Livefyre Profile

Activity Stream

From my point of view your assertion is true, and false. And I'm afraid to say, more false than true. If your message is "don't forget the basics", then fair enough, but then you only need say that, and you need to consider your audience. Maybe your intended audience is Marketing 201 and then you have the basis of some useful education, but also some misleading advice, which I'll come to now.

 

My negative feelings are epitomized by this statement: "The internet has not simplified nor accelerated business. It has not changed the fundamentals of marketing. It has changed, however, the relative importance of different skill sets. For example, the salesperson who types with two fingers is at a sudden disadvantage."

 

Those assertions are just not true on so many levels, and the example trivializes the point. The CONCEPT of the role of marketing hasn't changed, which is a key point you make. And arguing whether it has or hasn't is simply an academic exercise. But everything else, thinking Strategy, Objectives, Plans, Actions, Measuring, Mindshare, Timing, Advocacy etc etc has changed, dramatically. 

 

The trouble with saying that nothing has changed is that it gives the Laggards false hope, which could prove fatal by putting them out of business, and it delays or confuses the Early Majority - which might put me out of business!!

 

I equate this to the "cloud" arguments, with many saying "cloud is nothing new" "it's just Hotmail" "it's just Marketing coming up with new jargon" etc. When you look into that you see most of it is propagated by vendors with a self-interest in saying it is nothing new. The fact is that it is new, it is "business transformational" and for the laggards who fall for the "nothing new" line they may face sudden extinction.

 

Social media is equally transformational for Marketing, and for every one of those components that you describe as the key processes of Marketing. To say that its not changed much plays into the mindset of those who desperately want to believe that. And, to my mind, that's unfortunate.

 

It's unfortunate because one of the biggest battles in getting organisations to understand the transformational power of social media, and the nature of social business, is their mindset. I'm not saying that we should resort to FUD - fear, uncertainty, and doubt, which is another part of the cloud story - but we should be careful not to offer false comfort.

 

Walter @adamson 

 @igo2 Group

2 years, 8 months ago on Marketing 201 – Social Media has not changed much

Reply

Your 1.1 is 1.1 "unititled" it should be 1.1 Introduction

2 years, 10 months ago on Hands-On With iBooks Author: eBook Authoring Made Easy, Not Just for Textbooks

Reply

Great iBook example - it's impressive.

2 years, 10 months ago on Hands-On With iBooks Author: eBook Authoring Made Easy, Not Just for Textbooks

Reply

@adamson@Britopian@smlxl that comment did come out strangely chopped up - the bit chopped said "and for a profound view of the role of social media see No Straight Lines by Alan Moore" http://www.amazon.com/No-Straight-Lines-Alan-Moore/dp/0956766242

2 years, 10 months ago on 12 Most Helpful Books on Social Media

Reply

Great list. I would have to add Smart Business Social Business by the @smlxl@Britopian

Walter @adamson
http://xeeme.com/walter

2 years, 10 months ago on 12 Most Helpful Books on Social Media

Reply

The report rings true to me. @apple and @aldi are examples I've experienced who never respond. Actually in one case @aldi did respond who directed me to another part of Aldi - another Twitter handle - who promptly went deaf after the first twitter contact. The reasons for their ignorance are manifold as you say, but why would Apple even care, which is essentially their point of view.

Walter @adamson

3 years, 1 month ago on 70% of Companies Ignore Customer Complaints on Twitter

Reply

I wrote this recently Nothing social is impossible but everything is harder than it looks http://goo.gl/6x0Xu

Your advice about each post is well said, mine is more about making it happen across the organisation.

Walter @adamson

3 years, 2 months ago on Nobody Said Social Media Should Be Simple

Reply