33% of holiday shoppers plan to spend less this year (2 minute read)
33% of holiday shoppers plan to spend less this year due to high interest rates. Older generations, particularly Gen X, are more stressed about holiday budgets compared to younger groups. Nearly half of shoppers intend to start their holiday shopping by Halloween, with e-commerce expected to be a major channel. 42% plan to shop online and a significant portion of Gen Z shoppers will use social media platforms for their purchases.
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How to find where your audience hangs out (3 minute read)
The best places to run marketing campaigns are where your target audience hangs out. Tactics to identify these places include qualitative customer interviews, seeing where your competitors are most active, market research reports, and your own experimentation. This article includes sample questions to use for customer interviews.
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Content Localization Tips From the Experts (4 minute read)
Content localization is often overlooked. It involves adapting content beyond translation, considering factors like spelling, measurements, idioms, images, and keywords to resonate with local audiences. Key practices include early research, creating regional style guides, treating all regions as important, and optimizing based on performance data. Measuring the success of localization efforts refines strategies, while local expert input ensures authenticity.
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Underused SEO Reports in Search Console (1 minute read)
GSC's lesser-used reports, such as "Visitors' Devices," help optimize for mobile or desktop users based on traffic data. The "Traffic from Images" report identifies which images generate the most clicks and can refine image optimization strategies. The "Visitors' Countries" report, including translated search results, reveals untapped international markets that could benefit from localized content strategies.
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How to Find Long-Tail Keywords (3 minute read)
A long-tail keyword has low-to-medium search volume, high buyer intent, and more characters than regular keywords. To find these, start with 5-10 seed keywords and use tools like Semrush's Keyword Magic Tool with filters like phrase match and low difficulty. Optionally, set a minimum cost per click for conversion-focused keywords. After collecting relevant keywords, input them into tools like ChatGPT for additional suggestions, refining your list to improve SEO.
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Four Questions You Must Answer to Build Your Positioning Strategy (12 minute read)
The crowded nature of the SaaS market means features alone will not give a product a sustainable competitive edge. To build an effective positioning strategy, companies need to address 4 crucial questions: what the product is, who it's meant for, what it replaces, and why it's a better option than the competition. Answering these questions provides the foundation for a clear and impactful message that differentiates the product, helping it stand out and reach the right audience.
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It's Time for a Chief Go-To-Market Officer (7 minute read)
Data shows that collaboration between GTM teams remains a top challenge for many organizations. In that context, a Chief Go-To-Market Officer (CGTMO) can work as a dedicated role to unify marketing, sales, product, and customer success under one strategy. This approach streamlines cross-functional efforts, reduces inefficiencies, and improves long-term organizational success in Go-To-Market initiatives.
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Psychology of Design: 5 Key Principles for Impactful Creations (10 minute read)
Design is not just about aesthetics. It's about how humans perceive and interact with visuals. Key principles including Hick's Law, Gestalt theory, and cognitive load management can guide designers in simplifying user decisions and improving clarity. By applying these principles, designs become more intuitive and enhance user experience.
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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama
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