Society is increasingly divided, with 47% of the UK and 49% of the US
concerned about societal breakdown. Gaps persist in representation
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TLDR
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TLDR MARKETING 2024-09-24
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¨
NEWS & TRENDS
MARKETING INDUSTRY NEEDS TO PLAY ITS PART IN HEALING DIVISIONS (3
MINUTE READ) [5]
Society is increasingly divided, with 47% of the UK and 49% of the US concerned about societal breakdown. Gaps persist in the representation
of the LGBTQ+ community, people with disabilities, and older adults in advertising. Active inclusion, where diverse characters are portrayed
with respect and nuance, has been shown to drive both short-term sales
and long-term brand equity. Brands are encouraged to lead with
empathy, enrich their storytelling, and address broader issues such as
climate change, food security, and societal divisions.
MASTERCARD ENTERS `NEW FRONTIER' IN SENSORY MARKETING: A HAPTIC
LOGO (3 MINUTE READ) [6]
Mastercard is launching a haptic logo that provides vibrations in
sync with its sonic brand to enhance customer trust during
transactions. This innovation addresses shoppers' uncertainty at
checkout and will initially debut in Latin America and Eastern Europe.
The brand shares that addressing even small customer anxieties can
lead to substantial returns.
¨
STRATEGIES & TACTICS
8 EXAMPLES OF CONTENT REPURPOSING DONE RIGHT (10 MINUTE READ) [7]
This article showcases how brands can turn a piece of content into
numerous assets. Lincoln Literacy transformed a 30-minute interview
into multiple unpaid channel engagements, including PR features,
newsletters, and radio spots. Freshpaint used a webinar with a
healthcare lawyer to produce social media posts, Q&A blogs, and
videos. M Float repurposed case studies for every stage of the funnel,
while Qase transformed case studies into employee advocacy posts.
EXPOSING WHY SEARCH DOESN'T SPEND NEXT TO PMAX (3 MINUTE READ) [8]
Running Search campaigns alongside Performance Max (pMax) can lead to
reduced Search performance. Search Themes can cannibalize Search
campaigns by competing with phrase and broad match keywords. A user
found that 53% of his pMax budget went to the Search network, limiting
his Search campaigns. After removing Search Themes from pMax, spend
shifted to Shopping, and Search campaigns began performing again.
MKT1 GUIDE TO ANNUAL MARKETING PLANNING (12 MINUTE READ) [9]
Marketing planning often falls short when treated as a check-the-box
task instead of a strategy to win the next year. Teams commonly make
mistakes like creating unprioritized idea lists and setting KPIs based
on top-down forecasts. Instead, the process should focus on a clear
roadmap of major priorities, similar to product teams. A successful
plan includes a vision, strategy, goals, forecasts, budget, and
timeline for key initiatives.
¨¨
RESOURCES & TOOLS
ADMOCKUPS.COM (TOOL) [10]
AdMockups.com is a free tool for creating mockups of ads on the fly.
The tool supports top ad platforms including Facebook, LinkedIn, and
Snapchat. Select the platform, then edit the copy and imagery to
produce a professional and realistic mock. You can download the mock
as a PNG, JPG, or SVG file.
HOW TO WRITE HUNDREDS OF META DESCRIPTIONS IN 5 MINUTES (1 MINUTE
READ) [11]
Use Screaming Frog and its OpenAI integration to optimize website
meta descriptions at scale. When setting up the ChatGPT template in
Screaming Frog, use the prompt template provided in this article. Then
run the website crawl, which will output a table of new meta
descriptions for all crawled pages. An OpenAI API key is required for
this process.
¨
MISCELLANEOUS
TIKTOK SUBSCRIPTION EXPANSION: ENABLING MORE CREATORS TO ENHANCE
RELATIONSHIPS WITH THEIR COMMUNITIES (2 MINUTE READ) [12]
TikTok is expanding its subscription option to non-live creators.
This allows more users to build an audience of paying subscribers in
the app. Creators can customize their subscription packages to offer
three different tiers, selecting benefits such as private
communication channels and exclusive content. Eligible creators have
to be 18 years or older and have an account in good standing with 10K+ followers and 100K+ video views in the past calendar month.
AGGREGATION AND SEO: BEST PRACTICES (5 MINUTE READ) [13]
Aggregation occurs when multiple sites rehash or break out a specific
angle from a trending article, often outranking the original
reporting. Newsrooms can protect their search market share by
aggregating their own content and linking back to the main source.
This strategy helps maintain visibility while optimizing for audience
search intent.
¨
QUICK LINKS
FORBES MARKETPLACE: THE PARASITE SEO COMPANY TRYING TO DEVOUR ITS
HOST (12 MINUTE READ) [14]
A deep dive into the company behind Forbes Advisor, the affiliate
marketing arm of Forbes that dominates a diverse number of SERPs.
I ASKED 12 SEOS TO SHARE THEIR FAVORITE SEO BOOKS (10 MINUTE READ)
[15]
SEO book recommendations including The Art of SEO, Product-Led SEO,
Entity SEO, and Feck Perfuction.
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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama
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[6]
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[7]
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[8]
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[9]
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[10]
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[11]
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[12]
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[13]
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[14]
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[15]
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