Marketing Industry Needs to Play Its Part in Healing Divisions (3 minute read)
Society is increasingly divided, with 47% of the UK and 49% of the US concerned about societal breakdown. Gaps persist in the representation of the LGBTQ+ community, people with disabilities, and older adults in advertising. Active inclusion, where diverse characters are portrayed with respect and nuance, has been shown to drive both short-term sales and long-term brand equity. Brands are encouraged to lead with empathy, enrich their storytelling, and address broader issues such as climate change, food security, and societal divisions.
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Mastercard Enters ‘New Frontier' in Sensory Marketing: A Haptic Logo (3 minute read)
Mastercard is launching a haptic logo that provides vibrations in sync with its sonic brand to enhance customer trust during transactions. This innovation addresses shoppers' uncertainty at checkout and will initially debut in Latin America and Eastern Europe. The brand shares that addressing even small customer anxieties can lead to substantial returns.
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8 Examples of Content Repurposing Done Right (10 minute read)
This article showcases how brands can turn a piece of content into numerous assets. Lincoln Literacy transformed a 30-minute interview into multiple unpaid channel engagements, including PR features, newsletters, and radio spots. Freshpaint used a webinar with a healthcare lawyer to produce social media posts, Q&A blogs, and videos. M Float repurposed case studies for every stage of the funnel, while Qase transformed case studies into employee advocacy posts.
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Exposing why Search doesn't spend next to pMax (3 minute read)
Running Search campaigns alongside Performance Max (pMax) can lead to reduced Search performance. Search Themes can cannibalize Search campaigns by competing with phrase and broad match keywords. A user found that 53% of his pMax budget went to the Search network, limiting his Search campaigns. After removing Search Themes from pMax, spend shifted to Shopping, and Search campaigns began performing again.
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MKT1 Guide to Annual Marketing Planning (12 minute read)
Marketing planning often falls short when treated as a check-the-box task instead of a strategy to win the next year. Teams commonly make mistakes like creating unprioritized idea lists and setting KPIs based on top-down forecasts. Instead, the process should focus on a clear roadmap of major priorities, similar to product teams. A successful plan includes a vision, strategy, goals, forecasts, budget, and timeline for key initiatives.
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AdMockups.com (Tool)
AdMockups.com is a free tool for creating mockups of ads on the fly. The tool supports top ad platforms including Facebook, LinkedIn, and Snapchat. Select the platform, then edit the copy and imagery to produce a professional and realistic mock. You can download the mock as a PNG, JPG, or SVG file.
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How to write hundreds of meta descriptions in 5 minutes (1 minute read)
Use Screaming Frog and its OpenAI integration to optimize website meta descriptions at scale. When setting up the ChatGPT template in Screaming Frog, use the prompt template provided in this article. Then run the website crawl, which will output a table of new meta descriptions for all crawled pages. An OpenAI API key is required for this process.
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Aggregation and SEO: Best practices (5 minute read)
Aggregation occurs when multiple sites rehash or break out a specific angle from a trending article, often outranking the original reporting. Newsrooms can protect their search market share by aggregating their own content and linking back to the main source. This strategy helps maintain visibility while optimizing for audience search intent.
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Alison Koh, Maddi Salmon & Joao Kodama
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