TLDR Marketing 2024-05-15

Rise of social buying ๐Ÿคณ, cold outreach tips ๐Ÿ—ฃ, honest advertising ๐Ÿ‘

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News & Trends

Social Media's Role in Reshaping Online Shopping (13 minute read)

Over 110 million Americans (42% of internet users) were social buyers this year. The majority of brands believe that social selling has been effective for their businesses. Social media platforms are prioritizing seamless in-app shopping experiences. Brands have been seeing the highest ROI from IG and FB. Short-form product demos and teasers have been key to driving sales for brands.

E-commerce Spend Grows to $331.6 billion, as Consumers Trade Down to Cheaper Goods Online (4 minute read)

Adobe Analytics data reveals that U.S. e-commerce spending reached $331.6 billion in the first 4 months of 2024, up 7% YoY. Consumers are increasingly opting for cheaper goods across various categories, influenced by persistent inflation. Buy Now Pay Later services are expected to drive up to $84.8 billion this year. Mobile shopping continues to dominate, with mobile revenue expected to surpass desktop during the upcoming holiday season. Paid search remains the biggest driver of sales for retailers.
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Strategies & Tactics

Use honest advertising to flip consumerism on its head (8 minute read)

The advertising industry tells consumers to โ€˜buy, buy, buy', yet overconsumption is one of the driving forces of climate change, energy shortages, and poor mental health. Brands can employ honest and clever ads to promote their products without encouraging consumers to buy irresponsibly. This article contains examples from IKEA and Volkswagen that use honest advertising to effectively promote a product.

5-step guide to write cold emails in 2024 (6 minute read)

This post outlines a framework for rewriting a cold email targeting cloud cost optimization. Avoid 'salesy' subject lines, reduce personal pronouns, and emphasize the impact of the problem on the prospect. The revised email focuses on providing valuable insights, incorporating social proof, and adopting a softer tone to encourage response from recipients.
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Resources & Tools

5+ Ways to Not Get Fired as a CMO (4 minute read)

The CMO at Jellyfish shares a 40-slide deck with 10 tips for marketing leaders. These include owning a top, bottom, and middle number, understanding efficiency of GTM channels, and using agencies as supplemental support when scaling.

Snap Launches Program To Measure Carbon Emissions of Digital Ads (4 minute read)

Snapchat has announced a new initiative to help advertisers understand the carbon footprint of their Snap ads. It's based on elements like server load to create and host ads, usage of mobile devices to view them, and percentage of overall company emissions.
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Miscellaneous

How Rubrik Drives Success Through Organic Traffic (5 minute read)

Rubrik, a cybersecurity SaaS company, has grown since 2014 to a post-IPO valuation of $6.6 billion. Organic is a major part of Rubrik's marketing mix, with over 25% of site traffic coming from SEO. 23% of the SEO traffic and 39% of the top keywords are coming from its โ€˜insights' content hub, which houses 70+ educational assets related to its industry. These pages rank well in part because of high E-E-A-T, keyword frequency, and internal linking.

The marketing ROI problem has its roots in marketing culture (5 minute read)

While advances in marketing analytics and technology have been made, a significant portion of businesses still face difficulties in calculating ROI. Typical marketing KPIs do not translate directly to revenue and ROI metrics, which can prevent buy-in from other leaders. Brand marketing in particular is typically lacking metrics that matter to the C-suite. To counteract this, marketing leaders should manage activities that drive the KPIs that ultimately drive business results, while also presenting marketing results with concrete financial KPIs.
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Quick Links

Bumble Apologizes For Billboard Ad Saying 'A Vow Of Celibacy Is Not The Answer' (2 minute read)

Bumble faced criticism for a billboard ad devaluing celibacy, prompting the company to apologize and remove the ads.

A Cold Outreach Advice (1 minute read)

Rather than focusing all your energy on selling to strangers, talk about โ€œwhy themโ€ instead of โ€œwhy youโ€.

Why marketers increasingly downplay sustainability efforts (8 minute read)

58% of companies are cutting back on sustainability-related marketing over the worry of being called out for greenwashing.
Curated tactics ๐Ÿ’ก, trends ๐Ÿ“ˆ, and tools ๐Ÿ› ๏ธ for cutting edge marketers
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