Exactly What to Measure with Lift Based Marketing Investments
How do you earn budget if attribution is dead and traffic is vanity metric? Lift-based experimentation. That’s when, rather than try to assign a…
5-Minute Whiteboards
In a Zero-Click World, Traffic is a Terrible Goal
60% of marketers say their top goal for the next 12 months is “increasing traffic.” And 59% say their primary KPI is… also traffic.…
How to Use SparkToro + LLMs to Do Marketing Magic
Most folks who follow me know I’m a bit of a late adopter and skeptic of AI. Yes, it can do some impressive things…
Zero Clicks Does Not Mean Zero Sales
Look, I get it. The new world of a zero-click web, where search engines, AI tools, and social networks hoard traffic and send fewer…
Want better marketing output from your AI Tools? Give it real data about your customers.
An overwhelming number of marketers are using AI tools to bolster their campaigns, their tactical output, and even their strategic ideas. I don’t actually…
Demand-Creation vs. Demand-Converting Marketing
One of the fundamental mistakes I see executives and marketing leaders make over and over is investing in the wrong part of the demand…
How to Use Mental Jujitsu to Convince Your Boss/Team/Client to Make the Right Marketing Investments
“How do I convince my boss/team/client to invest in my audience’s true sources of influence? Especially when those sources are so hard to prove…
Unpopular Opinion: Public Relations is the Future of Marketing
Public relations is a dying trade. Mainstream media has less influence than ever. Pitching for coverage is a thankless, fruitless task. Yeah, well, I…
Traffic Is Down; Revenue Is… Up?
It’s weird times in the digital marketing universe. For decades, traffic and sales went together like peanut butter and jelly, cacio and pepe, palak…
Why Do We Need Zero Click Marketing?
Zero Click Marketing is now a book! You can preorder it today, and you’ll get it in the fall. You’ve heard of zero click…