🚀 SEO Services See Unprecedented Growth in the U.S.

Owned & Operating is the weekly playbook for founders building demand through owned media. Weekly tips on how to get more from your newsletter, content & website.

📲 Poland and Slovakia Move Ahead on Digital Services Tax

Poland and Slovakia plan to implement a digital services tax targeting big tech companies. This aims to support local tech businesses and media, and generate revenue. The move comes amid threats from former U.S. President Trump, who opposed such taxes.

Why it matters: This signals a stronger push by European governments to make tech giants contribute more to local economies. For marketers, this could lead to new costs or changes in how advertising platforms price services in those regions. It also underlines growing political tensions that may affect global marketing strategies. Read more.

🤝 Purina Becomes U.S. Soccer’s First Official Pet Care Partner

Purina has signed a partnership with U.S. Soccer, becoming its first-ever official pet care partner through 2030. Their agreement covers pet food, treats, supplements, pet adoption efforts, and connected pet products. It launches during key upcoming events, including the 2026 FIFA World Cup and the 2028 Los Angeles Olympics. Among other things, Purina will host pet-friendly stadium experiences and halftime performances celebrating pets.

Why It Matters
This partnership shows how brands are tapping into sports not just for visibility but also for emotional storytelling. For Purina, linking pets to national pride events builds a powerful association. For other marketers, it highlights the value of creating brand experiences that tie into consumer passions in unexpected ways. Read more.

🚀 SEO Services See Unprecedented Growth in the U.S.

SEO services in the U.S. are experiencing rapid growth. Businesses across sectors are accelerating investments in SEO strategies to stand out online and adapt to AI-powered and generative search trends. Platforms like GoodFirms are seeing rising demand for top SEO talent, particularly those specializing in AI tools, mobile-first optimization, e-commerce, and location-based strategy.

Why It Matters
With search shifting rapidly due to AI and mobile-first behavior, SEO is no longer optional. Companies that neglect it risk being overshadowed by competitors who invest early. For marketers, this is a reminder to prioritize SEO budgets and seek partners who understand the intersection of AI, search intent, and content strategy. Read more.

💡 Today’s Insight

Mobile Marketing with RCS

Rich Communication Services (RCS) is transforming mobile messaging. Since Apple included RCS support in iOS 18 in fall 2024, nearly all U.S. smartphones can now receive rich messages filled with images, videos, carousels, clickable buttons, and analytics. Twilio has made RCS widely available to its users, and adoption surged 550% in 2024. Early tests show RCS campaigns more than double revenue per send compared to SMS.

Key Takeaways

• Apple’s support expanded RCS reach to nearly 100% of users.

• RCS messages can include engaging formats—carousels, media, buttons, and suggested replies—boosting interaction.

• Brands like Best Buy and Walmart are experimenting with RCS.

• Twilio now supports RCS for its large customer base with seamless fallback to SMS.

• Adoption rose 550% in 2024, with substantial engagement and revenue gains.

• Marketing teams should test RCS this holiday season to find high-conversion formats.

Click here to read this story.

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