Recently AdAge published an article which posed the question "How Would You Pitch the GM Account? " to several marketing and advertising industry executives.  Many of them had some great ideas.  All of them danced around two core concepts:  1.  Reinvent the company brand through innovation  2. Give the people what they want.  The next...

I first saw this on Seth Godin’s blog .  It’s a perfect analogy for social networking, tipping points, spinning the flywheel, etc….  All strangers.  All sharing a common interest.  All starting with one dedicated person.  My favorite part is right at the end when you hear a spectator asking, "how did he do that?"  Can...

In discussing new media marketing most of the questions I get widdle down to "how do I get my message out?"  This is a very Marketing 1.0 perspective on Marketing 2.0.  We’re not going to talk about that.  What we are going to discuss is all the other, non-billboard-like, uses of new media....

Browsing the message boards the other day I saw someone posted the question: "what’s the best day to send an email campaign?".  Immediately, the fundamental flaw with this question jumped out at me, i.e. it does not take into account the individuality of the customers you are marketing to.  In fact, such a broad question...

There are a lot of good marketers out there.  They are good because they consistently deliver good ROI by building good campaigns that deliver good results.  Marketing 2.0 isn’t about being good.  It’s about being great.  Good, as defined by Jim Collins , is the enemy of great, which is why there are a lot...

The initial appeal of online marketing was in the long tail .  With the marginal cost of the next 100,000 being extremely low, why wouldn’t you?  New media marketing is different.  New media isn’t about cost; it’s about value.  As Seth Godin observes, there are two ways for you to benefit from marketing: lower cost,...

In today’s recession-based economy organizations are making a drastic change away from mass (acquisition) marketing toward retention marketing.  On the consumer side, potential prospects are reeling in their spending and sliding down the long tail by finding exactly what they want, when they want it, and for the price they want to pay.  With acquisition...

Recently Euro RSCG Worldwide released an article in PRWeek which found that last year there was a 25% increase in the number of consumers who buy based on quality over price despite nearly 75% being anxious about the economy.  Further, when it comes to customer service, 80% of those surveyed said they want companies to...

Today’s fast pace consumer environment requires that people get what they want, when they want, and how they want it.  That’s where New Media marketing comes in.  Traditionally you could opt to send a direct piece, an email, or place a quick phone call.  New Media Marketing says what’s with this "or" business?  Everyone is...

If the people who you market to had the option, would they choose to see your ad or ignore you all together?  Think about this the next time you send a mass email or put together a direct piece.  Seriously, think about it.  If you know in advance that 97% – 99% of your "customers"...