Marketing Wrapped...

PLUS: 3 lessons for startup marketers from Yuno founder...

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Wishu
December 04, 2023

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3 lessons for startup marketers from Yuno founder

B2C, guerilla marketing’s on the table: Yuno co-founder, Juan Pablo Ortega, didn’t have a big budget, so he used guerrilla marketing tactics. New app users got free donuts and hamburgers, and Rappi grew fast.

The target audience: B2B enterprise decision makers: “You have to find an idea, or something that you think people are going to share, [that] people want to talk about. That’s the base work of the B2C strategy,” he said.

Build a 1-1 relationship with media: Ortega recommends startups eschewing a PR agency if they don’t have the money. A PR consultant is a better option for founders eager to understand the basics.

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Ad tech research firm Adalytics publishes a new transparency report

Adalytics estimates GSP generates roughly $10.5 billion annually. But alleges the program is chockablock with brand unsafe ad inventory, including on pornography sites, right-wing fringe publishers and White House-sanctioned Iranian and Russian sites.

How does GSP work? GSP is a Google program that allows publishers to run custom Google searches within their sites, which extend Google Search campaigns.

What about that $10.5 billion estimate? Franaszek said he looked at Google search revenue, which Statista pegged at $162.5 billion last year, as well as the portions of campaigns Adalytics tracks that go to Google’s off-site partners. Google Search and PMax both disclose the percent of a campaign that went to Google and the percent that went to non-Google media.

What can advertisers do? The short answer is: Not much. The first step is to opt out of GSP, which is opt-in by default. But advertisers are still exposed if they use PMax, which has no controls for GSP.

ChatGPT Turns 1 Years Old

Milestones: ChatGPT celebrates its first birthday with an impressive 100 million weekly active users. The AI chatbot excels in human creativity, ranking in the top 1%, but faces criticism for biases, misinformation, and creative theft. Despite recent leadership drama, OpenAI's valuation soars to $80 billion, making it one of the most visited domains globally.

Generative AI in marketing: Insights from industry leaders… 

  • Efficiency boost: Miguel Martin from Joe & The Juice anticipates improved efficiency in performance and content marketing by training AI to emulate brand tones accurately.

  • Time and cost savings: True Classic's Kayla Santos envisions AI reducing the need for extensive e-commerce photoshoots, enhancing cost and time efficiency.

  • Future marketing trends: Duolingo's CMO, Emmanuel Orssaud, highlights AI's role in identifying social trends, experimenting with ChatGPT for cultural moments, and the potential for performance marketing automation.

Generative AI's impact on creativity and marketing strategy: 

  • Average to baseline improvement: Jellyfish's Jack Smyth reflects on ChatGPT's one-year milestone, emphasizing the ease with which generative AI elevates brands, products, and teams from below average to baseline.

  • Practical applications: Creative teams leverage AI for pre-flight testing and generating on-the-fly product description copy, emphasizing the practical impact of generative AI tools in marketing strategy.

  • Strategic investment: Jellyfish invests in proprietary tools ensuring the responsible pairing of language model productivity gains with sensitive data, providing strategists with valuable support.

Why Amazon’s disappointing NFL Black Friday ratings aren’t worrying advertisers

Black Friday sees lower views: The Black Friday viewership number — which Feldman said peaked at 11.2 million at 5 p.m. ET — was much lower than the 34.1 million average of the three games on Thanksgiving.

However, the ratings aren't an indication that this was a failure for Amazon. "I think this is va tremendous first step," Favorito told TheStreet. "If you would have said to someone nine million people on the Friday after Thanksgiving are going to watch a streamed NFL game three years ago, people who have been jumping up and down."

Favorito also sees this as a way that Amazon can open up to other sports moving forward. Pointing out Amazon's potential to add the NBA especially with the basketball league's media rights deal changing after the 2024-25 season.

TikTok has grown into the Le Creuset’s fastest-growing platform

TikTok takes center stage: Le Creuset, a nearly 100-year-old luxury cookware brand, experiences explosive growth on TikTok, becoming its fastest-growing platform. With over 233,000 followers on TikTok and 1.1 million on Instagram, the brand successfully attracts a younger audience, showcasing the unexpected popularity of premium cookware on the social media platform.

Balancing tradition with trend: Despite its age, Le Creuset maintains a delicate balance between its 98-year-old reputation as an elegant, luxury brand and the need to connect with a younger audience on social media. The brand strategically plans content, focusing on big tentpole campaigns, new product launches, and holiday promotions, while leaving room for flexibility and reactionary posts to engage with trending topics.

Social media strategy evolution: Le Creuset's social media strategy revolves around prioritizing quality over quantity. Instagram and TikTok take the spotlight as the brand's main platforms, with a conscious decision to step back from text-based platforms. The social media manager highlights the brand's willingness to adapt to short-form, lo-fi video trends, emphasizing the shift from highly-styled feeds to more casual and entertaining content, meeting consumers where they are in the ever-evolving landscape of social media.

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