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