Listening And Learning?

Three marketing tenets and three quotes from a New York Times article.1) The customer/user is the raison d'etre of any business.“Whenever we innovate and create great new experiences and new features, if they are not well understood at the outset, one thing we need to do is give people an opportunity to interact with them,” said Chamath Palihapitiya, a vice president at Facebook. “After a while, they fall in love with them.”2) The customer/user dislikes and avoids marketing interruptions.Facebook executives say the people who are complaining are...

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The Web 2.0 Business Conundrum.

1) Founders have a cheap, clever idea.2) People use the idea because it meets a need, is free and uninterrupted.3) Founders focus on serving their growing audience better.4) Moneymen swarm around.5) Founders claim that business model will emerge. 6) Sales organisations flock to the idea in order to exploit it for their ends.7) Founders decide that advertising must be the business model.8) Users begin to resent changes and fail to provide revenue.9) Founders realise traditional tactics don't apply in a disrupted world.10) ??...

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Whose Bag Is It Anyway?

Last weekend, Sainsbury's supermarkets gave away the reusable bags they normally charge for in the hope of encouraging customers to reduce their use of plastic bags. Today, I noticed a woman using them to carry her shopping from one of their rivals.I wondered how many other shoppers noticed and thought better of Sainsbury's as a result? I wondered if the rival's staff noticed and thought about doing something similarly positive? Coincidentally, (courtesy...

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The Obligatory Facebook Post.

Facebook digitised college connectivityAcquired lots of usersCollected lots and lots of dataExtended its reachBecame a media darlingOpened up its APIOverdid its applicationsKnows it's at a crossroa...

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Top Ten Attributes of a World Class Tech Mktg. Org.

The archetype of the world class tech marketing organization, Top Ten characteristics:1) The senior-most marketing leader is viewed as a being a business-person by the CEO or COO or equivalent.2) The senior-most marketer is perceived by the other peer-level direct reports to have equal weight and reporting status in the politics and influence of overall management.3) If it is primarily a B2B tech vendor, the senior-most marketer has an especially productive and collaborative relationship with the senior-most Sales exec.4) The marketing organization...

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Who Judges Perfection?

Heston Blumenthal is a remarkable chef whose cooking will be sampled by some readers in the near future. Mixing physics and chemistry with a search for the absolute perfect ingredients, his is cooking that most would not bother to try at home but as one critic wrote "it's always fun to see someone do something better than anyone else in the world".Interesting distinction there - he searches for absolute perfection but the critic perceives it in relative...

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Short-Cut, Not Short Circuit.

Continuing with my theme of facilitating short-cuts as a route to better usability and improved customer experience, it's crucial to ensure that the short-cut in question is actually a short-cut for your users.Tinyurl.com is a very useful facility that reduces unwieldy url's to a manageable length. That is great when you're sending them in SMS form, but it doesn't facilitate comprehension as you can see here.The predominance of emboldened tiny urls in an article about podcasts is certainly a short-cut for the techie writer in terms of printspace....

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For The Love Of Cod.

Say fish and chips and people generally think cod and chips. But cod has been scarce in the seas lately and catches have been restricted by EU quotas. So what do you do if you're a fish and chip shop and the majority of your customers automatically ask for cod and chips?Well, contrary to my previous advice, you short-circuit their psychological short-cut; take cod off the menu on "No-cod Wednesdays"; and make them focus on the alternatives. Partly...

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New Media Douchebags.

(via zeroinfluenc...

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Try Before You Buy Marketing.

The advent of file-sharing and broadband has created an environment in which potential customers are fully exposed to media products before they make a purchase decision. The disruption this has caused to those businesses is well-documented, but outside of that arena the mindset is also now pervasive and your marketing approach must acknowledge that. If you wouldn't buy your product/service, there's really no point trying to get others to do ...

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Interruption Management.

Here's an interesting study that suggests that people who use IM and other communication tools are not less productive than others and believe that they suffer from fewer interruptions.In other words, if you keep people in the loop on a constant basis, rather than with intermittent communication, they have a fuller idea of who and what you are and life is easi...

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Cosh Or Cosset: Marketing's ADHD Prescription.

The inestimable Lauren commented on the last post that Corporate Dex-Amphetamine was inevitable. In fact, it's here already. Our perceived ad attention deficit disorder is being tackled by programmes that offer free or cut-price content/services in exchange for compulsory exposure to advertising messages. But in a month when the efficacy of Ritalin has been questioned, it's worth considering whether a course of action/medication that seeks to counter...

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Why Won't They Listen To You?

Last night. A gathering of PR practitioners seeking to understand how social media impacted their business. They wanted to access bloggers on behalf of their clients. Some of the bloggers present objected to being spammed. The celebrated anti-spam reactions of Tom Coates and Kevin Anderson were inevitably cited and short-hand terms like Cluetrain and conversation were bandied about.As someone who stands on both sides of the divide, I thought this...

