Great content is king. Not if it’s not read, heard, shared or watched.
Traditional marketing isn’t measured. Come on! Nielsen, SMARI, Frank Luntz, Kantar, Voicetrak, Comscore, Dynamic Logic, Scarborough, Simmons/Experien, MRI…the list goes on.
Hardcopy catalogs are dead. Please! We’re just mailing smarter! DMA research shows U.S. catalog sales went from $118 billion in 2002 to $128.6 billion in 2012. That's while marketers were spending $17.7 billion on direct mailing catalogs in 2012, down from $20.1 in 2006, according to the "DMA 2013 Statistical Fact Book.”
TV advertising is dying. Not just yet. “Overall demand for television ad dollars rose 6.5% in 2012.” (Data from four of the Big 6 holding companies – Aegis, Havas, Interpublic and Publicis)
Marketing is not defined. The AMA disagrees. “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (Approved July 2013).
"Marketing is a fashionable term…But a gravedigger is still a gravedigger even when it is called a mortician - only the price of the burial goes up “ (Nod to Peter Drucker)
Way back in 1997, Jorn Barger coined the term "blog" as a shortened form of "web log." After 16 years, I finally decided it was time for something new and coined the term "BoB," short for "web observation."
BoBs consist of a short observation about marketing—ALL MARKETING...inbound, outbound, digital, traditional...ALL of it. And, a famous quote that helps to “stamp” the observation into the reader’s mind. Add a relevant link and appropriate graphic…maybe even a well-known “BoB” graphic and that’s all there is to it.
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