1) The document criticizes traditional mass marketing strategies and promotes more direct marketing approaches focused on connecting with niche groups or "tribes".
2) It discusses ideas from marketing experts like Seth Godin who argue that mass marketing leads to average, homogenized ideas while direct marketing allows targeting specific groups.
3) The key is finding true believers for your product or idea and connecting them as a tribe, which can then spread organically and drive real change rather than just sales. Numbers like clicks or impressions are less important than true influence.
It was difficult to avoid the concept of crowdsourcing in 2009. Books were written, contests were held, agencies were formed and ultimately, sides were taken. But for me the jury is still very much out on crowdsourcing. No, not in the ‘is it a fad, or here to stay’ sense, I think the answer there is clear. Crowdsourcing has actually been around for a while and it is here to stay. Rather, I’m still conflicted regarding its effectiveness and more specifically, how is it being used (and misused) and what new forms will it take as more people experiment with the concept.
The Age of Conversation book idea began has a dare between two bloggers. This dare quickly involved over 100 social media champions, each submitting a short essay to encourage businesses to enter the Age of Conversation. That was the first edition in 2007.
Now, in 2008, the second edition involves over 230 social media champions sharing essays challenging still-reluctant businesses to enter the Age of Conversation.
This presentation shares a few “Money Quotes” from the Age of Conversation essays. Learn much more at: AgeOfConversation.com
This presentation explores how brands can “co-create” meaningful experiences with people...By imbibing values of real people.
Let me know what you think in the comment section below
In his most recent book, To Sell Is Human , bestselling author and management thinker Daniel Pink explores the changing nature of sales in today's market. He equates selling to people with "moving" them, or facilitating an exchange of--for example--products, time, and talent. To be successful, salespeople will need to adopt a new approach.
It was difficult to avoid the concept of crowdsourcing in 2009. Books were written, contests were held, agencies were formed and ultimately, sides were taken. But for me the jury is still very much out on crowdsourcing. No, not in the ‘is it a fad, or here to stay’ sense, I think the answer there is clear. Crowdsourcing has actually been around for a while and it is here to stay. Rather, I’m still conflicted regarding its effectiveness and more specifically, how is it being used (and misused) and what new forms will it take as more people experiment with the concept.
The Age of Conversation book idea began has a dare between two bloggers. This dare quickly involved over 100 social media champions, each submitting a short essay to encourage businesses to enter the Age of Conversation. That was the first edition in 2007.
Now, in 2008, the second edition involves over 230 social media champions sharing essays challenging still-reluctant businesses to enter the Age of Conversation.
This presentation shares a few “Money Quotes” from the Age of Conversation essays. Learn much more at: AgeOfConversation.com
This presentation explores how brands can “co-create” meaningful experiences with people...By imbibing values of real people.
Let me know what you think in the comment section below
In his most recent book, To Sell Is Human , bestselling author and management thinker Daniel Pink explores the changing nature of sales in today's market. He equates selling to people with "moving" them, or facilitating an exchange of--for example--products, time, and talent. To be successful, salespeople will need to adopt a new approach.
Things I will tell my kids if they become entrepreneursLaurent Haug
The lessons I learned in 20 years as an entrepreneur. Partly inspired by Sam Altman's excellent course on How to start a startup, available on http://startupclass.samaltman.com
Feedback on laurenthaug at gmail dot com
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Criteria for a great marketing book: ideas from psychology, behavioral economics, marketing, advertising, and business about how to influence behavior and buying patterns at the edges of bounded rationality
Leveraging Human experience into Customer experience
The women of Connect: Professional Women's Network share advice for how to make a positive impression when starting a new job. For more information and to join the group for free, visit www.linkedin.com/womenconnect
Creativity in the time of big data - updated for 2014Simon Law
Talk given to Miami Ad School, Europe students on 11th August, 2014. By Simon Law, CSO at Fabric.
