Brandodon

At this point, any company working on a metaverse presence* should probably spin up their own Mastodon server and hire a community moderator to run it. The Stanodons probably won’t like this, but it’s not about corporatizing the fediverse. People checking out Mastodon as a Twitter …

The answer to brand safety and post-cookie targeting may be the same: contextual advertising. Everything old is new again.

One of my favorite marketing frameworks is Avinash’s See-Think-Do-Care approach to the customer journey. For a conference presentation we adapted it for fishing (and license sales), which I think provides a nice illustration: See = Hmmm…fishing? Think = I could fish Do = I’m fishing! Care = I keep …

Search Still Splintering

The trend of splintering search continues. I’ve wondered why Google seems to be getting increasingly opinionated about Search. Partly it’s because that’s where most of their money comes from, so it’s kind of important to them. But the other part must be because search is no longer a platform or an …

Customer acquisition is sexy, but retaining customers is where it’s at. The best part of actually caring for your customers? That care can flow back out to be used as the foundation of acquisition efforts.

New Rabbbits Weeekly This weeek: a peek into the TikTok algorithm, how to win at Pinterest, a Google Ads recap, the formula for sponsored videos, tips to sell better, and some headlines.

If you want to be known for something, repeat it. If you want to create a habit, repeat it. If you want to get good at something, repeat it. If you want to find out “why,” repeat it. Invention is fun. Repetition is key.

New and novel can be like catnip to marketers. “Everyone is there so I need to be there” is an easy excuse. Some questions to ask: Is your audience there? Does your message work there? What are you trying to achieve by being there? Do you even want to be there? Don’t neglect what’s working for …

You want your marketing to deliver a consistent message. But you don’t want to tire your audience out. When does it become annoying? 6 times a week is a good place to start. Repeat yourself, just make sure it doesn’t become that one joke you tell at every gathering.

Do your policies and procedures approach your customers, users, and/or employees from a place of trust or suspicion? If you reap what you sow, then I recommend…

What are Display Ads for?

Google divides its ad network into 3 sub-networks: Search, Display, and YouTube. Most campaigns will deliver on only one, though they do have a feature that allows you to run your search ads on the Display Network if you have extra budget. Gmail used to be a kind of hybrid network/placement, but …

The point of a hypothesis is not to prove it, just to test it. A data insight that doesn’t align with your expectations isn’t wrong (unless the data is wrong, of course). Test to learn, not to confirm your belief(s).

How do you launch products that get attention? First, try to create products that have obvious lists.* *bestseller, music charts, Wirecutter picks, etc. Second, figure out how to work with early adopters in a focused, coordinated way to get on that list. Find a list. Build for the list. Get on …

Metatrends:44.22

R.I.P. Normal The Media™ likes mass: critical mass, mass culture, mass casualties. Bigger is better when it comes to people impacted or interested because it means a bigger market to attract. (Same reasoning can apply to hyper-partisanship, “us vs. them” triggers our evolutionary tribal response.) I …

Metatrends:43.22

As I put together Rabbbits Weeekly each, er, weeek, I notice what feels like overarching themes or trends connecting various pieces and headlines. Here are the connective threads I’m paying attention to at the moment. East vs. West: Attention Platforms Edition The past week or so has felt like the …

If you want to create great marketing, you must find the story you believe will interest your reader, and tell it in the most compelling way possible. Everything else is secondary. I found this quote attributed to someone named Bill from Agora on another dip into one of my well organized notes …

You can’t invent data after the fact. No matter how badly you want it—if you didn’t measure it, if you didn’t track it—you don’t have it. Technology is powerful, but it’s not Sumadartson (Nostradamus backwards (I assume that’s how it works)). In my estimation, at …

I have a somewhat cryptic note relatively devoid of context in one of my notes apps (pro tip: having more than one is counterproductive, probably) that caught my attention on a random scroll through. It can allegedly be credited to copywriter Gary Halbert. There is a stronger emotional driver than …

Avinash is always good for marketing analytics advice, so no surprise he has some gems for picking success KPIs. To correctly identify the impact of your campaign, pick the business outcome you want as the Success KPI and not one of the many driver metrics. Avinash Kaushik …

Rabbbits Weeekly: I Said a Tik Tok: Part 2

I got long winded in today’s Rabbbits Weeekly newsletter…again. I’m putting the rest here for the curious minds who don’t want to miss out. You can read the first part of I Said a Tik Tok (The Tikie to the Tikie, To the Tik, Tik Tok, and you don’t stop, a Tok it.) on Substack. …

So, what is marketing? If it touches the market, it’s marketing. Seth Godin https://seths.blog/2022/09/the-chief-hype-officer/

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