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The Meme-ification of Barbie

Marketing News
April 12, 2023/by
The Meme-ification of Barbie Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. Come on Barbie, let’s go party. Last week the trailer and cast posters for this summer’s anticipated film Barbie the Movie got social media buzzing. The trailer itself is fairly vague. Outside of introducing the main characters of the film, the clip reveals few details about the actual plot to build intrigue among audiences. A few hours before the trailer dropped, official images of the cast were released on Twitter. Each image features stylized graphics of each Barbie character and their occupation. Meet our Barbies and Kens ✨#BarbieTheMovie pic.twitter.com/KO2pwszXNJ— Barbie Movie (@barbiethemovie) April 4, 2023 Upon the release of the trailer and images, Warner Bros. launched the Barbie Selfie Generator, an AI-powered website that allows users to put their own photos along with a Barbie-style occupation in a graphic that resembles the cast images.  An accompanying TikTok filter was also created. Almost immediately, social media feeds were flooded with AI-generated memes. Social media users who are excited about the film quickly created and shared their own images, distributing valuable user-generated content that has the potential to get further reach than the initial trailer or official posters. This UGC play touches on an important element of nostalgia for those who played with Barbie dolls...
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Why Quiet Quitting Happens in Marketing & How Managers Can Prevent It [Leadership Data]

Work Life Balance
April 12, 2023/by
Why Quiet Quitting Happens in Marketing & How Managers Can Prevent It While many think quiet quitting is nothing more than setting healthy boundaries, others see it as a sign of poor work ethic. We could debate whether quiet quitting is good or bad forever. But, are workplaces actually taking the time to understand why it happens and how they can effectively and supportively address it? In this post, we analyze data from 500 marketing leaders to learn how leaders are keeping up with quiet quitting, why they think it happens, and how they plan to navigate it. Quiet Quitting Fast Facts Before diving into the why and how, here are a few fast-facts to keep in mind about the state of quiet quitting: On average, leaders think 17% of their staff are quiet quitting — but 33% of full-time employees polled in our consumer trend survey admit to doing it. 64% of marketing leaders say quiet quitting is a reflection of poor work ethic, while one-third view it as setting healthy boundaries. 77% of marketing leaders admit that it’s their responsibility to prevent quiet quitting, and 63% say it’s a reflection of poor leadership. 73% of marketing leaders say the determining factor in whether employees quiet quit is the quality of their relationship with their supervisor. 77% of marketing leaders say quiet quitting is unacceptable, but over half of them say it’s happening in their organization. Marketing Leaders Might Underestimate...
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AI Detection: How to Pinpoint AI Generated Text and Imagery [+ Detection Tools]

Uncategorized
April 12, 2023/by
AI Detection: How to Pinpoint AI Generated Text and Imagery AI-generated content is a fascinating development, and we’re seeing more and more articles, stories, and images created by AI tools. (Thanks, AI, for the intro sentence.) But, the rise of advanced AI generation tools has exposed potential issues, from people being unable to detect the difference between AI and human generations to AI predictions and analysis being flat-out wrong. This is where AI detection comes in, as it's a way for people to uncover when text, images, and even videos are machine-generated, so they can make informed decisions on the content they consume. In this post, we’ll cover: What is AI detection? How to Detect AI-Generated Text How to Detect AI-Generated Images and Videos AI Detection Tools What’s the best AI detection tool? AI detection tools don't know the meaning of words and use context to analyze text. To get more technical, tools use the context of what's to the left of the following word to predict the likelihood of the word to the right. The more predictable the word to the right is, the more likely the text is AI-generated. On the other hand, human-written sentences vary from predictable patterns and are more creative. If you’re anything like me, a basic example might be helpful to understand this. Let’s break it...
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How Marketers Can Still Thrive in a Recession [Data Analysis]

Marketing Strategy
April 11, 2023/by
How Marketers Can Still Thrive in a Recession When life gives you lemons, make lemonade. Right? In a recent Glimpse survey I ran for the HubSpot Blog, 78% of marketers said they were already facing one of the biggest lemons of 2023 -- recession. What's more, almost half were already seeing negative impacts. On top of that, one in three think a recession will have an even bigger impact on marketing than COVID-19. While we can't predict the future, our data hints that brands that focus on the right opportunities can still grow. But, what exactly are those opportunities? Read on to find out. Tips for Marketing Growth a Recession 1. Use data to connect with customers. Feel like you might not be in touch with your customers anymore? You’re not alone. Our research shows that over half of marketers don’t know crucial information about their target audience. And this is just one of three signs your company is facing a Crisis of Disconnection. This disconnect isn't at all shocking. Our lives have all changed drastically over the past three years.  As the recession progresses, customer relationships with brands will continue shifting -- and it's up to companies to keep up. The first step is gathering holistic, real-time data on consumer attitudes, preferences, and behaviors. Ideally, you get data, known as first-party data, directly from your customer. This is especially important as data privacy regulations are becoming more strict and things like third-party cookies are on the way...
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3 Consumer Behavior Predictions for 2023 [State of Consumer Trends Data]

