We marketing people have a dreadful habit of taking the obvious and making it incomprehensible. So today I would like to go against the grain and take the obvious and make it more obvious. If you are someone who has to make decisions about how to spend marketing dollars, here are some principles I believe in for simplifying and clarifying your thinking. The first thing we have to understand about marketing communication is that there are no absolutes. There are just likelihoods and probabilities. When making communication decisions, our job is to assess likelihoods and probabilities. In other words, precision guessing . We need to reckon which of the many alternatives we are faced with has the highest probability of producing the result we are looking for with the budget we have. A second principle is to understand the limits of what we do. We don't have as much power to create business greatness as we think we do. There are too many important aspects of business success that a...
Over the years this blog has written a lot of nasty things about Mark Zuckerberg and Facebook. As the world is coming to realize what a toxic pile of crap Facebook is, I thought we'd collect some of our favorites in one place. Here you go: On responsibility ... "It's very simple. Facebook is way too powerful to be run by a jerk like Mark Zuckerberg. He has... shown himself to be utterly inadequate to handle the responsibilities of managing an organization with the power and influence of Facebook. Or even understanding what the responsibilities are." On leadership... "The absence of probity and maturity that Facebook has displayed has been baked into the company's DNA by Zuckerberg's arrogance, and will remain there as long as his vapid philosophies define their culture... "Young people are just smarter" "Move fast and break things" This is the credo of an infantile egotist. You can draw a straight line from this nonsense to...
This post is adapted from my book " BadMen: How Advertising Went From A Minor Annoyance To A Major Menace. " Advertising used to be concerned with imparting information. Today it is concerned with collecting information. Online advertising, the predominant form of marketing communication, is largely reliant on "tracking" to accomplish this. Tracking is just a pleasanter word for surveillance. Our web browsers, our search engines, and the sites we visit use invisible software to keep track of everything we do and everywhere we go on line. Our emails and texts are read and archived by the providers we use. All this information is collected, stored, and sold to third parties. Usually without our knowledge or consent. It has proven to be easily accessible to hackers, foreign governments, and other malefactors. The preposterous rationale for all this abuse of our privacy is that it helps marketers provide us with more relevant advertising. As if the citizens of the world...
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