Monday, 30 March 2015 21:28
I just finished reading Marissa Mayer and The fight To Save Yahoo! (Nicholas Carlson). I loved it and even reviewed it for Amazon. But, I must confess, I missed the big idea in focusing too much on what was in the book. I missed what wasn't in it. And that missing element was the marketing of the brand.
Thursday, 14 August 2014 18:22
This is not about being sad. This is actually one of the happiest posts I've ever written. That's because it's about, as the old hymn says, "I was blind but now I see".
As marketers we are almost always slightly blind. Magazine publishers have long touted their "pass along" readership, but the data behind the tout is incredibly imprecise.
Tuesday, 08 July 2014 16:18
To me, one of the most compelling stories from the New Testament is the story of Jesus feeding multitudes starting with a meager supply of bread and fish. From the point of view of spreading the good word, this simple story had to resonate with a relatively poor, resource-constrained semi-rural population. Imagine feeding a big crowd with what seemed barely enough for a single small family! This is the essential problem facing marketers today...how to feed the desires of the entire organization with marketing budgets that can barely satisfy any part of it. If only we could get others to underwrite our marketing efforts.
Thursday, 03 July 2014 17:11
Native, both in terms of content distribution and plain old advertising is the hot buzzword de jour. And, especially in terms of content distribution the reason it's so compelling is that, in this era of shortened attention spans and 140 character content, it actually delivers what the customer/prospect is seeking: a clear exposition of the offer without the overtly apparent theatricality of conventional advertising.
Friday, 30 May 2014 17:53
We absolutely live in a curved universe where, if we wait long enough, old ideas come back again and again. In the late 1990's Portal Deals made their appearance. And they're back. With a vengeance. Too bad.
Monday, 24 March 2014 22:56
We all understand that word of mouth is the single most powerful form of commercial persuasion. But not all mouths are created equal. Some people like to spread the word. But not all words spread equally. The person that every brand most covets has a real network of friends who actually pay attention to their posts and tweets, a knowledge and reputation surrounding the product or service category about which they are posting or tweeting, and the credibility and respect of those friends and fans in the particular arena about which they are posting/tweeting.
Friday, 04 October 2013 13:21
The Center for Media Research just published an article called Trust is a Must. It tells us, as if we didn't already know it, that we, as consumers place our greatest trust in recommendations from people I know (84%) and, although other media are growing in their 'trustability' levels, they all pale behind personal recommendations. (That's why, of course, that lots of folks are faking consumer recommendations on all sorts of sites.)
Tuesday, 10 September 2013 15:56
Sir Isaac Newton has a lot to teach us about smart marketing, and most of us were first exposed to his thinking in high school. Unfortunately the exposure came in the context of physics and not marketing, so most of us simply ignored it. So, as a refresher course, here's Marketing as understood by Newton.
Wednesday, 04 September 2013 16:57
On October 29 my partner and I, along with 25 amazing and experienced people will devote a half day to a conference called Boot Camp for Digital Start-Ups. Assuming we sell every imaginable seat (there are only 165), we will be compensated, given the amount of time we have devoted to this, at something like minimum wage. And our speakers are coming for free. Why, in God's name, would any of us do this?
Wednesday, 17 July 2013 17:14
On July 9, 2013, CMO.com published a piece by Melissa Harans and Gayle Kesten entitled: Nine New Chiefs Head to the C-Suite (http://bit.ly/1dEQPJc). I only pray that this was written with a tongue planted firmly in their cheeks. I am not sure I have ever heard of a dumber idea. It ranks up there with all the other C titles that have proliferated like mosquitoes on a hot and steamy summer’s afternoon.