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  • X Has A New TV App 📺 New Google Tools For First Party Data 🥳 Microsoft Ads Updates 📢

X Has A New TV App 📺 New Google Tools For First Party Data 🥳 Microsoft Ads Updates 📢

Also: YouTube Marketing Report 2024

Happy Friday Marketing Engineers!

If you’re new, welcome aboard 👋. If you're a seasoned Engineer, thanks for sticking around! Coming up today: the AI value chain, 50+ email subject lines that convert for black friday and cyber monday, and 13 skills to develop to become amazing at content marketing.

Is there something else you’d like to see here? Got a hot tip? Hit reply and let us know what you think. 🧠 Or smash a button on our feedback poll at the bottom!

🚀 Adam

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🗞 Marketing News

The TV app is aimed at revitalizing its advertising business and pivoting towards a video-first platform. The beta version of the app is currently available on Amazon Fire TV and Google TV, with no release yet on Apple TV, Roku, or other platforms. Amidst revenue challenges and a decline in advertiser interest, X has also filed an antitrust lawsuit against an advertising association, addressing an ongoing advertising boycott.

YouTube faces growing competition from TikTok, which is rapidly advancing in ad technology and e-commerce integration. Marketers have mixed perceptions of YouTube's ROI, with some allocating no budget to the platform, while others are increasing their investments, reflecting confidence in its potential. Despite these challenges, YouTube's e-commerce features, such as Shopping Collections, and the continued effectiveness of influencer marketing, offer significant opportunities for growth and engagement.

Google has introduced two new features, Tag Diagnostics and an integrated Consent Management Platform (CMP) setup, to enhance first-party data strategies. These tools aim to simplify data collection and management, helping advertisers comply with privacy regulations while strengthening their first-party data efforts. Integrated within Google’s platforms, these tools are part of Google’s ongoing commitment to advancing first-party data solutions as the digital advertising landscape evolves.

Enhancements include updated audience ads, new performance features for display and video, and the option to add logos and calls to action in native ads. IAS verification has been implemented to ensure ads reach real people in safe environments, and Connected TV ads have been made more accessible to a wider range of businesses. Also, new advertising packages have been introduced, targeting seasonal events and product launches, providing tailored promotions and opportunities for effective audience engagement.

🤖 AI

The AI value chain includes key areas like semiconductors, data centers, and the cloud, where companies such as Nvidia have a significant market presence. These sectors are essential for supporting AI applications and play an important role in the broader technology investment landscape. In the future, companies that solve practical, large-scale problems are expected to generate sustained value, with a focus on understanding long-term value creation as AI technology advances.

Many websites are now using robots.txt files to restrict web crawlers, reducing the availability of high-quality data for training AI models, as concerns over the impact of generative AI on monetized content grow. There are legal and ethical complexities, highlighted by the non-enforceable nature of robots.txt, creating a gap between technical protocols and legal frameworks. The increasing restrictions on data access are pushing AI companies towards synthetic data and exclusive data acquisition deals, raising concerns about potential data monopolies and the necessity for new standards in data usage.

The Safe and Secure Innovation for Frontier Artificial Intelligence Models Act (SB 1047) is a significant piece of AI legislation requiring California AI companies to implement safety measures, such as quick shutdown capabilities, protections against unsafe post-training modifications, and robust testing procedures for risk assessment. The bill is a subject of extensive debate, particularly for its initial focus on catastrophic harms, leading to amendments that replaced criminal penalties with civil ones and modified the enforcement powers and regulatory requirements. It is now awaiting Governor Gavin Newsom's decision.

🧠 Hacks & Tactics

Effective strategies include being clear about deals, using engaging language, and aligning with the brand's voice, while also considering when to use or avoid personalization and emojis. Numerous examples of successful subject lines, categorized by promotion type, audience type, and timing, provide inspiration for marketers in their email campaigns.

How to quickly identify trending topics for content creation on TikTok by using the "Creator Search Insights" feature on the app or by using the AnswerThePublic tool on a desktop. Give it a try! {m}

Effective formatting makes writing easier to skim, share, and remember. A four-step method includes using single-sentence openers, bulleted lists, subheads, and the 1/3/1 writing rhythm. The goal is to enhance the reader's experience by making the content more accessible and engaging.

In storytelling, incorporating action adds drama and keeps readers engaged, while vivid details enhance the story's credibility and sensory richness. Specific details help readers visualize and connect with the narrative on a deeper level. A story's purpose or lesson, much like a key ingredient in cooking, transforms it from a simple anecdote into something meaningful and impactful.

⚙️ Machine Shop

The analytical ability of a scientist, the creative intuition of an artist, and the technical prowess of a developer...Also, the importance of empathy and leadership, represented by a philanthropist’s heart and a coach’s guidance, the endurance of a marathon runner and the SEO expertise of a specialist. Engaging with the community, innovating like an inventor, and viewing strategies through the customer's perspective and more.

Updating old blog posts is a strategic approach in content marketing that offers several benefits, such as faster content creation and improved SEO due to pre-indexed URLs. Learn how to identify which posts to refresh, and recommended analytics tools to spot articles that could benefit most from an update. Once updated, effective promotion across search engines, social media, and email is important to leverage the existing SEO groundwork and enhance visibility.

Design systems and style guides are related but distinct, with design systems being comprehensive standards for managing design at scale, encompassing reusable components and patterns, while style guides focus on specific guidelines for visual design, content, or branding. Design systems include style guides, pattern libraries, and component libraries, ensuring consistency, reducing redundancy, and improving efficiency across large organizations by providing ready-made elements and shared design patterns. Style guides provide detailed instructions on specific aspects such as tone of voice, grammar, color palettes, typography, and UI components, requiring ongoing maintenance to ensure consistency and relevance in their particular design areas.

Implementing specific tactics, such as improving onboarding processes, engaging customers with relevant content, and offering personalized support, can significantly reduce churn by increasing customer engagement and retention. Continuous improvement and testing of these strategies, prioritizing issues, and iterating based on results are crucial for effectively retaining customers.

🔮 The Future

Relying solely on Google for content marketing is risky due to the dominance of a few websites in search results and the frequent updates that can negatively impact visibility. High search rankings don't necessarily lead to conversions, as much of the traffic attributed to Google often comes from brand recognition developed through other channels. By moving beyond the constraints of SEO, content can be more creative and effective, enhancing brand perception and driving meaningful engagement through various platforms.

AI is enhancing worker efficiency and productivity, rather than eliminating jobs, as demonstrated by companies like Alorica and IKEA. While there are concerns about AI disrupting employment, historical evidence suggests that technology often creates new job opportunities and boosts productivity instead of causing mass unemployment. Case studies show that AI can complement human labor, leading to more effective workers and new roles within companies.

Canva is implementing substantial price hikes for its Canva Teams users exceeding 300% in some cases, attributed to the enhanced value from new generative AI features. The company is transitioning to a per-user pricing model, significantly raising costs for both existing and new subscribers. This steep increase has sparked dissatisfaction among users, prompting some to consider canceling their subscriptions and moving to alternative platforms like Adobe.

In July, YouTube emerged as the leading TV distributor, marking the first time a streaming service topped Nielsen's media distributor rankings by capturing over 10 percent of all TV usage in the U.S. This surge in viewership was largely fueled by children and teenagers on summer vacation, who significantly contributed to the platform's dominance in TV viewership.

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