As Paid Advertising Dies It Will Go *Crazy* As we discussed in a recent last blog post, paid ads both work and don’t work. They’re better than nothing, but not much. And they’re inferior to many alternatives. We’re in the midst of a paradigm shift (from seller-centric thinking to buyer-centric thinking), prompted by the buyer-driven […]
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Why We Almost Universally Ignore Ads, And Why Marketers Continue To Insist On Them Like many things, there are two sides to the conundrum of paid advertising. It’s a seeming paradox that needs to be unpacked. a) Ads don’t generally work and are a waste of money, and also b) ads do work, sometimes, a little,
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Everybody Wants The Best, Or The Unfair Distribution Of Wins Never before have consumers had so many options, access to the best, and never before has ‘the best’ been so easy to obtain. You want to be differentiated, but also excellent. The 80/20 Law, sometimes called the Pareto Principle (a variant of Price’s Law), dictates that, in
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Do You Want The Win, Or Do You Want The Win *Your Way*? Adapting to obstacles and changes in the landscape is an indispensable part of any success. But sometimes entrepreneurs get stuck on winning one way. On Bar Rescue some years back, the show helped a pirate-themed bar in downtown Pittsburgh. They had a cluster of
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The Master List Of Content Marketing Types And When To Use Them Hold on to your butts; this took us a minute, but we’re here to help. This has been our experience, and we’re happy to dialogue, so reach out if you have questions or commentary. Checkmarks mean ‘yes’, and X means ‘no’. Anything that
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Popular Marketing Channels And When To Use Them Below is a list of ways that products and services can be ‘put to market’. In the final analysis, that’s all marketing actually is. Marketing Channel What It Is And When To Use It Advertorials, Endorsements, Spokespeople, Paid Promotions, Sponsored Content, Influencer Marketing These are effectively paying
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Why Am I Not Getting Traffic To My Website? Why Aren’t People Buying My Stuff? The disconnect between how companies see themselves and their offering, and how customers see them, has never been greater. How Social Credit And Web 2.0 Marketing Work Web 2.0 upset and undid many of the marketing truisms of the last
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Customers Tell You What Line Of Business You’re In, If You Listen All success stories are adaptive narratives that make perfect sense, in retrospect. They are a series of obstacles or challenges encountered, and adaptive – often parsimonious and lean – solutions. It may be difficult to know how to respond to challenges to your
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Ad-Tech Mitigates Losses It Doesn’t Create Marketing Wins It is the case of the dichotomies of ‘content vs. container,’ ‘effect vs. intent,’. “No amount of analysis ever amounted to a work of art.” Monitoring, analytics, and loss-mitigating technologies pointed at helping a mediocre product and/or website, are about 25% as impactful to sales and visibility
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Marketing Advice For Startups, Based On Reason And Validated Experience Genius startup icon and legendary businessman Peter Thiel has a question he asks anybody he’s considering for a key role in one of his ventures: “What’s your secret? What do you know that nobody else believes? What are they all wrong about?” Why Do Some
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