Will Social Rule the Marketing World?

54 Percent of All Ad Expenditures in 2010 Were Spent on Direct Marketing

No. It won’t.

The truth? Online media — all forms of it — increasingly rules the world, but social is just a piece of that converged puzzle.

When you look at the numbers direct marketing rules the world, at least from an overall marketing spend perspective (see above chart from the Marketing in the Round infographic), money is being invested in direct tactics like email marketing, direct mail, search, and more first. That’s because the direct marketing approach yields the most ROI at a 10:1 ratio, according to the Direct Marketing Association (DMA).
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You’re Still Not My Audience

Crowd jumping!!
Image by being LarsLars

Let’s be clear. You’re not my audience.

We have a relationship here, and you can talk back. Further, I realize that I am just one of you, all members of the same community.

I’m just lucky enough to have you come here now and again, and read my posts.

The miracle of social media empowers this very public symbiotic relationship of equals.

It’s also why communicators who call their stakeholders audiences drive me crazy.

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How CMOs Integrate Marketing Agencies and Consultants

CMO-dilemna-graf1
Image by cleonleclerc

Consider how companies integrate agencies and consultants into the modern, multichannel marketing environment.

Contrary to today’s blogosphere conversation, CMOs, other C-level business executives, and their marketing lieutenants still drive marketing strategy in organizations. Agencies and consultants vary in role from strategic partner to tactical provisioning.

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Marketing in the Round Infographic: The Tip of the Iceberg

Marketing in the Round Infographic

Today, Gini Dietrich and I launch Marketing in the Round in Chicago with a virtual (1 ET) U-Stream book bomb and a live (5 CT) networking event! Read Gini’s post here about how the book happened.

Immersed in the era of visual media, what better way to start the day than with an infographic of statistics used in the book (also available directly on Flickr and Scribd). The RAD Campaign designed infographic demonstrates how today’s online marketing conversation, actual business expenditures, and business selection of tactics are not in synch.

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Why “The Pitch” Will Perpetuate Bad Practices

Perhaps you have seen the preview episode of The Pitch, AMC’s newest show about the advertising industry, which debuts on April 30. In this first episode WDCW competes against McKinney Advertising for a Subway breakfast ad campaign. While dramatic and entertaining, the episode also perpetuates several bad practices that plague the entire marketing sector.

This “reality” TV approach focuses on the tension of competitive pitching for major accounts. It assumes that winning depends on the creative that resonates most with the decision committee. In this case a Mac Lethal video-inspired campaign from McKinney out duels WDCW’s zAMbie campaign for Subway’s breakfast line.

But nowhere in the episode do we see serious conversations about the following:
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Six for Six

Day 71 - Dreidl Die
Image by slgckgc

Next Monday marks the six year anniversary of my first blog post. As I’m blogging less these days, I decided my final post of this year with six reflections based on my experiences over these years. Here are my observations about social media, blogging and marketing based on my journey:

1) The Idealism of Better Business Through Social

When I began blogging, I believed in The Cluetrain Manifesto. Its raw message that businesses would be forced to act better thanks to social media spoke to me. Cluetrain inspired hope that conversations could change the very fiber of business in favor of people. I was full of passion for that change, and my first book Now Is Gone reflected this idealism.

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