Data-driven marketer with $50m optimized and 8,000 experiments run — Mike Taylor — shares a powerful new framework for creative strategy. Fusing principles from evolutionary biology to marketing science, forged by the experience of building a 50 person agency, “Marketing Memetics” will help you identify what creative is likely to win, even before you test it. Learn to break campaigns down to their component parts, or ‘memes’, and remix what works to drive growth.
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https://www.youtube.com/watch?v=nJPERZDfyWc
Despite advancements in technology, our brains still work the same as they did back in the Stone Age. With a finite number of ways to hold our attention, everything we 'create' is a combination of what came before.
Most marketers try what worked for them before, or what they heard worked elsewhere. They either get lucky, or they get it wrong. You can improve your odds by building a collection of tested and proven ideas.
https://www.theatlantic.com/technology/archive/2014/01/how-netflix-reverse-engineered-hollywood/282679/
Every creative work can be broken down into its component parts, or 'memes'. If you do this enough, you’ll start to notice patterns: tactics that work again and again, across multiple campaigns.
Maybe you're like me and started off in performance marketing because you were good with data and technical stuff, and now find yourself pulled into uncomfortable conversations about brand and creative. With every algorithm update and platform change you're losing more and more control over optimization, and are increasingly realizing that soon creative testing will be the only growth lever left. You’re also senior now, and need to be more ‘strategic’ to operate at the highest levels.
You're not the 'Don Draper' type and don't think relying on your gut to make important brand and creative decisions is a good strategy. You know there must be a better way: if you can just reverse-engineer what makes the best creative perform, then you'll have a framework to follow to get reliable, consistent results and an unfair advantage over the competition.
If you've ever been in one of these situations, you're likely to get a lot out of this book: