relevance

Confused Definitions

More is better, according to the leading marketing theorists when it comes to brands participating in social media. Blogger how-to lists and entire books are dedicated to the proposition, and there are services that will tee-up "content" so you can repurpose it into the mediasphere. The Conventional Wisdom not only says this is effective commercial speech but that it's a replacement for old approaches, like advertising. Spend more of your marketing budget on it this year or risk being oh so 2010.

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Can Marketing Save the World?

Last weekend I had an interesting experience.  On Friday and in part Saturday I participated in the International Marketing Congress in Ghent.  On Monday, I was at TEDxBrussels, which by now has become the biggest TEDx in the world.  The two events couldn’t have been more different.

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How Relevant Are You? Really?

It’s official, marketing is irrelevant.  At least, it looks that way when you look at the topic of this year’s International Marketing Congress.  After all, if all was in good order, would a thousand marketers gather to discuss the ways they can increase the relevance of their profession?

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Better Billboards

There's a scene early in "Blade Runner" in which a blimp covered in big, billboard-like TV screens hovers over Harrison Ford and announces "a better life awaits you in the off-world colonies." Like many visions of the future, this wasn't terribly futuristic -- imagining billboards that are simply loud and intrusive isn't much more than a variation on the past -- and I'd say there's yet to be a true revolution in outdoor advertising. So I'd like to propose we start one.

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6 Rules for Content Marketing

Guest Post by Maria Pergolino

Marketers are working hard to create great content that can be used to create sales leads, drive website traffic, promote brand, and educate customers and prospects. Unfortunately, not all content is created equal. To ensure you get the most out of your content marketing efforts, you must follow these six rules:

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Keeping It Small

The good people of New Media Age kindly asked me if I would write a piece for them and so I penned an opinion column (I've not been short of opinion lately it seems) on being big, and being small on the internet:

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Do Everything, Say Nothing

P&G's Dawn dishwashing detergent is facing an immense and somewhat delicate opportunity: it has been donating product to help clean wildlife impacted by oil spills since the Exxon Valdez in 1989, and it is already making a contribution to BP's Gulf disaster relief. I understand that its marketers are considering how much more it might do without getting accused of opportunism.

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The Return of Commercial Speech

OK, I have to add my two cents to the prediction business and label what I think might be an emergent, if not important trend for brands and marketers in our nascent new decade: we're going to see the return of paid commercial speech.

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What Were They Thinking?

(NOTE: This essay draws on a chapter in my new book, Bright Lights & Dim Bulbs, which identifies nine radical branding and marketing insights for innovative business leaders to watch in 2010).

It's hard not to dish on some of the year's deliciously insane marketing and advertising ideas.

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Spam Isn't News

I received my first Lenovo News email last week, telling "Dear Sir/Madam" that "information can be 'the' critical factor in establishing a competitive business advantage,"so I could look forward to having "a direct pipeline to the latest Lenovo and hottest PC industry news."

 

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