Matthias
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steptb.bsky.social
Matthias
@steptb.bsky.social
30 followers 73 following 60 posts
“Think lightly of yourself and deeply of the world.” - Miyamoto Musashi https://www.steptb.com
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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?
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
#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.
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.
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
"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
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
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
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
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
Part of the concentration is due to fewer public firms, not just mega-growth at the top.
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.
I've never seen a demographic segment perform better than a behavioral one. Mindstates > Personas.
#MarketingTips
And also the "It's not x. It's y." formula repeated every 2 paragraphs.
Problem using "free" because you fear it might devalue the brand?
Easy solution: just use "no cost".
#copywriting #branding
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.
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
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!
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
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
Reposted by Matthias
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)