Initially, I expected you to discuss Scott Belsky's book "The Messy Middle" 😆
I hadn't come across the Google study you mentioned until now, so thank you for sharing it.
While I haven't read the entire study yet, I'm surprised to see a (so) strong focus on SEO, as you highlight "Different Ways of Doing SEO". This surprises me because, for certain age groups, search no longer primarily occur on Google.com (I think that's what you suggest by the exploration | evaluation concept). Additionally, with the upcoming rollout of SGE, visibility is likely to decrease significantly, so SEO may no longer be considered a foundational channel.
Also, I believe that text-based content has become outdated, and there is a need to revamp the way content is shared. I have Web Stories in mind, for instance, as a format I believe is better suited to today's information consumption.
I recommend! If you didn't read Build by Tony Fadel, read it first!
Hmm, interesting. I would say that the way I read content for work is different so I wouldn't see something new here but more for purchase or exploratory intents. What I mean is that trust on text-based content have considerably decreased IMO due to sponsored posts, affiliate links, etc. and by using a today-native format seems more trustworthy.
The part about competitors is very true. Patrick Campbell had this nice graphic which showed people look at 3x the number of competitors compared to 2010. Not only is it more likely that competitors have the edge if you don't show up, but people also actively look at more competitors on average.
What you are getting to towards the end is more or less what Rand Fishkin said at SMX this year. We cannot measure everything. In fact, much less than before. If our data is bad anyways we should focus a lot more on our gut. It worked out in the past, it will work out now. Sooner or later you know whether something is working or not.
Thanks! I think there is still more we can do than following our gut, but for integrators it’s getting increasingly hard to measure reliable numbers. Aggregators still have volume advantage.
This is really unique, learnt something new today. Thank You, Kevin.
Funnels are never a linear straight lines, it's always some scribbled journey triggered with multiple emotions.
Thank you!
Initially, I expected you to discuss Scott Belsky's book "The Messy Middle" 😆
I hadn't come across the Google study you mentioned until now, so thank you for sharing it.
While I haven't read the entire study yet, I'm surprised to see a (so) strong focus on SEO, as you highlight "Different Ways of Doing SEO". This surprises me because, for certain age groups, search no longer primarily occur on Google.com (I think that's what you suggest by the exploration | evaluation concept). Additionally, with the upcoming rollout of SGE, visibility is likely to decrease significantly, so SEO may no longer be considered a foundational channel.
Also, I believe that text-based content has become outdated, and there is a need to revamp the way content is shared. I have Web Stories in mind, for instance, as a format I believe is better suited to today's information consumption.
Funny, because I found the Belsky book during my research and now I want to read it :).
To be fair, the SEO part is from me. I could have indicated that clearer!
In terms of text based content becoming outdated, how would like to see/hear the Growth Memo in audio/video?
I recommend! If you didn't read Build by Tony Fadel, read it first!
Hmm, interesting. I would say that the way I read content for work is different so I wouldn't see something new here but more for purchase or exploratory intents. What I mean is that trust on text-based content have considerably decreased IMO due to sponsored posts, affiliate links, etc. and by using a today-native format seems more trustworthy.
Oh yeah, I met Tony in Hamburg :).
Agreed, trust in text has diminished and will diminish more with AI.
I thoroughly enjoyed this one.
The messy middle document is super interesting. Their follow-up from October last year was also a great read: https://www.thinkwithgoogle.com/_qs/documents/18368/Decoding_Decisions_Marketing_in_the_Messy_Middle_DclfruV.pdf
The part about competitors is very true. Patrick Campbell had this nice graphic which showed people look at 3x the number of competitors compared to 2010. Not only is it more likely that competitors have the edge if you don't show up, but people also actively look at more competitors on average.
What you are getting to towards the end is more or less what Rand Fishkin said at SMX this year. We cannot measure everything. In fact, much less than before. If our data is bad anyways we should focus a lot more on our gut. It worked out in the past, it will work out now. Sooner or later you know whether something is working or not.
Thanks! I think there is still more we can do than following our gut, but for integrators it’s getting increasingly hard to measure reliable numbers. Aggregators still have volume advantage.