From Tom Asacker:
Ask them if your organization, your culture, is producing the results it is designed to produce?
It’s a trick question. A sort of business koan.
The answer is “yes.”
If you don’t like the results your thing is producing, you don’t change how you think or approach it, you change how it’s designed.
If your marketing campaign isn’t producing the results you were hoping for, change the campaign. Or change the target, I suppose.
Everything is an experiment. Every brief or KPI target a hypothesis.
If you get unexpected results, redesign the experiment.
Similar to Google:
Microsoft Ads is rolling out a new feature called “brand lists” for Performance Max (PMax) campaigns.
Brand lists allow advertisers to exclude their ads from appearing alongside specific brands, potentially improving ad relevance and return on ad spend (ROAS).
Can pick up to 20 but sounds like you’re limited to a pre-defined list or requesting additions.
If you’re having different kinds of conversations in the same moment, it’s really, really hard to hear each other. It’s really hard to feel connected.
At the core of successful communication is having the same kind of conversation at the same moment.
-Charles Duhigg
This is why your messaging frequency needs to be > 1.
Marketing is a conversation. And your audience is not always in the mood to have the same conversation your messaging wants to have.
via Radio Headspace