Keith Bates Blog
NEED TO STAND OUT IN YOUR MARKET?
Maybe your website is sending the wrong message!
November 2, 2017
How about changing marketing costs to a revenue stream?
Joe Pulizzi wants to Kill Marketing. Maybe that’s not a bad idea!
Traditional marketing efforts today consume revenue. What if there were a way to kill traditional marketing and replace it with efforts that generate revenue… while still supporting the basic needs of selling?
That’s the premise behind Joe Pulizzi’s remarkable concept. The plan is for owned media to expand beyond a simple marketing tactic into a business activity that generates revenue while totally eliminating the need for paid media. Following are random excerpts from the book Kill Marketing, created by Joe Pulizzi and Robert Rose, that tell you how to pull this off.
Random thoughts from Joe and Robert.
Owned media has grown beyond a simple marketing tactic, or even a marketing strategy. It is now a strategic business activity that marketers happen to perform. In order to make it profitable, we must restructure the priorities of marketing accordingly.
Today, if you had to choose between creating an audience and then directly selling to that audience, versus renting outside channels that you don’t control and don’t own, which would you choose? Of course, you’d go direct. It’s an incredibly easy decision to make, and yet most companies have been choosing to rent (paid media) year after year.
The strategic use of content will not only build audiences and drive the creation/retention of customers; it will do so at a profit
Here’s the trick—a company has to be willing to slow down its lead-nurturing process. It has to be willing to completely change its approach to sales and marketing. It has to move from building lead databases to building audiences.
A loyal audience can help save costs by helping to inform the company about what kinds of new products, or new features, the company may want to bring to market. This is a way to decrease research and development costs.
Traditional advertising, direct marketing, digital marketing, and even social media are all transforming. And all of them point toward a landscape where brands go directly to consumers, rather than relying on the gatekeepers of traditional media to get there. The only thing that prevented this in the past was the difficulty of getting in front of an audience.
We started this book by wondering if we were asking the right question. What if it is, indeed, now a world where media isn’t advertising-supported. What if it’s a world where media is advertiser-created?
For a free copy of “Creativity—the critical gap between Messaging & Media” simply visit www.kbates.com home page for the link.
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