Quick Hits

• The average person sees between 6,000 and 10,000 ads per day. What’s more interesting? 90% of those ads are forgotten. Your challenge: break through the noise and make it memorable.

• A recent piece on MM+M highlights how X and Meta are driving major shifts in the media buying landscape, forcing agencies to rethink their strategies in 2025. With Meta scaling back content moderation and X experimenting with ad models, the question is no longer whether to adjust your media mix, but how.

Deep Dive: The New Rules of Marketing: Google’s Principles Reimagined

Google’s Modern Marketing Principles are a blueprint for success in today’s fast-paced, ever-evolving digital landscape. But here’s the twist—how do we, as bold marketers, make these principles our own?

Let’s break it down, Curious-Marketer-style:

1. Know Your Audience: Go Beyond Demographics
   Google says: Understand what matters most to your customers.
   My take: Forget basic personas. Start thinking psychographics—what motivates your audience at 8 AM or what keeps them up at 2 AM. Want a shortcut? Look at Reddit threads or TikTok comment sections. That’s where the real talk happens.

2. Earn Attention, Don’t Just Grab It
   Google says: Win people’s hearts and minds with compelling creative.
   My take: Attention is rented, not owned. Think of it like a good party—don’t just show up; bring something worth staying for. Whether it’s humor, utility, or inspiration, your content should make people think, “That was worth my scroll.”

3. Think Holistically About Measurement
   Google says: Don’t silo your data—track how all efforts contribute to your goals.
   My take: Data tells a story, but you’re the narrator. Connect dots that others miss. For example, does your paid search drive email list growth, or is that TikTok post nudging a lead into your sales funnel? Use tools like Looker Studio or your CRM to map the customer journey like a pro.

4. Optimize for Agility, Not Perfection
   Google says: Test, learn, and iterate quickly.
   My take: Perfection is marketing kryptonite. Launch the campaign that’s 80% ready, and let real-world feedback do the rest. Remember: The Mona Lisa wasn’t painted overnight (and probably had a few drafts).

5. Be Inclusive by Design
   Google says: Representation matters in all your touchpoints.
   My take: Inclusivity isn’t just a checkbox—it’s a competitive advantage. Ensure your creative reflects your audience. If it doesn’t, use tools like AI image generation or third-party focus groups to fill the gap.

Key Takeaway:
Marketing is no longer about following the rules but rewriting them in real-time. The brands that will win are those willing to ask, “What if we did it differently?”

Read the Original Article →

Toolbox:

Your go-to section for the latest tools, courses, apps, and resources to supercharge your marketing game.

1. Mastering AI in Content Creation: Novice to Expert (Webinar)

   • AI is no longer a futuristic add-on—it’s an essential part of today’s content strategies. Copy.ai recently hosted a webinar, “Novice to Expert: AI in Your Content Creation Strategy,” that outlines how to leverage AI tools to supercharge your marketing efforts.

2. Future Toolbox: Halliday’s AI Glasses (Wearable)

   • Move over, Meta, Google, and Apple—Halliday’s new AI glasses are raising the bar for wearable tech. Designed as a seamless blend of augmented reality (AR), AI, and sleek design, these glasses promise to revolutionize how we interact with the world.

3. HubSpot Academy: Free, in-depth training on inbound marketing, sales, and customer service.

   • Best for: Marketers looking to build foundational skills or get certified.

4. Google Digital Garage: Covers everything from digital marketing basics to advanced analytics.

   • Best for: Mastering Google Ads, SEO, and analytics.

5. CXL: Advanced courses on growth marketing, experimentation, and data-driven strategies.

   • Best for: Senior marketers and strategists looking to scale their impact.

6. LinkedIn Learning: A variety of bite-sized courses covering social media strategy, content marketing, and more.

   • Best for: Quick refreshers and niche skill-building.

Brain Hack: The Hidden Flaw in A/B Testing

Do you think your A/B tests are foolproof? A new study from the AMA reveals a surprising issue: platform algorithms often interfere with them, skewing results.

