I run a lot of creative tests before I let a TikTok ad campaign loose. Over the years I’ve learned that a viral-looking video isn’t enough — you need predictable signals that tell you whether a creative will perform once it’s scaled. I want to share a practical, six-step pre-launch test I...
I used to think loyalty programs were a solved problem: offer points, throw in a discount, and...
Why zero-party data matters nowI've been watching the slow death of the third-party cookie for...
I’ve worked with dozens of Shopify stores over the years, and one truth keeps coming back: you...
When sales volumes are too low to run traditional A/B incrementality tests, I get it — the fear...
I’ve seen countless landing pages that look great but quietly bleed conversions. When your page...
I used to think post-purchase communication ended the moment the package left the warehouse. Then I...
As someone who spends most of her time diving deep into SEO trends and innovations, I’ve been absolutely fascinated by how fast artificial intelligence is disrupting search. The latest in this revolution? Google's Search Generative Experience, or SGE. If you’re in the SEO game—and let’s be honest, if you're reading this, you are—understanding SGE isn’t optional. It’s essential.SGE...
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When we think of IKEA, we often picture its giant warehouse-style stores, labyrinthine layout, and meatballs in the cafeteria. But as someone deeply immersed in marketing strategies and consumer behavior, I find IKEA's digital transformation journey equally fascinating—and, frankly, brilliant.Over the past few years, I've observed how IKEA's digital experience design has evolved from being...
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Trust plays a central role in any brand's success. As marketers, we invest massive resources into building that trust—from content creation to carefully crafted messaging and visually consistent branding. But in an era of deepfakes, manipulated media, and content misinformation, how do we make sure our audience still believes in the authenticity of what we share?That’s where Adobe’s Content...
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There’s no denying that ChatGPT—and tools like it—have revolutionized content creation. From generating ideas to drafting full blog posts, AI has basically become the world’s fastest ghostwriter. But here’s a truth not enough marketers are talking about: there are certain things ChatGPT can’t write. And ironically, understanding those limits is what unlocks a creative superpower for...
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Gamification is a buzzword we hear a lot—especially in the world of apps and mobile games. But what if I told you that the same strategies Duolingo uses to keep users hooked on learning Spanish could be applied to something as "unsexy" as email marketing? Yes, I'm talking about your open rates, click-throughs, and those conversion numbers that never quite hit the mark. I’ve been studying...
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We pour so much time, energy, and budget into driving quality traffic to our websites. From SEO and paid search to social media campaigns and influencer partnerships—every click counts. And yet, too often, I see brands focusing solely on acquisition, while the real culprit of a stagnant conversion rate lies further down the journey: the checkout page.Let’s get honest for a moment—as...
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If there’s one social platform that’s often overlooked in marketing strategies—but absolutely shouldn’t be—it’s Reddit. I’ve spent countless hours exploring Reddit’s communities, not just as a marketer but as a curious human fascinated by digital culture. Reddit isn’t just another platform to blast promotions on. It’s a complex, authentic digital ecosystem that thrives on...
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Hello everyone, Élise Martin here—welcome back to Marketing News. Today, I want to talk to you about one of the most common (and costly) mistakes I repeatedly see businesses make with their Facebook Ads. Whether you’re running your very first campaign or managing multiple ad sets for clients, there's a particular pitfall that silently drains your budget while giving very little in return.The...
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As a marketer, you've likely heard this phrase countless times: "The call-to-action (CTA) is key." But what does that actually mean? And more importantly, why do some CTAs work seamlessly while others seem to fall flat? Writing CTAs that compel people to take the desired actions isn’t just about choosing the right words—it’s about understanding the science that drives decision-making and...
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As a marketer always looking for ways to connect with audiences on a deeper level, I’ve come to appreciate the potential of Spotify ads for creating memorable brand experiences. With over 500 million active users worldwide, Spotify offers not just a platform for streaming music and podcasts but also a unique space where brands can leverage audio storytelling to engage with listeners in an...
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