Oh praise the LORD above y’all. A book that thoroughly lays out just how important creative minds are in the marketplace.
MBA’s are impressive– but what about the right brainers? The creative thinkers? Where do THEY fit into the business world?
According to Geoffrey Conol, Senior Communications Director of Microsoft, it’s the Creative’s time to shine. It’s not just about the analytical marketing mind anymore. In his book, Disruptive Marketing, he argues that they BOTH are needed.
It’s been such a fun partnership with Audible, ever since discovering this app I’ve been able to digest so many more books than I normally would. Being able to “listen” –especially to informtional books– has become one of my favorite ways to internalize new knowledge. TRY IT! Audible seriously rocks.
So I listened straight through to Disruptive Marketing and I thought I would share some key points with you guys. Some valuable takeaways.
First off, Disruptive marketing means getting people to pay attention and ENGAGE…. instead of just bombarding them with advertisements. It means ditching the traditional marketing methods and favoring campaigns, company culture, word of mouth, and COMMUNITY.
Geoffry argues that disruptive marketing is hard to do, and requires people who are on the more creative side. They love to tinker with ideas. They are constantly looking around and paying attention to the world around them. They are dreaming, dreaming, dreaming… and don’t stop. They are less attached to the product and more about what the product should SAY to people. (Traditional marketers are more attached to the product itself.)
Out of respect to the author, I don’t want to give the whole book away. But I will share these nuggets of information that I learned pertaining to the current and evolving market place.
(23-ish, not everything!) Things Worth Noting In Disruptive Marketing:
Brands have less control than ever before– they need to be SUPER in tune with their consumers and what they are saying. How they are spreading the word about their product. Paying attention to social media has become a MUST.
The reason these VERY small companies are rivaling these big old school brands is because they are using disruptive marketing instead of traditional marketing: they are paying attention to what others are not because of their unique biases.
Today, to be a successful marketer you need to understand that your job is not a one and done deal anymore. There is no blue print that works for everything product, every brand. Before there was. Now there is not. You need to be constantly evolving.
We first had the agricultural era. Then we had the industrial era. Then we had the knowledge era. And NOW… we are in the creative era.
Design is at the heart of everything- it needs to feel as HUMAN as possible. It needs to look good. Be easy to use. Direct. As simple as possible. Steve Jobs himself predicted this need and in fact built Apple not on technology but on DESIGN.
There is such thing as over-branding: being very in your face ALL the time. This is a bad thing. It can alienate you from your target and existing consumer. It makes you appear TOO focused on trying to convince people to think a specific way about you, rather than having the confidence in giving them leeway to figure it out themselves.
The true scarce commodity is this: human attention. We must constantly keep asking what we can do to catch it and retain it and then regurgitate it into word of mouth and social sharing.
Ads don’t matter anymore because we have become accustomed to tuning them out. People don’t like to be interrupted.
The key to good advertising is not about SELLING something, it is about conversation and being immersed. THAT is what translates into sales.
Conventional marketing (the old, traditional way that surprisingly a lot of failing companies still rely on) utilize campaigns that have a strategic start and end date. Disruptive Marketers know that the digital world does not turn off. They want to find ways to keep the conversation going for as long as possible.
It’s better to tap into the EMOTIONS of your consumers than to come up with a marketing campaign.
Always remember this: Consumers crave transparency and more personal engagement from brands. Companies locked into simply “broadcasting” for their marketing are failing.
Content that is educational and entertaining is currency. This will never change.
User generated content (aka social sharing amongst consumers) will be and IS the KING of branded content. It’s the most trustworthy.
In the future, analytical data should strive to find a way to improve the measurement of cultural and emotional impact. Not just impressions or views.
Did you know: 89% of the Fortune 500 companies from sixty years ago are now gone. Why? It’s a different era: they creative era. And they need to keep up or merge with another company who is already on trend.
Slogans or words without user participation are lost.
The message needs to be PERSONAL for the consumer, and not just about the company’s mission.
Most recent studies show that audience engagement drops off at around the 20 second mark of videos. So keep them short, sweet, and entertaining.
Guess what receives the most customer feedback? Humor and controversy.
CMO’s who are more analytical than they are creative tend to work at marketing firms with LESS marketing capabilities. And the opposite is true: those who are more creative (Disruptive Marketers) tend to work at marketing firms with more marketing capabilities. Another note: Too many people TOO CLOSE to the product (huuuuge teams) can hurt marketing.
If you can’t MAINTAIN a good product, don’t build one at all.
And finally: Culture fosters creativity. Don’t underestimate it.
Make sure to download Disruptive Marketing by Geoffrey Colon from Audible! So many nuggets of information for not just creatives but business owners as well! As the book argues: At the heart of us all is a marketer and we must tap into that to be, and remain, successful.