My thoughts and notes on marketing strategies, trends, tools and consumer insights.
AI Where It Helps: Variant Factories, Human Guardrails
AI boosts performance when it scales creative options and automates low-risk decisions—while humans keep judgment, claims, and brand integrity intact.
Beyond #Ad: Why Affiliate + Long-Term Creators Are Eating Paid Social
One-off influencer posts are dying; long-term creator relationships and affiliate engines now outperform traditional paid social.
Creators as the New SEM: Build Searchable Trust, Not Just Impressions
When creators become media channels, brands win by making their content discoverable, trustworthy and measurable—not just viral.
Design for Human Rhythms: Plan Social by Behaviors, Not Stages
Funnels assume logic; humans behave in loops. Plan content by behavior—scroll, stream, search, shop—for smarter, modern social strategy.
Design for Stream→Search: Sequencing Content That Survives the Algorithm
Why brands need content ladders that move people from passive scrolling to active searching—and how to build sequences that compounding attention.
Ditch Vanity: The 4 Social Metrics That Predict Revenue
Likes don’t pay rent. Conversation, amplification, applause, and economic value do. Here’s how to measure social like a strategist—not a scoreboard watcher.
Social Commerce Is Growing Up: What to Copy (and Not) from China
Western social platforms are finally maturing into real shopping ecosystems—but China’s playbook isn’t a template, it’s a teacher.
Trust First, Reach Second: How Proof Assets Turn Scrolls into Sales
Attention is cheap; trust is the bottleneck. Win the decision by stacking proof assets—UGC, reviews, demos, creator credibility—at every behavioral moment.
AI for Strategists: Where to Use It—and Where to Say No
Use AI to accelerate creative variants, analysis, and ops—keep humans for briefs, claims, and brand voice.
Speed Is a Feature: Site, Support, and Delivery That Convert
Operational speed—page loads, helpful support, clear delivery—now decides who wins the cart.
Loyalty That Changes Behavior (Not Just Points)
Design rewards and service advantages that make people act differently—return more, spend more, advocate more.
Pricing Without Panic: Pack & Promo Plays for Volume-Led Growth
Use pack architecture, targeted promotions, and clear value signals to grow units without wrecking margin.
Sequence to Win: Video First or Search First? Here’s the Playbook
Orchestrate video ↔ search ↔ site based on behavior to raise confidence and shorten time-to-decision.
Personas Are Cute. Jobs-to-Be-Done Sells.
Segment by task, triggers, and anxieties; design offers and UX that remove the block to progress.
Turn Data Into Revenue: A First‑Party Strategy That Actually Pays Off
Collect consented data for specific use‑cases, wire server‑side measurement, and prove lift with tests.
Why Creative Wins: The Simple Testing System That Beats Bigger Budgets
Build a lightweight testing loop for hooks, formats, and messages—distribution can’t save weak creative.
Stop Starving Growth: The Full-Funnel Strategy That Outruns ROAS Games
Fund demand creation and capture together; measure incrementality so short-term ROAS doesn’t kill future sales.
Forget the Funnel: The Influence Map Strategy CMOs Are Switching To
Plan by attention, relevance, and trust—not stages. Build an influence map and fund the touchpoints that change decisions.
Stop Chasing Discounts: Win Holidays with Price, Proof & Convenience
How price clarity, proof of quality, and easy checkout convert peak-season researchers.
Where AI Actually Helps Your Customer Journey (And Where It Fails)
Variant generation, pre‑scoring attention, and budget routing—without propping up old funnels.
Forget the Funnel: Build an Influence Map That Actually Wins Customers
How to build influence maps and allocate media to the touchpoints that actually change decisions.
Kill Checkout Doubt: Use Search + YouTube to Make People Sure
Why orchestration around search and video can lower abandonment and raise incremental conversions.
One World, Many Moods: Plan by Country, Not Headlines
Country-level sentiment diverges—match offers and messaging to local optimism and concerns.
Stop Chasing Fads: Build for the Economies of Demand
Anchor growth in enduring demand spaces like health, convenience, affordability, and experience.
Video First or Search First? The Simple Sequencing Play That Lifts Conversions
A practical playbook to pair explainer video and search so each reinforces the other.
Peaks, Not a Peak: How to Win When Seasonality Comes in Waves
How to sequence creatives and budgets across multiple seasonal peaks to capture demand without waste.
Personalization That Pays: The Plays That Actually Move Customers
High-impact personalization tactics that increase conversions without creepy micro-segmentation.
Prove What Really Works: Experiments Now, MMM Over Time
Use holdouts for short-run truth and MMM for long-run guidance—then update your influence map.
Your Store Is a Destination—or a Depot. Choose.
Redesign physical retail to either build trust and experience—or maximize speed and convenience.
Stream, Scroll, Search, Shop: The 4 Habits That Decide What People Buy
A practical framework for planning modern journeys around real behaviors.
Stop the Discount Spiral: Win with Volume-Led Growth
How to grow units with sharper value props, pack/price architecture, and targeted promos.