Field notes on omni-channel marketing, video, and where attention is going next — written for the people who fix things.
AI made precise targeting something any agency can buy off the shelf. The businesses breaking through right now aren’t winning because they found the right audience, they’re winning because they said something worth stopping for. That’s a creative problem, not a targeting one.
AI gives you two kinds of partner: one that uses it to do the same work cheaper and pockets the savings, and one that uses it to do more for the same spend. We built Wilbur to be the second kind.
We’re years away from it, and you still need a great website today. But we can see a world where customers never visit one, where they just ask a chat engine and get an answer. When that happens, the only thing that survives the handoff is your brand.
For two decades, marketing was a channel-by-channel math problem. AI is ending that era and pushing us back to an older, better idea: be everywhere your customer is, all the time, without lighting money on fire.
I spent years in tech marketing, running big budgets across dozens of channels with the reporting to match. Local home-services companies deserve the same access. That gap is the reason Wilbur exists.
Older case studies and notes from earlier seasons. Quieter work, still worth a read.
