∞

To simplify before you understand the details is ignorance.

To simplify after you understand the details is genius.

-James Clear on Picasso’s Hill

Similar to having to know the rules before you can bend/break them. You have to understand the systems and processes before you can simplify them.

You have to know the tactics before you can craft the strategy.

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Match the medium and the message.

EMARKETER shares about Gen Z:

spends 58% of their video time on social media rather than streaming services, according to Deloitte

&

Nearly 90% cross-check results across multiple platforms before making decisions , according to Yext, suggesting they’re comfortable synthesizing text from multiple sources rather than relying on a single video explainer.

It’s not video vs text. It’s both, just in the right contexts.

Video is for entertainment in bite-sized forms.
Text is for decision making.

Match your message to the user’s mindset.

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Your marketing strategy isn’t a recipe—a step-by-step guide.

It’s a list of ingredients and ideas on how they can be combined.

Things change. Opportunities arise. Resources fluctuate.

Adaptable approach »> prescriptive instructions

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OpenAI is taking the Netflix approach to launching ads in ChatGPT and going for the premium price point from the jump

From Adweek:

OpenAI is asking select advertisers to commit at least $200,000 as it rolls out beta ads

From The Verge:

OpenAI is reportedly asking a high price to advertise on ChatGPT, around $60 per 1,000 views, or triple what ads on Meta’s platform usually cost

It’s likely that these cost targets plus a long road to figuring out what works best means it’ll be a while until self-serve ChatGPT ads are available to most advertisers.

∞

Revisiting this quote by Tristan Bernard today:

In the theatre the audience want to be surprised—but by things they expect.

The internet is the theatre and we are all both players and audience.

And now AI is both joining us and getting its own theaters.

Are you not entertained?