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.
I think the headline this newsletter sent with is better than the archive title
“Context Please!”
Everyone benefits from more context.
Lots of nuggets in this issue, but here’s a quick pull:
Know your persona, know what product you’re selling them, and know what has already worked at the hook level.
If it’s a coffee mug at the
top of funnel, you’re doing something eye-grabbing.
Mid-to-bottom-of-funnel should lean on USPs, functionality, and social proof.
At the bottom of the funnel you’re showing the lid screwing on leak-proof.
Trust + Communication
It works for internal teams.
It works for clients.
It works for customers.
**Leave black boxes to the algorithms. **
UMich’s Survey of Consumers tells a slightly different story, February was basically the same as January.
Wallets are still feeling squeezed:
About 46% of consumers spontaneously mentioned high prices eroding their personal finances; readings have exceeded 40% for seven months in a row.
The K-shaped economy continues to capitalize:
wealthier and higher-income consumers feel better insulated from any possible risks to the economy.
Consumer confidence is inching back up (even January’s dip has been revised upward a bit).
People still aren’t feeling great about the present moment, but expectations for the future are getting rosier.
The index is currently sitting at about 2015 levels.
Interestingly:
Consumers’ plans to buy big-ticket items over the next six months rose
The generational split is interesting too (even though generations are garbage)
Fandom is format-agnostic.
Format is the mechanism, not the message.
If they’re fans of the format, they’re not fans of you.
Find your message.
Find the others.