Marketing Companion

    • A content dominance strategy drives new media economy

      I want to share a statistic that kind of blew my mind. In 2011, about 20 percent of non-game Internet revenue came from content subscriptions (to stuff like Hulu, Spotify, Amazon Prime, and Netflix). The bulk of the revenue has historically derived from advertising. Today, that number has completely flopped with subscription-based revenue at 80 percent — in just five years! ...

      {grow}in Content- 7 readers -
    • An insider’s view of the American election and its meaning for marketers

      By Mark Schaefer America has been through a tumultuous election cycle, perhaps the strangest and most divisive time in the country’s political history. What does it all mean? Sure, a lot has been written about this, but it’s rare to get a behind-the-scenes glimpse from a person who was in the very heart of the process.

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  • What marketing skills do you need for career success today?

    … such as Allison Dew, a senior VP at Dell, references a new workforce study when she says the 400 people on her marketing team better be steeped in marketing fundamentals and possess an ability to solve problems, not be masters Snapchat. It has been more than two years since Tom Webster and I discussed this topic on our podcast and with the rate…

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  • The true goal of influence: Persuasion

    … We talk a lot about influence, but what is the true goal of influencing? Persuading. While I was far afield in South America for the past few weeks, Tom’s wife Tamsen sat in for me in this episode of The Marketing Companion. Tom and Tamsen talk about the relationship between influence and persuasion, and what it really takes to not only make…

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  • How to create a winning strategy with crappy content

    … is either to be the content curator or to be the brand trusted above all others. If we can create content that is un-missable, unmistakable, and un-copy-able we might have a chance … but let’s explore this idea a little more, shall we? Tom Webster and I dive over the crappy content waterfall in our latest Marketing Companion episode. We punch…

    {grow}in Content How To's- 12 readers -
  • A thought exercise on social media and critical thinking

    … at upgrading our Millennial reach by introducing a Would You Rather segment. You’ll learn why Tom would prefer to crap his pants in Starbucks and Mark can rock a thong. You are probably gripped with anticipation for this Marketing Companion episode and thankfully relief is in sight. In fact, it’s right here: If you can’t access the edition above…

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  • The reality of online influence and the only thing that matters

    … best Digital Self. This is a fascinating topic and the primary discussion point of our new Marketing Companion podcast episode. Tom Webster and I start with a humorous bit about the Marketing Olympics and proceed to a spellbinding account of what it takes to be known today. You won’t want to miss this: If you can’t access the edition above…

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  • Why Content Shock is coming to a Facebook ad near you

    …. Eventually some companies aren’t going to be able to hang in that environment for long. It will be just too expensive. For some companies, it already is. As content popularity increases, it costs more to promote and compete. It’s a great discussion topic for our new podcast episode and in this edition of The Marketing Companion, Tom Webster and I…

    {grow}in Facebook Twitter- 15 readers -
  • Should Facebook be regulated?

    … Should children be exposed to graphic violence on Facebook without your knowledge and consent? Is it a widely-available broadcast channel like TV that should be regulated, or is it something different? The social web has created amazing opportunities to learn, discover, connect, and have fun. But with the advent of innovations like live…

    {grow}in Facebook- 7 readers -
  • The new psychology of content consumption

    … Is the psychology of content consumption changing? That’s the central idea behind an amazing new discussion featured on The Marketing Companion podcast. Have you tried our free Internet radio program yet? You’ll have to hear this podcast to believe it — the first order of business is the introduction of the world’s first audio emojis…

    {grow}in Content Facebook- 12 readers -
  • Six thought-provoking and profound marketing trends

    …, and switching costs. Will Facebook need to get into the music business? The game-changing technology of voice recognition accuracy. The malignant complexity of data and the vulnerability of a “single-source” supply channel. Pretty interesting stuff? If that wasn’t enough, it’s the third anniversary of The Marketing Companion and Tom and I have…

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  • Podcasts and advertising: Meet social media’s new super power

    … ownership and the advantage of being the “multi-task” medium, podcasting is experiencing its greatest growth spurt ever, as evidenced by this new report from Edison Research: Most of the growth is occurring with consumers under the age of 55: And podcast consumers are voracious, spending more than four hours per week consuming an average of five…

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  • How do you make your content the signal instead of the noise?

    … In our new episode of The Marketing Companion, Tom Webster and I explore a theme of marketing challenges to rise above the increasing noise levels to connect to our customers. It’s a difficult proposition and getting harder all the time. Some of the topics in this jam-packed 30 minutes of marvelous audio content include: Rising losses from ad…

    {grow}in Social Content- 9 readers -
  • Brand bullying and other things that need to change

    … In the future, chatbots will be at the center of customer service and every shoe department will have a ladder In the latest episode of The Marketing Companion podcast, Tom Webster and I reveal our wishlist of what we would like to see “more of” and “less of” on the web. Among the topics we explore: Brand skepticism and brand bullying…

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  • Are you ready for the mega-shift from social media to private media?

    …? And by the way … Where IS Google in this whole development? As of yet, they don’t seem to have a relevant entry. This is a fascinating new development and there are many, many future conversations we will have together on this topic. Let’s get the ball rolling with this new podcast episode. In the latest edition of The Marketing Companion, Tom Webster…

    {grow}in Social- 20 readers -
  • Facebook and Snapchat at war, and four other groovy media trends

    … So much going on today! So many changes to consider. Facebook and Snapchat and content wars. OH MY! In this new episode of The Marketing Companion Tom Webster and I consider some EPIZOODIC new ideas that will be affecting your marketing programs now and in the future. Listen in for some TREMENDIFIED new insights on: Snapchat rejected…

    {grow}in Facebook Twitter- 5 readers -
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