Dark Traffic Is Costing Publishers 14-21% of Their Revenue (4 minute read)
Dark traffic, traffic hidden by advanced adblockers that prevent analytics, ads, and cookie banners from being tracked or displayed, accounts for 14-21% of a publisher's total audience. This unmeasured audience, consisting of real users with purchasing power, represents a significant loss in both visibility and monetization for publishers. As newer adblockers gain traction and the market fragments, publishers are facing increasing challenges in recovering lost revenue and audience insights.
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5 Quick Tips for Creating Better Content (2 minute read)
To enhance content creation, break the process into manageable steps and prioritize systematic execution over inspiration. Understanding your ideal customer is essential; start drafts with “Dear ICP” to encourage direct engagement. Clearly define your desired market perception to guide content positioning. Plan for repurposing by determining how to transform a single insight into multiple content formats. Finally, link your content strategy to revenue by connecting with individuals who engage with your posts.
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How Pretty Little Marketer Hit 100K on Instagram (2 minute read)
Pretty Little Marketer reached 100K followers on Instagram by prioritizing growth, engagement, and retention. It leveraged LinkedIn to drive traffic to Instagram and created shareable content—such as memes or quotes—to encourage audience interaction. The company built a community of advocates by engaging with followers, sharing opportunities for involvement, and aligning with their values. Maintaining a reliable presence with quality content and rewarding positive interactions also strengthened connections with its audience.
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Email Analyzer: The Free Comprehensive Mail Tester (Tool)
Email Analyzer allows you to view the technical details of your email and diagnose potential issues. The report can uncover authentication, blacklist, or other technical issues causing low deliverability. Simply send your email to the provided address, then the report will populate on the page. The tool is free to use and doesn't require a login.
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Partiful (Tool)
Partiful is used to create free online event pages for various occasions, such as parties, milestones, or casual gatherings. Users can customize invites with different themes, images, and GIFs, and share them via social media or text. The platform offers features like RSVP tracking, sending mass updates, and collecting guest information.
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Introducing Speed Brain: helping web pages load 45% faster (16 minute read)
Cloudflare's Speed Brain improves web page load times by prefetching content users are likely to visit next. For example, it can anticipate that a user on an e-commerce site will navigate from a parent category to a product page, preloading that content in advance. Lab testing has demonstrated a 75% reduction in Largest Contentful Paint (LCP) and a 45% improvement in overall speed for prefetches. Speed Brain is available to all Cloudflare users at no additional cost.
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The advantage of suggestive brand names (4 minute read)
Brands with names that highlight key product benefits, like Co-Schedule or DoorDash, improve consumer recall of core features by 2.2X compared to non-suggestive names. Consumers also remember other product benefits equally well. Suggestive names can limit repositioning, so brands need flexibility for future shifts. While lab studies support this approach, real-world testing on established brands is needed to confirm its impact on purchasing behavior.
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How #MeToo and Other Social Movements Sway Consumers (4 minute read)
The #MeToo movement affected consumer preferences for gendered products. Sales of traditionally feminine shoes, like pink high heels, dropped by 14.4% after the movement gained momentum. An experiment revealed that women influenced by #MeToo were less interested in high heels, reflecting a rejection of gender norms. The research suggests brands relying on gender-based marketing should adapt to evolving consumer values.
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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama
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