TLDR Marketing 2024-03-26

Google’s AI-powered SGE, initially available through manual opt-in, has now started appearing for users who haven’t signed up. The company is currently testing this feature on a small percentage of search traffic in the US, including users not logged into Google accounts. It’s aiming to gather more feedback before potential wider implementation.

Small businesses are worried about losing a vital marketing channel if TikTok faces a ban. Bigger brands appear less concerned, but some have started planning alternative promotional strategies. Marketing agencies are advising clients to diversify their influencer spending across platforms like Instagram and YouTube.

Closing calls represent the culmination of a potentially long sales process. Strategic communication and techniques play a vital role in securing commitments from prospects during these calls. This article shares best practices, such as following a structured approach, addressing objections, and building rapport, for confidently guiding prospects towards making purchasing decisions.

Salud, a vitamin drink brand, leverages quizzes to capture valuable zero-party data and personalize its product recommendations and marketing efforts. The quizzes are designed to be concise and visually appealing to maintain a high completion rate. The quiz results page shows optimized product recommendations and also kicks off personalized post-quiz email flows. The first-party data from these quizzes enables the brand to produce highly targeted marketing campaigns, personalized product recommendations, and tailored content.

LinkedIn’s new dynamic UTMs allow marketers to include custom tracking elements in their ad campaign URLs. For each campaign, marketers can add a dynamic UTM parameter that will automatically be added to the destination URL alongside the account, campaign, and/or creative name. Dynamic UTMs will be available globally by the end of this month.

Google recently announced new changes to streamline conversion data between GA4 and Google Ads. Conversion tracking between these tools never exactly matched, and the new updates don’t fully solve this problem. “Conversions” in GA4 are being renamed to “Key Events”. If you have a Google Ads account linked to GA4, you’ll see “Conversions” synced between the two platforms.

This article shares a robust system to help small businesses adapt to inflation. Before increasing prices, delve into detailed financial analyses and use tools like QuickBooks to identify inefficiencies and cut unprofitable products and processes. Strategic price adjustments, particularly on ancillary services, help offset rising expenses while maintaining the integrity of the core product line. If a price increase is still a must, communicate transparently with customers about changes to ensure loyalty and understanding.

B2B brands’ motivations for large-event sponsorship are the same as consumer brands — emotional resonance, broader audience reach, fast awareness, and reputation growth. B2B brands are seeing the need for brand-building and experimentation with cultural spaces. Leveraging platforms like connected TV and live sports allows B2B companies to locate new and often younger customers in a digital world.

Meta is prioritizing entertainment-based content and offering users the option to opt-in for political posts.

This post outlines how to do a retrospective for yourself as a marketer to gain self-insight without self-blame.

When interviewing for content marketers, ask candidates to dissect a piece of content you admire - this will reveal how well they see details, what their strengths are, and how effectively they can explain themselves.