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3rd party pages make up 85% of AI citations, but they're not the strongest predictor of whether a brand gets mentioned. Of the answers that mentioned the brand, 87% cited its own site, while 3rd party pages featuring it were cited far less often. When the brand's site was cited, it was mentioned 90% of the time in Google AI Overviews and 73% in ChatGPT.
Most markets are crowded because building is cheap and distribution is easy. Supply keeps growing while demand stays flat and buyers stick with familiar options. Customer research often confirms what competitors already know. Growth increasingly comes from redefining the category by challenging an accepted convention. Find what the industry treats as non-negotiable and break it where doing so creates new value for buyers.
A low-cost way to build a LinkedIn retargeting audience is to run 60-70 second videos with a Website Visits objective. Use a headline that discourages clicks because advertisers only pay when someone clicks. Anyone who watches at least 50% of the video is added to the retargeting audience. This tactic reportedly builds audiences for about $0.50 per member versus $1-2 per click for standard engagement campaigns.
Community events work best as part of an ongoing community strategy rather than one-off activations. Assess whether the community is ready for in-person interaction, then design smaller peer-led formats that prioritize conversation over production value. Plan follow-ups before the event with a dedicated conversation channel. Turn attendees into active members by helping them build connections and stay involved.
Furniture brand Vitsœ uses its pricing page to justify why its products cost more than cheaper alternatives. It breaks the cost into smaller time-based amounts and points to resale prices as evidence of durability. It also avoids sales and financing options that could boost short-term revenue. These choices make its pricing claims more credible because customers can verify them and see what the company gives up to maintain them.
Google Ads is rolling out A/B testing for Performance Max asset groups. Advertisers can test new headlines, descriptions, images, or videos against existing creative without immediately replacing it. Tests can isolate changes such as messaging or UGC to measure their impact. Advertisers cannot make other asset changes while a test runs.
Apple's iOS 27 may expand WebKit's blocking of ad tech beyond companies such as The Trade Desk, LiveRamp, and ID5. A new remote list reportedly covers hundreds of CDPs, DMPs, DSPs, data sellers, and identity providers. Apple can now add or remove companies without an iOS update, and vendors may not know their status.
Only 2-3% of players spend money in mobile games, making the first purchase especially difficult when it requires leaving the app. Publishers should assess the game economy before setting D2C offers. Extra entitlements can outperform discounts because they preserve revenue per purchase while adding value. Direct checkout reduces friction. Creator codes, loyalty currencies, and exclusive web content can drive purchases without lowering prices.
AI agents recommend products mostly from what they learned in training, not from what search returns at the moment of the question. On advisory questions, agents rarely search unless prompted, and search behavior depends on the prompt and tools set by whoever runs the agent. Even when every search was forced and every query secretly rewritten to favor one vendor, that vendor was selected only 17.1% of the time, up from 9.2%. SEO can still shape future training data, but it has limited influence on recommendations in the short term.
AI-generated synth personas work best as preparation for consumer research.
Frameworks that cover overlooked leads, executive outreach, and compensation planning.