Topic
Paid social
Paid social from the perspective of someone whose default channel is search. Where it genuinely outperforms, where it is bought out of habit, and how to tell the difference.
FrameworksThe Alevli filterAn AI marketing framework that decides whether a given use of AI or persuasion is acceptable by asking four questions in order, can the customer see it and refuse it, would they expect this use of what you know about them, does a named person stand behind it with sources, and can a human stop it and measure it, and grading the use by its weakest answer, so that the verdict follows the lines drawn by EU law and by the customer’s own expectations rather than by taste.
FrameworksAIDAA checklist for a single piece of communication that requires it to earn attention, build interest, create desire, and enable action in sequence, because an ad that skips a stage fails at the next one.
FrameworksSee-Think-Do-CareAn audience framework that segments by purchase intent instead of demographics and requires a separate message, channel, and success metric for each intent stage, because judging awareness activity by conversion metrics kills it every time.
FrameworksThe 95:5 ruleJohn Dawes's estimate, published with the Ehrenberg-Bass Institute and the LinkedIn B2B Institute, that only about 5% of B2B buyers are in the market in any given quarter, which makes advertising's main job building memory with the 95% who will buy later, not converting the few buying now; in any category the share follows from how often it is bought.