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Innovation vs. Best practices in Marketing

I recently got into a conversation with a fellow marketer about why an online campaign didn’t move forward. He then explained that his client’s offline campaigns where doing good enough to try something new.

Despite the new online campaign represented (probably) less than 5% of their offline spending, the client decided to focus those resources doing what best practices of marketing spending suggest (which by the way consisted on sending trash over the mail).

“Best practices are the antithesis of innovation*”, you can’t expect to get different (or better) results if you do the same over and over again, that is Einstein’s definition of insanity.
Innovation today is what will dictate the best practices of tomorrow; innovation is what will give a head start against your competition.

Why should they try something new if what we are doing right now is proven to be successful? Well, if you don’t search for new ways to do things, your competitors will, beware if they find something before you do.

And now the question is: How is your competition innovating? Is it with new technology, new processes, new markets? How do you know when your best practices have become old practices?

So, are you following best practices or creating new ones?

To finish this post I leave you with a quote from Machiavelli’s The Prince:

“…And let it be noted that there is no more delicate matter to take in hand, nor more dangerous to conduct, nor more doubtful in its success, than to set up as a leader in the introduction of changes. For he who innovates will have for his enemies all those who are well off under the existing order of things, and only lukewarm supporters in those who might be better off under the new. This lukewarm temper arises partly from the fear of adversaries who have the laws on their side, and partly from the incredulity of mankind, who will never admit the merit of anything new, until they have seen it proved by the event. The result, however, is that whenever the enemies of change make an attack, they do so with all the zeal of partisans, while the others defend themselves so feebly as to endanger both themselves and their cause.”

What do you think?

* This blog post was inspired by a presentation by Christian Haas, a group creative director at Goodby, Silverstein & Partners, at OMMA Global San Francisco, the premiere online media, marketing, and advertising expo.

Lets Stick Together

February 26th, 2010 No comments
Stick Together Now

Stick Together

With the heartbreak caused by the devastation in Haiti, came an outpouring of worldwide support. In an effort to further drive this support, Leo Burnett and our parent company, IA Interactive, partnered up early this year and created a site that enables donors to personalize their donations with messages of encouragement. This effort has been updated to also include support for Chile with their recent tragedy.

In difficult times, it is always good to hear someone cheering you on. Donate today and send YOUR message of hope by visiting Stick-TogetherNow.org

Pepsi’s New Ways

January 12th, 2010 No comments

For the last two years people in the advertising industry have been forecasting a switch in marketing dollars from TV, radio and newspaper towards Internet campaigns, but the following is probably the most visible case so far.

For the first time in 23 years, Pepsi will not run any kind of advertisement during the Super Bowl. This represents a huge switch of around $15 million dollars in marketing spending from TV to an online campaign based on social media.

Ok, a marketing spending switch from TV to online and social media is not news, but what about costumer centric marketing communications as opposed to company/product centric? Pepsi is aiming to help people help their communities. Those individuals that register a project and receive the most votes will receive funding.

To be more specific, Pepsi’s online campaign will be powered by social media and social participation. It’s going to be about communities – online and offline – interacting to create something new.

Find more about it at: refresheverything.com

Why Karma Marketing?

The well known karma concept (according to Wikipedia) says: “…the effects of all deeds actively create past, present, and future experiences, thus making one responsible for one’s own life, and the pain and joy it brings to him/her and others.”
You may or may not believe in karma; however, in marketing it is totally true. Whatever you do right, wrong or don’t do at all will come back to you in the end in different ways. If you do the wrong thing (like phisihng, clogging, spamming) they may come back disguised as good or bad reputation, decrease in sales or a lawsuit. On the other hand, if everything you do you collaborate with the right people using the right tools, then you will get great joy and fruits (as Wikipedia says).
For example, I know that my written English is not very good and probably this will come back in the future and bite my hand, but in my defense, English is my second language and we never stop learning throughout our lives. I hope this blatant apology vaccinates me from that poisonous bite.

But, if you decide to go the wrong way, do not worry… this may not haunt you in the next life (if there is one… hmmm)
I won’t even try to relate this any religion or philosophy and my most sincere apologies if someone feels that I’m using a sacred concept in vain efforts; don’t worry, it will come back to me in the future and smack me in the face.

This is an introductory note to this blog and I hope is interesting enough to keep you coming here and perhaps, leave a comment.