The Art of Marketing: Relationships and Metrics
If a work team is safe enough and has each others' backs, it can create effectively and have a tribe.
We have to start with a "how can I serve you" mentality. In other words, we lead with generosity. Think about where a person is going in their career and advance them. The goal is to serve their hopes and dreams versus just thinking about their business objectives. This requires some vulnerability.
Ask yourself if there is an essence of humanity to your brand. For example, a car is not just a means to travel. At its core, it is about a lifestyle choice.
Think about the three people who are most important to your success this year. What are you doing to cultivate those relationships? They could even be people you don't know yet.
Who are the 1,000 or even 100 most important people for the growth of your company? Marketing is not just broadcasting. It is personal. Relationships are one of the most under-managed assets. Be the change agent for your company.
Avinash Kaushik on "Brand Measurement: Metrics & Analytics"
Avinash began by talking about the importance of influence, experience and value.
Influence
Today we spend 23% of our time on mobile but only 1% of the marketing budget. We spend 6% of our time on print but 29% of our budget.
From 2001 to 2010, the newspaper industry dropped to $20B, erasing 50 years of growth.The same drop will happen to TV that happened to newspapers. It's just a matter of when. So what is the marketing strategy for finding and influencing people where they spend their time?
Experience
You need to give tiny little orgasms constantly to people because that is how you make money. There are companies that spend millions on TV advertising but have a site that does not render properly on an iPad. Don't let your campaigns write checks your digital experience cannot cash.
