Summary: In this second post on the thoughts of Daniel Kahneman we consider prospect theory and fear of loss as a contrast to expected utility theory. Here’s a quote from an article I’ll link below about Daniel Kahneman’s ideas. “For a long time, the most widely-accepted view of how people make decisions under uncertainty was…
Summary: Anchoring bias is a cognitive bias that makes us latch on to the first bit of data we hear. This post discusses eight ways to combat this bias. Daniel Kahneman might be best known for his book “Thinking Fast and Slow,” which I haven’t read, but I’ve read and heard a lot about Kahneman’s…
Summary: Water might get into a bathtub in many different ways, but it all goes out through the drain. This is analogous to your marketing efforts. You might “fill the tub” with several different types of marketing efforts, but they might all lead to one drain — or one “last touch point.” If you look…
Summary: Watch changes in engagement and take appropriate actions. When engagement declines, send an email or so something to get them back. When engagement increases, find out what you’re doing right, or get a testimonial! I thought I had coined a new phrase in the May issue of The Krehbiel Letter, which is available online…
Summary: This article explains why third-party cookies matter, what their loss will mean for internet marketing, and what companies should do now. How do you know which part of your marketing is helping you? That’s an old problem, and over the years people have tried various methods for solving it. Let’s say you publish “Carrot…
Summary: What you pay attention to will change the way you perceive the world, and what you take from it. I have a friend who quotes some ancient theologian to the effect that “when the student is ready, the teacher will appear.” What does that mean? I think I can illustrate it with a story…
Summary: To make your content stand out in a crowded field, consider these nine concepts: voice, focus, frameworks, recurring segments, vocabulary, message, favorites, characters, and skits. Publishers spend a lot of time and money developing their own brand image, which can include typography, colors, logos, and stylized art. Think of the dot-matrix images in The…
Summary: It’s impossible to avoid duplicative functionality in your tech stack. Here are 12 things to consider when deciding where you want that functionality to reside. One of the challenges of building a tech stack is that there are always overlaps in functionality. For example, your customer data platform and your email service provider might…
Summary: AI summaries of books and articles present a copyright threat to publishers, but a wider movement towards summaries and bullet points might have more significance for culture and for understanding. Bo Sacks recently distributed an article titled, “A tech sector dedicated to boiling things down has raised temperatures in some quarters of the publishing…
Summary: When an audience member’s engagement lags you need to take action. Here’s another quote from Amanda Landsaw’s talk at MACMA Industry Day. “Stay on top of inactivity in the database. If a known audience member has not visited in a certain number of days, send an email.” I’ve seen a surprising indifference to this…
Summary: To create a solid content-based business, don’t focus on the “flyby” traffic. Use high-quality, relevant content to attract an engaged audience, then create a robust database around that audience. At MACMA Industry Day last week, Amanda Landsaw said “flyby visitors don’t create robust databases.” There’s a lot to unpack in that statement. Let’s start…
Summary: Brick and mortar stores need a way to connect in-store data with online data. A customer data platform is a good tool for that. Here’s an idea for how shoe stores can provide great service to their customers and also get more customer information. How can I find the right laces and polish for…
Summary: Modern website design — especially mobile design — simultaneously bombards users with content and ads, creating a frustrating, lousy experience. There is another tried and true model that we should explore. Show the content, then the ads, then the content, as we do on TV, in movies, on podcasts, etc. Imagine you’re in a…
Summary: To work effectively in a customer data platform you have to understand the distinction between online and offline data, and how that distinction will affect your marketing efforts. This article explains. Here’s a tricky thing about Customer Data Platforms. On the one hand, you want to import all your customer data. That’s the point,…
Summary: Tricks and tools can help break through to new ideas. This article focuses on ways to get outside the ordinary and re-think and re-imagine your business, product, or project. The connection between writing and design is one of the issues raised in “Lessons on Branding from the World’s Most Iconic Cold,” distributed last night…