Posts Tagged ‘doc+searls’
Guest post by Bryan Kramer, author of the new ebook, “There is no B2B or B2C: Human to Human” and CEO of PureMatter
Marketing has become so complex, in segmenting audiences into “B2B” (business to business) and “B2C” (business to consumer). Being here in Silicon Valley, surrounded by titans of technology like Google, Facebook, Cisco, Twitter, LinkedIn and eBay to name a few, I’ve observed a downhill slope of complexity in marketing communication. This, plus the rise of social, digital and mobile channels, have created an atmosphere of anonymity, and the entire marketing ecosystem felt like a very cold, distant and impersonal place.
In the era of the “new” social Web, communications is actually evolving back to its origins of communicating with people, not at them. It may seem implied, but communications does not, for the most part, embody two-way discussions.
Over the years, communications has evolved into a one-way distribution channel that broadcasts messages at target audiences. In the process, communications stopped being about communication, focusing instead on the marketing aspects of top-down message push and control, what we now commonly refer to as marketing communications aka marcom. Marcom embodies traditional and new marketing branches that include advertising, PR, Web/interactive, event, among many other disciplines (depending on the organization).
The Business of News
Chapter I – The Town Crier
Chapter II – The Printing Press and Newspapers
Chapter III – Radio
Chapter IV – Television
Chapter V – The Web
Chapter VI – Mobile Alerts
Chapter VII – Blogs
What Is Influence? – Max Kalehoff explores influence and why it should be a focus of every marketing campaign.
The Immediate Media Age: Of Broadband & Blogs – Om Malik discusses how the face of media has changed creating a new medium of immediacy.
Valley PR Blog, 5 Reasons to Use Social Networks – Linda VandeVrede discusses 5 reasons to use social networks for PR professionals. Features a quote from yours truly.
The much discussed and highly revered Cluetrain Manifesto is proving to be more relevant than ever. As Social Media becomes more pervasive in marketing, it’s imperative that we become gatekeepers to prevent opportunistic marketers from bankrupting the conversation economy.
As someone noted, aren’t all marketers opportunistic?
Yes and no.
It’s the difference between leveraging an opportunity because you can bring value to the discussion vs. selling an opportunity simply because you can capitalize on it.
Rick Mahn is calling attention to the fact that we have a lack of it – attention that is, and he’s doing something about it.
Per Mahn’s recent post:
Recently I’ve mentioned on Twitter about getting tired of the information overload. What it really is, is that I’ve jammed almost 200 feeds in Google Reader and am having trouble getting value out of all the information.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.