We’re about a week and a half out from US Thanksgiving (as I write this). I assume you’re knee-deep in planning mode. You’re planning your menu. You’re planning for any travel. And on top of that, you’re planning your 2022 marketing strategy. Right? I’m not. It’s not that I’m not thinking about what I want […]
In this week’s In-Ear Insights, we answer a question from Janine at a recent webinar who asked how to persuade decision-makers to invest in a more comprehensive marketing program. We talk through some conceptual frameworks to help marketers and executives understand different levels of investment needed to make marketing succeed holistically – and when you […]
Read More… from {PODCAST} In-Ear Insights: Budgeting Appropriately for Marketing Strategy
This content first appeared in INBOX INSIGHTS on June 2, 2021: https://www.trustinsights.ai/blog/2021/06/inbox-insights-june-2-2021-google-search-console-introduction-elastic-demand-google-mobility-index/ One of the aspects of the pandemic that we don’t consider enough as marketers is whether our demand is elastic or inelastic. First, let’s define what this means. Elasticity in demand is changes in demand based on things like supply and availability, price, consumer tastes, […]
In this episode of In-Ear Insights, Katie and Chris tackle the task of planning your marketing strategy for 2021. For good or ill, companies are beginning to set marketing strategy and marketing objectives for the year ahead. In an age of complete uncertainty, how do we build a reasonable marketing plan for the year ahead? […]
Read More… from {PODCAST} In-Ear Insights: Marketing Planning for 2021
Right now, forecasting and predicting anything further out than a few weeks is a fool’s errand for the most part. Here’s just a sample of what’s currently in play that could severely disrupt any marketing/business forecast: The pandemic, still in its early stages Those afflicted by long-term health consequences from the pandemic, about 20% of […]
What are your three plans? In many conversations about planning, we often talk about the different types of plans we’ll need to account for various outcomes. My favorite style of planning is the three plans: Best case scenario Worst case scenario Most probable scenario This seemingly straightforward planning framework fits a normal distribution – a […]
New Year, New You. Right? It’s the time for fresh starts and promises to be better. A smarter way to approach the new year, especially for a marketing analytics company, is not with resolutions but with words – three to be exact. Chris Brogan started this exercise back in 2006 and, for Trust Insights, it […]
In this episode of In-Ear Insights, Katie and Chris discuss the latest changes to Google’s query processing using the BERT natural language processing pre-trained model, its impact on SEO, and how to holistically address the impact of machine learning models on your overall marketing planning. Listen to the audio here: Download the MP3 audio here. […]
Read More… from {PODCAST} In-Ear Insights: 2020 Marketing Planning and Google BERT
Is A/B testing part of your strategic plan? It should be. In part 1, we walked through what A/B testing is and the kinds of things you can test. Read part 1 here: https://www.trustinsights.ai/blog/2019/10/data-driven-ab-testing-part-1/ Now let’s dive into how to craft your test plan. What data can you use to inform your test plan? Google Analytics […]
It’s that time of year – you’re about to be inundated with blog posts about your 2020 marketing planning. Well, add this one to that list. As you’re building out your 2020 marketing plan, are you thinking about what you’re going to be testing? What? Why would testing be part of a strategic plan? Because […]
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