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<div style="display: none; max-height: 0px; overflow: hidden;">AI search mentions come mostly from third-party sources, accounting for 85% of all brand mentions. Only 13% originate from brand-owned domains </div>
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<h1><strong>TLDR Marketing <span id="date">2025-10-28</span></strong></h1>
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<li><strong>Collaborate across time zones</strong> with strategies for running brainstorms, delivering pre-watch videos before meetings, and keeping global teams aligned without scheduling headaches</li>
<li><strong>Automating busywork by using AI</strong> for tedious tasks such as organizing meeting notes, tracking action items, and distributing recaps</li>
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<strong>Third-Party Sources Drive 85% of Brand Discovery (7 minute read)</strong>
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AI search mentions come mostly from third-party sources, accounting for 85% of all brand mentions. Only 13% originate from brand-owned domains. Brands are 6.5X more likely to be cited externally than on their own sites. Nearly 90% of these mentions appear in listicles, comparisons, or reviews. Visibility varies across AI platforms, with 68% of brands appearing on only one system. Owned content builds credibility, while third-party validation boosts recognition and discoverability in AI search.
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<strong>Secure prepaid tags could boost retailers' confidence in gift cards (3 minute read)</strong>
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Infineon and Karta Gift Card have launched NFC-enabled prepaid tags with cryptographic protection. These tags eliminate printed barcodes and visible codes, replacing them with encrypted chips for tap-to-activate or redeem functionality. For brands that offer gift cards, this offers not just fraud mitigation but also a gateway to smarter CRM integration and post-purchase engagement.
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Removing exclusion lists from Google Ads campaigns led to worse performance in a 2.5-month test. It showed lower conversions, higher CPAs, and reduced efficiency. The experiment found that 3 of 4 campaigns performed worse after all exclusions were removed. The results show that well-applied exclusions still help Smart Bidding by focusing on high-intent traffic. However, outdated or overly aggressive exclusions can hurt performance, so advertisers should reassess older lists and test before making changes.
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Pictory turns scripts, blog posts, or long videos into short, shareable clips. It automatically summarizes content, selects visuals from a library of 18M clips and images, adds captions, voiceovers, and music, and lets users customize branding and themes. Features include text-to-video, URL-to-video, screen recording, and video highlight extraction. It requires no editing experience.
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
This guide provides SMS templates designed to stay within the 160-character limit for various message types. It includes early access, abandoned cart reminders, and Black Friday promotions.
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<div style="text-align: center;"><span style="font-size: 36px;">🎁</span></div></div>
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<div style="text-align: center;"><strong><h1>Miscellaneous</h1></strong></div>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Ftechcrunch.com%2F2025%2F10%2F26%2Ftrump-and-xi-will-consummate-tiktok-deal-on-thursday-treasury-secretary-says%2F%3Futm_source=tldrmarketing/1/0100019a2a7de422-3a2bf2bd-a7ce-4b56-adb4-8ad84c604992-000000/-WdtDGNoVpVXJVQjna7y8YVaE28OYp0Yk8PxZW_KOBo=429">
<span>
<strong>Trump and Xi will ‘consummate' TikTok deal on Thursday (2 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
TikTok's US operations are moving to a new structure, with a board of American investors and Oracle managing platform security. The deal, set to be signed Thursday by Trump and Xi, also ends a series of extensions to force TikTok's sale. With control now based in the US, platform policies, ad systems, and data use may shift quickly.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.warc.com%2Fcontent%2Ffeed%2Fwhy-is-it-so-hard-to-show-martechs-payback%2Fen-GB%2F11064%3Futm_source=tldrmarketing/1/0100019a2a7de422-3a2bf2bd-a7ce-4b56-adb4-8ad84c604992-000000/jurMgErFgS_ZMzOpF9AWOGg_FJa2uvPEIzn8kjpbl_8=429">
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<strong>Why is it so hard to show martech's payback? (3 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Measuring martech ROI is challenging because organizations treat it as a one-time expense instead of a long-term capability. Tools often end up automating old processes rather than driving growth. To realize martech's potential, treat it as an evolving capability, link it to business outcomes like retention or revenue, and simplify the stack by consolidating overlapping systems.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.thedrum.com%2Fopinion%2Fcrisis-or-comedy-when-should-brands-laugh-it%3Futm_source=tldrmarketing/1/0100019a2a7de422-3a2bf2bd-a7ce-4b56-adb4-8ad84c604992-000000/sLUhox6jIgNXZUqeT8Q_n8pg9q_aqP3fQnRd4ay91t4=429">
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<strong>Crisis or comedy: when should brands laugh it off? (3 minute read)</strong>
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</a>
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Brands need to know when to use humor and when to stay serious. Humor can turn a scandal into an advantage, as shown by Astronomer's ad with Gwyneth Paltrow and Jet2's embrace of TikTok memes. However, it can also fail, like e.l.f.'s campaign with Matt Rife, which clashed with audience values. The key is to match tone with brand identity, respond quickly, and read the room. Well-timed humor can defuse tension, but misjudged jokes damage trust. The best responses show awareness, not spin.
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<div style="text-align: center;"><span style="font-size: 36px;">⚡</span></div></div>
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<h1><strong>Quick Links</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.practicalecommerce.com%2Fdoes-schema-markup-help-ai-visibility%3Futm_source=tldrmarketing/1/0100019a2a7de422-3a2bf2bd-a7ce-4b56-adb4-8ad84c604992-000000/GYoJPjmLiAqA-m-hvACF1nJg8e1L8Sc-YV9ApL84Yes=429">
<span>
<strong>Does Schema Markup Help AI Visibility? (2 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Schema markup may help organic rankings and AI visibility, but it's minor.
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<span>
<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.vincentschmalbach.com%2Fai-is-dumber-on-mondays%2F%3Futm_source=tldrmarketing/1/0100019a2a7de422-3a2bf2bd-a7ce-4b56-adb4-8ad84c604992-000000/yXut3KpYfE4LuWMGWZ05sja300H5TDMRVWE1xQEGjqs=429">
<span>
<strong>AI is Dumber on Mondays (2 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
AI quality can change silently when companies update or deploy buggy models.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.socialmediatoday.com%2Fnews%2Finstagram-adds-watch-history-for-reels%2F803820%2F%3Futm_source=tldrmarketing/1/0100019a2a7de422-3a2bf2bd-a7ce-4b56-adb4-8ad84c604992-000000/lXKYtfTG3NK948FgSLhy9luMZO0UdiEtH_kkQqkQwtU=429">
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<strong>Instagram Adds Watch History For Reels (2 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
The new “Watch History” feature allows users to see any Reel viewed in the past 30 days.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.marketingideas.com%2Fp%2Fmarketing-inspirationksdjflaksdjf%3Futm_source=tldrmarketing/1/0100019a2a7de422-3a2bf2bd-a7ce-4b56-adb4-8ad84c604992-000000/5LWJgSwsa0n8EExtvv1zy0WS18OJZ7tnZafKPSpQ32w=429">
<span>
<strong>The best marketing ideas from the past 7 days (2 minute read)</strong>
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</a>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Viral tactics include keyboard smashes, blurred reveals, and a crane brand's perfect moment.
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