Become a better marketer in 5 min 2024-02-16

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Meta announced that it will pass on Apple’s 30% service charge to advertisers for in-app purchases. It is aiming to leverage advertiser outrage in its battle with Apple over in-app purchase fees. By increasing costs for boost posts on iOS, Meta hopes to rally more allies against Apple’s control over the iOS app economy.

OpenAI is reportedly venturing into the realm of web search, aiming to challenge Google's dominance. Microsoft's Bing may potentially play a role in the new product. This initiative signals increased competition between OpenAI and Google, especially in the search engine landscape.

A medical courier brand wanted to expand the company beyond its local area. This required the brand to generate leads from around the US. Its team identified that users were interacting with its service area map on the website, so they created an anchored widget across the site with a map popup. This directed users to an email submission form. Over 6% of form visitors completed the form, which resulted in a significant increase in new leads.

Account-Based Marketing (ABM) entails choosing and prioritizing accounts based on intent, gathering intelligence individually for each account, and creating a tailored outreach strategy for each account. With effective ABM, marketers can enhance their engagement and increase their chances of success. This guide offers insights into when ABM makes sense, running ABM pilots, planning and executing campaigns, and analyzing results for ongoing optimization.

This post contains 25 content ideas that can be included in your next email campaign brainstorm. Ideas include highlighting social media comments, adding responses to Reddit posts, and using authority testimonials.

YouTube now allows users to incorporate or remix music videos into their Shorts. This provides an advantage over TikTok, since Universal Music Group recently removed its song catalog from TikTok. There are 4 tools that Shorts creators can use: Collab, Green Screen, Cut, and Sound. To get started with the feature, go to the music video you want to remix into a Short, tap the “Remix” button, and choose one of the 4 tools.

Pinterest released an annual color palette inspired by the platform’s 2024 trends. It dug into the worlds of fashion, interior design, graphic design, and the culture at large to compare its data to the macro industry color trends. The 5 color palette can be used to inform your own creative assets, product assortments, and seasonal color palettes. A one-pager PDF is also available for download.

Growth models are a powerful tool for understanding how businesses work and where to allocate resources to produce growth. They are often a useful exercise for the person building it. However, they are rarely adopted broadly within companies. Common pitfalls of growth models include using them to forecast, not putting them into a spreadsheet, and choosing the wrong person to own a model. This post contains additional advice for modeling and includes a growth model template.

The Landing Page Content Triangle describes the structure that your landing page should follow. Landing pages should answer “what?” and “who?” above the fold and “how?” below the fold. The top of the page must be extremely succinct and be limited to a headline, subheadline, and social proof. Below the fold gives you room to make your offering shine by showcasing your value propositions and use cases. Crucially, the writing must be clear and align with messaging on the growth mediums that lead to the page. Analytics, heatmapping, and A/B testing tools can also help optimize landing page performance over time.

Pou is a quirky orange alien plush that’s become a hit on TikTok. It has become a marketing goldmine for dropshipping businesses. This article sheds light on how marketing plays a big role in leveraging online trends for commercial gain. Creators are using their own platforms to push Pou-related merchandise. This truly underscores the intersection of digital culture and consumerism.

Duolingo's unconventional social strategy, which uses viral TikTok content, has led to an increase in new app downloads.

Demonstrating your ROI as a PMM can be challenging. This post contains tips and advice on how PMMs can build their product marketing profiles.

A roundup of this past week’s feature updates and trends on Google, Instagram, Pinterest, and X.