I love this idea of “little councils of weird strategic thinkers”
“Full service” really just means “these are the full list of services we want to offer.” Marketing is too big to have one agency that can truly do it all. Or at least do it all well.
Be weird. Be strategic. Be curious.
Search: Then & Now
Search, the old way: craft a machine-interpretable query, plug into search bar, sift through 10+ blue links (sound a bit like prompt engineering?).
Search, the new way: open favorite app, toss in casual query, entertain your way to an answer.
Thanks to the rise of contextual machine understanding, everything is a search engine now.
“Search has fundamentally transformed from this old model of ‘I have a question, I need an answer,’ to really a place for stories and perspective”
&
“They’re not just looking for quick answers. They’re looking to explore, compare, and really shape their perspectives.”
Consumers are smarter and more empowered than ever before.
Build relationships by providing value via a brand with a personality.
October’s consumer confidence survey results = 😐
Consumer confidence moved sideways in October…Changes to the individual subcomponents were also limited and largely cancelled each other out.
Confidence…
declined for consumers under 35
and…among consumers over 55
improved for consumers aged 35 to 54
fell for consumers making less than $75K a year
improved for most of the income groups making more than $75K
largest increase among those earning over $200K
Younger consumers and consumers earning over $75K have been the most optimistic overall
🎶Sp-sp-splinters🎶
Jyll is my go to for Google Ads insight, so this caught my attention:
Too many assets means your ad will take too long to learn and optimize - or never learn at all. 8-10 headlines and 3 descriptions is plenty for most advertisers
Google wants all the robot food, but maybe all is too much.
It makes sense… 🤔
How do you build a brand in world intermediated by chatbots and AI agents?
And in a world that’s less screen-centric?
What about a world with translucent screens we wear on our faces?
How do you become the synonym for the activity? Like Google for search and Kleenex for tissue.
It’s a reminder that customers reward companies that take long-term bets on value and consistency
That reminder is Kirkland, Costco’s house brand. A brand that is now bigger than Coca-Cola and Nike.
A brand that came about after listening to customers. What a novel idea!
(Just make sure you’re listening to your actual customers)
Google ruling LLM 101:
chatbots now routinely incorporate into their responses fresh information from the internet or other sources through a process known as grounding
before, an LLM’s response was time-limited by the end date of its training data…through grounding an LLM can now access content beyond its training data, such as web pages in a search index, to provide more recent and more accurate information
pre-training creates a base (or foundation) model, which is then post-trained (or fine-tuned) on collections of data so that the base model can perform specialized tasks
What Battery Charge Level Gets The Best Ads?
AppLovin’s ad targeting signals aren’t unique, but sometimes it’s good to get a reminder about what plays a role:
factors like:
- Advertising ID (IDFA or GAID);
- Vendor IDs (IDFV);
- IP Address;
- App Set IDs;
- Device make, model, carrier and operating system;
- Screen size and orientation, audio volume, battery and memory usage;
- Name and properties of the mobile application showing the ad;
- The country, time zone, and locale settings of the device;
- Network connection type and speed;
- Internet browser user-agent;
- Browsing behavior and search and purchasing histories;
- Previous interactions with ads served by AppLovin, with our advertising partners, or merchant partners’ websites and advertisements.