Contrarian Marketing Podcast

This episode is available on Spotify and Apple PodcastsIn this episode of the Contrarian Marketing podcast, hosts Kevin and Eli debate whether Google's new search experience powered by generative AI (SGE) will actually launch publicly soon or remain stuck in beta.They discuss the motivation behind SGE, predictions for how it could launch, and whether AI hype in search will fade."I think the whole point of s g is they need to get Wall Street and the media off their backs.""Putting it behind a paid wall is exactly like saying, guess what? We also have an LLM, but you have to go to, like, gemini.google.com to check it out."Main Discussion Points- SGE is already live in small ways, like product recommendations in Google Shopping- Google needs to launch SGE, even in a limited capacity, to show they are innovating in AI- SGE may be useful for certain verticals and listicle-style queries- But LLMs can frustrate users by removing choice from search- Google search has declined in quality and become too commercialized- Voice search assistants still have lots of room for improvement with AI- Both hosts believe Google search needs to improve, but disagree on whether SGE specifically will help This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

In this episode of the Contrarian Marketing Podcast, hosts Eli and Kevin discuss how to bring the beloved Trader Joe's shopping experience online. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple PodcastsIn this episode of Contrarian Marketing podcast, hosts Kevin and Eli make predictions for 2024, including updates on the economy, artificial intelligence advancements, political developments, and the tech industry.They discuss controversial topics like Donald Trump's potential election, changes in SEO with the release of Google's new search engine SGE, and how new AI technologies may disrupt companies like Meta.Main Discussion Points- New hardware and AI voice assistants like the Revit R1 gaining traction (00:03:43)- TikTok facing government restrictions due to national security concerns (00:17:14) - A potential economic rebound creating excitement and innovation (00:15:53)- The launch of powerful AI assistants by big tech companies (00:18:37)- Traditional media struggling while creators gain more prominence (00:24:12) Key Quotes"Google treats [SGE] almost like a reservist, where it will keep working on SGE and elaborating it, but it will keep it in beta until it's forced by some other player like OpenAI or Microsoft or Perplexity to actually roll it out and change the search landscape." (00:07:08)"I'm pretty sure that Donald Trump's gonna get elected president, so that means everything's gonna change." (00:14:18) This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple PodcastsIn this episode of the Contrarian Marketing podcast, hosts Eli and Kevin have an in-depth discussion about marketing agencies - the good, the bad, and the ugly.They talk about their personal experiences working with agencies, red flags to watch out for when evaluating an agency, and green flags that indicate a great agency partner. They also discuss the pros and cons of building your own agency versus remaining a solo consultant.Main discussion points:* Common issues with agencies - poor deliverables, lack of actionable recommendations, expanding contracts when scope changes, long delays before providing value (00:10:28 - 00:12:13)* Signs of a good agency - not requiring payment upfront before doing work, access to account manager, polished materials (00:20:28 - 00:22:17)* The exit strategy - Building an agency as an asset that can eventually be acquired so the founders can "exit" versus remaining a solo consultant (00:18:43 - 00:20:05)* Wanting to hire the person, not just the agency - Evaluating if the people you meet initially are the ones who will actually be working on your account (00:29:46 - 00:31:44) This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple PodcastsBacklinks have always been a hot topic in the world of SEO. They play a crucial role in improving a website's search engine ranking and overall visibility. But when it comes to backlinks, not all links are created equal. In this blog post, we're going to dive into a LinkedIn poll that raises an interesting question: Which would you prefer - a deep link on The New York Times website or a front page link on Reddit for 24 hours? Let's explore the insights and varying perspectives on the value of these two backlinks.New York Times or Reddit?According to the LinkedIn poll, the majority of respondents favored a deep link on The New York Times website over a front page link on Reddit. The preference for The New York Times link is primarily based on its perceived value from an SEO perspective. The New York Times is a highly authoritative and reputable website, and a backlink from such a site can significantly boost a website's credibility and search engine rankings.The Business Value of a Reddit Front Page LinkHowever, when we consider the broader business objectives, the front page link on Reddit may hold more value. While Reddit may not have the same level of authority as The New York Times, it has a massive user base and can potentially reach hundreds of thousands of people within 24 hours. This kind of exposure can lead to direct engagement, retargeting opportunities, and potential conversions.Perspectives on Backlink ValueThe differing perspectives on the value of these backlinks highlight the distinction between SEO considerations and broader business objectives. From an SEO standpoint, The New York Times link is seen as more valuable due to its influence on search engine rankings. On the other hand, the front page link on Reddit offers the potential for direct business impact through increased visibility and engagement.Real-World ExamplesTo further illustrate the potential impact of backlinks, let's take a look at a couple of real-world examples. Hoppin, a company worth $7.7 billion two years ago, recently sold its assets to Ring Central for a significantly lower price of $15,000,000.01. This sale raises concerns about the company's declining value and whether Ring Central may have overpaid for the assets. It highlights the potential difference between a link that Google sees as valuable and a link that generates direct business