How to Shoot Yourself in the Foot with Social Media

I am constantly bemused by how people can’t seem to get the ground rules of social media.  They really aren’t all that difficult.  At the most basic level, they come down to good manners and courtesy.  Unfortunately, these concepts seem to be more honored in the breach than in practice.  Yet ignoring them has a…

Will Mechanization Replace Marketers?

This question keeps coming up:  in blogs, in tweets, in LinkedIn discussions, in so-called academic papers. I guess the answer depends on what you think marketing is. If you define marketing as a series of tasks, if you think marketing is merely the accretion of likes, connects, and follows, if you believe marketing is a…

The Devolution of Marketing

It is impossible today not to have noticed the increasing number of specialties and sub-specialties that all claim to be the key to successful marketing. Some days it seems that it is a marketer’s primary responsibility to create a new twist or term on what marketing is.  In fact, the easiest way to be seen…

Accidental Exceptionalism

It is a basic human need to fit in.  People are social animals, and no one enjoys being excluded from the pack. Yet, simultaneously, we all secretly like to think that we are special, that something about us is unique – and uniquely valuable. How people balance these primal needs defines who they are. And…

Everything Old is New Again: How Social Media Has Changed Marketing

In the past few years, the business world seems to have been increasingly inundated with new marketing specialties.  Now we have content marketing, engagement marketing, influencer marketing, customer-centric marketing, in-bound demand marketing, and on and on.  The list is seemingly endless.  In fact, just recently I was made aware that there are those in the…

Avoiding Marketing Malpractice

As marketers, our profession – and our professional obligation – is to help our companies and our clients attain increased market share and higher earnings.  We do this in a number of ways, some aiming for short-term results, some with a longer-term payback.  Some of our efforts show tangible results, some are harder to measure…

The Evolution of Social Media

For all the hoopla about social media, for all the excitement about the concept of reaching “influencers,” for all the anticipation of revenues to come now that Facebook and Twitter are pushing advertising, no one seems to be noticing several basic facts of digital life: ♦        Virtually all of the early promises…

CEOs: Beware the Bell-Shaped Trough

CEOs:  Beware the Bell-Shaped Trough  We all know about the bell-shaped curve.  It is the iconic visual that shows how human (and most other kinds) of variability almost always falls into a predictable overall pattern. Most people, institutions, characteristics, etc. fall into the large hump that makes up the body of the bell.  But, inevitably,…

Implementing is the Hard Part

Implementing is the Hard Part It’s obvious.  Creating “strategy” is sexy.  It requires thought, knowledge, sensitivity to the marketplace, and creativity. MBA courses stress strategy.  Discussions abound on strategy.  We worry about social media strategies, mobile marketing strategies, strategies for enhancing “customer engagement” or the “customer experience,” advertising strategies, SEO strategies, inbound marketing strategies, sales…

CMO to CEO?

I recently started a LinkedIn discussion on whether a Chief Marketing Officer should be a leader first and a marketer second.  I was quite surprised by the diversity of opinion on the question; and I was even more surprised by the number of people who thought leadership was more important because the next logical step…