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Great post - and based on experience, the challenge really comes from the lack of resources/expertise in marketing necessary to gather, analyze and recommend relevant messages for various segments that are at various stages of the relationship process. The rationale is "Why invest in that expertise when I know I can send out X and get Y responses and Z sales?" (And typically the conversation becomes "Heck, we got Y responses but not Z sales - so let's start discounting!!!" Marketing, in theory, is all about data-driven insights. Marketing, in practice, tends to be more about generating lots of 'leads' and discounting. Thanks for reminding us that relevancy requires gathering data, analysis, modifying current messaging and testing all the time. Oh, and talking with your audience rather than at your audience. Best Pat
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Effective marketing has always been content marketing - it's focused on delivering the right message to the right person via the right channel at the right time to produce the right result. If you attend a trade show, you are choosing to deliver your message via that channel to those in attendance. Same for running an ad or issuing a press release. When my clients attend trade shows or conferences, we make sure we are also speaking at the break out sessions. And our content is available at the booth...and the event follow up is a copy of the presentation (sometimes a simple PPT with notes, other times the audio is included, and other times it's a written version.) It's all a continuum where some members of the audience are further along than others. So some get a message of 'Welcome' and others get some more specific message based on where the conversation has gone over time. Great post...made my morning coffee go down a lot smoother! Pat
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A very good post - but I would like to add that sometimes we need to remember that the content strategy is about building relationships which requires us to listen and respond appropriately with the right content. All too often, businesses get focused on creating and pushing out content. And they miss the feedback which means they miss the opportunity to connect and develop the relationship. Great content strategies are about 2-way conversation so make sure you give your audience a simple way to share their thoughts and reactions with you - then, respond appropriately instead of with the next piece of content on the schedule. Best, Pat
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Could agree with you more - and have been for more than 30 years but there are just so many that add to the confusion. For example, I came across this November post from Fred Wilson just this morning (thanks to LinkedIn News) http://www.avc.com/a_vc/2011/02/marketing.html. Love the comments this post stirred up!
Toggle Commented Aug 25, 2011 on Marketing is not Advertising at Web Ink Now
Very nice post - unfortunately too many client-side folks seem to be hiring people with 'strong writing skills' that lack the experience or knowledge needed to create and manage effective processes. The end result for many is lots of stuff that can't be used across channels...inefficient and leads to many lost opportunities. Best, Pat
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A bit harsh on the interpretation, David. Well, the translation, anyway. Successful marketers know that 'product' needs to be communicated with relevant benefits for the user. Unsuccessful marketers will push messages about features and bore the shit out of everyone. As for promotion, successful marketers know that it's a process of asking questions, gathering information, and offering relevant, valuable responses. In the early stages, it's about the needs, wants, expectations and perceptions of the individual - later, if appropriate, it's about solutions to problems, needs and/or wants. As for price and place, successful marketers understand that it's value and ease of access. They don't pimp "50% off" every day so customers question quality and are trained to wait for the next 'drop your pants' special. They focus on solutions to problems such as saving time or fast, easy access to the solution you need. OK, off my soapbox. And in all honesty, a great post because you cut through the clutter, grabbed my attention and interest, and motivated me to rant. ;) Thanks! Pat
Steve, Great post! My philosophy has always been that my co-workers were selected for their knowledge, experience and personality - that all these things make them a valuable asset to the organization. I work hard on asking them for solutions and then asking them questions about "...what would that mean for us in 6 months or a year?" That way they go beyond fixing today's problems and focus on building for a better tomorrow. I think today's greatest challenge is that so many organizations are lean and mean - which means opportunities for advancement are limited but opportunities for getting more responsibilities without rewards (beyond continued employment) are more common. After a while, a new challenge loses some of its luster and other rewards are critical. Looking forward to comments from others!
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Great post - innovation doesn't need to big, complex or expensive. You can transform your business by streamlining processes that make the customer experience more valuable, or back-end operations faster, more efficient. There are countless opportunities for transformation - you just need to look up from 'getting the job done' and answer 'how can we do this more effectively?'
Toggle Commented Sep 12, 2010 on Innovation Isn't Rocket Science at Logic+Emotion
Interesting post - and I have to admit that all of this strikes me as rather amusing. Here we are, in the height of social media and stressing the importance of having conversations, but we have businesses building products/services without asking if it solves an unmet need in an acceptable manner. The rush to innovate and launch should be replaced with a simple question - just because we can build this, should we?
Toggle Commented Mar 7, 2010 on How Social Is Too Social? at Logic+Emotion
David, Great post and, for me, incredibly well timed. This past week has been filled with great conversations with clients about how to benefit from social media, and what to expect in terms of reasonable outcomes. It has also been filled with self-proclaimed social media experts tossing around claims that they can't or won't support with details followed by an interesting tactic - declaring that everyone that doesn't blindly accept them at their word 'just doesn't get social media'. Then they refuse to help us 'get it'. I think I get it - too many fakes and phonies. We, as professionals, need to help each other raise the bar. Sharing is caring and it's also a wise career move because we still need to prove what we can do with SM to those that ask...and control funds. Best, Pat
This is a campaign. They found new ingredients at a lower price and someone was bright enough to say "Hey, how about this angle..." Has anyone tasted the 'new improved product' yet? "Dartastic #newpizza just tastes like they took their old one and slathered Papa John's garlic butter all over the crust. Kinda icky." Reviews I have seen on pizzaturnaround have been mixed - and for some reason I don't trust any positive reviews. (Wonder why?) Saddest part of all this - the majority of Twitter comments on their site are about the 'amazing use of social media'. Hmmm, mouth watering!
Toggle Commented Jan 12, 2010 on Domino's Should Apologize at Ries' Pieces
For the sake of discussion... When you write that check to the writers, video producers etc. so you can have white papers, posts, videos etc., how does this differ from buying attention/advertising? And when you tweet about your new ebook, how does that differ from begging for attention/PR? And when you send me pointless emails every other day because you got my address when I downloaded the whitepaper - how does that differ from bugging people/sales? And when you consistently deliver unique value to your customers - and they, in turn, shout about that experience to friends, family, neighbors, co-workers and colleagues...isn't that earning business for the reason you opened your doors? Now, business owner, you have limited resources - should you invest them in the customer experience or in a blog, white papers, videos... Just asking. And I don't mean to downplay the role of SM in helping businesses attract, engage, convert and retain profitable customers...but the 3 point comparison is a wee bit too simplistic for my tastes. Best, Pat
David, You mentioned in an earlier reply to edward that you wish he had been at the presentation in order to hear your examples and commentary - any chance you might add audio to the Slideshare presentation (above) so we can benefit from it? I found your post interesting enough to start clicking on the slides but after about 15 slides I wasn't sure what the heck you were trying to say - and without your commentary, when I arrived on Slide 14 and read that "Businesses are made up of technology, people and process", you lost me. If this is a presentation about socializing business - I have to believe that you gotta lead with "people", then follow up with "process" and then end with "technology". A minor bitch, I am sure - and proof that I am missing the overall point which is a shame because I am sure there are nuggets of gold in your ideas that I am missing. Sorry if this comes across 'dickish' - that wasn't my intent. I just want to learn, understand...I hate missing opportunities to better understand the beliefs and perspectives of others. Happy Thanksgiving, Pat
Toggle Commented Nov 25, 2009 on It's Time to Clobber Social Media at Logic+Emotion