Don’t give up on an idea if the first try isn’t a success (and make sure you know what “success” is beforehand).
Test variations of each piece of the rollout puzzle to rule out a failure of execution.
Would you rather give up on a good idea too soon or spend extra time only to prove it won’t work?
The consumer price index edged up slightly over July (which was basically flat with June), but…
The index for gasoline rose 3.9 percent in August, accounting for over one third of the monthly all items increase. The index for energy increased 2.1 percent over the month.
It’s a continuous pressure applied to people’s wallets.
Prediction markets for the Fed raising rates jumped after the BLS release.
Sounds Profitable research roundup
79% of U.K. podcast listeners recall an ad they heard in the past week
Podcasts have overtaken TV for the 34 and under UK set. 35-54s have “incorporated podcasting into their lives at a deeper level than any other age group”
[US] audio advertising lifts core brand metrics: +22 points in unaided ad recall among in-market consumers, +5 in favorability, +6 in search intent, and +5 in purchase intent
(long-form host-read even more)
those who consume podcasts have a higher ratio of corporate decision-makers
Put podcasts in your plan
In the age of real-time dashboards and streaming data it can be easy to overlook archiving.
A former client reached out, they don’t think their new marketing is working as well. Problem is, they (or their new agency) deleted the GA4 we gave them. They don’t have a benchmark to verify their hunch.
Maybe PDF that dashboard before the reporting call each month.
There are five keys to a good podcast trailer. And they work for any messaging:
energy,
show-name recall,
topic clarity,
ease of understanding
and authenticity
Pair this with the research owning flaws and being open to feedback improves outcomes and you’ve got a solid brief foundation.
How many of these does your messaging check off?
Genres, like generations, are garbage.
food podcasts account for less than 1% of mentions of food delivery companies. Yet food podcasts were receiving roughly half of the ad spend from food delivery brands. That’s a fundamental mismatch.
Why? Because delivery is not a food passion behavior. Delivery is a time-management solution.
Why over what.
Matching industry to genre is the lazy route.
Matching solution to mindset is the way.
More from the CEO:
The question for any brand is: do you want to participate in the conversation that’s already happening about you, or not?
Yes, moving the goalposts can be a trap.
But installing them with concrete isn’t what makes them useful.
Search is an action. To benefit from the action, first make people aware (according to new research).
The study found that brands with higher awareness commanded greater share of search, where every five points gained in brand awareness translated directly into five points of share of search
Smaller brand = bigger impact
Investing in brand is expensive in the short run and cheap in the long run.
The Death of Best
A classic positioning play is to call yourself “the best X.”
From broad: “the best CRM”
To narrow: “the best time tracking software for freelance programmers”
But in all cases it involves the seeker being explicit about the solution they are in search of.
The rise of personalization—accelerated by AI—means there is no longer a global best*. Or even a need to start with a specific solution in mind.
Every shopper is now building a personal contextual layer that adds another filter to the selection process (whether deliberately or just through the use of algorithmic tools).
As a basic example, a user may search for “best car” but their contextual layer can understand what they really mean is “what is the best mid-priced car for a family with elementary school age kids…etc & so on” based on the accumulated understanding from prior queries and tasks.
For humans, your brand is a story.
For algorithms, your brand is a list of attributes to be matched against.
Two sides of the same coin. Same core, different package.
*there was never a global best