Don’t waste time worrying about whether or not change will happen.
Spend time thinking about what to do with the change that is happening.
What’s your business goal?
How large is the ask you make of your customers?
What are the meaningful steps they take to get to yes?
Measure them.
Your customer’s last experience with your brand leaves a lasting impression.
If you make tasks like unsubscribing, returning, refunding, problem resolution (etc & so on) easy, you leave the door open for the future.
Treating them as afterthoughts = throwing a Molotov cocktail onto the bridge
What’s the core of your brand story that applies across audiences?
What does everyone know you for?
Why do you do what you do?
You can race to the bottom. Or you can race to the top.
One takes hard work.
One has a short runway.
If anyone can make the artifacts of a brand in a trivial amount of time, what distinguishes the ones that last from the ones that fade as quickly as they’re made?
A tweak on a question asked by Manton Reece.
What do you mean when you say “search”?
- News / current events
- Information
- Entertainment
- Local
- Shopping
These are all different intents.
Google used to be the destination for all search types. Now different platforms are carving off different intents.
Search is ( and has been) splintering.
This EMARKETER podcast has me thinking…
Was the best way to ban TikTok actually to make a US contingent pay boatloads of money to onshore it, inviting perceptions of censorship and eroding the advertiser base?
Speaking of advertiser bases, time to zig while everyone zags to Meta.
