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<div style="display: none; max-height: 0px; overflow: hidden;">AI will shift from better models to better workflows, governance, and security. AI fluency will become a baseline skill </div>
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<h1><strong>TLDR Marketing <span id="date">2025-12-18</span></strong></h1>
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Marketers everywhere are feeling the pressure: launch more campaigns, ship them faster, do it all with fewer resources -- and prove that you're actually moving the needle on revenue.<p></p><p>If you need a moment for a primal scream, that's understandable. But here's the good news: There's a way to do more with less, and it's <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fasana.com%2Fcampaign%2Fmarketing%3Futm_source=tldr%26utm_medium=pd_newsletter_cev%26utm_campaign=namer_us_en_cev_signup_nltrtxt_tldr_newslettertxt-conversion_icp-pub%26utm_term=en_marketing_0_lp_mkgq3_v1long_cstm_cstm_tryfree_0x0_0_us-tldr-corp-ent-vert%26utm_content=namer_us_en_cev_signup_nltrtxt_dir_tldr_prsp_3p_icp-marketing-subscribers_all_0x0_newslettertxt-primary-121825/3/0100019b31595b98-33c79449-5143-4e8b-a068-9e6cf8d5d75d-000000/QgcyjL9WkQ7O17IIzIK-gKnq5MSWqdM2F18UWoM4iKw=436" rel="noopener noreferrer nofollow" target="_blank"><span>Asana</span></a>. </p>
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<strong>25 Big Ideas that will define 2026 (24 minute read)</strong>
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In 2026, AI will shift from better models to better workflows, governance, and security. AI fluency will become a baseline skill, and “AI Whispering” will emerge as the next hot liberal arts major. Creators will scale into lean media businesses as newsletters, email monetization, and owned audiences outperform social platforms. Health trends will focus on longevity, women's care, and biometrics. Economically, stablecoins will expand payments, data centers will drive land and energy races, and space investment will accelerate. Culturally, people will push back on screens through offline community, human-first retail, and social video moving to TVs.
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<strong>Advertising, subscriptions, or reform: how the BBC could be funded after 2027 (2 minute read)</strong>
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The BBC's potential shift toward advertising could reshape how revenue flows across the UK advertising and digital media markets. Advertising is unlikely to replace the licence fee, which delivered £3.8bn of its £5.9bn revenue in 2024/25, and adding BBC inventory would increase supply in a market where broadcaster ad share has fallen from 15.8% in 2003 to a forecast 5% next year. That influx would likely divert spend from existing broadcasters and digital publishers rather than create new demand. The decision will influence how large public media organizations balance trust, scale, and sustainability as audiences move toward platform and subscription-led media.
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<h1><strong>Strategies & Tactics</strong></h1>
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<strong>Win Report: Ask for less, get (28%) more (12 minute read)</strong>
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Lowering CTA commitment to match visitor readiness increased transactions by 28% for it. Visitors were often stressed and early in research, yet the site pushed high-commitment actions too soon, which reduced clicks and confidence. Replacing early Buy Now style CTAs with exploratory steps increased product page visits by 9.7% and moved more users deeper into the funnel. The test showed that clear progression and smaller commitments increase movement and sales without delaying purchase decisions.
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<strong>The best growth tactics of 2025 (7 minute read)</strong>
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The most cited themes were outbound and ABM (20%), partner ecosystems (20%), and events (16%). Tactics ranged from automated LinkedIn outreach and personalized demos to partner-led co-marketing and executive-led intros. Community activations, including webinars and intimate events, emerged as conversion drivers. Content-led strategies emphasized AI discovery and answer engine optimization through LLM visibility. Product-led growth and onboarding flows contributed materially to revenue outcomes, particularly when mapped to ICP behavior.
