Insights
Marketing is constantly changing, but the most useful conversations often start by looking more closely at why something worked, how a decision connected to an audience, or what marketers can learn from the result. This is where I explore those questions through SEO, digital marketing, marketing strategy, campaigns, consumer behavior, and emerging trends.
Each insight focuses on practical application rather than simply defining a concept. Whether I’m looking at a brand decision, a campaign, a digital channel, or a broader marketing idea, the goal is to move beyond what happened and consider why it matters and what marketers can take from it.
Worth a Closer Look
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Before You Optimize, Define the Problem
More website traffic does not always mean better results. Using a healthcare SEO example, I explore how defining the research need helps marketers ask better questions, make sense of existing data, and decide where to focus their optimization efforts.
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What Looks Better Isn’t Always What Works Better: Why A/B Testing Matters in Marketing
Explore why A/B testing matters in marketing and how evaluating conversions, not just clicks, can lead to more informed decisions.
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Curiosity, Change, and the Modern Marketer
Marketing rarely stays still. Five marketing professionals share their perspectives on why adaptability, curiosity, and lifelong learning are becoming essential skills for modern marketers.
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Your Audience Isn’t Just One Audience
A gym membership may be the same product, but the people buying it can have very different motivations. Looking at Planet Fitness shows how segmentation can help marketers understand those differences, shape more relevant messaging, and determine whether a campaign is reaching the audience it was designed for.
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Cultural Relevance Shouldn’t Stop at the Ad
Cultural relevance should go beyond the message in an advertisement. AXA France’s “Three Words” campaign shows how cultural insight can reveal gaps in what a product is designed to do and inspire meaningful changes to the offering itself.
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The Scroll Is Temporary. The Cover Isn’t: What Print Can Teach Video Advertising About Attention
Video advertising can capture attention in seconds, but does that mean it creates lasting engagement? The renewed appeal of physical magazine covers offers an interesting lesson about scarcity, attention, and the type of engagement different media formats create.
