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If you’ve enabled Google Signals for your property, simply disable “Include Google Signals in Reporting Identity” on the Admin’s Data Collection page.
Turning this option off helps to minimize data thresholding if your property uses Belnded or Observed reporting identity.
via MarTech
Schwarzenegger‘s Sales System
- Figure out what you are selling
- Figure out the customer
- Write a simple, less than one-page pitch designed to persuade your target audience
- Try it out
Rinse, repeat.
As in music, so in branding:
As a composer/improvisor I am trying to construct a cosmos – give out a vibration and get across a worldview. What is called harmony in Western music is just one tool to do the above.
-Matthew Shipp
Can you name your brand references and sources as clearly as he can name his musical ones?
The Fed won’t be lowering rates as soon as we/they hoped. (& fed student loans are back.)
Economically speaking:
Companies need to make their cash last longer and
[Consumers are] going to skip an iPhone cycle. They’re going to skip upgrading their car, you’re going to keep your car an extra 2 or 3 years. And if you were thinking about moving your house, you’re going to say ‘you know what, I’m going to make this house work.’
These behaviors have already started, this could be the nudge that entrenches them.
Messaging that’s 2-3 years old is now completely outdated. Adapt to now.
Moments of chaos are moments of opportunity.
Apple has all the pieces for it’s own search engine. It just needs the appetite to give up $8B in guaranteed money from Google each year.
AI might be the catalyst. Models are built on data, and big companies aren’t going to want to share. (Plus, any antitrust action may make Big G less likely to shell out.)
Think about a Spotlight search experience built on full, cross-app/web indices and connections to various inputs types with a chat-like interface. All built on Apple’s privacy reputation. (And Apple’s adtech stack, of course.)
Headline: Gen Z is more likely to be OK with targeted ads — here’s what the numbers say / Shopping habits of the younger cohort differ significantly from baby boomers.
Here’s what this actually means:
Younger consumers raised post-social media are fine with their advertising normal. Internet native shoppers also shop differently than older shoppers.
No surprises here.
Product placements can drive searches and purchases, research finds
This is why:
- Apple made it easy to use their products in TV and movies
- Multimodal AI will change search behavior (just snap a pic of the screen and ask “where can I buy this?”)
- Streaming platforms (like Amazon (and video game companies)) want to make media shoppable
A glimpse of the future from the All-In Podcast:
The app developers—as they’re called today—are basically building in-stream utilities that are part of the chat interface that is the phone itself.
We used to write websites. Then we wrote apps. And now we’re going to write these in-stream services—these plug-ins.
Google is on trial.
AI will reinvent search behavior.
Social is closing off, going private, and decentralizing (yeah, confusing).
Cookies will be naught but crumbs.
Apple is still trying to build an ad empire.
The digital ad duopoly has already been disrupted. Looking like that was just the start.
Thinking about starting a podcast for your brand?
Will it be narrative or non-narrative?
When tested for brand favorability, brands that took a narrative approach to their podcast saw an average lift in favorability ten percentage points higher than those using a conversation or interview format.
The Future OS: Confirmed
I posted earlier this week about the new ChatGPT multimodal and how it's a glimpse into the future of how we interact with computing devices.
Kyle Mensing
The next day, the All-In Podcast talked about much the same thing.
I think they—via the illustrations below—prove this belief out even more. (They also mention that inputs can (or will) have more options than just images and voice. Code Interpreter let's you input documents and code snippets, so that makes sense.)
Humans have five major sensory inputs we use to feed our brain computers. Up to this point, we've had one input type to interact with computers: text.
Multimodal is a way of mapping our multi-sensory experience onto interactions with computers, making them more natural for us.
We've adapted ourselves to the limits of computing. Now we might be able to adapt our computers to ourselves.
