Andrew Sullivan shows us exactly how much they’re struggling — and one look at the chart will painfully illustrate why the move to online advertising isn’t likely to make much of a difference.
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The social media monolith is working harder to deliver ads that you might find more relevant. That means going outside the Facebook network to incorporate data about you and me. The New York Times reports.
Social Media today had me at their headline: “Don’t Tell Me You’re a Thought-Leader: Just Be One.”
It’s one of the fundamentals of marketing — or if it isn’t, it should be — that it’s not up to you to make value judgments about yourself, it’s up to your audience.
For example, when you’re marketing to tweens you’re not going to tell them, “This is the coolest thing you’ve ever seen.” If you have to describe yourself as cool, then you’re not. It’s for the tweens, not for you, to make that determination.
That’s how it is with thought leadership. If you have to call yourself a thought leader, you’re probably not one.
Same goes for gurus, though that’s a word that ought to be stricken forever from the marketing lexicon.