Admittedly, this is just an updated version of last year, but some bits were better. The embedded notes in the ppt aren't exactly what I said, but gives you some idea of content and meaning… What I actually said was obviously smarter, wittier and generally more compellingly informative and entertaining!
These are my notes and key take aways from TNW Conference. I made this ppt as a report for work which is one of those big corporations that don't get off so easily here ;-) Have to say I agree with most of these views though, it was good to hear a different view.
How to prepare your business to succeed in a Millennial driven market. 21 goals to empower you and your business to be an industry leader in a millennial driven environment. Better yet, a multi-generational selling machine.
25 Inspiring Quotes From Experts Shaping the Future of MarketingHubSpot
Get inspired by marketing experts Seth Godin, Nate Silver, and Scott Harrison.
Want to get more inspiration from these experts?
Attend INBOUND 2013. Learn more: http://www.inbound.com/
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
Things I will tell my kids if they become entrepreneursLaurent Haug
The lessons I learned in 20 years as an entrepreneur. Partly inspired by Sam Altman's excellent course on How to start a startup, available on http://startupclass.samaltman.com
Feedback on laurenthaug at gmail dot com
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Criteria for a great marketing book: ideas from psychology, behavioral economics, marketing, advertising, and business about how to influence behavior and buying patterns at the edges of bounded rationality
Leveraging Human experience into Customer experience
The women of Connect: Professional Women's Network share advice for how to make a positive impression when starting a new job. For more information and to join the group for free, visit www.linkedin.com/womenconnect
Creativity in the time of big data - updated for 2014Simon Law
Talk given to Miami Ad School, Europe students on 11th August, 2014. By Simon Law, CSO at Fabric.
Admittedly, this is just an updated version of last year, but some bits were better. The embedded notes in the ppt aren't exactly what I said, but gives you some idea of content and meaning… What I actually said was obviously smarter, wittier and generally more compellingly informative and entertaining!
These are my notes and key take aways from TNW Conference. I made this ppt as a report for work which is one of those big corporations that don't get off so easily here ;-) Have to say I agree with most of these views though, it was good to hear a different view.
How to prepare your business to succeed in a Millennial driven market. 21 goals to empower you and your business to be an industry leader in a millennial driven environment. Better yet, a multi-generational selling machine.
25 Inspiring Quotes From Experts Shaping the Future of MarketingHubSpot
Get inspired by marketing experts Seth Godin, Nate Silver, and Scott Harrison.
Want to get more inspiration from these experts?
Attend INBOUND 2013. Learn more: http://www.inbound.com/
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
Speak Sooner Client Presentation / Pitch Chris Zubryd
Speak Sooner Dot Org is a courageous Non-Profit helping both Doctors and Patients to encourage humanity, caring and resources for Cancer Patients in the US.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
Creative director LBI Digital
As Chief Creative Officer at DigitasLBi International, Chris Clarke is responsible for the creative output of the network and its creative staff. Chris loves to stay close to the work, developing creative ideas with teams across the network for clients including Coca Cola, Sony Xperia and Etihad. Believability is his creative religion: he is permanently on a mission to bridge the gap between promise and proof for DigitasLBi’s clients, helping them to be true to the principles they espouse.
Like most people who’ve been doing this for a while, Chris stumbled into the digital industry in the late 90s. As a copywriter, he made it his mission to bring the craft of ideas to digital marketing, an ambition realised at pioneering Swedish digital advertising agency Abel & Baker and later at Wheel where he became Executive Creative Director. He was subsequently European Executive Creative Director at Modem Media, President and Executive Creative Director of Digitas UK and Chief Creative Officer of LBi.
Over the years, Chris has become a regular on the speaking circuit and has picked up awards at Cannes, D&AD, LIA, Campaign Digital, Campaign Direct, Revolution, BIMA and the Webbys.
