark.

PUSH

Meta has unveiled new ad options for Facebook Reels in preparation for the holiday season. They include the introduction of Collections Ads, Multi-Destination Reels Carousel Ads, and a "Swipe Left" functionality for easier product exploration in ads.

DISINFORMATION FOLLOWING HAMAS ATTACKS

The EU issued a public warning to X for failing to address illegal content and disinformation related to the recent attacks on Israel. Disinformation is not illegal in the EU. However, the EU’s Digital Services Act puts an obligation on X to mitigate risks attached to harmful falsehoods and to act diligently on reports of illegal content.

ADOBE IS UPGRADING PHOTOSHOP’S GENERATIVE AI MODEL

Adobe has introduced 3 new generative AI models called Firefly Image 2, Firefly Vector, and Firefly Design. These models enhance Photoshop's text-to-image capabilities and provide powerful features for Illustrator and Adobe Express. They will enable users to easily create high-quality images, editable vector graphics, and customizable design templates.

HOW TO CREATE A SUCCESSFUL CUSTOMER LOYALTY PROGRAM

Companies with effective loyalty programs grow their revenue 2.5X faster than their competitors. To succeed, a loyalty program must align with your business model and customer preferences. There are various types of programs, including points-based, tier-based, mission-driven, and more. This article contains examples of successful loyalty programs and tips for setting up your own.

5 BEHAVIORAL STRATEGIES TO MAKE YOUR CONTENT MORE ENGAGING

Customer-first content is increasingly important for SEO, yet it isn’t common. Brands should make every word in their content intentional, allow users to see themselves in the story they’re telling, and design content according to the relevant thinking style of their audience. An example of a way to do this is to add a button toggle so users can choose between more or less technical content, addressing both technical and C-suite audiences.

60+ FREE DIGITAL MARKETING CERTIFICATIONS & COURSES

A curation of over 60 reputable digital marketing courses and certifications by a marketing professor. It’s organized by certification or course topic and focus level. Download the PDF in order to access the hyperlinks.

9 FREE WEBSITES FOR LEARNING NEW SKILLS

This post contains 9 websites that share product psychology, the footsteps of investing gurus, collections of interesting marketing campaigns, and more. Examples include stockcircle.com, typeshare.co, and marketingexamples.com.

MAIL-TESTER

Mail-Tester is a free tool that analyzes your emails for spamminess based on the message, mail server, and sending IP. You send an email to its randomized email addresses and it generates a report immediately.

WHEN TO SHOW OFF THAT YOU’RE A NEW BRAND

Brand messaging plays a big role in altering people’s perceptions regarding innovation and heritage. Based on a series of experiments, people prefer younger brands when shopping for products where innovation is important (e.g. vacuum cleaner robot) and they tend to prefer older brands when reliability is more important (e.g. car insurance).

HOW TO MOVE FROM PRODUCT MANAGEMENT TO PRODUCT MARKETING

This article explores the journey from Product Management to Product Marketing. It delves into the authors' personal experiences, the role of a PMM, skills required, transition tools used, and building a transition resume.

HOW TO COLLABORATE EFFECTIVELY WITH OTHER TEAMS

Growth projects are always a multi-team effort, so effective collaboration is necessary for efficient business growth. Collaborating teams need to align on 3 key pillars, including project parameters, ways of working, and communication.

5 HOOK IDEAS TO TEST ON META ADS

Thumb-stopping ad formats to try on Meta ad creatives—zoom out transitions, eye contacts, bold statements, green screens, and reversed shots.

THREADS LOOKS TO ADD TRENDING TOPICS, GIFS, VOICE POSTS AND MORE

Meta is gearing up to add new features to Threads to increase user engagement and compete with X. The app will soon have a new “Trending Topics” section, voice posts, GIFs, and in-stream polls. Meta is also working on new ways to promote users’ Threads activity, both on Instagram and in the app.

GOOGLE SEARCH GENERATIVE EXPERIENCE LITE VERSION TEST

Google is testing a simplified version of the Search Generative Experience that features a more subtle AI-generated answer box with fewer colors and lines. Users are able to click to expand the lite version.

5 FRAMEWORKS FOR PRODUCT LAUNCH MESSAGING

From writing fake press releases to using blog posts, creating a lightweight positioning document, developing a complete product, or launching a full GTM plan—this author stresses to only use these frameworks for P1 and P2 tiered product launches. P1 launches are described as new-to-the-market features that attract customers, while P2s are either new and retain customers or table stakes that attract customers.

OVERSTOCK’S BED BATH & BEYOND REBRAND: THE SEO IMPACT

Overstock relaunched as Bed Bath & Beyond and redirected one website to the other - likely a bad decision for SEO. In addition to losing a position in SERPs where both sites had appeared, it also didn’t cleanly 301 redirect all URLs to an equal counterpart on bedbathandbeyond.com. SEO traffic for the website probably won’t ever reach the previous total combined traffic of the two websites. This article contains a list of steps Overstock should’ve taken as part of this migration to help maintain traffic.

