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Audiences today favor distinct, unfiltered content and seek brands that reflect
a more relatable, impulsive persona rather than polished images 


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TLDR MARKETING 2024-08-07

Last chance to join Developer Engagement Summit San Francisco on September 4 & 5
(Sponsor)

Whether you're a product marketer, devrel pro or developer advocate, it's time
to rally around your common goal: Successfully reaching and engaging your
developer audience.



Leaders from Twilio, NVIDIA, Docusign, & more will help you:

 * Foster a strong developer community
 * Skyrocket product adoption with next-level strategies
 * Network with 100+ dev engagement masters

Check out all the benefits we're giving TLDR readers, and enter our giveaway to
win free passes for you and a friend.

Want to guarantee your spot? Save 30% on your ticket today using the code
‘TLDR30' at checkout.

See you in September 🎉

📱


NEWS & TRENDS

Netflix's video game strategy comes into focus (3 minute read)

Netflix's video game strategy is expanding, especially for games tied to its
reality TV shows. Third-party data indicates success, with popular mobile games
achieving 68 million downloads, boosted by the Grand Theft Auto franchise.
Netflix focuses on tie-in games to engage superfans between show seasons,
showing the potential of cross-platform marketing. The company is testing cloud
gaming, allowing more complex games on smart TVs, and integrating marketing for
mobile games into its TV app.

Is influencer activism the new brand activism? (6 minute read)

87% of consumers expect influencers to advocate for social issues. However, only
25% said the most memorable brands speak about causes and news that align with
their values. 42% of consumers will unfollow brands that partner with
influencers who don't share their values, impacting revenue as 68% follow brands
for product updates. This shift shows the expectation for influencers to lead
social media activism, especially as brands face backlash for perceived
performative activism.

🚀


STRATEGIES & TACTICS

The power of internal linking for SEO (6 minute read)

A site's internal linking structure significantly impacts its SEO performance.
These links inform search engines about your website's structure, distribute
link equity, improve the user experience, and help target specific keywords.
Using both contextual and navigational links makes your website informative and
optimized for search engines. To build your internal linking strategy, perform a
site audit, identify your best-performing pages, find related content, and link
the related content to the best-performing pages.

How Point One Grew Organic Traffic by 672% and 2x'd Leads with Google Ads (3
minute read)

Point One Navigation faced challenges with a limited online presence and high
customer acquisition costs. The brand employed an SEO and paid media strategy to
increase reach and marketing spend ROI. Its SEO efforts included programmatic
state-specific content, guest posting on industry-relevant websites, and new
blog content. In Google Ads, the company made its ad copy more relevant, updated
conversion tracking, expanded the keyword list, and A/B tested different landing
page designs. This resulted in a 672% increase in organic traffic, a 44%
reduction in CPA, and a 2X increase in lead volume.

8 Copywriting Hacks Backed By Science (5 minute read)

Use concrete language for memorable phrases and anchor claims with relatable
examples to enhance value. Highlight the effort in content creation to boost
perceived worth and use specific numbers for credibility. Write in the present
tense to engage readers, and employ alliteration for better memorability.
Incorporate negations to grab attention, and use second-person pronouns for
relatability.

🧑‍💻


RESOURCES & TOOLS

Meta Removes Detailed Targeting Exclusions From Ad Campaigns (2 minute read)

Meta has removed detailed targeting exclusions from ad campaigns, which
previously allowed advertisers to prevent their ads from being shown to specific
audiences based on demographics, interests, and behaviors. This change aims to
simplify the advertising process and ensure that ads reach broader, more
relevant audiences. The move follows criticism that detailed targeting
exclusions could contribute to discriminatory practices in advertising.

Walmart adds dorm shop to virtual shopping platform (2 minute read)

Walmart Realm is an immersive shopping experience designed for college students.
A new section called "Your Dorm Your Way" allows users to explore 5 curated
virtual dorm rooms, each inspired by social trends and integrated with mini
games, social content, and surprises. The initiative aims to engage younger
consumers during the back-to-school shopping season by utilizing metaverse
technologies. Walmart partnered with Emperia, a virtual reality tech developer,
to enhance the shopping experience through gamification elements.

🎁


MISCELLANEOUS

Brand personas on social: if yours isn't distinct, you may as well give up (7
minute read)

Audiences today favor distinct, unfiltered content. Younger demographics seek
brands that reflect a more relatable, impulsive persona rather than polished
images. Brands like Ryanair and RSPB exemplify this trend by adopting bold,
humorous personas that resonate with Gen Z and Gen Alpha. These consumers often
prioritize the community and cultural relevance of brands over traditional
product attributes, leading to phenomena like the popularity of Stanley Cups and
skincare products among younger audiences.

Google Anti-Trust Trial: Unraveling Allegations and Implications (7 minute read)

This article discusses the Google antitrust trial, emphasizing its potential to
reshape digital marketing by addressing allegations of Google's monopolistic
behavior in search and advertising. The trial's outcome could necessitate
changes in how marketers optimize for search engines and run ad campaigns. To
navigate these changes, marketers should diversify their strategies, prioritize
high-quality user experiences, and stay updated on the trial's progress.

⚡


QUICK LINKS

Create ads like Notion (2 minute read)

A breakdown of why a Notion ad is so effective.

Price beats brand loyalty with back-to-school shoppers (3 minute read)

67% of parents will buy a different brand if their preferred brand or retailer
is expensive.

31-Step SEO Checklist for Creating Blog Posts (2 minute read)

A blog SEO checklist categorized into 4 phases: topic research, content,
optimization, and new SEO.

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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama




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