Big Ideas Don't Fit in Big Companies

Wednesday November 12, 2008 @ 07:31 PM
Great idea, but first I need you to finish this TPS report.I've realized that if there's one thing that big companies don't understand...it's new ideas. I guess when you're taught to follow the leader and do as your told, it makes sense. Why step out of line? Why take chances? As a result you have organizations that play it safe...too safe. They wait for someone else to come up with an idea, and then wait for that idea to evolve into a safe option before jumping on. Of course by then it's too late.

As a result, you are left with more employees who are not happy at their jobs, and not happy with the direction that their company is heading. There is an answer to this. Big companies need to empower their employees. Employees need to contribute and do things outside the norm without being penalized. I don't mean taking shits in the company bathroom sink. I mean, coming up with new ideas and strategies which are embraced by sr. mgmt.

Some companies start out with this progressive approach. But then over time, the innovation and uniqueness gives way to dollars and cents. Watch a company like Google 20 years from now. Hopefully this won't happen to them. Let's face facts, your TPS report is more important to your company than your ideas.
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Words From Successful Web Marketing Campaigns

Wednesday October 1, 2008 @ 08:19 PM
There's no I in success Friends, if you work in business and have the opportunity to work on a new website or marketing plan, you are bound to see a variety or words that are meant to inspire and show relevance. Here's some examples...
  • New
  • Profit
  • Savings
  • Cutting Edge
  • Now
  • Best
  • Featured
  • Limited Time
  • Discounted
Now here's some words that should be used to describe your campaign:
  • unique
  • different
  • revolutionary
  • useful
  • more
  • faster
  • dedicated
  • focused
  • interactive
  • receptive
  • evolving
  • everyday

Notice I didn't capitalize that second set. Those words don't need to be. The actions behind them are what works. The old marketing terms like "Act Now" and "Limited Time Only" don't work anymore. There are far too many places on the Internet where you can get that product you're looking for at a value anytime. Successful marketing campaigns today give control and respect to the consumer. The user of a site for example wants interactivity, and feel like their voice matters. They want a value...everyday. They want a useful product/service that isn't just new, but is revolutionary. Let's Face Facts, the words you use to describe your site can be the difference between success and failure.
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What is Marketing?

Monday September 29, 2008 @ 08:34 PM
Isn't it bullshit? I was asked this the other day by a coworker. Traditionally, marketing was all about the price, positioning, placement, packaging, product and whatever other p word you could think of for a product/service.
Today in most Web businesses, marketing actually IS the business. This means that in addition to the marketing P's and other related activities such as sales, you need an entire team for support. Think about online companies that constantly win customer service awards. That's not a marketing department, but it sure supports the company in a marketing-related way. Or the Internet companies like Amazon.com that offer the "long-tail", meaning they offer just about every book a consumer could imagine...not just the bestsellers. In this case, Amazon's distribution business strategy is the driver. Same thing with Netflix. And these companies beat out the traditional favorites like Blockbuster and Barnes and Noble. Let's face facts, in today's online world, your business as a whole is your marketing.
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Web Advertising...no one has got it right yet.

Sunday September 28, 2008 @ 01:37 PM
No one has got this right yet...and maybe there is no right answer. As new forms of media develop, the first thought from advertisers is simply "How can I use this to advertise?" The problem is advertisers almost always get it wrong.

For example, when television was invented, advertisers tried to create commercials that resembled the radio spots they were all used to. These commercials were long, drawn out ads that were often several minutes long. Of course this didn't last long. Television is a visual medium. There's no need to explain every feature/benefit of your product/service. Of course, several companies never caught on to this and faded away into oblivion.

Now the Internet comes along. And what do you see? People trying to place short commercials before videos on major news sites. People displaying banner ads on every visible part of a web page. How angry do you get when you have to wait through a commercial to see a short video on a site like cnn.com? How often can you remember a banner ad from any site you have visited? Probably never.

The issue is the Internet is different. It's interactive. People only use it to view things that they are interested in, when THEY want. I believe the real strategy with web advertising is catering to your target when and where they are interested in your products/services. For example, a car banner ad on a cnn.com homepage probably will be ineffective. Sure, you'll get some visits...but overall the performance of the ad will probably be very low. Now take that same ad and place it on a site like edmunds.com. Perhaps it's a Toyota sedan ad. Why not place that ad on a page comparing sedans or a page about Toyotas. Here, you have a user who is actively interested in your product. Now is the opportunity to help them in their buying decision. Notice I said help. Consumers use the Internet for information just like they use it for purchasing. Contextual advertising also is a beneficial tool for web advertising. When a customer searches for Toyota sedans on Google, they are actively involved in a search process. Why not have some paid search program which has your product at the top of the results? And of course there's CRM systems and email campaigns which allow you to continue to engage your customers with ads that are relevant to their wants/needs.

Let's face facts, Web advertising is different than any other type of media advertising. The benefits to engage customers are there, but often not used.
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Does the public really need this?

Saturday September 27, 2008 @ 12:26 PM
A simple question that any marketer can ask. I've seen examples of more and more businesses clamoring to join fads and become the "me toos". These companies need to stop, put themselves in a position of a customer and say "why would i use this?" "Is this product different than what's out there already?" "Does this product/service match our business objectives?" Unless your idea creates marginal value for a consumer, what's the use? Let's Face Facts, just because you can create a product/service, doesn't mean it's the best decision.
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It's Time to Face Facts - Marketing Facts

Monday September 8, 2008 @ 08:50 PM
I'm selling the truth, who wants some. Starting today, I will be posting marketing facts and truths. 100% fact filled. Let's face facts, marketing is usually crap...until now.
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