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AI Marketing "Hands-On"
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Market Research vs. Audience Research. Yup! They're Not the Same Thing.
What?
A comprehensive guide about audience research for marketers in 2025. The guide explains what audience research is, why it's essential, how it differs from market research, common myths, various methodologies, and how to future-proof audience research strategies.
Who?
From Amanda Natividad, VP of Marketing at SparkToro.
Main Topic:
Audience research - the process of gathering and analyzing information about the people marketers want to reach. The guide positions audience research as critical for modern marketing success, especially as consumer discovery and engagement behaviors have fundamentally changed in recent years.
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Are We Getting Smarter with Gen AI? Not So Sure...
What:
A research paper published at CHI '25 (Conference on Human Factors in Computing Systems) that investigates how generative AI affects critical thinking among knowledge workers. The authors surveyed 319 knowledge workers who regularly use GenAI tools to understand when and how they enact critical thinking when using these tools, and when they perceive increased or decreased effort for critical thinking due to GenAI.
Who:
The research was conducted by Hao-Ping (Hank) Lee from Carnegie Mellon University and a team from Microsoft Research Cambridge including Advait Sarkar, Lev Tankelevitch, Ian Drosos, Sean Rintel, Richard Banks, and Nicholas Wilson.
In a Nutshell:
Knowledge workers perceive GenAI as reducing the effort required for critical thinking tasks, especially when they have higher confidence in AI capabilities.
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Aleksandra
Apr 18
"...generate marketing concepts completely without AI assistance first, then compare with AI-assisted approaches afterward" <--- Yes, this is a great suggestion. That way you cross-check your thought processes and see where you can improve, as well as where you may be better than AI. I also think that the recommendation to schedule regular skill maintenance is so important! So often we are running like hamsters in a wheel trying to get everything done, and we miss keeping our skills in the process. Like doctors, dentists, lawyers, educators and others need to do continuing education, those who do not have those professional requirements must be proactive in doing so, in order to ensure that they are not overtaken by those who have built this in to their personal development program.
The Future of Newsletters Is NOW!! Awesome Report From Hubspot
What:
An AMAZING report from Hubspot highlighting the extraordinary revival of newsletters.
Newsletters are one of the most effective, low-cost, and high-ROI content marketing channels available today. Whether you're building a personal brand or growing a business, newsletters offer direct access to engaged audiences, monetization potential, and long-term brand-building opportunities. 🚀
Who:
HubSpot Media, featuring contributions from newsletter experts at The Hustle and various industry thought leaders.
What's in it:
40 Views
Aleksandra
Apr 18
73% of respondents said a newsletter can replace a fu-time job. I'm assuming this means in terms of revenue earned, not in terms of time spent? If so, this would mean that paid newsletters are replacing the newspaper and magazine subscriptions of years past.
At the same time, I wonder how unbiased this research done by HubSpot it. They have a vested interest in people producing newsletters that require emailing and therefore a CRM system like what HubSpot offers to manage those mailings, metrics, funnel, etc.
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Wow, ok, so the fact that "100% of all visits from TikTok...are marked as 'direct' with no referral information" really stuns me. Given the massive purchasing potential from engagement with people on TikTok, the fact that referral information is not being captured from there is really surprising to me (that would frustrate any marketer / business owner). As for the correlation between marketer career satisfaction correlating with conducting audience research, that makes total sense. Marketers want to market to people; that's their job, so when they get to actually do their job instead of auxiliary things, it makes them feel like they're accomplishing something (kind of like doctors who spend more time dealing with paperwork, insurance companies and such than actually treating patients).