The Musings Of An Opinionated Sod [Help Me Grow!]


Lessons For Marketing …

In the old days of marketing, the attitude was 'always have new news'.

Of course, the reality is constantly having new news is almost impossible – especially news that actually means something to the majority rather than the boardroom – but this attitude has seemingly stood the test of time, despite the fact it arguably does more harm to the brand than good.

[Lufthansa take note]

And that's why I passionately believe one of the most important lessons for marketing is knowing when to speak and when not too.

I appreciate many will disagree – especially those who indulge in self-indulgent, ego-messages via social media – but in a World where we are constantly bombarded with noise, adding to it doesn't seem to be the smartest move, especially if your way of 'getting attention' is becoming more and more exaggerated while claiming it to be based in truth.

[Lufthansa take note]

Is there a way to communicate on an on-going basis?

Of course. The simple rule being ‘talk about the stuff your audience cares about rather than what you want them to care about’, but for all the research available to us, I’m still shocked how few brands really understand this … mainly because they still think they’re in a battle for share of voice rather than share of give-a-shit.

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20 Comments so far
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A great point not practiced by you on this blog.

Comment by Bazza

FTW

Comment by DH

Yes, but this blog isn’t worth anything in the first place so I can hardly do it more harm.

Comment by Rob

thats what you fucking think.

Comment by andy@cynic

Companies egos mean they can’t help themselves, especially now they can use social media to spread the word cheaply. Still amused they think people like it despite the low number of likes they get, which mainly come from employees.

Comment by DH

where the fuck are the digital strategists in all this? oh i know, fucking nowhere because they couldnt strategize their way out of a fucking envelope. this will be the last strategy compliment ill ever fucking give.

Comment by andy@cynic

I have met some amazing digital strategists … but yes, a lot less than those currently employed with that title. But then that’s the same with every discipline in the communication industry which is maybe the most depressing thing to think about for a Monday.

Comment by Rob

silence is golden when the alternative is a stream of loud shit. just look at gary v.

Comment by andy@cynic

Gary V is the best example of bullshit peddlers. He’s an egomaniac, surrounded by yes men who makes money enabling companies who think the world is waiting to hear what they want to say.

Comment by DH

poacher turned keeper who is still a fucking poacher.

Comment by andy@cynic

186,000 views …

Sounds impressive to some, but on a global scale – and with claims of being a global influencer – it’s pretty pathetic.

Comment by Rob

Goodness, gracious me.

Comment by Marcus Brown

Well said Robert.
As an observation, Gary V may be the only topic of conversation on this blog where we are all in agreement.

Comment by George

As you once said to me, if you have nothing interesting to say, speak only when you are spoken to and make sure you’re always listening.

Comment by Lee Hill

Back when I started, the rule was “If you haven’t got anything to say, sing the brief.” There were a lot of jingles then …

Comment by Ian Gee

I’ve been spending quite a lot of time researching YouTubers lately. It’s partly for a project I’m working on and partly because I have always been snarky about them, and wanted to challenge my own thinking, so I’ve been spending hours and hours watching them, their work and how they communicate with their communities.

The guy who’s commisioned me for the project suggested that I read “Streampunks” by Robert Kyncl who is the Chief Business Officer at YouTube. Although the book does feel like a bit of sales pitch, it’s quite good and certainly shifted my thinking a little.

YouTubers (they call themselves content creators) seem to focus on the things that they’re really passionate about, and that seems to resonate with their audiences/communities, which in turn gets them bigger audiences.They talk about this stuff A LOT. At some point (if I’ve understood the process correctly), YouTube notice the successful channels and helps the YouTubers build a business plan around there videos, which basically commercialises what they’re doing. Their passion becomes work: they introduce formats, align content with advertisers and become hungry for subscribers. People start calling them brands, and the magic is gone.

I saw Gary V speak at a conference in Hamburg about 4 years ago. He was witty, funny and had something interesting to say. Now he’s a brand, has an army of hustlers and the magic has gone.

I’ll probably be launching my own channel soon, which is part of the experiment. God help us all.

Comment by Marcus Brown

Marcus B.

Comment by John

No.

Comment by Marcus Brown

so what made gary v a prick, youtube or his hangers on that he got because of youtube? its all fucking auntie georges fault somehow.

Comment by andy@cynic

He believes his own hustle without questioning it, Andy.

Comment by Marcus Brown




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