A vast majority of customers, prospects and donors just don’t care about brands.
I’ve been considering the impact of algorithms, automation tools and contextual media on marketing as we know it. It’s becoming clear to me that integrated marketing won’t be enough to make a company, nonprofit or individual competitive in this coming era. Integrating marketing communications ina contextual era, while certainly better than a series of one off touches, would be the equivalent of bringing a knife to a gun fight. In its traditional form, integration implies all marketing pieces working together to deliver a uniform message. The key here is the uniformity of the message. In a highly segmented contextual world where individuals are served highly customized content, only offering integrated communications will be robotic, plain and over massaged corporate speak. […]
After reading the Age of Context (read my review here), I could not help but think about how this era is removing most concepts of privacy. In turn, it is causing an incredible amount of intrusive spam. A tension builds between brands who market to the niche, and consumers who unwittingly gave them permission to do so. The Age of Context theorizes that successful companies will need to taper their shotgun approaches to marketing. I admired Robert Scoble and Shel Israel‘s hope, but at the same time I had my doubts. Then I interviewed Robert. He made some interesting comments about filters possibly resolving invasive marketing, and providing an end ceaseless spamming. Before diving in further, let’s discuss the permission […]
Four weeks ago I blogged that I was pressing pause, and then took a two week vacation. I let everything hit the floor, and stayed offline and out of business for the most part. Heck, I didn’t even write until the end of the vacation. Finally, after a few days I was able to breathe. When you let yourself breathe several things happen. You relax, develop perspective, and can make a few decisions. Here’s where I wound up. Getting Ready to Scale For the past two years, I have served as an uber consultant taking on long-term in-depth contracts that often brought me on site working with clients. This was good from a business and life perspective allowing me to […]
It’s no secret that youth are usually the first demographic to embrace new technologies and media. Older communicators often struggle with changing tools, causing them to hire younger staff to engage with these tools. As time has progressed social and mobile media have become critical components of the modern marketing mix. In turn, Generation X and Baby Boomer marketing and PR pros have been forced to embrace new media. Learning these tools can be difficult, but co-workers — yes, the very same junior staff hired to “handle” social media — can help. Be smart about this. One primary characteristic of millennial generation is a desire to be included and treated respectfully. Young co-workers want access to executives, and choose work […]