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- X's new AI-Powered ad tool, Puma's tech strategy, and email list tips to improve your SEO
X's new AI-Powered ad tool, Puma's tech strategy, and email list tips to improve your SEO
July 11, 2024 - Edition #14
Dia Creative
July 11, 2024
July 11, 2024 - Edition #14
This week you’ll learn:
🎯 X's new AI-Powered Ad Audience feature
🏃♂️ How Puma stays agile
📧 Supercharge your SEO with an email list
⚡️ Quick hits: Google's new analytics tool, YouTube ad updates, and Instagram's expansion.
X Introduces AI-Powered Ad Audiences
X, the platform formerly known as Twitter, is rolling out a new AI-driven feature that could revolutionize ad targeting on the platform.
Soon, advertisers will be able to create ad audiences simply by describing their target market in natural language. For example, an advertiser could input "users who are leaders in technology" and X's AI systems will generate a highly relevant audience pool in seconds.
X is confident in the power of its AI targeting. The platform has reported that its enhanced AI audience matching and placement tools are driving significant improvements:
10% increase in average click-through rates
16% increase in conversions
What it Means:
More platforms are developing simpler, more intuitive ways of targeting the audience. X’s claimed results are strong but we’ll need to see how accurate the audiences are as users get more sophisticated with asks. Ads on X can perform well, but we’re sure other platforms like Google and Meta will soon integrate similar features. This update gives a glimpse of a future of more flexible and accurate audience targeting.
Supercharging Your SEO with an Email List
An email list is a powerful tool for boosting your SEO performance. By delivering high-quality content directly to engaged subscribers, you can drive organic traffic and positive ranking signals.
Building Your Email List
Building an email list is crucial for businesses looking to establish a direct line of communication with their audience, foster long-term relationships, and drive conversions.
Buyer Personas: Create detailed buyer personas for B2C or ideal customer profiles for B2B, including demographics, preferences, and pain points. The more specific and accurate your buyer personas, the more effectively you can tailor your email content to resonate with your target audience.
Optimized Opt-Ins: Strategically place opt-in forms like sidebar forms, footer forms, inline forms, popup forms, landing page forms, and email footer forms to maximize conversions without disrupting user experience.
Irresistible Lead Magnets: Pair a compelling call-to-action with an exclusive e-book, discount code, or webinar to entice sign-ups. Develop high-quality, valuable content that addresses your target audience's pain points, challenges, or aspirations. Test different lead magnet formats and topics to identify which ones generate the highest conversion rates.
Use Social Media: Promote your email list on platforms where your audience is active. Include social sharing buttons in your emails to amplify your reach and create new link opportunities. This can help expose your content to a wider audience, attract new subscribers, and potentially generate new backlinks to your website.
Segment To Drive Traffic
Segment your email list based on interests, buyer journey stages, or other relevant criteria. Deliver targeted content that increases organic site visits, lowers bounce rates, and extends time on site—all positive ranking factors.
By segmenting your email list, you can ensure that each subscriber receives content that is highly relevant to their needs and interests. This personalized approach leads to higher engagement rates, as subscribers are more likely to open, click, and interact with content that resonates with them.
These positive user engagement signals can indirectly influence your search engine rankings, as search algorithms consider user behavior as an indication of content quality and relevance.
Your email list is a goldmine for SEO. It's a strategic asset in enhancing your SEO by driving engaged traffic to your website and improving your search engine visibility.
Puma’s Tech Strategy
Image Source: Puma
Puma, the 75-year-old sports apparel brand, is embracing cutting-edge technology to transform consumer experiences and product engagement.
Even though it is an established brand, there’s a lesson here about adapting to new trends and remaining relevant.
The Power of Technology
Ivan Dashkov, Head of Emerging Marketing Tech at Puma Group, emphasizes the growing importance of technology in marketing.
Under Dashkov's guidance, Puma has successfully emerged as a frontrunner in the digital space. His strategic vision has led to successful collaborations with Meta and Roblox, expanding Puma's reach and solidifying it's position as a brand at the forefront.
With the rise of headset sales and interest in augmented reality, Puma is positioning itself to take advantage of this trend by incorporating VR into its marketing strategies.
"The future of VR and its impact on marketing, particularly for brands like Puma, is significant. As headset sales increase and interest in augmented reality grows, Puma is strategically incorporating VR into its marketing efforts to enhance consumer interaction and brand visibility," Dashkov explains.
Blending Physical and Digital
Puma's VR activations, such as creating small, co-branded workout pods, highlight the importance of bridging the gap between digital interaction and physical presence.
"It's like an actual gorgeous physical space that we built out that you can go in. There are a couple of demos, and then you can workout in that space. It also creates a little social video for you to take home and post on your Instagram channel if you want," Dashkov explains.
Puma identified a trend (VR) and not only created content around it, but also built a system to let customers create and share content too, amplifying the reach of the campaign.
Building an Innovative Team
Dashkov stresses the importance of assembling a team capable of pushing innovative boundaries and creating customer-centric experiences.
By building a team that is passionate about innovation and customer-centricity, businesses can continuously push the boundaries of what's possible and create experiences that truly resonate with their target audience.
“You always have to innovate. You always have to move forward. You always have to push the envelope," Dashkov shares.
Puma has stayed agile, adapting to new trends and opportunities. Examine your own industries and see what new ideas and innovations can give you a boost.
⚡️ Quick Hits
YouTube Simplifies Ad Campaigns in YouTube Studio for creators with over 1,000 subscribers.
Instagram Expands Marketplace to ten new countries, boosting global brand-creator collaborations.
X Loses Lawsuit against Bright Data for scraping publicly accessible user data.
Google's New Analytics Tool allows rapid, customized user data comparisons.
What we’re working on right now
Welcome to Pioneering Perspectives: A Dia Creative Podcast
Ready to break new ground in marketing? In this podcast, we crack the code of marketing within regulated industries. Join real industry leaders as they navigate the unique challenges and share their groundbreaking strategies for success in the marketing field. Our goal is to inspire and equip you to conquer the frontiers of marketing in a complex landscape.
Our first guest Kristina Grifantini is an award-winning communicator with 18 years of experience in the science industry. She focuses on leading teams and initiates the translation of science and biotech into compelling stories for a variety of audiences, including the public, press, donors, employees, and other stakeholders.