The modern consumer journey according to DemandCurve:
- They see your ad while doom-scrolling Instagram. They click.
- Something distracts them away from their phone.
- They remember later in the evening (or 3 weeks later) thanks to a Trigger Event.
- They Google your company name.
- They visit your homepage, not the conversion-focused landing page you intended them to hit.
Between screenshots and post save buttons, everything is a bookmarking app now.
Marketing is like gardening. You plant a bunch of seeds and sometimes the best plant comes from the compost heap.
This is the first AI related “breakthrough” I can remember being attributed to Apple
Apple researchers have developed a breakthrough “multi-token prediction” framework that enables large language models to generate text up to 5 times faster while maintaining output quality
Has it finally entered the chat?
via Perplexity
People want to be part of the in crowd, but each person’s in crowd is different.
When one or two friends start talking about something we can probably still get away with ignoring it. But when it’s more than that, our worst fear is being left out and lonely…so we have to check it out. Maybe because we’ll like it too…but definitely so we look smart next time it comes up.
You don’t need to reach everyone, just the ones that will talk about it.
If a session / page view lasts at least 10 seconds, it is an “engaged session” (according to the platforms).
What can you do on your pages that will leave an impression within 10 seconds of loading?
The “science” of marketing is increasingly done in the realm of algorithms. The human side is the “art.”
Even the king of web analytics and data himself, Avinash, is saying it:
Creative contributes between 60% to 70% of the campaign’s success.
Avinash’s Third Law of Marketing Dynamics:
A great Creative can, often, overcome a poor Media Plan.
A great Media Plan cannot overcome a poor Creative.
Got an email from Equifax today with the subject line:
⚠️ Important Update from Equifax ⚠️
It was announcing a new app.
That’s bad marketing. Each touchpoint is a promise, clickbait breaks that promise.
that’s why this podcast got started, actually, was because we wanted to humanize the brand. We’re a research company, so people interacted with us with a website, maybe a salesperson, and we wanted to be like, “There are a bunch of folks back here with brilliant minds and personalities and senses of humor, and we’d love for you to meet them and that to be your gateway, your doorway into the home of EMARKETER”
It works!
I get their emails with the person’s name as the sender, which I recognize from them being on the podcast—a spark of connection.
Infinite content + copycatting + channels everywhere
Is not an equation for connecting the dots—at least when it comes to people paying attention to your brand and messaging.
if you’re telling a different story in multiple places, they might as well just be different companies, completely different stories, because the consumers aren’t going to make the connection by themselves.
-Marcus Johnson
Brands are stories. Your marketing should be like Dickens serials, not Infinite Jest.
Connect the dots for your audience.
Consumers have incredible bs detectors.
So if you’re not being consistent with your story in multiple places, then they’re not going to believe you.
If you’re showing up and you’re telling me one thing and you’re behaving another way, even if it’s just a few times, it starts to erode that trust.
People don’t believe what you’re doing. Consumers will start to call you out.
Consistency is incredibly important.
What does this look like and feel like every time I’m interacting with my consumer, no matter how small the interaction is?
-Heidi Waldusky