Marketing Trends
April 11, 2023/by
3 Consumer Behavior Predictions for 2023 Every year, consumers spend differently than the year before. This is because their preferences are evolving, their priorities are shifting, and their behaviors aren't quite how they were before. So how are marketers supposed to meet their expectations in the new year? By making data-informed predictions. To help marketers and business professionals prepare for the road ahead, we conducted a bi-annual survey of 600+ U.S. adults in January 2023 known as the State of Consumer Trends Report to learn more about the latest consumer trends and data. Here, we'll share our top three biggest consumer behavior predictions based on HubSpot Blog Research. Consumer Behavior Predictions for 2023 1. Consumers will buy products on influencer recommendations over alternatives. HubSpot Blog Research found that 17% of social media users bought a product based on an influencer’s recommendation, and this number goes up to 32% among Gen Z. Additionally, 27% of social media users follow virtual influencers. Online word-of-mouth marketing is infectious, and brands that acknowledge the power of influencer recommendations have a lot to gain in 2023. For example, Olipop, a new soda alternative company, has a large presence on TikTok. Using the strategy of influencer marketing, the newly popular brand has amassed over 180,000 followers, stemming from the positive reviews of the company's product flavor range, and health benefits over choosing traditional soda. Image Source Consumers want to trust the recommendations of people they relate to, so if they see people...
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How to Find SERP Feature Opportunities [+ Free Tools]

SEO
April 8, 2023/by
How to Find SERP Feature Opportunities Search engine results pages (SERPs) have become a critical battleground for businesses, with SERP features increasing in visibility and importance. Considering the fact that the top 3 Google search results get 54.4% of all clicks, SERP features eat up a whopping amount of organic traffic — 18.5% for featured snippets alone. With SERP features becoming ever-present, understanding how they work and how to maximize them has never been more essential. In this article, you'll learn how to find SERP feature opportunities. You’ll also get real-life examples and advice from SEO pros. Table of Contents What does SERP mean anyway? How to Rank in SERP Features How to Find SERP Feature Opportunities 5 Tools to Help You Find SERP Opportunities 3 Free Ranking Tools What does SERP mean anyway? SERP stands for Search Engine Results Page. It’s the page that search engines, like Google or Bing, display after a user queries a keyword or phrase. The SERP is usually populated with blue links and different SERP features that are intended to instantly fulfill a search query. SERP features include featured snippets, local packs, news boxes, images, videos, and more. SEO pros optimize their content for SERP features to drive more organic traffic to their website. "Include the search question in the page title and the question in the H1 tag. Answer the question as clearly as possible in the first paragraph, also including...
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CV vs. Resume: What’s the difference?

Resume
April 7, 2023/by
CV vs. Resume: What's the difference? CV vs. resume: Which should you use when applying for a job? If you spend enough time job searching, you'll likely see a few postings asking for curriculum vitae (CV) rather than a resume. You'll probably wonder what the difference is between the two. Since resumes and CVs both serve as documents that help candidates land new jobs, it is easy to confuse them. To help you distinguish between the two and choose the proper document for your job application, here's everything you need to know about CVs vs. resumes. What is a CV vs. a Resume? CV vs. Resume Difference CV vs. Resume Format CV vs. Resume Examples What is a CV vs. a Resume? A CV provides the complete history of your academic credentials, career, and qualifications. A resume is a more concise document that focuses on your career, skills, and capabilities as they relate to a specific position. In regions like Europe and Asia, a CV is the same as a resume, so be mindful when applying for jobs abroad. Now that you know what a CV and resume are, let's explore the differences between the two. CV vs. Resume Difference A CV is more in-depth and lengthy than a resume because it gives a more thorough summary of a candidate's career. A resume is more of a "snapshot" of a candidate's professional history and skills relevant to the potential employer. As a result, CVs are often longer...
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Why the New York Logo Update Was A Rebranding Flop

Marketing News
April 5, 2023/by
Why the New York Logo Update Was A Rebranding Flop Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. Newer isn’t always better. At least that was the consensus among New Yorkers after the Partnership for New York rolled out its new logo for New York City last month. The “We ❤️ NYC” mark debuted in late March and was intended to be a modern update of Milton Glaser’s iconic “I ❤️ NY” logo. The imagery coincides with a new campaign aiming to diffuse the “divisiveness and negativity” stemming from the COVID-19 pandemic. Image Source Notable changes to the logo include: Changing the “I” to “We” Updating the heart so it appears more like a heart emoji Replacing the typewriter-style font with a variation of Helvetica to match New York subway signage Adding the “C” at the end of “NY” so the logo refers specifically to New York City While the new logo was intended to bring people together, unfortunately, it has succeeded in helping people bond over how much they dislike it. This tweet asking folks to share what they think of the new logo has racked up over 2,200 responses that are overwhelmingly negative. What went wrong with NYC’s new logo? For starters, “I ❤️ NY” is a tough act to follow. The original logo designed by Glaser was introduced in 1977 to reinvigorate tourism and morale...
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How AI Works: The Basics You Need to Know

Artificial Intelligence
April 5, 2023/by
How AI Works: The Basics You Need to Know Artificial intelligence technology has come a long way since the days of IBM’s Deep Blue, a computer designed to play chess against humans. Nowadays, AI software can improve existing workflows, predict customer behavior, and do much more. AI is rapidly shaping the marketing landscape. Your team will need to adapt its tech stack to keep up with the competition. Let’s look at what AI is and how you can use this technology to save time, improve the quality of your leads and, ultimately, make better sales. Table of Contents What is AI? The Benefits of AI How does AI work? The Four Concepts of AI How to Create Basic AI AI Use Cases for Marketers AI can replicate human discernment and make real-time decisions. In other words, artificial intelligence is programmed to think, act, and respond just like a real, live human. AI is not to be confused with automation. Although both automation and AI use real-time data to perform a function, the mechanics and output are vastly different. For example, automation requires manual data input to perform a certain task. Using an algorithm, that task will repeat, regardless of what the data says or if there’s an error. AI, on the other hand, is machine learning. Meaning it requires an input of data. As it processes the data, AI can recognize behavior patterns and errors, then adjust its functions...
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