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…

The Weight of the Organizational Pyramid

We all know how organization charts work.  At the top is the CEO.  Below him are the C Suite officers, usually the COO, the CFO, the CIO, the CMO or VP-Marketing (or, sometimes, the VP-Sales and Marketing).  Beneath them are their staffs.  And so it goes until we get to the lowest levels in the…

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…

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…

The Pick of the Litter and Market Success

When I was getting my dog, I asked for the puppy that was the most mischievous and got into the most trouble.  Everyone laughed.  But my thinking was that she’d be the smartest and healthiest of the bunch.  Certainly training her was, at best, an arduous experience.  In the end, however, I got an exceptionally…

What Really Happens When Influence Increases

This blog was previously published by Eric on June 6, 2013.  I think you will find that it is well worth the read. Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence. It is no secret, as a marketer you want to influence purchases. You use advertising,…

Are We Asking Too Much of the Customer?

There is a tremendous amount of noise in the marketplace.  And it is difficult to find someone who doesn’t feel over-burdened with the stresses of day-to-day living, and earning a living.  There is no doubt about it.  It is hard – and getting harder – to get, and keep, anyone’s attention. Every businessperson knows this. …

In Praise of Pedestrian Marketing

Pedestrian marketing – marketing that fits squarely into the norms of your market space and carefully adheres to the guidelines and rules of what everyone knows are the currently right ways to do things – offers some real and tangible benefits to marketers and business. ♦        When you do what everyone knows…

Influencer Marketing

Well, it’s upon us.  The latest, greatest magical technique to sharpen our marketing efforts and bring customers to our doors in droves. No more worrying about “the marketplace.”  Now we can focus on specific individuals or specific groups of individuals.  These people “influence” – i.e., help determine – what and why everyone else buys.  So,…

Marketing By the Numbers

At its core, marketing is a numbers oriented profession. We segment the market and size it.  We worry about demographics and demographic trends.  We do statistically significant market research (or, at least, we should).  Marketers are given to counting the number of hits, likes, connects, and follows.  We are constantly looking for new and more…