My thoughts and notes on marketing strategies, trends, tools and consumer insights.
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 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.
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 Fads: Build for the Economies of Demand
Anchor growth in enduring demand spaces like health, convenience, affordability, and experience.
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.
Stop the Discount Spiral: Win with Volume-Led Growth
How to grow units with sharper value props, pack/price architecture, and targeted promos.