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Winning with zero-click marketing starts with customer empathy

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Manage episode 491628264 series 3400520
Content provided by UserTesting. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by UserTesting or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Episode web page: https://bit.ly/4lhHPCW

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Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?

Send me a voice message via email at [email protected]

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In this episode of Insights Unlocked, Rand Fishkin, co-founder of SparkToro and marketing industry icon, joins hosts Mike McDowell and Nathan Isaacs to unpack one of the most disruptive shifts in digital marketing today: the death of attribution.

Rand explains how platforms like Google, Facebook, and Reddit are cutting off referral data and turning into "walled gardens," effectively ending marketers' ability to track where traffic and conversions truly originate. This change calls for a radical new playbook—one that trades attribution modeling for brand lift, and prioritizes native content that meets audiences where they are.

What you'll learn in this episode:

  • Why attribution modeling no longer works—and what to focus on instead

  • The rise of zero-click marketing and how to succeed with it

  • How brands can build influence in a closed-platform world

  • The role of audience intelligence tools like SparkToro in top-of-funnel strategy

  • Why empathy and behavior observation are more powerful than ever for product and marketing decisions

  • How customer insights led to SparkToro’s recent product relaunch—and a major growth rebound

Resources & Links:

  continue reading

184 episodes

Artwork
iconShare
 
Manage episode 491628264 series 3400520
Content provided by UserTesting. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by UserTesting or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Episode web page: https://bit.ly/4lhHPCW

-----------------------

Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?

Send me a voice message via email at [email protected]

-----------------------

In this episode of Insights Unlocked, Rand Fishkin, co-founder of SparkToro and marketing industry icon, joins hosts Mike McDowell and Nathan Isaacs to unpack one of the most disruptive shifts in digital marketing today: the death of attribution.

Rand explains how platforms like Google, Facebook, and Reddit are cutting off referral data and turning into "walled gardens," effectively ending marketers' ability to track where traffic and conversions truly originate. This change calls for a radical new playbook—one that trades attribution modeling for brand lift, and prioritizes native content that meets audiences where they are.

What you'll learn in this episode:

  • Why attribution modeling no longer works—and what to focus on instead

  • The rise of zero-click marketing and how to succeed with it

  • How brands can build influence in a closed-platform world

  • The role of audience intelligence tools like SparkToro in top-of-funnel strategy

  • Why empathy and behavior observation are more powerful than ever for product and marketing decisions

  • How customer insights led to SparkToro’s recent product relaunch—and a major growth rebound

Resources & Links:

  continue reading

184 episodes

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