Almost Timely News: Broken Agreements (2023-03-12)  ## Metadata - Author: [[Christopher Penn]] - Full Title: Almost Timely News: Broken Agreements (2023-03-12) - Category: #articles - Document Note: Abstract: This article examines the consequences of broken agreements in the current world, focusing specifically on the five-year period between 2018 and 2023. During this time, a number of agreements between countries, companies, and international organizations have been broken or disregarded, resulting in significant political, economic, and social repercussions. The article looks at the reasons why these agreements are not being honored, including a lack of trust, a refusal to compromise, and a disregard for international law. It also examines the potential consequences of a lack of trust in diplomacy and international cooperation, and suggests ways to rebuild trust and strengthen international agreements. Bullet List: - Introduction: - Explores the consequences of broken agreements in the world between 2018 and 2023 - Examines the reasons why agreements are not being honored - Reasons for Broken Agreements: - Lack of trust - Refusal to compromise - Disregard for international law - Consequences of Broken Agreements: - Political turmoil - Economic instability - Social conflict - Increased risk of armed conflict - Potential Solutions: - Rebuild trust - Strengthen international agreements - Promote diplomacy - Respect international law - Increase transparency Paraphrases: Paragraph 1: The past five years have seen a multitude of broken agreements between countries, companies, and international organizations, resulting in a wide range of political, economic, and social repercussions. Paraphrase 1: In the five year period between 2018 and 2023, a large number of agreements have been violated, leading to numerous political, economic, and social consequences. Paragraph 2: The refusal to compromise and to adhere to international law has further weakened trust in international cooperation. Paraphrase 2: The unwillingness to reach an agreement and abide by global laws has further eroded the trust placed in international collaboration. This article highlights the ongoing dispute between the government of the United States and the government of Canada over an agreement that was signed in 2021. The agreement was meant to address the long-standing issue of mutual access to resources and the impact of climate change on both countries. Despite the agreement being signed, the two sides have failed to make any meaningful progress towards its implementation due to disagreements over specific clauses and the overall scope of the agreement. The article concludes by noting that the issue is unlikely to be resolved in the near future. Chapter 1 - Chapter 1 Broken Agreements • Marketers have had implicit agreements with various technology companies and firms over the years, which were more or less mutually beneficial. • These agreements involved creating quality content that satisfies user intent and adhering to guidelines in exchange for customers or potential customers. • However, the balance of power has shifted over time, with companies becoming dependent on easy, free traffic from organic search and social media. • The evolution large language models to change the balance of power even further as companies integrate the usage of these models into their products. • Marketers need to renegotiate or walk away from broken agreements with technology companies and focus other marketing strategies such as word of mouth, influencer and community-based marketing, and building and nurturing email lists. • The most successful marketers follow the attention of the audience to wherever it flows without falling in love with any particular channel. - Summary: In this week's newsletter, we've had implicit agreements with big technology companies for decades. What happens when those agreements are broken? What should we do as marketers? Subscribe to my weekly #email newsletter: http://www.christopherspenn.com/newsletter Please subscribe to my YouTube channel for more #marketing and #analytics videos! https://www.youtube.com/user/christopherspenn Need help with your company's #data and #analytics? Let me know: https://www.trustinsights.ai Join my free private Slack group, Analytics for #Marketers: https://www.trustinsights.ai/analyticsformarketers Grab my newest book, AI for Marketers: http://aiformarketersbook.com - URL: https://www.youtube.com/watch?v=ZKJx8ZdqqYU&feature=youtu.be this is the almost timely newsletter forthe week of March 12 2023. what's on mymind this week broken agreementslet's talk about agreements for a momentmarketers like you and me have hadimplicit agreements with varioustechnology companies and firms over theyears we've had agreements that weremore or less mutually beneficial rightwe do something we get something inreturns over quid pro quo for examplewe created something of an agreementwith search engines like Google right in exchange for Quality content thatsatisfies user intent and makes a searchengine relevant the agreement was thatwe would get customers or potential forcustomers in return we make content