According to Semafor:
[YouTube] is currently developing a feature that would allow host-read ads to be dynamically inserted and swapped out within individual YouTube videos
Should make it more appealing for podcasters.
But what’s the long term plan? How does Google monetize these ads? Does YouTube want to become a legit podcast hosting platform? Will it build a host read marketplace?
And how does this impact current efforts to place podcast ads via Ads Manager?
On consumer modes:
People respond far better, purchase more often, and remain more loyal when marketers design campaigns that are targeted to their situations. Not to their personalities. Not to their preferences. And not necessarily to their past purchase behavior.
…
A mode is a mindset and a set of behaviors that people get into temporarily
…
The brands that understand consumer modes can effectively target the mode and support the buying process of anyone who is in that mode.
Seems a much better model than personas and funnels.
More from EMARKETER about tariffs but really about brand building in any economy:
as a brand you can no longer rely on undercutting your competition and tariffs only underscore that. You need to make sure that you have a loyal customer base or you’re trying to have a loyal customer base because you’re not going to be able to slash prices forever.
It used to be: better, faster, cheaper; pick 2
But faster and cheaper is pretty much impossible to achieve now, so you need to be better in some way.
One client (who owns their own factory) was told the worst case scenario for Trump’s Trade War (at the time) was a 33% price increase.
EMARKETER reports potential impacts like:
auto prices could rise as much as $12,000
&
an extra $3,300 or so to annual expenses for a family of four
&
43% of people are already seeing tariff related price increases
And of course tariffs beget tariffs.
Who knows where Trump’s Wheel of Trade War stops spinning, but consumers will pay.
Structured Serendipity
the promise of consistent, reliable delight
Consistent, reliable delivery of novel experiences, wrapped in the comfort and structure of expected experiences.
People want the surprise of the new rooted in the comfort of the familiar.
You can now use company lists and retargeting lists to build LinkedIn Predictive Audiences.
Full list of audience sources that can now be used as seeds for Predictive Audiences:
- Contact list
- Company List
- Conversion
- Lead Gen Form
- Retargeting
And yes, this feature uses AI. 🤖
So as your building your thing, refining your process, engaging your audience…How much has to be new and how much can be repeated (to the delight or unawareness of the audience)?
Repetition begets routine begets habit
Newness begets surprise begets delight
One without the other is hard to sustain
The combination creates a flywheel
Property incentivizes us.
Prices guide us.
Profits lure us to new changes and losses discipline us.
Pete Boettke on what’s pretty much the core of marketing.
Incentives matter