Archive for September 2010
I'll make it really simple for you to see the difference. Fundamentally, this is a conversation about putting the human being first or putting the brand/idea first.
It's been said that "video killed the radio star." Maybe that's true, I'm not really sure. I am pretty sure, however, that advertising killed itself -- or, at the very least, took the wind out of its own sails. Advertising used to work, and work well. What do I mean by "work?" I mean that once upon a time, when products and services of obvious differentiated quality and value were popping up like weeds in a field, consumers were predisposed to believe advertising claims, both overt and subtle ones. Since belief leads to action, sales of those advertised goods increased as well.
Struggling companies all share something in common. Their sales and marketing efforts are at odds. Sometimes, they are even at war. The marketing team lectures the sales department, saying that if only the salespeople would follow their advice, their problems would be solved. Meanwhile, the sales department always says it needs something else from marketing. The salespeople are clamoring for the silver bullet that will convince the most ardent skeptic to buy. The root cause of this situation is that sales and marketing have different views of the world.
Taking a government bailout, getting hit with accusations of fraud and now a class-action discrimination suit have all led to Wall Street powerhouse Goldman Sachs' steep decline in public reputation. According to YouGov, at one point it fell further than even BP and Toyota. But now that it's settled with the Securities and Exchange Commission, Goldman is trying to put a new face on the company -- one that associates Goldman with companies such as clean-energy firms and with the creation of jobs.
We have entered a Golden Age of marketing technology. There are now thousands of software applications built for nearly every aspect of marketing. We have more choices, with more capabilities, at more attractive economics, than ever before. Yet most marketing organizations today lack the technical leadership to fully harness this power.
When consumers are overwhelmed with options, marketers should give them what they really want: ways of shopping that lower the cognitive demands of choosing.
AOL CEO Tim Armstrong told Ad Age today that he wants a "build-first" culture at his company, in which the growth is sparked internally, like the world's oldest startup. So why did he also just pay a reported $30 million, including incentives, to buy TechCrunch, the tech and startup news blog founded by former attorney and impresario Michael Arrington?
Influence is bliss… The socialization of media is as transformative as it is empowering. As individuals, we’re tweeting, updating, blogging, commenting, curating, liking and friending our way toward varying levels of stature within our social graphs. With every response and action that results from our engagement, we are slowly introduced to the laws of social physics: for every action there is a reaction – even if that reaction is silence. And, the extent of this resulting activity is measured by levels of influence and other factors such as the size and shape of nicheworks as well as attention aperture and time.
The figures for August are in. Home sales rose 7.6%, pulling out of a steep decline in July. Many sectors are flat or sinking. Auto sales figures are horrible but nonstore retailers' sales are up 10.5%. The data are all over the place. So there is comfort for the "new normal" crowd who believe we are looking at a big change on how and how much consumers spend. But there is also data to support the position I prefer, the one that says when capital, credit, and confidence return, Americans will go back to spending like sailors home on leave.