Talk:
For years the internet has been touted as an almost universal force for good. We hear of the “democratising” nature of a platform dedicated to openness and transparency. We have come to see the web as a place where ‘The Consumer is in Control”, and where information wants to be free. In this session, Chris will explore the darker side of the digital revolution, looking at the “winner takes all” business models, and downward pressure on quality caused by ad funded content. By understanding the dark side of the digital revolution, you will be better prepared to help your organisation stay relevant and fit for the digital future.
E book how to attract traffic, engage an audience, and convert fans into cust...Darja Boc
Free E Book
How to attract traffic, engage an audience, and convert fans into customers!Marketing Corner Blog by Darja Boc
http://www.internetiprofits.com
The world changed. We now live in a hyper-connected world where traditional marketing and traditional branding strategies are not as effective as they used to be. We have to move to a new era where we build brands that actually start making a difference to people, communities and societies.
The following presentation highlights a few interesting aspects of the current disruptive zeitgeist and is rather meant to be a ‘tango with the terminology’ than a complete discourse on the topic. As a former copywriter, creative director and entrepreneur in Germany, Austria and in South Africa, I want to kick off a conversation with you around creative disruption, change, giants, misfits, implications for advertising, and how I fit into the big picture to serve and benefit your business. Enjoy the ride!
You’ve heard of social media, you have a Facebook account, and you may have even delved into the world of tweeting, but are these social medial tools utilized to help jumpstart word of mouth buzz and traffic for your website and business? Learning social media can mean the difference between millions of views. Combining the powerhouse of social media makes your business more relevant, more watched and more successful.
Are your social media efforts delivering real, tangible results while paying for themselves? Social media judo is born out of the philosophy of successes we have had creating programs using minimal client effort and achieving maximum results. This is exactly why social media works for marketing and why it drives ROI and is hyper-effective when done correctly. Social media and the resulting effect on all of us are driven by the momentum of real influencers working to inform and educate other buyers. Your job is to find a way to tap into this momentum and help propel your company to be greater than the sum of its parts. Social media judo will show how to do just that as well as how to create your own "judo moves" that will increase sales
TBWA quote compilation on change on mad-blog.commad blog
Some Brands don't like change.
Change doesn't much care.
Today the people live in the network era,
while lots of brands stick in the industrial age,
relying on industrial strategies, tactics & metrics.
If brands don't want to loose touch with their customers they must stop walking the industrial walk and change the ways how they operate and communicate.
But how?
An answer is swirling around in bits and pieces, as lots of different, savvy people already shared interesting and inspiring thoughts about how brands should change.
We simply put those statements togehter to unfold the whole story.
Source: mad-blog.com
Tippie MBA Marketing Academy Guest LectureLydia Fine
These are the slides from my guest lecture at the Tippie Full-time MBA Marketing Academy session on December 1, 2011. Contact Lydia Fine at lydia-fine@uiowa.edu with questions or clarifications. Please cite Lydia Fine, University of Iowa as your source if you reuse any of this material.
"A brave, new business world."
It’s difficult to imagine any landscape that’s changed more than business-to-business. The last 5 years has seen almost all the rules re-written, re-worked or simply revoked. Social platforms. Mobile connectivity. Niche business media. Content as a sales source. Targeting business people as people. They're just the tip of a moving landscape. In the pages of 'Engaging a business audience of One,' the OgilvyOne thought-leaders examine each of these game-changers.
B2C storytelling has a long history and stable. Think Don Draper of Mad Men, which was basically tell good stories (and act less intoxicated than it was supposed to). But B2B? It is harder to reach good examples of successful marketing companies to other companies with an interesting history of the brand.
1. Light that Never Turns Green
By: @shannavannorman
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All ye who worship marketing guru extraordinaire, Seth Godin, and Ted Talks, rejoice!
Let's dust off that dense desk-top computer and give it a makeover of the future – in the
form of killing off mass marketing strategy for good. Come with me, ride the totally
cylindrical innovation wave into marketing and startup triumph.
