Hey all! Welcome to Issue 5. We’ve highlighted some new features from LinkedIn we’re really excited about, an amazing partnership between the 49ers and a biotech company, and how Disney is taking their ad platform to the next level. There’s quite a bit to learn and ponder from these highlights. We’re certainly going to be building out some new product offerings that leverage some of these technologies.As you all settle into 2024, what are you seeing? We’d love to catch up and swap some war stories. Drop us a line and we’ll get something on the books. And lastly, I’m sure you all saw the news on our OneSignal signing, but stay tuned for some big product and personal announcements coming from us!
New feature alert: LinkedIn’s launching a Sponsored Post option
TL;DR: LinkedIn’s new ad option, Sponsored Posts, allows users to generate leads from article content they’ve published on the platform. Once a company page posts an article exclusive to LinkedIn, admins can choose to promote it. Promoting the article adds a CTA button prompting users to add their email address to “unlock” the article (think of it like a paywall). Currently, only company-authored articles are eligible for sponsorship, and it’s treated similarly by the algorithm to lead gen ads. Takeaway: This is a great opportunity for B2B brands to generate new, engaged leads. Not only does it provide a more direct way to measure campaign responses and effectiveness, it also provides a unique first impression for customers. Investing in original content is becoming increasingly important to help brands stand out from the competition. With this new feature, LinkedIn is encouraging that behavior. Brands that choose to create high-quality editorial articles will be well-positioned to find success with this feature in both new business and positive social engagement.Consider:
- What’s the most exciting and eye-grabbing story your brand can be telling? You’ve got to have a strong hook to entice your reader to hand over their email info.
- What resources do you need to create strong content that converts? Invest in the creation of editorial content on these topics. Pivot internal resources or perhaps hire a part-time contractor.
Leverage non-traditional partnerships to tell better stories
TL;DR: In 2016, biotech company Orig3n partnered with the San Francisco 49ers for fans to submit free DNA tests and blood samples to compare genes of the average human to those of pro football players. Using this case study and others, experts identified that sports organizations, like other data-driven organizations, are flooded with information on audiences… but they’re not really using it to its full potential.Takeaway: Many brands are now collecting a plethora of consumer data points. If they can master the art (and science) of utilizing this data in interesting ways, it can be great fodder for unique marketing campaigns. However, for organizations that may not be data-rich, thinking about how to execute strategic partnerships with complementary brands could provide a great benefit to both parties. Software companies might provide a means to aggregate and better understand the data, while biotech companies could provide a way to link biometric data with insights. Unlikely partnerships from two different industries could result in mutually strong marketing campaigns that bring new and interesting insights to the table for potential customers.Consider:
- What brands do you admire that could create an unlikely, yet attention-grabbing partnership? Examine how your combined data points could tell a unique and interesting story.
- Is there a story the data is telling? Dig into how you might be able to better organize and utilize your data to identify trends and insights.
Adding meaning to your offering: Disney ties mood to messaging with contextual ads amid ad-tech roll-out
TL;DR: Disney announced new advertising options including the ability to bundle ad campaigns across Hulu and Disney+, its first native, shoppable ad format for streaming, and a first-to-market contextual advertising format. These new options offer unique opportunities for advertisers that stand apart from the crowd – the contextual advertising format, for example, uses advanced data to analyze scenes and visuals across Disney’s library to tie mood and emotion to brand advertising messages.Takeaway: We can all learn something from Disney’s approach to launching this new B2B offering. They’ve added emotion to the equation in two ways: First, by using strong, industry-leading jargon to excite B2B audiences. Second, by using their data points to analyze consumers’ intended moods and match advertisers with those touchpoints. Whether we’re thinking B2C or B2B, we’re all humans marketing to other humans, and we love a good story that makes us feel something. Even if you’re announcing something seemingly straightforward like a new product launch, lean your messaging into the meaning behind your product – you’ll grab your audience’s attention and have a clear hook to define your offering.Consider:
- How can you make your product stand out with powerful and emotion-filled language? Sometimes adding meaning can be as simple as a word change.
- Can you add humanity to your data and/or product? Disney stands out by giving context to their data and turning it into a product opportunity.