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Moving Toward A New Marketing.
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Rise of the Storyteller / Analyst - via @Jgraymatter for Forbes

Rise of the Storyteller / Analyst - via @Jgraymatter for Forbes | Marketing Revolution | Scoop.it

Marty Note
Wait long enough, or in my case live long enough, and it gets to be YOUR TURN (lol). I loved this Justin Gray post on Forbes explaining that MARKETING is the last thing an online play needs.

Couldn't agree more.

I was trained in a different kind of marketing than we practice now at our startup Curagami. I was trained to invade Russia in the winter. THEN messages were few enough and far enough between capturing territory and holding it was possible.

Not so much anymore.

These days capturing hearts, minds and loyalty is the game and everything is happening all at once all the time. The skills needed to play this game, as Justin so astutely notes, are different. Here is an excellent summary of those skills from his Forbes post:

  • Content creators. In an era of shrinking attention spans, the ability to craft compelling stories into engaging online content is key. That’s why marketers need the same skills as a journalist: ideation, writing and editing.
  • Analysts. Marketers need to know how to extract insights from data and use it to make meaningful decisions. They also need to create models to collect data and feedback easily.
  • Designers. Modern marketers must have an eye for aesthetics and be able to capitalize on trends in real time. Look for candidates who can create high-quality, consumer-facing assets at a rapid pace.
  • Planners. Marketers engineer a brand’s interface with the buyer, including when, how and where they’re interacting. That means creating workflows and campaigns based on buyers’ behaviors while paying attention to other messages and campaigns.


AGREE and not just because I'm benefiting from such an analysis. I imagine EVEN if I was still working for one of the largest Consumer Products companies as I did a lifetime ago (P&G, M&M/Mars) we wouldn't be invading Russia in the winter anymore.

UNLESS, we were invading with a tribe of brand Sherpas, telling the story as we went and watching our analytics and pivoting based on what we learn in near real time.



Martin (Marty) Smith's insight:

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Brian Yanish - MarketingHits.com's curator insight, October 1, 2014 8:05 AM
With companies like Facebook and Twitter leading the way on new marketing, where the ad/marketing message is tailored to the consumer's state of mind and interactions both online and off. Gone are the days one ad for all.
Rescooped by Martin (Marty) Smith from The Daily Leadership Scoop
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Why Your CEO Doesn't & Probably Won't Get It - Forbes

Why Your CEO Doesn't & Probably Won't Get It - Forbes | Marketing Revolution | Scoop.it

 

 

 

 

Quality leadership or a lack thereof is easy to spot if you know what to look for.


Marty Note
I've been working for C level executives since I was in my twenties. That sounds like more a brag than it really is (lol). In my twenties I saw the PC revolution not because I am a great visionary. Nope, I just wanted to get out of paperwork.

The irony of spending several "man years' studying software at night to eliminate my least favorite day as an M&M/Mars sales rep (Fridays were paperwork days) never occurred to me (lol). Being in the right place with the right idea moved me up to the C level early.

Wish I could tell you that makes me a C Level Whisperer or somethig, but not sure such a thing exists.

Working for one CEO or another for 20 years I watched the psychology of what it took to become a C level executive slowly move them further and further out to sea like C level ripe tide.

Now due to the dramatic dismantling of many industries thanks to the web there seems to be a Sargasso Sea of CEOs, a swirling ocean that never touches the new world.

This post reviews a SHOCKING survey where current CEOs rank key web attributes such as openness, honesty and integrity low while, and I know this is CATCH-22 ironic, ranking "ability to change" high.

Ironic because our big changes should rank integrity, openness and honesty higher since they fuel the change we are struggle to adapt too. Forbes stumbled on why so many of my Internet marketing meetings seem surreal.

In these meetings I explain how on the web there are no secrets and the mob is in control NOT you. I share data about why and how to adjust accept and profit from our brave new world only to have many C level executives ask me the equivalent of, "Why would we ever do THAT" where that is SHARE and encourage SHARING.

For this generation of C level executives proprietary, "Kill or Be Killed," zero sum thinking dies hard and will probably die them since GOOGLE wants something different, less proprietary and more sharing. How have teams I've managed made more than $30M online? Big reason is we did what Google told us to do (and sometimes they were VERY specific lol).


Via John Michel, luigi vico, Bobby Dillard
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John Michel's curator insight, February 8, 2014 12:53 PM

The reality is the talent leaders attract, the teams they build, the culture they create, the vision they cast, and the results they achieve will always be closely tied to what they value.  Put simply, leaders deserve the outcomes they create.

Rescooped by Martin (Marty) Smith from Startups and Entrepreneurs
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Seven Startup Metrics You Must Track - Forbes

Seven Startup Metrics You Must Track - Forbes | Marketing Revolution | Scoop.it
The Seven Startup Metrics You Must Track
Forbes
Not spending enough time gauging your business's progress can be just as harmful as wasting your time with needless emails or Excel sheets.

Via Kristine Santos
Martin (Marty) Smith's insight:

Agree, our Triangle Startup Factory Funded startup is tracking most of these "magic metrics".

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malek's curator insight, June 21, 2014 6:19 AM

Conversion to paid rate: if you started with a freemium model

Marc Kneepkens's curator insight, June 21, 2014 10:41 AM

If you want to creat an amazing business you have to keep track of your progress. Test, implement, adjust, keep on creating.