Author | Lightnews

Matthias @steptb.bsky.social · 21d

Three major trends in today's marketing: Zero-click search + Video ads + Privacy regulations. And you're telling me you're still using click-based attribution models?

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Matthias @steptb.bsky.social · 21d

The advantages of casting a smaller net. If OpenAI's branding focuses on accessibility, it risks diluting its appeal to top-tier power users. Anthropic's narrow, cohesive positioning dodges those risks. #AI #Positioning

Matthias @steptb.bsky.social · 21d

#LinkedInAds is revamping its naming hierarchy to align with other ad platforms. Long overdue, their old terms made zero sense. Campaign Groups → Campaigns, Campaigns → Ad Sets. Sanity restored.

Matthias @steptb.bsky.social · 21d

Many marketers add new channels for "precision targeting". Truth: audiences are more homogeneous than sellers claim. To move the needle: prioritize incremental reach, not platform ROAS. Use holdouts/control groups, then MMM to reveal cross-channel lift & dodge click-bias pitfalls.

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Matthias @steptb.bsky.social · 21d

Reddit's visibility surged on Google after a $60M deal in Feb 2024, outpacing ChatGPT. OpenAI's Reddit partnership was announced in May 2024, and ChatGPT's Reddit citations spiked later (May 2025). So:
1) There's no SEO vs GEO/AEO/LLMO difference.
2) Google led, OpenAI followed.

Reposted by Matthias

BlueAlpha @bluealphalabs.bsky.social · 24d

"The ultimate performance Experiment is the holdout test."

Discover how BlueAlpha automates geo holdouts (matched DMAs, budget & timeline, stat-validated lift) so you can scale with confidence.

#Incrementality #IncrementalityTesting #Growth #MarketingSuccess

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Matthias @steptb.bsky.social · Sep 17

Have you noticed that PE options for retail investors are popping up everywhere? This sharp post by @downtownjoshbrown.bsky.social explains why.
www.downtownjoshbrown.com/p/why-be-an-...

Why be an LP when you can be a GP?

Private investment companies outperform their own funds

www.downtownjoshbrown.com

Matthias @steptb.bsky.social · Sep 15

I've often seen companies panic when growth stalls.

Slashing ad spend across the board, freezing hiring, laying off staff, discounting everything to chase volume.

Big mistake.

When the pie shrinks, small moves create big advantages.

www.steptb.com/how-to-grow-...

13 Tactics to Grow a Business in a Declining or Stagnating Market

A list of tactics a company can employ when operating in a declining or stagnating market.

www.steptb.com

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Matthias @steptb.bsky.social · Sep 5

U.S. CTV ad revenue tops $30B in 2025. Podcasts hit $4.46B this year. Discover how to scale with control, from Roku to Spotify.

www.steptb.com/why-ctv-and-...

#CTV #MarketingStrategy

Why CTV and Podcasts Are Your Next $40B Goldmine

U.S. CTV and OTT ad revenue will exceed $30B in 2025. Podcast ad spend is set to hit $4.46B this year.

www.steptb.com

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Matthias @steptb.bsky.social · Sep 4

There are three questions you should ask for your next #AI investment.
If the answer is no, you’re probably looking at another failed pilot, regardless of whether you build it or buy it.

www.steptb.com/ai-adoption-...

AI Adoption in Business: "Buy, Don't Build"?

The "Buy, Don't Build" conclusion is a bit of an oversimplification of the famous recent "State of AI in Business" report by MIT.

www.steptb.com

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Matthias @steptb.bsky.social · Sep 3

Cashing out at +46% in 4 months.
It was hands down the most obvious Q1-Q2 play this year, derived purely from first principles. But people will keep wasting their time and money on hype chasing.
#Investing #AI $GOOG $GOOGL

Matthias @steptb.bsky.social · Sep 2

A compendium of everything we know so far about how LLMs are shifting citations toward relevance and depth over pure authority, boosting visibility for smaller brands.

www.steptb.com/why-smaller-...

#AI #SEO #GEO #LLMs

Why Smaller Brands Gain Ground in AI Responses

Across independent studies, LLMs show more citation depth and a stronger tilt toward relevance than pure authority signals. That shift opens real room for

www.steptb.com

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Matthias @steptb.bsky.social · Aug 31

Tested all major LLMs on fashion knowledge & advice lately. Gemini nails it, by far the best. ChatGPT's solid but overcomplicates basics. Claude & Grok? Not even close.
#AI #Fashion #LLM

Matthias @steptb.bsky.social · Aug 30

Part of the concentration is due to fewer public firms, not just mega-growth at the top.

Matthias @steptb.bsky.social · Aug 30

The graph showing the top 10 US companies’ market cap share has been widely shared, highlighting a surge in market concentration (12% -> 37% in 1990-2025). But when you adjust for the declining number of publicly traded companies (from ~8,000 to ~3,900), the picture shifts significantly.

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Matthias @steptb.bsky.social · Aug 29

I've never seen a demographic segment perform better than a behavioral one. Mindstates > Personas.
#MarketingTips

Matthias @steptb.bsky.social · Aug 29

And also the "It's not x. It's y." formula repeated every 2 paragraphs.

Matthias @steptb.bsky.social · Aug 29

Problem using "free" because you fear it might devalue the brand?
Easy solution: just use "no cost".
#copywriting #branding

Matthias @steptb.bsky.social · Aug 27

The AI bubble = dot-com bubble analogy is weak. Many dot-coms hit billion-dollar valuations with little to no revenue; AI firms are revenue-makers. Internet users in 2000: ~400M globally; today: ~5.6B.

Matthias @steptb.bsky.social · Aug 27

I have to thank all the AI enthusiasts proclaiming Google's demise in 2025. 31% ROI in not even 4 months. Follow me for more financial advice I guess 😂 $GOOGL

Matthias @steptb.bsky.social · Aug 27

Aug 2025 and I just saw a LinkedIn post from a Meta senior manager starting with 'In the ever-evolving landscape of...' 🙄 I can recommend some good #AI powered #copywriting resources!

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Matthias @steptb.bsky.social · Aug 25

Recent study analyzed 10k people across 29 trials testing automated digital sleep therapy.
Apps helped with insomnia, but human-guided therapy worked significantly better. Completion rates didn't predict success - actual behavior change did.
#HealthTech #DigitalHealth
www.nature.com/articles/s41...

Systematic review and meta-analysis on fully automated digital cognitive behavioral therapy for insomnia - npj Digital Medicine

npj Digital Medicine - Systematic review and meta-analysis on fully automated digital cognitive behavioral therapy for insomnia

www.nature.com

Matthias @steptb.bsky.social · Aug 22

Post inspired by this undeniable evidence of the problem:
housefresh.com/david-vs-dig...
housefresh.com/how-google-d...

How Google is killing independent sites like ours - HouseFresh

And why you shouldn’t trust product reviews from big media publishers ranking at the top of Google.

housefresh.com

Matthias @steptb.bsky.social · Aug 22

You can infer a lot of what matters in AI SEO from first principles once you consider that AI search is much closer to what search used to be 20 years ago.

www.steptb.com/ai-search-ux...

AI Search UX vs. Google's Product Review Ecosystem

AI search has a clear UX advantage over Google's product review ecosystem (for now).

www.steptb.com

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Reposted by Matthias

BlueAlpha @bluealphalabs.bsky.social · Aug 21

Most marketers obsess over signup volume.
Smart ones optimize for revenue quality.
We asked former beehiiv's Head of Growth to break down the budget allocation framework that actually moves the needle 👇

(Spoiler: it's not about the channel driving the most signups)

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