impact.Similarly, Overstock recently purchased the brand assets of Bed Bath & Beyond, which had filed for bankruptcy. The purchase included a domain with 43,000 unique backlinks, estimated to have a value of almost $15 million. This acquisition not only provided Overstock with valuable backlinks but also led to a significant increase in their stock price. It shows how backlinks can play a role in enhancing a brand's overall value and market position.The Importance of Backlinks in SEOEli, one of the voices in the LinkedIn poll, believes that backlinks have not mattered in the same way for many years. He suggests that contextual power is more important than domain authority when it comes to backlinks. To have an impact, the article that links to a website should be topically relevant. This aligns with the idea that backlinks that drive traffic and are more likely to be clicked will have higher quality and, therefore, be more valuable.While backlinks may have lost some of their importance over time, they can still make a significant difference for a website's rankings. AI algorithms, like those used by Google, play a role in how websites are ranked based on backlinks. Manipulating backlinks has become more complex due to AI and the intricacies of search engine algorithms. However, building good backlinks remains an essential part of any comprehensive SEO strategy.ConclusionBacklinks continue to be a crucial component of SEO strategies. While their significance may have evolved over time, backlinks still have the potential to positively impact a website's visibility and authority. The relevance and quality of backlinks are considered more important than their sheer quantity. Building a strong backlink profile requires producing backlink-worthy content and establishing a strong brand presence.Although the debate over the value of backlinks from high-profile sites like The New York Times versus highly trafficked platforms like Reddit continues, it ultimately depends on the goals and objectives of each website and its business. SEO considerations and broader business objectives may influence preferences and strategies when it comes to backlinks. By understanding the nuances and varying perspectives, you can make informed decisions on how to leverage backlinks effectively for your website's success. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple PodcastsIn this episode of the Contrarian Marketing Podcast, hosts Kevin and Eli have an energetic discussion covering a range of marketing and business topics. They provide commentary on recent rebranding efforts by Overstock and Buy.com, analyze the dramatic rise and fall of the virtual events platform Hopin, and share thoughts on best practices for hiring and interviewing. The conversation pivots to the prevalence of advertising in sports, with a debate around embracing advertising opportunities versus preserving commercial-free spaces. Listeners can expect a free-flowing and insightful dialogue on current events and trends in marketing.Main Discussion Points:- Overstock's acquisition of Bed Bath & Beyond and the botched domain migration that redirected Overstock.com to BedBathAndBeyond.com (00:07 - 00:11)- Hopin's meteoric growth during the pandemic to a $7.6 billion valuation, followed by its recent demise and pivot under new ownership (00:17 - 00:22) - Observations on unhealthy hiring and interviewing practices like ghosting candidates (00:22 - 00:30)- The prevalence of advertising in European sports compared to the US, and whether there should be limits (00:30 - 00:34) This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple PodcastsIn this special episode of the Contrarian Marketing Podcast, hosts Kevin and Eli have an in-depth conversation with Alan Weiss, author of over 60 books on consulting and considered an icon in the field.They discuss Alan's background, his approach to consulting, writing, learning, and more. Listeners can expect to gain insights into becoming a successful consultant as well as Alan's perspectives on technology, AI, relationships, and personal development.⚠️ In the episode, we announce the launch of a cohort-based SEO course!Key Discussion Points- On learning to become a consultant: get a coach, focus on marketing yourself, have money set aside, get buy-in from loved ones (00:39:00)- On specializing vs generalizing: "You can generalize and thrive or specialize and die." Specialists become commoditized. (00:41:30)- On what makes a great consultant: Have original intellectual property (IP), be resilient, tolerate ambiguity, have a sense of humor (00:34:25)- On writing books: Writes books in 2 months, 20 pages a day, doesn't do much editing, has sold over 100k copies of books (00:12:23)- On technology and AI: Sees it as an aid but doesn't think it can replace human creativity and relationships (00:18:15)Quotes"A consultant is somebody who is six yards ahead of you on the skis, demonstrating how to bend your knees and traverse the mountain." (00:39:37)"It's not about what you do, it's about what you create." (00:08:02)"You have to have original IP, original intellectual capital, and that doesn't mean it has to be brand new." (00:34:09)About Alan WeissAlan Weiss, Ph.D., is the author of over 60 business books and founder of Summit Consulting Group. He has consulted for Fortune 500 companies for over 30 years and was inducted into the Professional Speaking Hall of Fame. Alan popularized the concept of value-based fees and has written several bestselling books on consulting, including Million Dollar Consulting and The Consulting Bible. