The inability to listen. The idea that by interrupting and telling your story people will be amazed. The practice of segmenting into hundreds of small niches to feed them whatever they want today. The ideas of optimization, hacking, ranking, fans and followers. The belief that data is better than interactions. The effort to second-guess needs … Continue reading What marketing is not
Category: marketing
Some things work
Before you set out to change something, make sure it needs changing. Elevators, for example, probably do not need dramatic improvements. Particularly in their user experience, they work fairly well. You are at a certain floor, you press a button to call the elevator, you enter it, you select the floor you want to go … Continue reading Some things work
We know what to do
We know what to do in most situations. We know that when we approach a potential customer, we should focus on their story, not on our. We know that when we plan which channels to use for our marketing tactics, we should be selective and carefully craft our messages. We know that culture eats strategy … Continue reading We know what to do
Renewing trust
The automatic renewal feature, enabled by default in plans that seal an agreement between a service company and the final consumer, is not designed to improved the user experience. Despite the bullshit about "continuity of service", that particular feature is designed (and enabled by default) to leverage our tendency to forget, and therefore fictitiously increase … Continue reading Renewing trust
Marketing and social media
Gary Vaynerchuck often repeats that as a marketer, the only thing he cares about is where the attention of the people is. This is something I very much respect. Marketers should not be in a personal relationship with any platform, tool, channel. They should care about finding ways to establish a connection with their audience. … Continue reading Marketing and social media
Customer disservice
We are all lazy as customers, and somehow we forget this basic fact when we change our dress and become business people. Hi Generic User Thank you for contacting Support. We appreciate your time and effort invested in contacting us. It is unfortunate that you are facing issue with your product. Need not to worry … Continue reading Customer disservice
Ads wars
If you create something that has a controversial reception, you have two choices. You can try to explain what your aim was, that you were coming from a good place, that actually what you meant is not what the public understood, that it's not your fault and that your original idea was actually to support … Continue reading Ads wars
