What HBO is doing with their streaming offering is the perfect example of how bad marketing can ruin a great product. Having three brands (HBO Max, HBO Go and HBO Now) to essentially serve the same audience has created a lot of distraction and confusion, and it has not helped one bit in delivering the … Continue reading Mess
Tag: advertising
Brand
A part of marketing is generating sales. And a part of marketing is fostering brand. There are some myths around this that should be debunked. Starting with the fact that the two things are separated and can live independently. Perhaps that is true in the short term, but building a business is a long term … Continue reading Brand
Mantra
This is a mantra worth reminding, as marketers seem to forget it all the time. No one wants to hear about your product. And there are beautiful examples of what can be achieved when this becomes an assumption underlying your content strategy. It also works, by the way.
Advertising trends
A couple of considerations looking at the charts in the tweet below. https://twitter.com/markrhill/status/1282076766161567746 The growth of Facebook (including Instagram) is surprising, in that it comes at least in part from erosion of the share of Google (including YouTube). That means, of course, that Zuckerberg and friends will change very little of what has made that … Continue reading Advertising trends
A new wave
Three opportunities for a new wave of social media. Subscription based - As they say, there is no such thing as a free lunch. Social media is no exception. For years, we have thought it was free (or very cheap, if you are an advertiser), but the costs we have all been paying are actually … Continue reading A new wave
Weak signal
Companies are about to send a signal to Facebook. But a signal, as strong as it can be, is stuck in a single moment in time. What about when July is over? Losing 1% of ad revenue for one month is not going to change the way Facebook carries out its business. So, what is … Continue reading Weak signal
Seeking attention
Pure advertising is still something many companies invest heavily into, often along with the complementary public relations. I am sure they are important and they matter to some brands, but before putting resources behind it, particularly startups and small business should consider one simple fact. People hate advertising so much that when given the choice … Continue reading Seeking attention
Content frenzy
In the content frenzy of these pandemic days, there are few exceptions that stand out. What the people at Velocity Partners (B2B marketing agency) did in their last newsletter struck me. Here is why. It is possible to use a widely overplayed concept (Working From Home) and one of the most frequently felt feelings nowadays … Continue reading Content frenzy
Reassurance
People seek reassurance. That's true also for business buyers. And so, the sense of urgency, threat, panic that transpires from your content is most likely driving them away. People seek reassurance. That's true also for employees. And so, the unilateral changes, the top-down priority, the additional stress that are communicated with dry words are most … Continue reading Reassurance
Now
It is pretentious to frame your marketing messages with the idea that all is the same, nothing has changed, and your product is as relevant as it always was (if not more). People have (momentarily?) shifted their assumptions and priorities, it might very well be that what was worth 100 two months ago is today … Continue reading Now
