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Chatbots are commonly used to engage site visitors and qualify leads. This post summarizes 12 case studies from clients, which vary from fintech to e-learning companies, who use chatbot tools. It also covers several use cases for chatbots, including video popups, pricing page lead gen, and user onboarding.
This glossary, put together by the IAB MENA Measurement Task Force, offers consensus-based definitions covering a wide range of measurement concepts. No information is required to download the report.
TikTok has announced several new measurement capabilities to effectively track campaign conversions. The new Attribution Analytics aims to paint a clearer picture of the non-linear path to purchase, including awareness, discovery, and action. TikTok is also shifting to a Self-Attributing Network (SAN)—a separate MMP network integration that can pinpoint conversions and other campaign outcomes more effectively than legacy MMPs.
Too often, brands will go straight to marketing tactics instead of first understanding competitive gaps. Before executing a single campaign, marketers should make a list of competitors, and then research their go-to-market, branding, and messaging. The key is to identify places where competitor marketing doesn’t address customer needs fully and use that to develop a customer acquisition strategy.
Douyin's success in China has emboldened TikTok to replicate it in the US. TikTok aims to offer exciting live-streaming experiences, innovative brand storefronts, and diversify into new categories like food delivery. Its massive user base gives it an advantage over competitors. TikTok's expansion into e-commerce could reshape online shopping and how customers engage with brands.
Answer this series of 7 questions to formulate an effective value proposition, which in turn will also inform brand positioning and marketing strategy.
This author treated their career as a product, and as part of that grew their Substack newsletter to $30K ARR.
A US-centric cheat sheet on how to refer to Latine folx.
Elon Musk is planning to transition X to a paid-for platform for all users to address rampant bot activity. Musk did not specify how much the plans would cost or what features would be included at the lowest tier. This could improve ad impression quality for advertisers, but would also reduce the audience size significantly.
WordPress released an ActivityPub plugin that allows users to connect their blogs to other social media platforms on the fediverse. The fediverse refers to a decentralized social network that allows users to have an account on one service and post on other services. The WP plugin works with many tested federated platforms, including Mastodon, Pleroma/Akkoma, Hubzilla, and Pixelfed.
Viral loops are powerful because they’re cost-efficient, scalable, and provide brand exposure. 3 ways to create virality include helping users share their achievements on social media, building incentivized referral programs, and making a product embeddable. This article includes real-life examples from Duolingo, Intercom, and Strava.
Hotjar is a product experience tool that offers insights into customer behavior. The company grew non-branded organic search traffic by 734% in 3 years and grew its paying customer base by 1,398% in the same period. To achieve that, it embraced product-led content, clustered content around the customer journey, and powered keyword research with customer insights.
Polygon Labs is a blockchain platform that grew rapidly through several community development initiatives. This post discusses the intersection of growth, partnerships, and community in tech startups.
This report takes a look at the future of the email marketing channel. With this information, it can help you develop a roadmap, allocate resources, and see where top companies are applying AI to their strategies. No information is required to download the report.
Each page or blog post should target 3-10 organic search keywords in a cluster. This post explains 9 simple steps to create keyword clusters to use for content creation or optimization. The process includes selecting your primary keyword, using an SEO tool to identify related terms, and researching each one to ensure they have similar search intent.
The words we use, or don’t use, impact decisions and money. Money words can persuade users to action. This guide outlines the psychology behind copy best practices, such as making the consumer the grammatical subject of a sentence, focusing on the benefits users gain, and avoiding lose-money words that distract.
A study of search results found that singular keyword results are often different from their plural counterparts. Specifically, singular keywords often lean towards informational searches, while plural keywords are more about shopping. Moreover, Google will display different features in the search results, indicating varied user intent. Marketers should include the most appropriate version of the keyword in the page URL.
This article explores how the framing effect can be used to improve user engagement and provides examples from YouTube, HelloFresh, Gmail, and Google Search. It also gives examples of how the tactic can be damaging if used incorrectly or unethically.
Despite local rental restrictions across various cities including NYC most recently, Airbnb continues to thrive. Its latest marketing campaign shows how they are differentiating from hotels to grow.
A good storytelling post includes a simple story arch, teaching point, and a clear CTA.
FTC released new recommendations for advertisers to clearly distinguish between entertainment and ads to limit potential harms to children.
Google’s Creative Guidance leverages AI to make suggestions for enhancing video ad performance. It is available through 'Recommendations' and has been integrated into Video Analytics within Google Ads. The tool can check for the following in your creative: brand logo presence, appropriate duration for marketing goals, high-quality voice-over, and adequate aspect ratio.
TikTok quietly introduced Wikipedia snippets within its search results a few months ago. Users can find these Wikipedia excerpts interspersed between relevant videos and the links redirect to Wikipedia. This pivot signaled TikTok’s intention to become a more comprehensive search engine.
Sometimes it's not clear what images are most appropriate for the query or topic you're optimizing a page for. In these cases, you should perform a Google Image search for the keyword you're optimizing for. You'll find what type of imagery Google believes is contextually related to the topic.
This post outlines how to use AIPRM, a free plugin, to generate SEO-optimized content efficiently. The plugin provides ready-made prompts, a keyword generator, keyword analysis, and more through ChatGPT. Its combination of tools simplifies the content creation process, but the output should be thoroughly reviewed.
This post shares 6 types of prompts to use in ChatGPT Plus for visualizations and insights into your marketing analytics data. Examples include conducting a competitive analysis of your key pages, an analysis of the performance of campaigns across your full marketing funnel, and a web page audit for SEO and conversions.
