Connecting You with the Latest Marketing Tips and Trends.
What can you learn from the all-time marketing masters that can inspire incredible results for your brand by mid-year? David Ogilvy, the brilliant marketing mind and founder of renowned advertising agency Ogilvy & Mather, created some of the most memorable marketing campaigns that decades later still resonate in the collective consciousness. His campaigns worked because they created an emotional connection, had real relevance, and “wowed” the audience. Over the years, his marketing wisdom has inspired generations of marketers and advertisers alike:
On your target market:
On your investment:
Ogilvy’s words guide marketing professionals to this day. In this spirit, we’ve assembled ten timeless tips from recent visionary marketing gurus who carry on where Ogilvy left off. Their insights will inspire you, inform you, and, perhaps most importantly, give you something to really think about.
1. Consumer Engagement: Brian Solis, Principal at Altimeter Group, social media expert
“Engagement is really about A.R.T. (Actions, Reactions and Transactions). A.R.T. is less about following the trend of trying to be a storyteller, and more about just trying to be engaging. I believe the story comes naturally when you are inspired by the empathy of being human, and what humans find compelling, useful, and meaningful. Most brands think about one audience, one campaign, and one emotion, but there are so many types of emotional elements to consider.”
2. Create for the Long Haul: Seth Godin, marketing expert, author, blogger
“The media wants overnight successes (so they have someone to tear down). Ignore them. Ignore the early adopter critics who never have enough to play with. Ignore your investors who want proven tactics and predictable instant results. Listen instead to your real customers, to your vision, and make something for the long haul. Because that’s how long it’s going to take, guys.”
3. Melding Big Data with Big Insight: Nadine Karp McHugh, Vice President of Global Integrated Media Communications at Colgate Palmolive
“Even in our new era of real-time big data, smart marketers need to be able to capture the insights that result from this data to find “own-able” and unique solutions that will make a difference. Everyone is talking about big data driving everything—and it will—but without insights and creative problem solving, it cannot be effective. Data is just a blunt tool waiting to be sharpened.”
“The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.”
5. Don’t Assume, Educate: Robert G. Allen, speaker, author, mentor
“No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.
6. Be Visible on the Customer’s Timetable: David Meerman Scott, Marketing strategist, author of “The New Rules of Marketing and PR”
“Instead of a one-way interruption, Web marketing is about delivering useful content at the precise moment that a buyer needs it.”
7. Your Message Reflects Your Brand: Carolyn Everson, Vice President, Global Marketing Solutions, Facebook
“Depending on what your message is, being authentic is usually the best way. So, if a brand or a business has humor as part of their brand equity, then being humorous is expected and you should do that. If a brand is brought to life better visually, then that’s how the brand should come to life visually on Facebook. But at the end of the day, it’s really about finding authentic and relevant content that people will care about and hopefully be inspired to share.”
8. Position Your Offering to Stand Out: Al Ries, co-founder and chairman of Ries & Ries consulting, best selling author and speaker who is often credited with coining the term, “positioning” in marketing
“The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.”
9. Team Building Approach to Marketing: Dr. Stephen Covey, an American educator, businessman and author of popular books including “The Seven Habits of Highly Effective People”
“Synergy is what happens when one plus one equals ten or a hundred or even a thousand! It’s the profound result when two or more respectful human beings determine to go beyond their preconceived ideas to meet a great challenge.”
10. Host Your Community, Don’t Sell to Them: Guy Kawasaki, Chief evangelist of Canva, and executive fellow at the Haas School of Business at U.C. Berkeley, former chief evangelist of Apple
“Many companies think that building a virtual community is as simple as throwing up a cool website that compels people to visit every day. Dream on. The purpose is to build a community, not sell more stuff. Build in the capability for people to communicate with each other via message boards and Internet mail lists. You’re hosting the event, but it’s a cocktail party, not a lecture. And place the community’s interests above your own.”
These marketing experts are shaping the way we bring our brands into the consciousness of our target audiences. Please share your thoughts and quotes that inspire you from some of the mavens of marketing. We leave you with another Ogilvy fave:
And Speaking of Marketing Mavens:
In honor of late Apple Founder Steve Job’s 60th birthday, stay tuned for a visit (or visitation??) with a true marketing genius in our next post! Need a hint?