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple PodcastsIn this week's Contrarian Marketing Podcast episode, we discussed several timely topics in the world of marketing and technology. We talked about Twitter's controversial rebranding to "X" under new owner Elon Musk. We debated whether this rebrand would significantly hurt Twitter's user base and engagement. While the platform has already lost some users, we disagreed on whether a core community will remain loyal to Twitter regardless of the name. Next, we explored the launch of Meta's new texting app Threads as a potential rival to Twitter. We had differing views on whether Threads can gain traction and find an engaged user base. While some marketers may join, we questioned whether Threads offers enough unique value to attract the masses away from Twitter.We also addressed concerns about a potential recession and its impact on marketing budgets. We discussed the difference between "growth" budgets being cut and "fear of missing out" budgets still allocated to things like AI. While business is slowing, we considered whether companies have already squeezed budgets as far as they can go.In addition, we discussed Google's new Search Experience called SGE. We felt it still needs improvement but may be better received by non-SEO users. We debated whether Google is overstating SGE's capabilities for now.Finally, we previewed our upcoming interview with renowned consultant Alan Weiss 🎆. We highlighted insights he shared on consulting best practices and "value-based" pricing models. It promises to be a great episode for anyone interested in consulting. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple PodcastsIn a recent episode of the Contrarian Marketing Podcast, hosts Kevin and Eli discuss various topics, including * Google's new remote work policies* the impact of return-to-office on employees* the future of AI-generated content* the challenges faced by affiliates in the SEO landscapeGoogle's Remote Work Policies and Traffic WoesGoogle's implementation of new remote work policies, specifically the crackdown on hybrid work, has caused quite a stir. Employees are now required to be in the office. As a result, Bay Area traffic has significantly increased, leading to frustration among commuters.Kevin and Eli speculate that companies might be using the return-to-office shift as an opportunity for silent layoffs, as many employees are unable to relocate back to the office after working remotely for an extended period.The Hybrid Model's Impact on Career GrowthOne of the concerns raised by Kevin is the disadvantage faced by remote workers in terms of career growth and relationship building. Eli agrees, emphasizing the importance of building connections and relationships in the office, which cannot be fully replaced by technology like virtual or augmented reality.The hosts mention a previous episode that delves into the detrimental effects of the hybrid model, particularly its impact on the career growth of parents who prefer working from home. They also express skepticism towards the idea of VR/AR completely taking over the office environment.Google's Responsibility and the Impact of AI AnswersGoogle has faced pushback for its Search Generative Experience (SGE) program, which tests AI answers and results. Critics argue that the program may harm the Open Web, as Google's traffic is pivotal for numerous websites and businesses.AI-generated results provided by Google can potentially impact organic traffic and ad revenue for websites. Currently, the quality of AI-generated answers varies, with some being thin or incorrect. Google has been experimenting with ad placement in relation to AI answers, aiming to leverage the increasing availability of AI tools and compete with the abundance of quality content.Eli and Kevin acknowledge the pros and cons of AI-generated content. While it has the potential to generate more low-quality content, it also enables search engines to provide more personalized and relevant information to users. They stress the need for a paradigm shift in the SEO model that goes beyond simply creating content.The Evolution of SEO and Google's RoleGoogle search experiences often fall short of users' expectations, driving them to seek answers on platforms like Reddit. The quality of content on the web is declining.Google's indexing of the web reflects the existence of subpar content rather than being the cause. Google has struggled to move beyond content as a ranking factor. Long tail search results were never satisfactory. The absence of a benchmark competitor may have contributed to Google's stagnation. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple PodcastsKevin here. Let's dive into a hot topic - the return to office and hybrid work. I strongly believe more employees should have the option to work from home. But not just to avoid traffic - there are more twisted nuances to this issue.Companies are seemingly encouraging employees to move back to offices. And here's my theory - many are secretly using it as a ploy for silent layoffs. Forcing staff who made lifestyle changes during the pandemic to suddenly return can cause resignations.Fact check: Execs from Apple, Meta, and Google resigned because they couldn't move back. Some companies even denied severance, stating office presence is a contractual matter. Is this fair? We're not so sure.Now, let's talk about hybrid work. No, not the kind where all employees have both on-site and remote work days. Rather, companies that have some staff exclusively remote while others are regularly in-office. This can cause a huge divide.In theory, a hybrid system sounds great. But in practice - if you're out of sight, you might just be out of mind...and opportunities. Remote employees may struggle to form relationships or read those contextual, subliminal cues in conversations. #RemoteWorkChallengesUntil we have groundbreaking tech like VR, AR glasses or the metaverse that accurately mimic a person's subconscious signals, it's only fair to have a unified system for all employees. Same rules for everyone. #workforceequalityHere's Eli's take - the whole AR VR tech replacing traditional office experiences seems implausible to him. Those water-cooler chats, hallway meetups - they hold value. You can't replicate these spontaneous interactions in a VR space. #workplaceinteractionI agree with Eli - a full or partial switch to remote invites career growth challenges. The best assignments, the most visibility - they usually go to those present in the office. It's harsh, but true.If given an option for hybrid work, individuals may make choices based on their personal situation rather than career progression. e.g., parents may choose to stay home for their kids, ending up compromising on their career growth. #WorkLifeBalance To sum up, mandating return to office or hybrid work can come with repercussions to employee well-being and career progression. The key is to find a balance and ensure equitable opportunities for all. More to come as we explore this further! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com