What’s not surprising is that Seth Godin devoted an entire Ted Talk to the ancient
strategy of mass marketing and, even more un-surprising that he suggest that money
and power no longer influence leadership.
So say goodbye to average… we’re only discussing innovative strategy on this here
blog.
We're talking in thrice today: starting with good 'ole Henry Ford and his cool factory idea
which changed the world of business as we know it:
#1: Henry Ford created such an efficient factory that it enabled him to take a guy who
was making 50 cents a day and bump up his pay to $5 dollars.
2. Seth reminds us, “With that sort of advantage, you can churn out a lot of cars, you can
make a lot of change, you can get roads built, and you can change the fabric of an
entire country.”
Here’s the problem, if you’re only focused on cheaper labor and faster machines, you’re
fighting a losing battle and will, undoubtedly, run your company into the ground.
#2: After the period in time where the biggest factory was no longer relevant, we then
started pushing mass marketing. We’d say, that there, it’s a good idear – I think we
ought to push that into the market…just keep pushin and pushin – push it out into the
world… If we have enough money and we tell enough people, then surely, we’ll sell
enough.
But as Seth points out in his Ted Talk, we can sell an entire industry on falsities. “Put
babies in your ads and if that doesn’t work, put doctors in your ads.”
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3. #3: And my personal favorite falsity:
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Be the KING.
In other words, they act like they are KING, and throw their ideas to the peons in the
back. Because, well, they’re in charge and they’re going to tell people what to do next.
The thoughtless idea is this: You’re above everyone and you’re going to push your idea
out to the masses.
Seth argues: mass marketing = average ideas.
He reasons, “that’s because mass marketing is for the masses – and requires lots of
money and ads.”
“What we’ve done as spammers is tried to hypnotize people into buying our idea,
hypnotize everyone into donating to our cause, hypnotize everyone into voting for our
candidate.”
4. Likewise, Rex Harris created a nice writeup about new-waves of marketing and also
pointed out some great tips from marketing gurus, one of whom, acclaimed author Mitch
Joel. Harris wrote about how Mitch Joel helped drive home the notion that marketers
need to create direct relationships with their consumers through “having sex with data”
and understanding the active vs passive audience of the medium you’re using to get
your message across.
Harris pointed out, “For instance, Joel lauded the fact that “banner ads don’t work
because it’s putting passive advertising into an active medium. One of the best ways to
create a relationship with your audience, he went on to say, is by creating a product that
offers true value to their lives.”
Plain and simple: Mass marketing is not effective.
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The good news:
There’s something that is extraordinarily effective: Tribes.
A term Seth Godin coined.
I call it social experiential and brand advocates – all synonymous.
Godin, “What tribes (and brand advocates) are is a very simple concept: that goes back
50,000 years. It’s about leading and connecting people and ideas. And it’s something
5. that people have wanted forever. Lots of people are used to having a spiritual tribe or a
church tribe, having a work tribe, having a community tribe… But now thanks to the
Internet, thanks to the explosion of mass media, thanks to a lot of other things that are
bubbling through our society and around the world…
tribes are everywhere.”
I believe, unrealistic expectations are at the heart of every mass marketing campaign…
and it’s just plain ‘ole common sense when you think about it. The Internet has
successfully done the exact opposite of what we expected.
For your consideration: The Internet has successfully reinvented the way we connect
and communicate, but it hasn’t homogenized everyone as we expected. Rather, online
mass communication has separated us all into niche groups - “silos of interests”as Seth
would call it. He explains, you’ve got white hats making food and white hats sailing
boats. In other words, they both wear white hats (seemingly similar) but have
completely diverse interests (extremely unique).
So, skippy, if you want to find rebellious vintage lovers and connect with them, you can.
