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Advertising, I say
A writer's eye-view of the ad biz and more
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Rescooped by Karen Goldfarb Copywriter from Just Story It! Biz Storytelling
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Missing Story Sharing In A Big Push to Humanize Marketing

Missing Story Sharing In A Big Push to Humanize Marketing | Advertising, I say | Scoop.it
Bryan Kramer serves as a sort of Zen master to digital marketers. While marketers comb through social analytics, Google analytics and the other daily jetsam of marketing campaigns, only to discard the analysis when a new metric turns up, Kramer’s company Pure Matter exudes a composed calm, adjusting its campaigns [...]

Via Karen Dietz
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Karen Dietz's curator insight, May 12, 2015 6:29 PM

I really love this post advocating for Human 2 Human (H2H) communication instead of business speak.

 

The author @MarkFidelman is talking about the book by Bryan Kramer called Shareology: How Sharing Is Powering the Human Economy. He quotes Kramer in the article:

 

“As marketers, we've been trained to speak 'business to business' (B2B) or 'business to consumer' (B2C). But instead of this creating a simple framework for dialogue between humans, it set forth an unnatural language for marketers, using words like 'synergy' and 'speeds and feeds' to tell the stories of products and services to their buyers and partners.”

 

I couldn’t agree more.

 

Both authors then go on to advocate for storytelling. Yay! I’m stoked. Yes – it’s about story sharing! Someone in marketing is finally catching on to the difference the dynamic of story sharing can make in marketing.


Imagine my dismay when I read a little further in the article “Yet, as Kramer told me, sharing needs to be combined with creative and interesting content. Story telling is important, and telling it in a creative way is key.”

 

Oh no! They missed the connection. What they are really talking about is “I create a piece of content, you share it, and I’ll share your piece of content in return.” Woo hoo – sharing has occurred.

 

OK – we know the magic that can happen when we share stories – H2H – back and forth. We know connection, trust, credibility, believability, and relationship gets established and grows. This is not the same as swapping blog posts, and the article shows we still have a ways to go in shifting marketing practices from telling to sharing.

 

What can you take away from this post? Well, there are 3 other pieces of advice the authors make that I like. And I love the points made at the ending. So go read those and tell me what you think.


Next, let’s all focus more on actually swapping stories between companies and customers to leverage the amazing power of H2H communication.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Rescooped by Karen Goldfarb Copywriter from Public Relations & Social Media Insight
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The New 4Ps of Marketing « Saatchi & Saatchi Asia Pacific

The New 4Ps of Marketing « Saatchi & Saatchi Asia Pacific | Advertising, I say | Scoop.it

The 4Ps is a concept originally coined in the 1960s by E.J. McCarthy. In short, if you have the right Product, in the right Place, at the right Price, supported by the right Promotion, you will likely have the right marketing mix in place to be successful. It’s an idea that is still taught in many marketing classes and continues to have traction in certain marketing circles. However, in the Age of Now this model seems out of touch with the expectations of empowered consumers. In turn, we are seeing the traditional 4Ps give way to a new set: Purpose, Passion, Participation, and Profit...


Via Jeff Domansky
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Miklos Szilagyi's curator insight, December 28, 2013 12:48 PM

Very interesting (and highly relevant to the helping professions such as coaching...) move from the original 4Ps of marketing (the right Product, in the right Place, at the right Price, supported by the right Promotion) to the new 4Ps:

Purpose (what your business stands for),

Passion (all about leveraging the power of your people to build your brand, see Empowerment...), 

Participation (companies are looking for partners with the same values whom they can work with to make a difference and further their reach)

Profit (self-explanatory...)

 

Now, this is not a gobbledygook, these are real elements and here also appears the unavoidable need for a passionate, involved, engaged, aligned and empowered staff... do you understand the importance of this? It is a free advertisement for the helping professions, guys...

Anthony M Turner's curator insight, January 2, 2014 5:12 PM

this makes a lot of sense....

Ashley Pero's curator insight, January 31, 2014 10:45 AM

Great insights on marketing that might make the whole concept seem less foreign to nonprofits.

