@tomroach

Brand and communications strategist. VP Brand Strategy at Jellyfish Global

[@tomroach @tomroach]

There’s a new ‘share of’ in town.

‘Share of model’. A new marketing metric for the GenAI age.

Includes a bit of history on the ‘share ofs’ it follows on from: share of market, share of voice, ESOV, share of search.

https://t.co/bzBrLcAoSU

[@tomroach @tomroach]

Brand strategy for an age of disruption.

A new series of 10 masterclasses by strategists like Zoe Scaman, @tommorton and @rshotton for client, agency and freelance strategy people curated by Hoala.

My session's on effective brand building creativity.

https://t.co/Hnld2TUCo1

[@tomroach @tomroach]

Are there yet any creative companies creating ideas and content purely to feed AI the fresh new creative ideas they need?

I’m aware we’re all doing this to some degree (ie having our ideas used for training data), but has anyone built this as their primary way to make money?

[@tomroach @tomroach]

Jonnie Roach, missing since 1963. If anyone can shed anything on my now 85 year old uncle, pls do share.

[@tomroach @tomroach]

My 79yr old dad's brother, Jonnie Roach, vanished 54yrs ago in Nov '63, aged 22. He'd be 76 now. Previous attempts to trace him failed. My dad would love to see him again before it's too late. Anyone know or remember him? RTs/ideas/help v welcome, details below. #missingpeople

[@tomroach @tomroach]

@tomfgoodwin @BernardJansen Some of my favourite Tom G tweets are the holiday, house building, car stuff. Still think of the 'I'm thinking of buying a castle' material from a few years ago surprisingly often. As well as the DIY smart home era.

[@tomroach @tomroach]

@jhansonradio Has he said or done anything about potholes yet? I think there’s probably a perfectly workable single issue political party based on fixing them alone.

[@tomroach @tomroach]

Amused to be getting a lot of direct email enquiries right now for quotes for DV360 access.

Def not my area, but happy to redirect them to our sales team of course.

Suspect it's an LLM visibility, share of model thing? Any ideas?

[Preston Rutherford @PrestonRuther10]

On the 10 year journey to Chubbies’ IPO, the realization that changed how we invest marketing resources was this --> Increasing ROAS * decreased * our growth.

btw, I was the world’s largest ROAS (AKA Return on Ad Spend) fanboy for embarrassingly too long, but hey, my loss is your gain, so here's:

1. Three counterintuitive things I learned about ROAS
2. Two new ways to think about it
3. Three things you can do about this right now

let's do it.

** Three counterintuitive things I learned about ROAS **

1. “ROAS has been presented as a growth metric, when it’s actually anything but. In fact, ROAS is precision-engineered to keep brands small,” says Tom Roach. Chasing ROAS chases easy sales, not growth. Brand growth comes from light buyers, but focusing on high ROAS can lead to you targeting heavy buyers, therefore limiting growth.

2. ROAS is not actually a measure of *effectiveness* but how *efficiently* you achieved it. As Les Binet says: “Effectiveness first, efficiency second.”

3. Simply put, ROAS is the opposite of incrementality.

** Two new ways to think about it **

1. It's like hiring an employee to stand just inside the entrance of your shop and tap shoppers on the back as they enter. A week later, the employee demand a raise, claiming credit for all the customers they’ve “enticed” to come in.

2. Imagine a soccer coach believing their forward is entirely responsible for every goal. As a result, in their infinite wisdom, they ditch their defense and midfield, only keeping their center forward. They end up losing every future game, but their “Goals Per Player” (the ROAS of this example) is higher than ever!

** Three things you can do about it right now **

1. Vanity VS Value: Understand the negative externalities of the metrics we goal our teams on. For example, because many of us are seeing headwinds, brands either cut marketing spend or increase the ‘accountability’ of the dollars spent. The negative externality is that we're over-harvesting our existing customers in order to hit our numbers. ROAS and revenue from returning customers may be up (vanity metrics), but contribution dollars, share of search, and new customer revenue from unpaid sources (real business metrics) are likely down.

2. Party & Ponder: Spend half a day with your team and deeply consider the metrics you want to optimize your team’s efforts around. The whole team needs to take ownership of the metrics that matter AND have a deep understanding of the negative externalities of vanity metrics like ROAS. This is a super high-leverage use of time

3. Cultivate Creativity Completely (the 3C's of winning): Since marketing works by influencing future buyers, think about developing creative that gets noticed and gets remembered. Give your team permission to be bold, put on a show and have a little fun. As John Dawes of the Ehrenberg-Bass Institute says, “The brand that gets remembered is the brand that gets bought."

Enjoy

-

thank you to @tomroach for the inspo - follow himmm

[@tomroach @tomroach]

Keen to see ad IDEAS that have been AI-generated.

NOT content that has been executed/produced with AI.

MUST have a discernible IDEA.
ZERO or near-zero human contribution to the ideation.

It’s a spectrum, but most AI ads are human idea, AI production still.

Please share!

[@tomroach @tomroach]

@marketing_bloke @emollick Ok makes sense. V interested in @emollick's view given he's claiming it's no longer helpful (ie implying that it was at one point).

[@tomroach @tomroach]

@tomfgoodwin I feel like the quantity of ‘100 best prompts’ snake oil content here has diminished a bit recently, crowded out by ‘this is how I orchestrate my army of agents to optimise my workflow’ stuff? Maybe just my bubble?

[@tomroach @tomroach]

@shaneoleary1 Also, didn’t the FT kill off the Madmen in favour of Mathmen back in 2015?

[@tomroach @tomroach]

@tomfgoodwin It being B2B is probably central (ie work is less interesting than life). But mostly people are just really bad at writing LI posts. They think it’s about showing off. But they forget that’s not useful or entertaining for the audience. They forget what’s in it for others.

[@tomroach @tomroach]

How advertising works by @aandeddb's @BinetLes

[@tomroach @tomroach]

@Austen Last touch attribution

[@tomroach @tomroach]

Write a couple of posts about AI and your condemned to getting served ads like this. That headline, just wow.

[@tomroach @tomroach]

PSA: that viral AI thing probably isn’t actually a movie/song/artwork/whatever, it’s a tech demo.

[@tomroach @tomroach]

@tomfgoodwin @RobertFreundLaw It’s a standard trope isn’t it, that tech people always think their latest thing will replace the human brain. And then our brains turn out to be vastly more magical and incredible than we realised.

[@tomroach @tomroach]

@asburyandasbury @rorysutherland Multiple giveaway uses of the ‘This isn’t X. It’s Y’ construct. Started to count and then gave up.

[@tomroach @tomroach]

@tomfgoodwin @markgadala Huge confusion between tech demos and real work. One sells the tech to future users, the other is what’s created by practitioners. Naturally there’s a big lag between 1 and 2. The people selling the tech can’t tell the difference and sell 1 as 2, which confuses everything.