Jealous Unicorn - Online Fashion Startup: email: info@jealousunicorn.com
6. What's cool: People want to be connected to things they love through people.
“The best part, it’s tribes, not money, not factories, that can change our
world…that can change polotics, that can align large numbers of people. Not
because you force them to do something against their will, but because they
wanted to connect.”- Godin
Upgrade your skills: Seth explains – you only need a thousand people– who care
enough, and those thousand people will carry your company, product, brand, team, to
the next round.
Another brilliant point: Whatever you create – whatever product you create – whatever
movement you create, it shouldn’t be for everyone.
Your idea shouldn’t be for the masses.
“It’s about finding true believers.”
Godin then shifts his Ted Talk with a wicked little circle:
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7. 1st: Tell a story
2nd: Connect a Tribe
3rd: Lead a Movement
4th: Make a Change
Around and around and around it goes.
Godin’s questions for your company:
1. Who exactly are you upsetting? (Because if you’re not upsetting anyone then you’re
not changing the status quo).
2. Who are you connecting? (Because for a lot of people, that’s what they’re in it for).
3. Who are you leading? (Because focusing on that part of it, not the mechanics of what
you’re building, but the who, and the leading part is where change comes).
Case in point: Blake at Tom’s shoes had a very novel idea: What would happen if every
time I sold a pair of these shoes I gave the exact same pair to someone who didn’t even
own a pair of shoes?
Badabing – a movement.
8. Credit <--- cool site
It’s a story of a product that tells a story.
Godin reiterates this theory in his blog post, Getting to scale: Direct Marketing vs Mass
Marketing Thinking, he again points out: “The key distinction is when you know it's going
to work. The mass marketer doesn't know until the end. The direct marketer knows in
the beginning.”
"But, everyone is doing it."
Armed and dangerous with mud and a slingin’ fist, any ‘old Joe can scheme up an
ineffective marketing strategy that minimizes profit and maximizes waste. Hint: it should
be the opposite.
Instead, we should choose the road less-traveled… create something fun, something
engaging, something intoxicating - fill a gap, find unique crews, ruffle some feathers
(peacock theory ;). And for the love of felines, allow the current to flow naturally. Go with
your target… let them do the choosing and the leading, but most of all connect with
them. And wham-bam, thank you ‘mam – you’ve got a hit.
Note: A movement isn’t forced and it doesn’t swim against the current – it flows naturally
and isn’t prey to competitors – because these connected people – they’re LOYAL.
Oftentimes for years, and if you’re super lucky, for a lifetime. That –is the only way you
have a long-lasting – sustainable– profitable company.
When in doubt, think of Tom’s Shoes… and when you walk around with Tom shoes –
someone will ask, where did you get those shoes, and then that person will tell the story
on Blake’s behalf…and suddenly – “it’s not one pair of shoes, or 10 pair of shoes, it’s
10’s of thousands.”
So smartmarketers and startupers, say goodbye to that slouchy old T-shirt and
destroyed knackers. Remember, if your head is in the clouds, it’s because you’re
marketing fluff rating is through the roof. Them there numbers, they don’t even
matter…here’s another reason why:
For starters, Avinash Kaushik, the guru I'll reference next, He’s the savvy author of 2
best selling books: Web Analytics 2.0, Web Analytics: An Hour A Day (100% of the
proceeds from both books are donated to The Smile Train, Doctors Without Borders
and Ekal Vidyalaya). Also check out his work on Market Motive – for fresh online
marketing education.
Rex Harris wrote up a nice run-down of some stellar marketing advice from some of the
greats and noted Kaushik’s marketing wisdom, ““Clicks, Impressions, Visits and Page
9. Views, Video Views, Followers/Fans/Likes are garbage. Those are not true measures of
influence.”
It’s far less romantic than spending money at the start, but it’s the reliable, proven way
to get to scale if you care enough to do the work.”
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So mass marketing is, in theory, the light that never turns green. Well maybe, for
a short burst of time, then it’s back to a red light.