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<strong>213 million AI prompts, 27 billion keywords, one platform (Sponsor)</strong>
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<strong>The Future of Newsletters (Webinar)</strong>
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This free event starts today at 12 PM EST. It will feature 8 industry experts sharing data-backed predictions on how newsletters, email marketing, and media will evolve in 2026. The session will focus on what is changing, what is working now, and what to prioritize next year.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fabout.instagram.com%2Fblog%2Fannouncements%2Finstagram-tv-app%3Futm_source=tldrmarketing/1/0100019b31595b98-33c79449-5143-4e8b-a068-9e6cf8d5d75d-000000/z6jm8z5piatCkQkzS5cGONxVgzcUcKrofqiBgJ3lAlY=436">
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<strong>Introducing Instagram for TV (2 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Instagram is testing Instagram for TV, a new app that brings Reels to the big screen for shared viewing. Available in the US on Amazon Fire TV, the experience organizes Reels into interest-based channels like music, sports, travel, and trending moments, with autoplay and full sound for lean-back watching. Users can add up to 5 accounts for personalized feeds and search for creators or topics.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsearchengineland.com%2Fclick-based-attribution-executive-dashboards-466229%3Futm_source=tldrmarketing/1/0100019b31595b98-33c79449-5143-4e8b-a068-9e6cf8d5d75d-000000/W38CHte5l6ROqzfPS4NezWCby-AH0vYociH5-YL677Y=436">
<span>
<strong>Why click-based attribution shouldn't anchor executive dashboards (8 minute read)</strong>
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</a>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Click-based attribution remains popular because it provides clear, deterministic outputs that are simple to interpret. However, these models do not account for untracked influences such as video, social exposure, or thought leadership content that shape perception and intent. As a result, executive dashboards dominated by click metrics can create bias toward activities that generate visible conversions at the expense of long-term demand generation. This focus may impact investment in brand building and creative impact while prioritizing only short-term returns.
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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%2Fwww.figma.com%2Fblog%2Fchat-are-we-cooked-algospeak-adam-aleksic%2F%3Futm_source=tldrmarketing/1/0100019b31595b98-33c79449-5143-4e8b-a068-9e6cf8d5d75d-000000/jkgpNVDptxtUIj58t-h4PCkaT4RBjmNsQklcg7ItVJs=436">
<span>
<strong>How language has become the new metric of virality (7 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Virality is increasingly shaped by how language evolves through algorithmic exposure. Slang terms that once remained localized now spread rapidly across global platforms optimized for engagement and trend replication. Expressions tied to identity, humor, or community affiliation gain traction based on metadata and usage frequency. These shifts influence how audiences communicate, interpret meaning, and assign cultural relevance to content.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsubstack.com%2F@katiejgln%2Fp-180813569%3Futm_source=tldrmarketing/1/0100019b31595b98-33c79449-5143-4e8b-a068-9e6cf8d5d75d-000000/dM3VEVMVbmdv2VxVWLgw5VfOwob0aYpaJ5iCuCXtJ7w=436">
<span>
<strong>There's a Reason Women Aren't Swooning Over AI Like Men Are (7 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Women are less likely to use AI, not due to a lack of skill, but because their caution reflects real risks. Studies show women have 22% lower odds of using AI websites and apps than men, both at work and in everyday life. Many first encountered AI through harms like sexual deepfakes, which are 90% female-targeted, or through biased systems that disadvantage women in hiring, pay, healthcare, and justice. Women also face a double penalty, with AI use lowering perceived competence by 13% versus 6% for men.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fmartech.org%2F5-marketing-lessons-hiding-inside-disneys-merchandising-engine%2F%3Futm_source=tldrmarketing/1/0100019b31595b98-33c79449-5143-4e8b-a068-9e6cf8d5d75d-000000/dwoHHcgAkJy-3l5kCbbo1rnir2hRDtfrrFJGkOhQPKM=436">
<span>
<strong>5 marketing lessons hiding inside Disney's merchandising engine (4 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
While performance across film, parks, and streaming shows signs of decline, Disney's merchandising continues to grow. Its approach focuses on acquiring and amplifying existing franchises through partner channels and collaborations. This reduces the need for original audience building and enhances brand reach. Familiarity remains a core tactic, allowing consumers to quickly categorize and engage with products. The model is effective when it maintains simplicity, trust, and alignment with established consumer behavior.
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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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<strong>LBB's Favorite US Ads of 2025 (6 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
A recap of this year's top ads, including Apple TV's Severance at Grand Central, Facebook's Secret Santa, and more.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Fjackappleby_i-only-have-one-social-media-prediction-for-activity-7407082684302118913-H1-2%3Futm_source=tldrmarketing/1/0100019b31595b98-33c79449-5143-4e8b-a068-9e6cf8d5d75d-000000/-FJXIAMJdGszaXcYIOAOg2l1qPRGKitJZdPymJ6lMIw=436">
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<strong>Social media wins for 2026 (2 minute read)</strong>
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Prioritize short-form vertical videos, quadruple brainstorming time, and do not chase trends.
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