Consumers Feel Increasingly Ignored By Advertisers (4 minute read)
44% of Americans feel ignored by advertisers, with 72% unwilling to buy from brands that neglect them. 75% would even be willing to pay a little more to support a brand that shares their values. While marketers prioritize personalization, 67% of consumers are uncomfortable with hyper-targeted ads, often finding them irrelevant. Many consumers feel that marketers misunderstand their daily realities, such as purchasing habits and luxury preferences.
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Read All About It! Seven timeless persuasion elements you can use today (5 minute read)
This article dissects a powerful newspaper ad for the American Advisors Group (AAG) and extracts seven useful concepts to use in your copy. The ad's headline uses curiosity and grabs attention while still being believable. It is followed by a subheadline that specifically calls out its target audience. The ad is designed for both quick scanning and in-depth reading. It tactfully addresses potential objections throughout the copy.
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Marketing Teardown: Oatly (2 minute read)
Oatly was founded in the 90s, but over the last 10 years, it has carved out a sizable niche within a saturated alt-milk market. The company uses its branding to stand out, using “weird” but authentic messaging that makes it feel fresh in an old industry. It leverages baristas as the ultimate influencer, tailoring its messaging to speak to them. Oatly's ad strategy focuses on starting a conversation rather than making an immediate conversion. Its holistic marketing strategy has allowed the brand to become the face of a category it created.
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8 paywall tests (2 minute read)
This post shares 8 strategies to experiment with to optimize paywall conversion. These include adding a Free vs. Premium comparison chart, sharing stats on premium user success rates, offering discounts for annual subscriptions over monthly ones, and incorporating dynamic images and copy that match with what users tapped to reach the paywall.
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Qwoted: Find digital PR opportunities (Tool)
Qwoted is a network that connects media with brands, experts, and small businesses. Brands can add experts to their global database to generate inbound media interest, drive visibility, and save time pitching opportunities. Qwoted sends tailored press opportunities to your inbox. It offers free and paid plans.
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Humanz brings its influencer marketing platform to the US (3 minute read)
The influencer industry is currently valued at $250 billion. Humanz, a platform for connecting brands with content creators, has expanded to the US, offering tools like campaign builders, ROI tracking, and AI-based influencer performance predictions. The platform currently supports 3,000 US-based influencers and 20 major brands, including Google and P&G.
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Access Archived Webpages Directly Through Google Search (2 minute read)
Google has partnered with The Internet Archive's Wayback Machine to make it easier to view archived versions of websites directly through search results. Users can access Wayback Machine links to see older versions of webpages by clicking on the “About this Result” panel in Google Search and selecting “More About This Page”. The feature addresses a demand for viewing previous site versions, especially after Google removed cache links earlier this year.
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The Egg Theory, Applied (5 minute read)
The Egg Theory explains why cake mixes sold more once they started requiring an egg – it made people feel like they were contributing, so it was no longer "too easy." Studies have found that people are willing to pay more for furniture they assemble themselves (“the IKEA effect”). The Egg Theory and the IKEA effect can teach us a lot about which AI products will prevail – these applications shouldn't completely remove the human from the process, as humans like to feel a level of control. For example, the “Smart Reply” feature included in Apple Intelligence requires the user to answer several prompts, which strikes an appropriate balance between convenience and effort.
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There's a Reason Chili's Is All Over Your FYP (6 minute read)
Viral TikTok content, like the Triple Dipper videos, drove 40% of Chili's growth last quarter. The brand's social media team capitalized on this by quickly jumping on trending moments and creating relatable content that resonates with the public, enhancing brand visibility and engagement across digital platforms. They have ensured Chili's stays top of mind for both existing and potential customers by maintaining a consistent, witty presence in community engagement.
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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama
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