No, I Will Not A/B Test That
Marketers love to talk about A/B testing. Heck, I’ve said it too. It sounds prudent. Responsible. “Test before you commit! Don’t waste resources!” But…
How to Find (Not Guess) Your Target Audience: A Data-Driven Approach
We all know what a target audience is. Or at least we think we do. We’ve written “target audience” in strategy documents and nodded…
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…
The Internet Needs Less Fighting, More Invisible Subtweets
I guess we can’t really say “subtweets” anymore because Twitter is now X and tweets are now blandly called “posts.” But we all know…
Getting Executive Buy-In: How to Tie Audience Research to Business Strategy
It’s a tale as old as time, or uh… for as long as you’ve been doing digital marketing: You’ve uncovered powerful audience insights that…
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…
How to Turn Audience Research Into Content Ideas
If you’ve ever stared at a blank content calendar wondering what to create next, you’re not alone. Even the most prolific writers* sometimes feel…
New Research: Google Search Grew 20%+ in 2024; receives ~373X more searches than ChatGPT
For years, two questions have dominated both marketers’ interest and the media’s coverage of Google Search: I’ve seen wild speculation that Google’s market share…
New Research: How Often Do Americans Search Google? Which Search Verticals Do They Use?
Last quarter, we published an extraordinary analysis of hundreds of millions of Google searches alongside our clickstream panel partners at Datos (A Semrush Company).…
ROI vs. VOI: Smart Marketers Look Beyond the Numbers
Most of us default to Return on Investment (ROI) for measuring marketing success. It’s the tried-and-true metric that quantifies financial returns. Money in, money…