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.