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Almost Timely News: Avoiding Panic with Focus (2023-02-12) :: View in Browser

Almost Timely News

Your Help Please

This past week, tens of thousands of people died in a massive earthquake in Turkiye and Syria. Relief organizations have mounted an impressive response to extract as many survivors as possible, but now the long road to recovery begins, and our help is needed. Knowledgeable folks like my friend Berrak Sarikaya have vouched for these organizations as ones doing the work on the ground:

Please donate even as little as 5 or 10 Euros, dollars, pounds, etc. or whatever 100 Turkish Lira works out to in your nation if you can. Whether or not you can contribute, please use your voice to spread the word. You have a voice, no matter how big or small your network, and in times of great need, we all have an obligation to pitch in however we can.

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Almost Timely News: Avoiding Panic with Focus (2023-02-12)

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What’s On My Mind: Avert Panic With Focus

We’ve talked a lot recently about ChatGPT and SEO, about how organic search itself is going to fundamentally change in the very near future. A lot of folks have understandably reacted very strongly to the news, asking what they should do, what the consequences will be. The reality is, no one knows. We can make some very educated guesses about how people react based on how people generally react to massive technological change, but we cannot promise or guarantee any outcome.

What we can promise, what we can guarantee, is something that Amazon founder and former CEO Jeff Bezos advocated for, and it’s a sensible strategy: focus on what doesn’t change. What are the aspects of our behavior, of our customers’ behavior that won’t change no matter the technological intermediary?

At the most basic level, generally speaking, all consumers (and I include B2B and B2C here in the term consumer) want things to be better, faster, and cheaper. I know of no one in a position of responsibility, of decision-making who says “yes, you know, I think I’d like to pay more for absolutely no good reason”. That doesn’t happen. But people want to pay less all the time. People want things to be faster. People want things to be better. That doesn’t change.

Our biochemical brains don’t change, not really. We haven’t had significant hardware upgrades in millennia; the human being who walks the earth today isn’t substantially different than the human being who walked the earth 2,000 years ago or even 10,000 years ago. We are still motivated by base emotions like joy, anger, fear, sadness, and love. The mechanisms that we might use to express those emotions certainly differ now, but the driving forces themselves are the same.

Habits like word of mouth don’t change. We still talk to our friends, families, and colleagues about strong positive or negative experiences. We still rage at poor service or gush over exceptional experiences. The merchant at the bazaar in ancient Sumeria marketed with the same word of mouth we use today.

Where should our focus be, if we want to succeed in our marketing and our business? The same place it should have been all along: on making our customers as deliriously happy as we can, so that they are compelled to share their experiences with the wider world. Investing in things that make us remarkable in the literal sense – worthy of remark, as Seth Godin says.

If you have something that’s worth remarking on, it makes it a lot easier to do everything we’ve talked about. Word of mouth spreads, regardless of channel. People ask about your brand specifically. Ad costs go down a little as performance increases. People join your communities and stick around for the value you provide them.

Is this new? No. Is this revelatory? No. Is this insightful? No.

It’s obvious, isn’t it?

So why aren’t you doing it already?

When any new technological innovation comes out that has the potential to disrupt your marketing or your business, ask yourself first if it substantially changes the things that don’t change. Smartphones, for example, make it substantially easier for people to document their experiences, good and bad alike. They make word of mouth easier. The Internet opened up whole new channels for people to perform the exact same behaviors, just online.

As for AI-mediated experiences like ChatGPT? The jury’s still out, because people still generally prefer to deal with people. We’ll see how it all plays out, but if you remain laser focused on the things that don’t change and being actually remarkable, chances are you’ll weather the turbulent seas ahead better than your competitors who flail and drown.

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ICYMI: In Case You Missed it

Besides the newly-refreshed Google Analytics 4 course I’m relentlessly promoting (sorry not sorry), I definitely recommend the episode on shadowbans.

Skill Up With Classes

These are just a few of the classes I have available over at the Trust Insights website that you can take.

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Get Back to Work

Folks who post jobs in the free Analytics for Marketers Slack community may have those jobs shared here, too. If you’re looking for work, check out these five most recent open positions, and check out the Slack group for the comprehensive list.

Advertisement: LinkedIn For Job Seekers & Personal Branding

It’s kind of rough out there with new headlines every day announcing tens of thousands of layoffs. To help a little, I put together a new edition of the Trust Insights Power Up Your LinkedIn course, totally for free.

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What makes this course different? Here’s the thing about LinkedIn. Unlike other social networks, LinkedIn’s engineers regularly publish very technical papers about exactly how LinkedIn works. I read the papers, put all the clues together about the different algorithms that make LinkedIn work, and then create advice based on those technical clues. So I’m a lot more confident in suggestions about what works on LinkedIn because of that firsthand information than other social networks.

If you find it valuable, please share it with anyone who might need help tuning up their LinkedIn efforts for things like job hunting.

What I’m Reading: Your Stuff

Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.

Social Media Marketing

Media and Content

SEO, Google, and Paid Media

Advertisement: Google Analytics 4 for Marketers (UPDATED)

I heard you loud and clear. On Slack, in surveys, at events, you’ve said you want one thing more than anything else: Google Analytics 4 training. I heard you, and I’ve got you covered. The new Trust Insights Google Analytics 4 For Marketers Course is the comprehensive training solution that will get you up to speed thoroughly in Google Analytics 4.

What makes this different than other training courses?

  • You’ll learn how Google Tag Manager and Google Data Studio form the essential companion pieces to Google Analytics 4, and how to use them all together
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  • You’ll learn how to determine if a migration was done correctly, and especially what things are likely to go wrong
  • You’ll even learn how to hire (or be hired) for Google Analytics 4 talent specifically, not just general Google Analytics
  • And finally, you’ll learn how to rearrange Google Analytics 4’s menus to be a lot more sensible because that bothers everyone

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If you already signed up for this course in the past, Chapter 8 on Google Analytics 4 configuration was JUST refreshed, so be sure to sign back in and take Chapter 8 again!

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Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

All Things IBM

Dealer’s Choice : Random Stuff

Advertisement: Ukraine 🇺🇦 Humanitarian Fund

If you’d like to support humanitarian efforts in Ukraine, the Ukrainian government has set up a special portal, United24, to help make contributing easy. The effort to free Ukraine from Russia’s illegal invasion needs our ongoing support.

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How to Stay in Touch

Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:

Events I’ll Be At

Here’s where I’m speaking and attending. Say hi if you’re at an event also:

  • PodCamp Philly, Philadelphia, March 2023
  • Martechopia, London, March 2023. Use MARSPEAKER20 for 20% off the ticket price.
  • B2B Ignite, Chicago, May 2023

Events marked with a physical location may become virtual if conditions and safety warrant it.

If you’re an event organizer, let me help your event shine. Visit my speaking page for more details.

Can’t be at an event? Stop by my private Slack group instead, Analytics for Marketers.

Required Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.

Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.

My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.

Thank You

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn


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