The Hypothesis
The Hypothesis is a biweekly show where industry experts debate and discuss growth marketing approaches, digital advertising tactics, measurement plans, plus creative and growth strategies. Prefer video? Check out the recording of the show on YouTube every two weeks at https://www.youtube.com/@ThriveDigitalMarketing
Episodes
10 episodes since 2024
Performance creative should be journey-based
In this episode, we talk about why creative messaging should go beyond buy now, how to create an emotional bond with your consumers, where you need to place these ads, and tailoring for each channel.For show notes, including links to the...
September 11, 2024
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Season 1
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Episode 10
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40:27
We’re making budget cuts worse than they already are
In this episode, we discuss why marketing teams should always be looking for places to make their ad budget more efficient, how bottom of funnel is not the solve for every problem, methodologies behind effective spend reductions, and why you sh...
August 28, 2024
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Season 1
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Episode 9
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47:58
You’re wasting your marketing budget
Episode 8: You’re wasting your marketing budgetIn this episode, we define waste vs learning, why trusting automation too heavily leads to more waste, how the wrong KPI’s and targets incentivize waste, and more.For show n...
August 14, 2024
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Season 1
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Episode 8
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40:15
Ugly ads are better than polished ones
In this episode, you’ll learn how we define ugly creative, what pattern interrupt is, how to harness more unconventional creative in your ad program, and why ugly creative is so useful.For show notes, including links to the video, mor...
July 31, 2024
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Season 1
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Episode 7
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50:14
Automation is taking advantage of marketers
In this episode, we tell you what exactly advertising automation is, where we think it goes wrong, how it takes advantage of busy marketers, how we use it, where we test to ensure its effectiveness, and more. For show notes, visit
July 17, 2024
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Season 1
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Episode 6
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41:07
When to expand advertising beyond Google and Meta
Episode 5: When to expand advertising beyond Google and MetaIn this episode, we discuss why so much ad spend goes into these two channels, how to better optimize them to get the most out of your investment, what di-worsification i...
July 03, 2024
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Season 1
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Episode 5
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35:43
Marketers should be taking more big swings in their advertising
In this episode, we talk about what big swings in advertising are, what marketers lose when they play it too safe, how to take calculated big swings, finding the right opportunities and budget, getting team buy-in, and more.For show note...
June 18, 2024
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Season 1
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Episode 4
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45:01
Is incrementality is the only marketing metric that matters?
Episode 3: Incrementality is the only marketing metric that mattersIn this episode, we delve into the challenges and considerations of incrementality as a primary measurement for marketing success. This chat includes discussions o...
June 05, 2024
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Season 1
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Episode 3
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44:23
In-platform reporting doesn’t show business results
In this episode, we discuss the usage and limitations of in-platform reporting for measuring marketing effectiveness. Learn about using platform data for day-to-day decision-making, the potential misinterpretation (or intentional manipulation) ...
May 22, 2024
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Season 1
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Episode 2
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39:18
Is the marketing funnel still relevant?
Episode 1: Is the marketing funnel dead?This episode explores the limitations and challenges of using the marketing funnel in today's digital landscape. Learn how marketers are currently using the funnel in ad planning and lead g...
May 07, 2024
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Season 1
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Episode 1
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37:55