Help People Understand

“I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” David Ogilvy If there’s one consistent mistake I’ve made over the years, it’s trying to be too smart. How does “great” thought or complicated writing help anyone if they can’t understand it? See, I believe in original thought, and want to make marketing and communications a better profession. I told Valeria Maltoni years ago that I can help businesses and nonprofits become better global citizens by improving communications. Unless my concepts and ideas […]

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What Comes First, Multichannel Integration or Social Business?

Image by ephy1 Most of the online hype about organizational social media adoption revolves around the “social business” craze. In my conversations, most businesses say they’re grappling with the multichannel integration into marketing. It begs the question, “What will come first, the full integration of social media into the marketing wheelhouse or the widespread rise of socially-enabled enterprises?” Last January, we debated whether social business was BS or reality. It’s a good question, and one that’s still not fully answered in my mind.

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Madison Avenue Strikes Back

When an industry is operating in a hype bubble, it creates statements like this one: “Silicon Valley Will Be the Next Madison Avenue.” While claiming that Facebook social ads are the coolest property out there, one forgets who buys the ads. Media, algorithms and tools are not agencies, nor do they replace marketing skills; they are just products that make Madison Avenue better. Meanwhile, Madison Avenue is adapting and thriving. For some reason, technologists want to replicate the David vs. Goliath myth towards Madison Avenue. They believe small groups of people armed with tools are going to replace big agencies, when in reality big agencies just buy the tools. Tools don’t replace marketing or communications. They just enhance them. Applied, […]

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