What if Performance Advertising is Just an Analytics Scam?

“What the pandemic showed is we can take marketing down to zero and still have 95% of the same traffic as the year before. So we’re not going to forget that lesson.”

– Brian Chesky (via Campaign)

In 2020, AirBnB cut $542 million of performa…

“What the pandemic showed is we can take marketing down to zero and still have 95% of the same traffic as the year before. So we’re not going to forget that lesson.” – Brian Chesky (via Campaign) In 2020, AirBnB cut $542 million of performance advertising spend and saw no measurable falloff in attributable sales. They continued this ad-slashing practice…

The “Marketing is Evil” Problem.

“I hate marketing.““Marketing is evil.““Marketing doesn’t work.““Marketing doesn’t work on me.““I’ll never buy from a company that markets to me.“

My best argument against…

“I hate marketing.““Marketing is evil.““Marketing doesn’t work.““Marketing doesn’t work on me.““I’ll never buy from a company that markets to me.“ My best argument against those kinds of reflexive, anti-marketing takes is this: people create wonderful things to help one another, to entertain, to make art, and yes, to make money, too. But just because something is wonderful doesn’t mean anyone…

The Persuasive Power of Privileged Moments

Check out this video: Ok, now check out a similar technique: Or how about the same general technique used for another cause: And just so you can really see the pattern, how about this: In every case, the ad’s effectiveness comes from what Cia…

Check out this video: Ok, now check out a similar technique: Or how about the same general technique used for another cause: And just so you can really see the pattern, how about this: In every case, the ad’s effectiveness comes from what Cialdini calls Pre-Suasion and the creation of “Privileged Moments.” Cialdini’s overall thesis is that the […]