Archive for the ‘Social Media’ Category

The Olympic Bullies

July 30, 2016

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I felt a strong need to share this blog post from Seth Godin here on my blog. (Not 100% sure that I can, but since I am not a business per se, it is probably OK.) I assure you it is quite short, but still rather insightful: Jumping the Olympic Shark

This post highlights how brands that have lost their way will often become bullies, and seek to close down discussion that the brand is not been paid for. He reminds us that Brand is not a word, but rather a set of expectations. You can’t build a brand by suing those who choose to talk about your brand. Something we would all be well served to remember…

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Indecision may or may not be my problem…

April 17, 2016

That quote from Jimmy Buffett sums up my writing efforts the past couple of weeks. I have been working on several topics to post, but for whatever reason, have not been able to get them to gel. So I thought that thinking through it here, on electronic paper, with you, might help.

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Photo courtesy of  workplacepsychology.net

 

They are all difficult topics, and all have been written on already (in some cases extensively). So one of the hang ups for me has been attempting to make the post unique…to not be just another “me too” post. There is an incredible irony here because as you can see on the list of topics I would like to write about below, Paralysis by Analysis is the very first one on the list.

Paralysis by Analysis or Why Action is Necessary Today in Order to Conduct Viable Research – We just don’t know enough about the way the consumer thinks, and more specifically behaves in the digital space, especially when it comes to mobile. Not only is mobile is changing rapidly, it is changing the consumer mindset as well. This has become a market where past history does not mean a great deal, so (thoughtful and intentional) action is required.

Alienation – Everyone is writing about alienation in one form or another…alienation due to social media attachment, alienation due to technology, alienation due to lack of empathy. I feel a strong need to write on this topic, but mine will be more about alienation in time and space, or maybe just geography.

Content Marketing– No, I do not want to write about the wonders of content marketing or the 7 things that make it work or the 5 things you must avoid. I’m more of the mind to write here about why people who claim to be writing content for their audience are often deluding themselves.  In many ways, I feel that the content emperor has no clothes. The appropriate situational content has great value. However, it is also arrogant to presume we can write content our audience wants when we make little effort to find out what content they want, or if they even want content beyond a simple answer. I suspect that post will annoy a few people…

Why Growth Hacking is Not Marketing (or is it?) – There are definitely two sides to this discussion, both with very strong points of view. To my thinking process, it depends on whether you are talking mind set or tool set. Growth hacking is also certainly contextual, and not a great deal different than the old concept of guerilla marketing or from online marketing on steroids.

So there you have a few of the topics that have been swirling around in my brain, but have not yet fleshed out enough to put into coherent words on paper. Or at least coherent thoughts that are strikingly different than the content that is already out there….

Some experts thinking on marketing in 2016…

January 8, 2016

This is a particularly good and succinct collection of predictions/thoughts on inbound marketing for 2016: http://cdn2.hubspot.net/hubfs/145335/16_on_16-_Inbound_Marketing_Predictions_for_2016.pdf?t=1452198942029

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Paul Roetzer’s section on Artificial Intelligence and Automation is particularly interesting to me, but all of the thoughts contained here are intriquing. You will also want to check out Luke Summerfield and his thoughts on industry shifts.It will be interesting to see how much of this actually occurs in 2016. Cheers…

“Begin, be bold and venture to be wise.” – Horace

January 2, 2016

  Just had to share..this is a great overview on Joint Ventures by Stuart J. Davidson – Grow Your Business Through Joint Venture Marketing 

Joint venture marketing can be very valuable for the reasons listed in this article. Joint ventures can quickly add to revenues, but also can add to the credibility of both parties and help build customer loyalty. The key is finding a partner that has as much to gain (from their perspective) as you do.

Elon Musk on branding…

April 26, 2015
Elon Musk at TED

Elon Musk at TED

“Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.” ~ Elon Musk

Very true. At this point in our history, a brand is truly what the targeted audience feels it is. It can also be quite volatile. Scary thought for those of us in marketing and branding…

How would I know; why should I care?

December 17, 2014

Some of you may reading this be aware that this is a phrase from an old Zombies song. (Here I define old as it is a song that predates me:). I have always liked this song, and specifically this particular phrase. Little did I know when I first heard the song that this phrase would become essentially the essence of modern marketing. If I was asked today to provide one sentence that defines customer interactions and perspective, this phrase could well be the one.


How would I know…
In a dizzy array of communications sources that people need to deal with, how do they determine where they get their information, and who they should listen to? On the other side, marketers are faced with a myriad of communication channel options, but with very little real prospect for breaking through without a distinct advantage. This advantage must come from the consumer perspective.

Consumers are looking for credibility, trust, authority, and for them, this is mostly likely to come from a referral or what is perceived as an unbiased third party observation. These communications must often stem from other potential members of the consuming public in early stages of the brand relationship. The brand owner today is often not considered a credible source at the beginning of the journey, even when they are the first party the potential customer has heard from. This is one of the reasons that reviews and external third party communications that reference your site/offer help a brand site to rank higher in SEO today.

In order to achieve this, you must leverage people already in your court. Recognize that this is more than social media likes and +1s…we are looking for people who will actually talk about you (positively) either proactively (or at least responsively) on your site, in blogs and on other social media. While there are still some brand evangelists that will stump for you unprompted, gaining discussion time from the rest requires critical relationship building with your customer base.

Assuming we do get our message through, there is still the “Why should I care?” question. Despite our lip service to “the customer being king” and “relationship building”, the majority of marketing emphasis today still often relies on touting and conveying information that is important to the communicating organization, not the person being communicated to. It really needs to be reverse of this.

More than ever, it is crucial to determine what matters to the consumer segments you hope to sell to. Does what you offer match what they want or need, or will someday want or need. If yes, find a way to engage. If not, find a way to adapt (if you want that segment) or move on. Transparency of information makes it unlikely you will convince many mismatches to buy you offering, especially on substantial purchases.

Once you find the target segments you want, build a rapport with them and develop a relationship, you still need to stay in touch to keep the relationship alive. Without ongoing, valuable interaction, it is too easy for what you have built to die on the vine. Inertia is not your friend in a fast paced world , so staying in touch and nurturing the relationship is a must do.

Otherwise don’t bother trying to find her, she’s not there…