TLDR Marketing 2024-05-06

Google's new Performance Max for Marketplaces allows sellers to create Google ad campaigns that send traffic to their product listings on third-party e-commerce platforms without needing a website or Merchant Center account. After connecting their Google Ads account to a supported marketplace, like Amazon, brands can use existing marketplace product data (i.e. images and pricing) in ads and will get detailed reporting on campaign performance within Google Ads.

Gen Z's perception of influencers is evolving, as shown by a recent study indicating their willingness to engage with AI-generated influencers. Despite concerns over authenticity, with 37% expressing distrust towards brands working with AI, 46% of Gen Z respondents are intrigued by such collaborations. They prioritize metrics like follower count over traditional authenticity markers.

LinkedIn posts that contain images outperform those without by 50-60%. Don't just tell people you're hiring, having a sale, or just launching a new feature - show them through visuals and colors. LinkedIn users also love a good emoji list, and much like any other social media platform, a controversial thought or opinion always draws attention. If there's a status quo in your industry, a behavior that everyone exhibits, or a trend that the majority of your competition sheepishly follows — go against it.

Private chats (i.e. iMessage/Whatsapp screenshots) are a type of graphic that immediately makes people stop scrolling their feeds. People are naturally nosy, so this type of image will pique their interest. Brands can use genuine screenshots or even stage one for marketing purposes. Behind-the-scenes employee discussions about an upcoming product launch, happy customers talking to CSMs, or FAQs in chat form are all ways to employ this tactic.

A launch strategy is short-term (1 week - 1 month), while a GTM strategy is long-term (6 - 12 months). Launching a product focuses on creating awareness and guiding people through the entire customer journey. It requires specific segmentation, personalized messaging, and a killer experience from start to finish. A GTM strategy is based on insights gained after the initial launch. It should be flexible and reflective of the product's success, particularly regarding achieving PMF. If the initial launch fails due to a lack of product stickiness, all marketing efforts should be paused until the product's issues are addressed.

Battlecards equip teams with quick-fire responses to queries or objections a customer might have. This Google Doc details key components any killer battlecard should include.

A user on LinkedIn asked for email service provider alternatives to Klaviyo. The comment thread includes numerous recommendations and their benefits and features. Omnisend, Sendlane, Attentive, and Yotpo were amongst the top contenders.

A common blunder made by copywriters and marketers is to speak to a group when one person is the audience. Teams do not read sales letters or website pages — individuals do. Sales are made (and lost) one by one. Copy should speak to one person whenever possible, avoiding language like “some of you” or “people just like you.” Speaking insider-to-insider strengthens the copy as it shows that you are one of them. No matter how educated your audience, make your message easy to consume.

When every brand is vying to be the one that says it loudest, be the one that says it best. Tone and messaging add a lot of nuance to creative, but too many brands generate content without considering the writing. To get messaging right, brands should start by researching their audience, their market, and what they (realistically) offer. Next, develop a persona for the brand that will anchor everything you write. Avoid writing copy to simply sound like your audience — it's better to sound like your brand.

Pinterest stands apart in today's social media landscape as a refuge from drama and opinion overload. It offers a serene haven focused on self-care and positivity. Studies have shown its positive impact on reducing stress and burnout. Users appreciate its inward-facing nature, devoid of vanity metrics and negative discourse. Pinterest's algorithm prioritizes saved content, providing a relaxed browsing experience. It doesn't reward a “more is more” mentality, and creators feel less pressure to constantly update their audiences in real time.

A recent report delves into the evolving landscape of post-pandemic travel, revealing preferences for spontaneity, cultural immersion, and loyalty programs and urging marketers to adapt strategies to meet shifting expectations.

X is now leveraging its Grok AI engine to condense trending conversations on the platform into real-time summaries.