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Is Fear of Failure Holding You Back from Starting Your Own Painting Business?

Is Fear of Failure Holding You Back from Starting Your Own Painting Business?It's a known fact among house painters that over 90% of new painting businesses never make it past the first year. But did you also know that one of the main reasons so many good painters never get started is due to fear of failure? Fear of failure paralyzes painters into remaining in dead-end jobs painting for bosses who don't appreciate them and who barely pay them enough to survive. Although our industry desperately...

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Satisfaction Quantified?

Satsifaction surveys exist to measure our relative pleasure or displeasure on some sort of sliding scale. So why would the options on a customer survey change from question to question and why would they place acceptable ahead of adequate in the scale of options?Perhaps because it was a survey of customer care in a state-run hospital and unwell patients might not notice that marking down actually improved the rating.Never believe research results if you haven't seen how they were collected. In the private sector, at least, you won't succeed by...

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Channel Marketing Investment - How much did we spend and why?

Do you know how much of your marketing investment is dedicated to your channels? Not just co-op and market development funds(MDF), but also the investment in other marketing activities that are intended to either directly or indirectly support the channels. This may include "ground cover" as some people would put it. If your answer is no, then you're not alone. Few companies have a more holistic understanding of their investment in the channels, let alone their return on that investment. In addition, most channel-centric companies are afraid to...

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How Do People Count?

My recent labelling post caused quite a debate and got me thinking about dieting and whether people focus on what's good for them or count up the bad things they can get away with eating each day.I don't know tha answer, but it suggests to me that you really need to know how the people in your marketplace are thinking. Are they focussing on what's good for them i.e. quality or do they know that their choices aren't the best but they figure they can get away with a certain consumption level without having a negative outco...

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Getting Here From There.

I'm repeatedly frustrated by the lack, paucity or complexity of travel directions on business websites. There are lots of new aids (like map programs) to help with this but still people get it wrong. They assume you know the area, they assume they know where you're coming from and sometimes they assume you will so want to come that you'll work it out for yourself. It takes brains to do it this well. (via Ruby)And doesn't their effort make you think...

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All The News That Fits.

Courtesy of visiting friends, I'm belatedly aware of the New York Times redesign. They've reduced the width (by 1.5 inches) to standard tabloid size while maintaining the broadsheet height. It's a very odd shape. I imagine they assumed that going tabloid would implicitly diminish their stature and reduce their differentiation from existing city rivals the Post and the News. But that's nonsense. The size of the paper is predominantly a usability issue,...

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Customer Facing Stuff.

Funny and creative in and of itself, but check out (via Iain) the imitations it's spawned and you might glean some ideas about the best way to deal with unusual customers and the impressions those strategies lea...

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Reverse Marketing Engines.

Audiences at conferences are amazed by insights that seemed obvious years ago; the digital life remains a mystery to many and buzzwords and received wisdom continues to be spouted and not questioned.So, in spite of the demographic realities, the considerable doubts about the longevity of brand loyalty and the radical changes to daily life that digital technology has wreaked, businesses still repeat the mantra of attracting youth, capturing new users...

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Facilitate Short-Cuts And Satisfaction Soars.

We've all had the experience I had today. That of repeating a reference number to a series of people on the end of the phone who apparently need that information before they can put you through to the next person who will put you through to the next person who finally inputs the reference into the system in order to look at what you might be calling about. It's crazy - the reference number is designed to be a short-cut to a solution and yet the system...

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The Modern Mundanist.

At last - for those of you who weren't there and those of you who were - Dave has tied together most of his slides from Interesting 2007 with a better audio track than I've previously heard.Enjoy a masterful performan...

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Exceedingly Deceptive Labelling?

Food companies are increasingly required to detail the amounts of fat, salt etc that their products contain so that we can work out which ones are, for example, low-fat (i.e. less than 5% fat). If we are quite numerate that is. At a recent client meeting, I noticed that this carton had seemingly facilitated that calculation by providing a breakdown of both the weight of the individual constituents and a percentage figure. But look closer.The percentage...

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Christmas Is Coming.

So here's something to consider buying for the men in your life. Gifts that keep on giving.Marketing that simplifies a technical benefit via metaphor (and pillows).Durex Performa condoms contain benzocaine (a mild anaesthetic), which helps men last longer in bed. To highlight this product benefit we distributed limited edition pillowcases alongside performa condoms at New Zealand’s biggest annual sex expo, Erotica increasing sales by 28%. The pillowcases...

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The Eyes Of The Media Literate.

We all know the ad, but a schools TV documentary entitled Advertising Uncut featured a number of voxpop reactions to it. Most notable for me was the comment from the viewers that they were surprised that real balls had been used. The assumption of this generation (late teens, early 20s) and maybe others is that effects are CGI. So maybe the spectacular is unspectacular (but still beautiful or inspiring); perceived authenticity is limited to the simplest...

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