Rescooped by Karen Goldfarb Copywriter from Just Story It! Biz Storytelling
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Never promise a story & then don't --what most businesses do

Never promise a story & then don't --what most businesses do | Advertising, I say | Scoop.it

“After summiting a mountain in Alaska, our founders realized life is too big to dream small. So they started a company that would go to any length to create a rich coffee experience that…”

Blah blah blah. Not okay. You lost me.


Via Karen Dietz
Karen Goldfarb Copywriter's insight:

This article does an excellent job of differentiating what's a story vs. what's a marketing piece. Don't be vague and say something any other brand in your category can say and slap their logo on. Tell YOUR story. The one NO OTHER BRAND can tell.

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Karen Dietz's comment, June 24, 2013 2:51 PM
I love what you have shared Andrea! Yes, you and your brand via your storytelling is unique :)
Karen Dietz's comment, June 24, 2013 2:52 PM
Right on Karen - I so appreciate your comment and advice!
Karen Goldfarb Copywriter's comment, June 24, 2013 3:50 PM
Yes, all excellent.
Rescooped by Karen Goldfarb Copywriter from Just Story It! Biz Storytelling
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Soundcloud explores the four effects sound has on...

Soundcloud explores the four effects sound has on... | Advertising, I say | Scoop.it
Soundcloud explores the four effects sound has on us – physiological, psychological, cognitive, and behavioral – in a concrete complement to their wonderful abstract short film, Sound.

 

So cool! Think of audio branding to get the maximum out of this video.

 

In our business storytelling it is too easy to get caught up in the visuals. But what about sound?

 

This is a great primer on how sound affects us and will get you thinking about the necessity for adding sound to your visual storytelling for high-impact and memorable pieces.

 

Enjoy!

 

Original link:

http://exp.lore.com/post/21208635527/soundcloud-explores-the-four-effects-sound-has-on ;

 


Via Karen Dietz
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Rescooped by Karen Goldfarb Copywriter from consumer psychology
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Why is Facebook blue? The science behind colors in marketing

Why is Facebook blue? The science behind colors in marketing | Advertising, I say | Scoop.it

"Turns out, something as simple as tweaking the color of a button changes user behavior or endears people to your product ..." 

©


Via Leona Ungerer
Karen Goldfarb Copywriter's insight:

One of my clients makes it a regular practice to test color, font and font size on his landing pages. He's fine-tuned his conversion rate this way.

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Rescooped by Karen Goldfarb Copywriter from Just Story It! Biz Storytelling
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The Big Marketing Activity Coloring Book--Fun For All

The Big Marketing Activity Coloring Book--Fun For All | Advertising, I say | Scoop.it
Download this awesomely entertaining marketing activity book and have fun doing our Email Marketing Word Find, Dress up a Marketer, Revenue Cycle Maze, Thought Leader Book Match Up, Content Marketing Crossword, and so much more!

Via Karen Dietz
Karen Goldfarb Copywriter's insight:

Well, that takes care of my weekend...

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JettRay's comment, August 4, 2013 11:38 AM
I shared it, as well. There is always great content to share from Karen Dietz! Thanks Karen!!
Tony Gough's curator insight, August 5, 2013 6:16 AM

A little bit of marketing fun!

Alison D. Gilbert's curator insight, August 5, 2013 9:44 PM

Let's have some social media fun.

Rescooped by Karen Goldfarb Copywriter from Just Story It! Biz Storytelling
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Ads Worth Spreading: See The 10 Most World-Changing Ads, According To TED

Ads Worth Spreading: See The 10 Most World-Changing Ads, According To TED | Advertising, I say | Scoop.it
Communicating on behalf of a brand can be tricky business. A decent idea once passed through the brand’s filter and massaged and molded to hit key messaging targets can come out the other side a shell of its possible self.

Via Karen Dietz
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Ignacio Conejo Moreno's comment, March 2, 2013 5:16 AM
Thank you, Karen, are amazing!
Denyse Drummond-Dunn's curator insight, March 2, 2013 10:15 AM

Must have been a difficult choice TED.

Karen Dietz's comment, March 2, 2013 3:43 PM
I bet it was Denyse!