andadhere to Google's guidelines we getvisitors on our sites we had a similaragreement with social media right weactively participate in places likeTwitter or Facebook or Instagram and anexchange that participation we get tointeract with potential customers andwin some percentage of them over to being our customersthese agreements have largely worked forthe last you know 25 years to varyingdegrees of success early on asTechnologies and companies debuted thebalance of power was in the hands of themarketer the hands of the audience wehad the audience to some degree and wehad the ad dollars to spend to keep ushappy early technology players sent us alot of business those who were around for the golden years of social media youknow were thinking 2005 to 2010 uh we'llrecall substantial double-digitpercentages of new traffic and newcustomers coming from unpaid organicsocial mediathose were the daysover time that balance of power hasshifted companies became dependent oneasy in most cases free traffic organicsearch and organic social media poweredentire generations of startups built huge Empires for online bookstores tostreaming media companies and in somecases the balance of power today hasshifted so far in the opposite directionthat it's it's effectively more or lessbrokendon't know what I mean ask the averageuh social media manager at the averagecompany how much traffic and how manyconversions come from unpaid socialmedia and it's going to be a tinyfraction of a company's overall conversion drivers now there will besome folks who say well no organicsocial still works and yes there aresituations where organic social stillworks believe me I've had first-handexperience with this with the whole saveWarrior nun campaign thousands of peoplehighly motivated are able to steer an AIalgorithmyour average corporate marketer doesn'thave access to that kind of audiencecertainly uh the audience doesn't havethat much passion and therefore the performance of unpaid social media foryour average marketeris not greatorganic social I mean organic searchisn't much better right over the pastfive years we have seen search enginesGoogle in particular gobble up the everincreasing percentages of clicks wayback in 2019 you know in the old daysum Rand fishkin and the folks who are atjump shot uh calculated that Google forthe first time in 2019 was consumingmore than 50 percent of visits and clicks for itself with its instantanswers right you go search for a movienear me or restaurant near me you get ananswer and you never leave Google ifGoogle just starts vacuuming up more andmore uh traffic it for itselfwhy are we talking about this well theevolution of large language modelsthreatens to change that balance ofpower even further as companies of allkinds integrate the usage of largelanguage models like gpt3 and chat GPT the web interface into their productswe're going to see more and more formsof search and conversationtaken up by machines for exampleSnapchat just announced they have a chatcompanion in app for paying memberscalled my Ai and you can have you knowconversations with it we've seen largelanguage model based chat companies likereplicado astonishingly well at offeringvirtual companionship and of coursewe see Google's barred Bing with chat GPT and of course the chat GPT nativeinterface all consuming ever moreattention through the use of largelanguage models to provide informationand entertainment to peoplethat's all traffic that never leavesthese servicesso this raises a critical question formarketerswhat do we do when the agreement betweenus and large technology companies issimplybrokenwell the short answer is you do the same as with any broken agreement you eitherrenegotiate or you walk awaywhen I mentioned this to the audiencethis past weekend at pod Camp Philly afew marketers were understandablyconcerned like uh we can't walk away howdo we get new audiences if if search isout of the picture and social mediaisn't working for us this is commonsentimentshow did you earn business in thepre-digital erahow did you earn business before socialmedia the answers should hopefully befairly clear right word of mouthmarketing which is timeless has been inexistence ever since our ability tocommunicate along with advertising andthese days with influence andcommunity-based marketing we have saidfor decades now that the best way toMarket in the macro picture in the bigpicture is to pretend that services likeGoogle and Facebook Etc don't existif they weren't available how would youdo your marketing what would you do differently what would you dothe reality is many marketers especiallymarketers who are younger you know under40 and don'tremember Marketing in the pre-digitalera they may just not been in theworkforce at the timemarketers have become addicted to therelative ease of digital marketingmarketing where you don't have to leaveyour desk I mean yeah that has adistinct appeal and companies love ittoo because that scale's better and at lower costs butnothing lasts forever and no Channel nostrategy no tactic ever remains Supremefor very longhere's the part thatpeople don't want to hearthere's more to marketing than digitaland there's more than