HOW TO USE THE SHOPPER JOURNEY REPORTS IN GA4

New ecommerce-focused Google Analytics reports can help identify issues with shopper journeys and the checkout process. The Purchase Journey report shows the funnel from when a user starts a web session through purchase, while the Checkout Journey report details the steps of the checkout funnel. Both reports require that ecommerce events are implemented.

10 GTM STRATEGY EXAMPLES AND TEMPLATES

This guide explains the major components of a GTM strategy and how to craft a value matrix to derive product positioning and messaging. It showcases 10 companies that disclose their GTM strategies and templates, including Fitbit, Huawei, and Cisco.

According to survey results, 35% of respondents struggle with a lack of alignment in their GTM teams, particularly in sales, marketing, and customer success. This piece presents 5 diagnostic questions to address the issue that consider the ideal customer profile, team relationships, and performance metrics.

GENERATIVE AI’S ACT TWO

This article discusses the evolution of generative AI, highlighting its rapid growth and impact. It describes “Act 1” unleashing a wave of novelty apps that were lightweight demos of cool new technology. As the market enters into “Act 2”, the authors predict that new applications will have new editing interfaces, making workflows stickier and outputs better. An updated generative AI market map is available.

WHAT MAKES A GREAT BACKLINK FOR SEO

High quality backlinks are relevant to the linking site and your site, fit naturally in the content, on a page that gets traffic, and from a site that’s picky about linking out.

HOW THE GOOGLE ANTITRUST LAWSUIT CAN IMPACT ADVERTISERS

The DOJ's antitrust lawsuit against Google has potential outcomes that could reshape the digital advertising landscape, impacting advertisers' access to ad inventory, automated blended campaigns, and data-driven attribution.

X ROLLS OUT NEW AD FORMAT THAT CAN’T BE REPORTED OR BLOCKED

X has started serving users with a new ad format that can’t be reported or blocked. These ads lack any disclosure of the advertiser's identity and do not indicate that they are advertisements. It’s raising concerns about transparency and the platform's struggle to attract advertisers.

GOOGLE AND YAHOO TO REQUIRE EMAIL SENDER AUTHENTICATION

Starting in early 2024, Gmail, Yahoo, and AOL email clients will automatically mark messages from non-compliant senders as spam. This means email senders must implement by 2024 the Sender Policy Framework or DomainKeys Identified Mail and Domain-based Message Authentication, Reporting, and Conformance records. The policy applies to both transactional and marketing emails.

6 COPYWRITING FORMULAS FOR WRITING EFFECTIVE ADS

This chart provides 6 formulas and examples for writing ad copy. Examples include the SLAP formula (Stop, Look, Act, Purchase), the 4Cs framework (Clear, Concise, Compelling, Credible), and the FAB way (Features, Advantages, Benefits).

7 INFLUENCER MARKETING CAMPAIGN TIPS FROM A DISNEY MARKETING ALUM

82% of consumers trust the opinions they see on social media channels, making influencer marketing vital to your entire marketing plan. Campaign tips include evaluating your company’s influencer marketing tools, working with nano/micro-influencers over macro/mega-influencers, using your existing fans as brand advocates, and never making your sponsored content seem organic.

CRO TOOL STACK

This post contains a list of 16 CRO tools, including UsabilityHub for preference testing, Convert.com for A/B testing, and Microsoft Clarity for visual analysis.

EQUIVALENCE

This mapping shows how to get the same data from the GA API as you transition from Universal Analytics to Google Analytics 4. Note that several metrics and dimensions in UA are named differently in GA4.

THE ULTIMATE GUIDE TO Q4 SUCCESS ON AMAZON

This guide discusses strategies for success on Amazon, emphasizing the "3 R's" approach: Rank, Reviews, and Relevance. It highlights the importance of optimizing product listings, accumulating positive reviews, and ensuring relevance to keywords and categories. Additionally, it provides insights into promotion strategies, main sales day strategies, advertising and creative strategies, and inventory management.

SANDBOX

Google's Privacy Sandbox APIs, aimed at replacing third-party cookies in Chrome, were made generally available in early September, prompting questions about their functionality. In this article, the product manager for the Privacy Sandbox addresses queries regarding the timeline for cookie deprecation, the Protected Audiences API, bidding on Protected Audiences through Prebid, frequency capping, measurement and attribution API, and the use of Google's Ads Data Hub.

2023

This report by Wordstream gives a peek into how over 300 digital agencies operate, use their resources, and service clients. It can illuminate some areas to focus on improving or streamlining during your 2024 planning. Takeaways include the varied tech stack agencies are using, landing page creation being the top creative service sought for, and PPC management being the most time-consuming part of an agency’s work.

HOW DEATH WISH COFFEE GREW THEIR BUSINESS 100X

After many failed attempts at various marketing tactics, the founder of Death Wish Coffee had his coffee featured on Good Morning America and won a free Super Bowl ad, which skyrocketed the business.