TLDR Marketing 2024-04-11

Sen. Maria Cantwell (D-WA) and Rep. Cathy McMorris Rodgers (R-WA) have unveiled the American Privacy Rights Act (APRA), a bipartisan data privacy proposal that could fundamentally alter the US consumer privacy landscape. The bill, if passed, would give consumers the right to opt out of targeted advertising, allow them to delete any data that was collected about them, and create a federal data broker registry.

Since March, Instagram and Threads have instituted a new default setting that limits political content you see from people you’re not following. Hundreds of creators, convened by GLAAD and Accountable Tech, have signed an open letter demanding that Instagram make the political content limit an opt-in feature, rather than on by default. Instagram describes political content as anything related to laws, elections, or social topics. For political creators, these limits impact their livelihood since they make it harder for them to reach new audiences.

British Airways recently dropped a new outdoor ad campaign, Windows, that captures the wonder felt by passengers peering out the window at 35,000 feet. There’s no slogan, no website, and no call to action — instead, the ads sell a feeling. Brand marketing like this can effectively sell value because it focuses on customer experience and expectations. BA’s advertising strategy is to get in a consumer’s head before the price comparison game begins. If the brand were to focus on its amenities in its advertising instead, then it risks inviting the pricing concerns earlier.

Beginner writers tend to pack as much as possible into one sentence, hoping it will evoke some kind of feeling or reaction. Meanwhile, experienced writers avoid adverbs and adjectives because they’re less forceful than nouns and verbs. Adverbs are effective when they add to the meaning of the copy and are not just empty placeholders. This article includes two examples of ads where adverbs added value to the ad copy.

Google has released a guide, focused on Gmail and Docs, that aims to help users write effective prompts. It outlines four main areas to consider, persona, task, context, and format, emphasizing the importance of making prompts concise and avoiding jargon. Additionally, it shares tips including breaking up tasks, giving constraints, assigning roles, asking for feedback, and considering tone to enhance the effectiveness of prompts.

A one-page SEO checklist that covers technical basics, service pages, and blog post templates. It contains 38 questions to ensure your website is set up optimally for organic traffic.

In this interview, the global head of CX at Miro discusses the need to move beyond the traditional debate between sales-led growth (SLG) and product-led growth (PLG). A unified approach that combines elements from both can create a seamless customer experience while increasing resource efficiency. At Miro, this approach involved integrating customer education, content production, and scaled customer success into a single team focused on the whole customer journey. The team succeeded in driving sustainable business growth in the challenging SaaS landscape by prioritizing agility, collaboration, and data-driven decisions.

Mimetic Desire is when people want something because they believe others also want it. This is why marketers use models or examples to show the desirability of their product or service. To create Mimetic Desire, brands can embrace popular trends, as Apple did when releasing iPhones in Pantone’s Color of the Year — twice. They can also lean into selling an experience instead of a product, as luxury car brands often do. Social proof with tangible examples of results is a tried and true way to show customers why your product is desirable.

The focus on creative strategy is often overshadowed by the rush to execute campaigns. However, creative strategy is crucial for driving brand success. A clear brief reduces wasted time, unnecessary testing, and personal biases. Briefs that contain a “high definition strategy” shouldn’t leave space for creativity to blossom. Every element stipulated in the brief should work towards the same end goal, saying what it needs to say to the right audiences in a compelling and culturally relevant way.

Yelp ranked businesses based on internal data, including net-new location openings, consumer interest, and searches.

McDonald's used blank billboards in a creative new campaign in the Netherlands as if to say that its smell is as recognizable as its logo.

The Head of Content at DTCo shares 3 novel Meta ad formats the company has been testing, documenting the entire process.