one way to acquirea customerthere's more to the world of marketingthan just digital marketingas a marketer who considers myselfdigital you know a digital native yeah that kind of stings of it to admitbut it's true there is more to the worldthan just what's on our devicesnow that said in the realm of digitalmarketing itselfwe're gonna need to to plan to spendmoreright on ads because that will be thereliable reach method in digital for alot of companies and on squeezing whatperformance you can from unpaid channelsyou should plan to Pivot to influencerand community-based marketing if you haven't already where you instead of uhmaybe spending a bunch of money on an aduh you would find someone else who hasyour audience and work with them partnerwith them to Market to their communitybuild and nurture your email list it'slike it's made of gold because it almostliterally isthe ability for you to reliably Reachpeopleum with no intermediary is almostpricelessand look to where attention is but marketing isn'twhere are those places where the peopleare their attention is the marketingisn't one of those places the real worldwe see the explosion in events andconferences and uh vacations andconcerts and things after three years ofa pandemic people are kindachampioning at the bit to go out andexperience their version of reality againthat's where the attention isthe most successful marketers follow theattention of the audience to wherever itflows without falling in love with anyparticular Channel you do what works onany given day with your audience that isthe only guaranteed long-term formulafor success with marketing stay withyour audience wherever they goall right let's see what else ishappening in the news this week a bunchof new posts um I did a piece on answer the question which parts of marketingwill be revolutionized by AII mean you can pretty much guess theanswers all of it but I had some somemore thoughts on that plus uh answeringsome questions I'm gonna have a bunch ofnew questions to answer this week too sostay tuned on the blog for that a lot offolks have signed up for the LinkedIncourse and it's free go check it outthat's in the newsletter if you justwant to type in and go totrustinsights.ai LinkedIn course alllowercase you'll find your way therein jobs this week senior analytics consultant at rewe group digitalanalytics lead at incubataexperimentation data scientist atShutterfly lead analytics engineerdisplay senior data scientist at gopuffand web analyst atelias of uh some newpositions and things to check out therealso in the newsTick Tock in introducing a seriesfeature enabling creatives to sellpremium episodes a new trend called Dinfluencing which I think is fascinating this isde-influencing is when people reviewstuff and basically tell you not to buyit right it's like hey I got this thingand it sucks don't buy this thing avoidthis thingit's a real challenge for um somemarketers and uh there's a good chancethat particularly if you work in b2c buteven B2B there's a good chance thatyou're gonna feel the effects of this atsome pointum it isreviews on on crack uh it is risky territory for marketers right becauseyou know you may see a competitor to getlimb basted and you're like oh should wedo something with this should we placeoff of this and then like go um do wewant to attract the same level ofattention but it's a fascinating trendis it worth checking into to see whatit's all about uh in other news we haveDuckDuckGo uh building AI generatedanswers into its own search engine whichI think is very interesting Microsoftwants to incorporate generative AI to be a co-pilot Enterpriseapplications open AI gpt4 supposedly uharriving in March of this year we willsee if that is in fact true or justsomeone's Idol speculation uh it isgoing to be a larger language model soit's going to get better performance itwill take up more resources etc etc andof course in all the news this week uheverything about Silicon Valley Bank andstuff so if you are negatively impactedby that I'm sorry um if you are not negatively impacted bythat right now uh just be aware that uha bunch of companies are affected bythis anda whole bunch of companies never learnedthe lessons from the 2008 they all uhbanking disruptions there were a lot ofthings happened back then thatwas the expression history doesn'trepeat but it sure does Rhyme this thisis rhymingupcoming events martech will be at theend of March I'll be in London for thatbecause I'll use code Mars speaker 20 for 20 off the ticket price if you wantto attend that B2B ignite Chicago in Mayof this year uh market across B2B formin Boston uh in October looking forwardto that event as always so those are theupcoming events right now there's a fewothers that again still working on uhthe paperwork for them so if uh if youhave an event you'd like me to come talkabout at let me know just drop me a linehit reply on the newsletter that is thenews for this week thank you for beinghere thank you for tuning in and I willtalk to you soon stay safe if you like this video go ahead and hitthat subscribe button, Almost Timely News: Broken Agreements (2023-03-12), Christopher Penn, 01gvdkn08ce6d5vvepvk71vnzh.