Trusting Me, Trusting You.

So yesterday a buffoon sends out a mass email cc'ing rather than bcc'ing everyone in his mailing list. There were understandable complaints in some quarters, but quickly the tone changed as in-boxes filled with emails from various social media experts offering parodic investment opportunities in Nigeria, deals on pharmaceuticals and announcements that the email list had been sold to spammers. Perhaps the context of a lazy Friday or the overlapping...

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Measure For Measure.

Measurable results are all the rage as cost-cutting management regimes seek thorough justifications for expenditures. The subject came up twice yesterday in very different contexts. First I heard James Lovelock of GAIA fame extolling the need for more measurement of climate change but declare that "All things that really matter are intuitive." It's a great point. Projected numbers, in business especially, can usefully be as much about trends and tendencies as about pinpoint accuracy and we know that the great mathematicians all speak of seeing...

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Passion Is No Ordinary Word.

Last week, at the Free Agents screening, I heard a producer eulogising about how the show had been a great "job" with which to be involved. This week I heard someone praising an advertising campaign as great "work". My reaction to both is the same as to those people who spoke of shifting "units" and marketing "product" when I worked in the entertainment industry. If you want customers to care about what you're selling, then think and speak about it in terms of something you care about. If your language commoditises it, you're half the way to actually...

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Content Squared - Leveraging Content Across Digital Marketing

Working with technology marketers on a daily basis, I hear much about the need to develop more relevant content based upon a solid knowledge of your target customer segments and their needs at different stages of the buying cycle. In fact, in our 2009 Tech Marketing Barometer study (results to be announced in the next week or two) marketers identified "content development" as one of the highest priority areas for improving sales enablement. However, are we as marketers getting the "biggest bang" from our content development investment?. . . . leveraging...

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Pattern Recognition.

Changed behaviour gets noticed. It disrupts the status quo. It can be a positive diffentiator. A lot of marketing is based upon claims that we do things differently and this is better for you.But changed behaviour can also occur for defensive reasons and that also gets noticed (as Facebook have been reminded this week). It is noticed when a credit card company starts sending monthly bills about two weeks later than before. It is then noticed that...

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Keep Your Copy Clear.

Snappy way of saying "our showrooms are offering good deals" isn't it? I had to drive past this billboard (yes, a billboard designed for instant impact) quite a few times to work it out.Add in the looming storm clouds and a racing driver who, for sure, won the world championship but was also beaten in many of the races and you have to wonder what the thinking was. If you haven't got much time to say something, make it simply comprehensible and make...

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The Art Of The Tease.

"Publicity is selling what you have: the film’s stars and sometimes its director. Marketing, very often, is selling what you don’t have; it’s the art of the tease."No, marketing is the art of making sure that what you have is easy to se...

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Let Your Product Do The Talking.

Tonight, because I know a friend who works for the production company, I was invited to a preview screening of a new television series, Free Agents, followed by drinks and canapes. I wasn't going to blog about it here - it takes more than canapes and good company to buy me - but the more I reflected upon it, the more I was impelled to write.Not because I had the pleasure of watching two episodes of a remarkably tightly scripted show that was uniformly...

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A Sale Is Not Just The Transaction.

Don't know who is more at fault here. The media owner/train company for daring to sell advertising space that is not a clean slate. Or the media buyer for not assuming to check exactly what they're buyi...

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What Customers Really Think (NSFW).

Just count the number of marketing mistakes that The Onion nails in two minutes. But only if you can tolerate Christian Bale-esque language. Headphones advis...

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Collaboration Costs.

Since technology has made it easier than ever for people to talk about your product/service, it’s important for marketers to consider how best to facilitate this. Not so much in terms of organised incentives or seeding schemes, but in terms of the mechanics of shareability. This was emphasized to me when Angus highlighted this Barclaycard competition derived from their TV advertisement.Not knowing what it was, I enjoyed it – until the final shot revealed that, as so often online, I’d not been watching remarkable amateurs but professionals with...

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Is Database Marketing on Your Marketing Operations Radar?

How many times have we heard in the B-to-B marketing press the past several months about the importance of increasing content relevance to our prospects and customers, better engaging them through digital marketing vehicles and improving our ability to generate and qualify marketing leads? Yes, all extremely important priorities for us as marketers, however, if you're a $100M+ company none of this can be accomplished in an efficient and effective manner without the back-office infrastructure to support it. And we all know how difficult an infrastructure...

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Event Surplus.

Oh look! An advertisement that utilises a busy station as the canvas for an event. How long is it since we saw that? Yes, as regular advertisements are increasingly ignored, there will be a rise in "event" marketing. But one thing is being overlooked.Event [ i vént ] noun Definition: 1. important incident: an occurrence, especially one that is particularly significant, interesting, exciting, or unusualThe more "events" marketers create, the less eventful they become. People are already struggling with cognitive surplus. They're going to recognise...

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The Elevator Pitch 2.0.

Late Tuesday night, about 10.30, Stephen Fry gets stuck in a lift in London. He informs the Twittersphere with a tweet and this photo. In the half hour before engineers release him and his fellow captives, #frylift becomes the top item on Twitter with something like 500 separate comments posted. The two photos he uploads are viewed over 15,000 times in 15 minutes and the national press harvest the feeds for their early editions. A very successful...

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