In 1900, Édouard and André had a problem. About 10 years earlier, they had started producing pneumatic tyres for bicycles in Clermont-Ferrand (France), and after a while they expanded their business with pneumatic tyres for cars. Their pneumatics were special for the time, as they were not glued to the wheel, and therefore could easily … Continue reading Learning from the past
Tag: email marketing
Permission marketing
Permission Marketing is a book (and an idea) by Seth Godin that is 20 years old this year. And yet, its message is still so powerful and actual. Permission is the opposite of interruption. With traditional media, people's attention is constantly interrupted with an advertisement, that basically asks them to focus on something they did not … Continue reading Permission marketing
There is no such thing as a free social media platform
We are hitting our heads against a wall. For years, we have believed in the myth of "free". Listening to music was free, watching a video was free, posting your piece of content was free. Whether you were an individual or a company, you could get in front of a fairly wide audience with a … Continue reading There is no such thing as a free social media platform
Details matter
Details matter. Nowadays more than ever. Particularly in marketing, in content marketing, details are a big part of the story your brand wishes to tell. It is difficult to fake details, and so they end up being the best representation of what an organisation stands for. They are what you do when nobody is watching. … Continue reading Details matter
The trap of doing
Urgency is a myth, so before you start taking action, make sure you understand what you are acting upon. In marketing, for example, it is very easy to fall in the trap of doing. You start a new job, there is a pressure to get more visits to the website, more content, more leads, and … Continue reading The trap of doing
What marketing is not
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
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
