“No matter how long you’ve been in the marketing business, right now you have three years of experience.”
I picked up a copy of Inbound Marketing by Brian Halligan and Dharmesh Shah because of the non-stop buzz that I am hearing about Hubspot. I did find much of the content to be similar to the other great inbound marketing books by David Meerman Scott (New Rules of Marketing & PR), Charlene Li/Josh Bernoff (Groundswell) and Ann Handley/C.C. Chapman (Content Rules). …
I recently finished reading Jeff Howe’s book Crowdsourcing. One of the key takeaways I gained from the book was that there are multiple approaches to crowdsourcing. Some depend upon active collaboration within virtual community of individuals, while others benefit from the opposite. For example, prediction markets maximize value not through collaboration, but from minimal interaction between participants. In the final chapter of the book, Howe describes the four primary types of crowdsourcing – 1) Crowd Wisdom; 2) Crowd Creation; 3) Crowd Voting and 4) Crowd Funding
In today’s B2B environment, the web has become the dominant platform for marketing. As the proliferation of web channels (e.g. e-mail, blogs, video, podcasts, social networks) continues, the technical requirements for marketing employees continue to rise. Marketing organizations need not only webmasters, but R&D staff to evaluate the potential applications of emerging social media. Marketers also need a capital budget that extends beyond trade booths and web servers to include devices such as netbooks, spam-filtering appliances and mobile phones. In fact, I think marketing organizations needs their own technology lab.
37 Signals book, Getting Real, recommends judging potential technology hires based upon their open source contributions. Using open source provides an unparalleled level of transparency that cannot be achieved by placing reference calls, reviewing prior work samples and verifying educational history. As I was reading this essay, I could not help but think that one should apply the same principle with marketing personnel, especially for roles which require content creation.
If you have not picked up a copy of World Wide Rave I would encourage you to do so. It is a quick read that is full of interesting case studies and guiding principles. For example, there are helpful checklists such as 10 recommendations for creating YouTube videos and 16 rules for designing great e-books. There are too many good ideas to try to comment on, but I did want to call attention to four key principles that I found particularly compelling while reading the book.
I received a copy of Groundswell in March of 2008, while attending Forrester’s marketing conference in Los Angeles. I finally got a chance to read it last week. Chapter 1 was my favorite of the whole book. E It provides nearly irrefutable arguments about why any company cannot afford to ignore the transformational, groundswell effect that social computing is having on the world. The authors offer great examples of how attempts to remove HD-DVD encryption codes and pictures of Barbara Streisand’s house from the Internet resulted in considerable backlash. “You can’t take something off the Internet. That’s like trying to take pee out of a swimming pool.”
In my last post, I made the case that the media industry, not the unions or debt holders, are the biggest obstacle to GM’s success in the US market. However, despite decades of front-page articles and headlines criticizing GM’s management team, the company has remained loyal to traditional advertising approaches to drive demand for its products. I find it particularly ironic that GM continues to pump hundreds of millions of dollars into the very companies that are profiting from its demise. Consider that in 2009, GM has spent $112M on newspaper advertising this year alone, which amounts to 27% of its overall advertising budget.