My thoughts and notes on marketing strategies, trends, tools and consumer insights.
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.
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.