Now is the time to prepare your brand’s Black Friday and Cyber Monday emails. This guide explains the steps to kickstart your campaigns. It includes tips to build your email list, the content to include, and effective subject lines to use. The guide also includes sample campaigns, such as a “get ready” email and an average-spend-per-customer promotion.
Targeted advertising is under threat due to privacy regulations and consumer distrust. Privacy laws, like GDPR and CCPA, are demanding higher levels of consumer consent, impacting traditional targeted advertising practices. While this does not mean targeted advertising will end soon, the industry is shifting towards a more transparent, user-centric, and consent-driven model. Advertisers are turning to alternative methods such as contextual advertising and zero-party data to navigate this changing landscape.
This article discusses how Web3 Academy, a media company, has been leveraging Web3 to provide a better customer experience and grow its business. Web3 Academy focuses on people interested in new technologies and provides various resources including a newsletter, podcasts, and courses. It integrated NFTs into its business model to improve the experience for premium subscribers. Web3 Academy is using Web3 to innovate podcast and video consumption.
A play-by-play on the latest developments from the landmark Google search antitrust trial, which is set to last for 10 weeks. The outcome could bring significant changes to Google and the future of the internet.
Your competition is already trying to improve on what they're doing, so focus on differentiation instead of copying their content or ads.
This post shares how a company leveraged a product-led SEO opportunity to increase its traffic by 400% by showcasing its product in its content and making its product data public.
A list of over a hundred unique marketing tactics that target buzz generation, creating brand awareness, acquisition, retention, and monetization.
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Users and companies on X will soon be able to include more detail in their profile section. A “View more” prompt will sit beneath the bio summary. This could also eventually lead to a bigger information panel incorporating shops, job listings, and location info.
Google has begun to push out an update to its helpful content algorithm, which specifically targets content that was primarily created for search engines rather than people. Google wants to reward better and more useful content that was written for humans and to help users. The update started on September 14 and should take about two weeks to fully roll out.
Instead of putting remarketing spend on all unqualified site traffic, Impactable used LinkedIn Ads remarketing to qualify, segment, and convert customers. It created LinkedIn audiences of users who visited its site and built a qualifying layer on top of them to only display ads to relevant segments. After 6 months, Impactful saw a 10% increase in conversion rate and a 40% reduction in cost per conversion.
A website owner increased CTR on a page by 900% by changing the title tag. The page ranked first but had a poor CTR of less than 1%. The title tag closely resembled the pages ranking beneath it, so they added a few extra words to make it stand out. The page maintained its ranking and saw an immediate increase in CTR.
Customer marketing can increase brand loyalty, turn customers into advocates, and provide social proof, making it integral to brand growth. Brands like Aerie and Glossier utilize user-generated content to make customers feel seen and connected. McDonald's demonstrates a deep understanding of its audience through relatable content and posts, while Zara's diverse creators highlight products in authentic ways.
E-commerce sites will now have more insights into their visibility within Google’s Shopping tab. The enhanced reports will allow site owners to get notified when SKUs are no longer eligible to appear in the Shopping tab. Additionally, they will provide recommendations to improve the visibility of products.
Startups should reconsider prioritizing SEO since it may lead to unrealistic expectations due to its top-of-funnel focus. Unless the startup's strategic goals align with SEO outcomes and they have long-term objectives, investing in SEO is not likely the best choice. Alternatively, paid advertising campaigns can offer quicker results, adding users and revenue that can support the funding efforts in a resource-constrained environment.
The TikTok Ads library is an open book of information about what’s hot for advertisers on the platform. It is also a useful tool to discover new audience demographic combinations to target. This post shares 11 tips to stand out from the competition and squeeze the most out of your TikTok Ad spend.
A page’s target keyword should be used in the first 100 words, in image alt text and/or file name, and in headings.
Amazon launched new search and discovery tools for its mobile app, including multimodal search, expanded augmented reality features, and "Find-on-Amazon", a tool that identifies products from photos shared through the app.
A think-piece that argues the cultural problem in B2B is the resistance to change and the adherence to outdated models of sales and marketing.
Pinterest announced a range of new ad products and display options, such as making its prominent Premiere Spotlight ad units available in more places in the app. It’s now possible to run similar-sized ads in user home feeds as well. Pinterest is also launching Showcase and Quiz in-stream ads, direct website linking, Salesforce and Adobe integrations, and a new tool for generating lifestyle imagery.
WhatsApp is launching its Channels feature in over 150 countries. Channels allows users to follow artists, organizations, sports teams, and thought leaders, similar to following someone on social media platforms like Threads. The feature is designed to be privacy-centric and it features a directory to find channels and emoji reactions.
Website redesigns often go poorly due to disorganization or misordering of steps. This framework provides a clear outline for how to approach a redesign the right way. Importantly, companies should not begin working on visual design until content and architecture have already been established.
Amazon reviews are crucial for sellers as they impact consumer trust, provide product information and quality assurance, and help build reputation. This article covers best practices, including leveraging Amazon Vine to get reviews on new and pre-release products, gathering competitive intelligence, and using third-party tools for advanced management.
SaaS packaging involves assembling features and services into various editions or SKUs that customers can purchase. This guide breaks down 9 best practices when it comes to launching a new product or adding new packages to an existing one. The recommendations include leaving room for selective and polarizing add-ons, making the engagement-driving features the most accessible, and ensuring each package serves a unique role in revenue generation.