Cookieless ad targeting requires marketers to understand how consumers use their websites

“We’re never going to get back to what [digital advertising] used to be. And the sooner we all embrace that, the easier it will become,”

Times they are a-changin

via eMarketer

Future Forecast on AirChat, the Twitter + Clubhouse lovechild:

people are actually moving away from the big [social media platforms] and looking for more fragmented

Mass culture is dead.
Community rises again.

As TV has progressed from ephemeral programming delivered via wires to on-demand catalogs in the ether, the bottleneck has moved from demand to supply. Distribution wars turned into content wars.

This opens the door for brands to become studios (another word for media company).

Imagine Sour Patch Kids is now the new Nickelodeon.

The beauty and benefit of that is, every asset you create can be exploited across everywhere and anywhere but you’re starting with the creation of the product first.

Think Amazon and Apple vs. Max and Paramount+. (& think about the differences in the first-party data these two groups can collect and use.)

The studio becomes a function of marketing, bankrolled by the core product business. Instead of being the primary revenue stream on its own.

Return of the 80s?

The gatekeepers are no longer suits and ties in boardrooms but time and recommendation algorithms. Your brand may not be the next 20th Century Fox but it can become a trusted curator and connector. Or a patron in the Medici mold.

via Future Forecast

Finished reading: The Ghost Writer by Philip Roth 📚

“con-trar-i-an n. an investor who makes decisions that contradict prevailing wisdom, as in buying securities that are unpopular at the time.”

Contrarian as investor?

Oh, I like this idea.

I don’t want to oppose the status quo just to oppose it — I was to invest in what I think is undervalued at the moment.

Almost makes me wish I named this the Contrarian Marketers Club.

But you have to be curious before you can be contrarian (& to stumble on the definition of “contrarian”).

What is your contrarian marketing belief?

via Austin Kleon