Marketing Saves the World. Part One.

80% of the money is controlled by 20% of the people. At current interest rates for the wealthy, through low-risk investment they could have all the money in 12 years. Before that, they could destabilize the world’s economy in 2-5. Good times.

So why the hell are we marketing? Take a moment and let’s move on.

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Tales, Part One

Once upon a time, there was a market. Each vendor had a table, each table had a businessman, eager to sell his goods. Then, one day, someone did something different, they hung a sign.

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Soon, the sign drew attention. People flocked to it, and in a day the vendor began doing a week’s worth of business. The vendor beamed about how smart he was, proud of his achievements, and held them over his peers.

His competitors gathered, they talked about his arrogance and his success. They adapted. Soon all vendors had signs, and soon nothing made our vendor special.

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Caught in his own hubris, the vendor did not adapt. He did not innovate. He simply continued to boast of his own intellect. Though his profits were large from the experience, he did not realize just how many bridges were burned. His trade partners, seeing his attitude and weakness, soon abandoned him.

In marketing, disruption is often lauded as the only thing that matters. It is a powerful tool, but it is ephemeral. What matters isn’t a campaign, or a success, it’s the drive and attitude to continue looking for success, because no one can hide their signpost for long.

We often fall into traps, as marketers. That innovation comes in the form of solely creativity. Or that our great ROI media is the only thing that matters. True marketing is finding success, no matter what the medium is: advertising, media, PR, social…whatever

And yes, when you find an edge, when you find your modern sign, run with it. But if you believe the signpost is the only thing that will ever matter, you will fall - often as fast as you rise.

In the words of Pixar:

Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.

Tempo in Marketing

Intellect, and the nature of competitive marketing, are currently being questioned in many circles of strategy. The belief is that intellect is the art of building more options for the future.

This isn’t a new concept, it’s something that has been known for many years in game design, called tempo. In anything with a system, tempo is a player (or corporation’s) opening of options for itself, and lessening of viable options for opponents.

In chess, this could be thought of as positioning your pieces on the board so they have the most options for adaptation, while restricting the movements and opportunities of an opponent. Ever move your knight, only to have to move it right back the next turn? Tempo.

In marketing though, this is no different. A great marketing manager tries to secure budget, so that they have more money to adapt to changes during the year. Another example is the media manager who pays the most attention to bid prices and conversion rates - they have more effective ads, giving them a financial tempo advantage over competitors.

In a more aggressive example, a popular sports drink brand could emphasize its contents as having a certain athletic nutrient. If the message resonates, this essentially forces competitors to adapt to their branding message. 

Another example is in Google Adwords. Outbidding a competitor on their brand keyword means you show up first in their search results. This forces them to outbid you to reobtain that slot. If your brand has significantly more money, you can essentially drain a competitor of their marketing budget. Thus, you gain options (other keywords) because your competitor is busy reallocating budget to stop you, gaining tempo.

There is likely much more to intellect, strategy and marketing than tempo. However, it is a critical skill to any who want to be able to succeed in an intellectual field.

Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.

humanscalecities:

SAY BIG DATA ONE MORE TIME. As seen here.

Big data is coming. Anyone who says it isn’t? Cotton-headed ninny muggins. The power of being able to tie your data together, to segment and parse users into audiences, and to learn at a very rapid page what does and doesn’t work - no brainer.
Some say it’s already here. It’s not…mostly. As marketers, we have access to a tremendous amount of data, and yes we can slam it into a dashboard and can show our bosses that we are the smartest thing since sliced bread. Liar, haha. There is too much data right now, it’s too unrefined, we haven’t learned definitively what to do with it all yet.
The future is going to see your email permutations feed into dynamic landing pages, which then feed into learnings databases that adapt your ads. Multivariate will become a word not linked completely with, “scientific validity” and “you need a billion impressions for it to work.” Instead we’ll have intuitive algorithms.
And all of this is going to scare the hell out of the current generation of marketers.
The boogieman of everyone who knows art, is being moved into the slavelabor of having art defined by algorithms. Templates taking over and just swapping out a few text lines. “Best practices” replacing creativity. Scary world.
And yes, to some degree, that’s coming. Sorry. But to bust the bubble my fellow nerd-kind, but while big data is a big deal, it’s not adaptive. It can’t create new challenger ideas. In fact, it makes things rather unable to adapt. Innovation comes from trying huge new things or breaking systems in new ways, but algorithms just want to carefully make tweaks.
Whomever you may be - learn analytics. Even if you hate analytics, at least learn to be able to talk the talk. You cannot debate what you do not understand.
Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.

humanscalecities:

SAY BIG DATA ONE MORE TIME. As seen here.

Big data is coming. Anyone who says it isn’t? Cotton-headed ninny muggins. The power of being able to tie your data together, to segment and parse users into audiences, and to learn at a very rapid page what does and doesn’t work - no brainer.

Some say it’s already here. It’s not…mostly. As marketers, we have access to a tremendous amount of data, and yes we can slam it into a dashboard and can show our bosses that we are the smartest thing since sliced bread. Liar, haha. There is too much data right now, it’s too unrefined, we haven’t learned definitively what to do with it all yet.

The future is going to see your email permutations feed into dynamic landing pages, which then feed into learnings databases that adapt your ads. Multivariate will become a word not linked completely with, “scientific validity” and “you need a billion impressions for it to work.” Instead we’ll have intuitive algorithms.

And all of this is going to scare the hell out of the current generation of marketers.

The boogieman of everyone who knows art, is being moved into the slavelabor of having art defined by algorithms. Templates taking over and just swapping out a few text lines. “Best practices” replacing creativity. Scary world.

And yes, to some degree, that’s coming. Sorry. But to bust the bubble my fellow nerd-kind, but while big data is a big deal, it’s not adaptive. It can’t create new challenger ideas. In fact, it makes things rather unable to adapt. Innovation comes from trying huge new things or breaking systems in new ways, but algorithms just want to carefully make tweaks.

Whomever you may be - learn analytics. Even if you hate analytics, at least learn to be able to talk the talk. You cannot debate what you do not understand.

Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.

(Reblogged from humanscalecities)

Mandatory Intro

Let’s get you smarter. That’s it, the whole goal.

Nothing I say represents anyone’s opinion that I may work for, just my own. Onward.

I’m going to share a secret with you. One I try, so very hard, to keep to myself. Because it’s so damn good.

Complexity is having 1,000 things in your room. It’s clutter, it’s “options, ” it’s essentially the idea that more stuff gives you more power.

Depth is having one thing, that can be bent to do a thousand things. It’s MacGyver’s paperclip. It’s the idea of focusing down on one notion to serve all your needs.

In marketing, complexity is the ineffective Facebook post that is five paragraphs long. It’s the microsite that tries to get you to do a thousand things. Complexity is a ton of stuff that doesn’t work together, but fulfills the thousands of requirements thrust on a project.

Depth is the opposite. Depth is the media system that shows a simple ad to the user, but has rich & smart targeting. Depth is the simple copy message that strikes the heart. Depth is the one sentence Facebook post that is smart enough to care about the experience with the brand, and not the brand itself.

And this is a secret, because it’s an easy trap. No one is impressed by the ability to make a banner ad that converts well. No one will laud you for building a community of positive commenters off a series of simple Facebook posts. You won’t floor clients or bosses with a minimalist landing page that does one thing. But it works. If you do it right, it works almost every damn time.

Good marketing is destroying complexity to get to the heart of something. Presenting one strikingly powerful idea that dwarfs everything else. And I don’t mean disruption marketing, I mean depth.

At the core of being amazing at marketing is reducing complexity, and building depth.

Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.