I first saw this on Seth Godin’s blog .  It’s a perfect analogy for social networking, tipping points, spinning the flywheel, etc….  All strangers.  All sharing a common interest.  All starting with one dedicated person.  My favorite part is right at the end when you hear a spectator asking, "how did he do that?"  Can your marketing do this? Read the rest of this entry >>

In discussing new media marketing most of the questions I get widdle down to "how do I get my message out?"  This is a very Marketing 1.0 perspective on Marketing 2.0.  We’re not going to talk about that.  What we are going to discuss is all the other, non-billboard-like, uses of new media. Read the rest of this entry >>

Browsing the message boards the other day I saw someone posted the question: "what’s the best day to send an email campaign?".  Immediately, the fundamental flaw with this question jumped out at me, i.e. it does not take into account the individuality of the customers you are marketing to.  In fact, such a broad question doesn’t even take into account the preferences of the segment or, for all I know, the preferences of any single country.  Marketing 2.0 is about knowing your customers and cultivating relationships.  It’s about catering to their needs as individuals, not as segments, and certainly not as "the best day to send an email". Read the rest of this entry >>

There are a lot of good marketers out there.  They are good because they consistently deliver good ROI by building good campaigns that deliver good results.  Marketing 2.0 isn’t about being good.  It’s about being great.  Good, as defined by Jim Collins , is the enemy of great, which is why there are a lot of good marketers and many fewer great ones.  Collins’s book Good to Great describes many concepts in management that relate directly to Marketing 2.0.  Here’s just a few to whet your appetite.  You’ll have to read his book for the rest Read the rest of this entry >>