What’s the Problem?
Digital ad platforms like Facebook and Google use algorithms that optimize ads for engagement during your test, unintentionally biasing the outcome. This means you might be basing critical decisions on flawed data.

Why It Matters:

• Illusory Winners: Ads that appear to “win” might just have benefited from early engagement signals rather than being truly effective.

• Missed Opportunities: The real high-performer might be overlooked due to skewed data.

How to Fix It:

1. Increase Sample Size: Ensure your test runs long enough to account for the algorithm’s early optimizations.

2. Rotate Creative Sets: Switch ad variations across campaigns to minimize algorithmic bias.

3. Use Incrementality Testing: Go beyond A/B tests by measuring the true lift of your ads compared to a control group.

Takeaway for Marketers:
A/B testing is still valuable, but be aware of its limitations. Pair it with other methods, such as incrementality or geo-testing, to ensure you’re making decisions based on reliable data.

Read the Full AMA Study →

Trend Watch: The End of Content Moderation? What It Means for Advertisers 

A recent piece on WARC dives into the shifting landscape of content moderation, warning advertisers about the potential fallout. As platforms like X and Meta reduce their content moderation efforts, the balance between free expression and brand safety hangs in the balance. Mastodon CEO Eugen Rochko has expressed deep concern over Meta's recent overhaul, describing these changes as "deeply troubling" and urging users to reconsider their engagement with Meta's platforms.

Why It Matters:

• Brand Safety Risks: Without robust moderation, your ads may appear alongside harmful or controversial content, risking reputational damage.

• Evolving Consumer Expectations: Audiences are increasingly sensitive to where brands place their ads, holding them accountable for perceived affiliations.

Key Trends to Watch:

1. A Return to Contextual Advertising:
   With concerns over brand safety, agencies are turning to contextual targeting instead of behavioral data. Ads are placed alongside relevant, high-quality content, reducing risk.

2. Budget Diversification:
   More brands are reallocating spend to platforms like TikTok, LinkedIn, and emerging players like Mastodon. The days of heavy reliance on Meta and X are fading.

3. Creative Reinvestment:
   Agencies are placing greater emphasis on standout creative to ensure impact, especially as platforms with unpredictable algorithms become harder to trust.

What Marketers Should Do Now:

• Audit Your Ad Placements: Evaluate whether Meta and X align with your brand values and target audience.

• Experiment Cautiously: Allocate test budgets to new platforms but track ROI carefully.

• Prioritize Transparency: Work with ad partners that prioritize clear reporting and brand safety protocols.

The Big Picture:
This shift might empower some platforms to grow under the banner of free speech, but it also challenges advertisers to tread carefully. As content moderation becomes less of a given, the onus is on marketers to double down on ethical and strategic ad placement.

Read the Full Article on WARC →

Swipe File: Build Your Audience Style Guide

Create a blueprint for consistent, audience-first messaging with this simple framework:

1. Pinpoint Their Platforms and Preferences:
   Identify where your audience spends time (social, forums, email) and how they communicate—formal, casual, or somewhere in between.

2. Uncover Pain Points and Aspirations:
   Map out their challenges and what they’re striving for. Tailor your language to align with their goals and provide solutions.

3. Craft “Do” and “Don’t” Messaging Rules:
   Define what resonates (clear, empathetic tone) versus what alienates (jargon, overly salesy language). Include real-world examples to clarify.

4. Create a Living Document:
   Build a dynamic, easily shareable guide that evolves with audience insights, ensuring everyone on your team stays aligned.

Pro Tip: Review and update your guide quarterly to keep it fresh and relevant as your audience and platforms evolve.

Closing Thought:

Marketing isn’t just about being seen—it’s about being remembered. Whether it’s through AI tools, storytelling, or mastering the art of misdirection, the key is to create moments that stick. As you step into your next project, ask yourself: What will make this unforgettable?

Until next time—stay bold, stay creative, and stay curious.