Why Smart Marketers Think Like Scientists + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our July 23, 2025 issue. If you’d like to receive Field Tips, subscribe to our email or on LinkedIn.
If you’ve ever felt like marketing is more guesswork than game plan, maybe it’s time to approach marketing like a scientist.
See, the scientific method gives us a proven process to test, learn and grow. And when applied to marketing, it looks something like this:
- Ask a question → Why are conversion rates dropping on mobile?
- Form a hypothesis → Reducing form fields will boost sign-ups.
- Run an experiment → A/B test the original vs. streamlined version.
- Analyze results → Did it move the needle or fall flat?
- Repeat or pivot → Keep testing. Keep learning.
Taking a scientific approach to your marketing removes ego and guesswork. When you treat your campaigns like controlled experiments, every test is a step toward stronger performance and smarter strategy.
Need help getting started? Contact us.
Instagram Posts Just Got Searchable on Google
WHAT’S HAPPENING. Google and Instagram have teamed up: starting July 10, public Instagram posts from business and creator accounts show up directly in Google Search results. This means images, videos, captions, hashtags, alt-text — if used smartly — can now help brands rank in the web’s largest search engine. According to experts, this marks a major shift in how online discovery works, especially among Gen Z and millennials who increasingly turn to visuals and social platforms for information.
WHY IT MATTERS. This update opens a fresh SEO frontier: your Instagram content becomes part of your brand’s search footprint. Optimized captions, alt-text and hashtags now matter not just on Instagram, but on Google too. That means every Reel, carousel, and post can drive new organic traffic and long-term visibility. More discoverable posts mean better brand awareness, and smaller brands can now compete more effectively. It’s time to build a smarter journey—from search engines, to Instagram, to conversions.
Most People Don’t Trust AI Summaries — But They Still Use Them
WHAT’S HAPPENING. New research from Exploding Topics shows that while 82% of people are skeptical about AI-generated content, only 18% consistently check the sources of those summaries. The study surveyed over 1,000 web users and uncovered that nearly half (42.1%) had encountered misleading or incorrect AI-generated overviews. Despite this, usage of AI-powered summaries in search results is growing — over 10% of Google searches now trigger an AI-generated overview.
WHY IT MATTERS. People are relying on AI content, even when they don’t fully trust it, and that’s a gap brands need to pay attention to. Highlighting where your content comes from — and showing that it’s human-reviewed or expert-verified — can boost audience confidence. In a world where AI summaries are common but doubted, clear sourcing and transparent brand messaging can help you stand out and build real trust.
Fresher Content and Fewer Hashtags for LinkedIn
WHAT’S HAPPENING. LinkedIn just fixed a frustrating issue where old posts kept popping up in users’ feeds. They’ve now updated the algorithm to focus more on fresh, relevant content instead. Alongside this, LinkedIn shared new advice about hashtags: they’re no longer essential for visibility. Thanks to smarter AI, the platform understands context from your text alone. So unless you’re targeting trending topics or specific searches, it’s okay to skip the hashtags.
WHY IT MATTERS. This shift is a nudge to keep your content timely and engaging. Don’t count on older posts getting a second wind — fresh, relevant updates are your best bet. And with hashtags taking a backseat, marketers can focus more on writing clearly and authentically instead of packing posts with keywords. It’s all about creating real value, not just gaming the feed.
More To Explore
OpenAI Working on Payment Checkout System Within ChatGPT
OpenAI is integrating a payment checkout system directly into ChatGPT, allowing users to make purchases without leaving the interface — and taking a commission on sales made through merchants via the platform. This move, in partnership with Shopify, aims to turn ChatGPT into both a conversational assistant and a commerce engine, opening up a fresh revenue stream beyond subscriptions. Learn how this shift could reshape AI-driven shopping experiences and monetization strategies on Reuters.
OpenAI’s New Operator AI Agent Can Do Things on the Web for You
OpenAI just launched its new ChatGPT Agent — a powerful mix of its Operator and Deep Research tools that lets ChatGPT handle multi-step tasks autonomously using its own “virtual computer,” like browsing the web, filling forms, running code and even assembling spreadsheets or presentations – available now for Pro, Plus and Team users. Explore how Agent blends AI reasoning and action to transform ChatGPT into a true digital assistant on The Verge.
Talk, Trust and Trade-Offs: How and Why Teens Use AI Companions
Nearly 3 in 4 teens have used AI companions — but while most say it’s just for fun or curiosity, a growing number are turning to bots for emotional support, serious talks and even sharing personal info. One-third have picked AI over people for meaningful conversations, and nearly as many say something a bot said made them uncomfortable. See why the risks may outweigh the rewards in the latest report from Common Sense Media.
The Economy Enters Its Budget Shopping Era
Americans are skipping big splurges but still saying yes to dinners out, deal-hunting and budget-friendly indulgences — showing a shift toward mindful spending without giving up joy. Experiences that feel “worth it” are winning, especially when paired with discounts or loyalty perks. This signals a big opportunity for brands to lean into value messaging without losing the fun. See how this “savvy but social” trend is reshaping consumer behavior on Fortune.
These Are the Dog Days of Summer Travel
Despite the fact prices are down about 3% from last year, domestic and international travel is cooling off as more than half of Americans cite economic conditions like tariffs and inflation have affected their travel plans. Find out what this slowdown means for travel marketers on Marketplace.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