I don't love the examples OpenAI used in their demos. I see the hints of what they promise, but they lack oomph. This example though, this perfectly shows how you can use multimodal in your day-to-day to make life a bit easier:
I will never get a parking ticket again. pic.twitter.com/yl7ND2rJeQ
— Peter Yang (@petergyang) September 27, 2023
To drive this point home even further, here's one of the guys who'd be on the Mount Rushmore of modern AI development sharing his take:
With many 🧩 dropping recently, a more complete picture is emerging of LLMs not as a chatbot, but the kernel process of a new Operating System. E.g. today it orchestrates:
— Andrej Karpathy (@karpathy) September 28, 2023
- Input & Output across modalities (text, audio, vision)
- Code interpreter, ability to write & run… pic.twitter.com/2HsyslOG2F
TLDR looking at LLMs as chatbots is the same as looking at early computers as calculators. We're seeing an emergence of a whole new computing paradigm, and it is very early.
-Andrej Karpathy
And Google's BARD can now interface with a host of Google apps and services, almost creating a true smart, personalized assistant.
How do we extend our brand experiences into this new environment?
What does "brand" mean in this future?
(Basically, take all the questions people had about brands and the metaverse after the Grand Meta Rebranding™ and replace "metaverse" with "multimodal AI chat".)
Consumers are spending less on streaming TV services while increasing their usage of ad-supported options.
Peak streaming is behind us and providers have to start charging more to make the numbers work.
This means 2 things:
- We’re prime for a re-bundling
- More advertising options for marketers
Here’s a fun attack vector
In practice, this means that bad actors are identifying websites that have an internal search function and are seen as trustworthy by Google — such as government, educational, and media websites — and putting in searches for things like “buy cocaine,” along with Telegram handles or a website address.
A change to Google’s indexing means your site search may be used as a webpage generator by bad actors. 🙃
Remember, drugs are sold in gas stations and fentanyl is in everything
All we have as marketers is trust.
If that’s a currency we’re willing to spend, then we get what we buy.
The Future: Consumer Computing
OpenAI announced ChatGPT Multimodal.
I heard the news through a rather breathless podcast about the drop and was trying to find my way out of the hype machine, but I think this is actually a big deal.
Previous AI tools were really just supercharged versions of existing tech options. ChatGPT was autocomplete on steroids. DALL-E was reverse image recognition. AR filters were Hipstamatic 2.0.
But this new GPT4 feature is something more.
It's a new way for users to interact with computing devices in ways more natural to the history of human experience and development.
Here's one of the examples from the announcement:
If I were to ask someone to help me face-to-face, I would point out the bike and ask (just like the demo). I wouldn't give them the specific bike make and model as a preface to my question.
When I'm trying to get a question answered, I'm looking for an answer. I'm not specifically looking for a list of links to click about or a YouTube video to scrub through or a PDF to scroll through.
This is the closest analog of human-to-human information seeking interaction I've seen from tech outside of limited voice assistant stuff.
We're moving closer to ambient computing—when the screen gets deemphasized and devices act more as extensions of your person than external boxes you tap at. AirPods, smart watches, and voice assistant devices are the forerunners of this trend. Multimodal is a power up.
If true AR glasses are feasible (big "if" on the technical hardware end of things right now), think about not even needing to take a picture for that bike example. Simply look at your bike and ask for help lowering the seat and get instructions overlaid on your field of vision.
We as marketers need to start thinking through how we can best serve customers through experiences like this in the future. And how our methods of distribution and promotion will change.
TikTok Shop is going hard for the holidays, but not everyone is pumped about it.
Quickly, quietly, TikTok is handing China the economic checkmate it needs to sunset the idea of American Dynamism for good.
Geopolitics isn’t my arena, but I’m not high on TikTok Shop.
Because: the intention to produce their own goods in China has already been stated. Plus, China has no incentive to create a platform that benefits Western brands over Chinese companies.
Having a product go big on TTShop seems like an invitation to have it copied and branded by the platform to compete with you.
The algorithm is the brain behind my opinion.
via the Digital Folklore podcast