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: email marketing
Data
Data is everywhere these days, that also means we got accustomed to looking at data to find meaning in situations that are difficult to interpret. And so, if you present numbers or percentages, be aware of two things. First, if that is all you have to say, people will get bored fast. If you do … Continue reading Data
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
The distance
You have spent resources improving your product with features analysts said are necessary in your category. You have hired hundreds of new employees and built an organization that can sustain higher revenue. You have rolled out a new tool because the old one was clunky and not providing enough flexibility. You have gone all-in on … Continue reading The distance
Graceful humility
If your story is about how good you are, how much money you make, how big of a house you own, how many cars you have, how resounding your title is, how easily your product sells, how fantastic your company is, how many employees you have hired in the past year, how much revenue you … Continue reading Graceful humility
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
From old to new
When you hear about something new, make sure it is actually new by relating it to what is already known, done, accepted in your field. It happens quite often, in marketing for example, that a new concept is a mere rebranding of old tactics. This is done, more or less unconsciously, in part to ensure … Continue reading From old to new
Would you?
Would you buy your own product? It's not a difficult question to answer for most founders and executives, but there is a lot more to it that is worth asking. Would you spend money regularly over a period of time to use your product? Would you do that after having visited your website? Would you … Continue reading Would you?
Hey
Some products manage to make the internet buzz at launch, and that has certainly been the case with Hey.com, the new (subscription based) e-mail service by Basecamp. I am probably not the right audience for it, and still there are three things they have done wonderfully. Three things marketers (and entrepreneurs) can learn from. They … Continue reading Hey
Copywriting
We all love great content and great copy when we find it. It just does resonate, immediately, genuinely, naturally. But then we either forget about it or we feel we ourselves are incapable of delivering similar work. And that's where bad content and bad copy (and bad marketing) proliferates: in the gap between what needs … Continue reading Copywriting
