marketing interruption, trump, engagement, Toby Elwin, blog

Marketing interruption still trumps engagement, really?

Great post on Advertising Age website titled:  Why Interruption Still Trumps Engagement. The key to the blog is the closing and I think it is worth your read because it gives yet another view of social media’s critics. The author, Mr. Jonathan Salem Baskin, states the social-media revolution based on three assumptions: Ads aren’t credible so they can’t play a meaningful role in our conversations with consumers; Consumers don’t want to be bothered or intruded; and Entertainment is an alternative to selling The premise he revisits is that social media delivers what consumers truly want:  to engage with customers, instead of getting interrupted by advertisers and brands. Mr. Baskin believes social media does not address consumer needs.  Namely, what consumers need to know, but may not have asked for, such as: Relevance Immediacy Meaning – in their terms Mr. Baskin goes on …

marketing 2.0, Toby Elwin, blog, communications,

Marketing 2.0 – You better free your mind instead

Marketing was a constant assault is ever louder, obnoxious, efforts to overcome TiVo, the VCR and DVR, our iPod, satellite radio, and our Internet to gain our attention.

We are tired.

We cope, with filters.

We cope, by blocking their information.

We stop reading, we are tired of your marketing and public relations hype everywhere we turn throughout our day.

What is Marketing 2.0.

conversation prism, Toby Elwin, blog

Communication in the age of saturation, part 3 visual

In two prior blogs, Communication in the age of saturation, part 1 and part 2, I outline our communication challenge to break through filters and biases that people initiate to manage information overload and communication saturation. In the spirit of Henry David Thoreau’s quote, “what I began by reading, I must finish by acting”, I present a powerful display that might help in your communication assessment and planning effort: The Conversation Prism, by Brian Solis and Jesse Thomas and updated to 4.0, available in 6 .jpg sizes, and as a wall poster.  [post updated 04/16/2015] Communication Saturation, No Thank You Since money and time are both finite resources we all struggle to manage, this Conversation Prism visual may provide a strategic tool to maximize your effort. When you look at this visual representation think through: What vehicles do you currently us? Do you use current communication vehicles or options in their …

Death of a Salesman, communication, Toby Elwin, blog

Communication in the age of saturation, part 2

People don’t care what you are selling. People want to know what makes their life better. Is your communication effort designed to interrupt people? Communication saturation is about overload. Think of the filters you put up around your world to manage the saturation of information and decisions you have to make. What percentage of today’s decisions do you make from a telemarketer, billboard, or yellow pages? Conversely, what decisions do you make from a friend’s recommendation, a web page, or a Google search. How can you expect others to not weed your effort through filters? Even an effective multi-tasker is flooded with tweets, social media messages (Facebook), RSS feeds, emails, phone calls, and text messages. Our challenge, as communicators, is to get our message delivered through the deluge of information and communication. Noise Filter To cope with marketing communication saturation, people …

cone of silence, communication, Toby Elwin, blog

Communication in the age of saturation, part 1

The goal of communication is to be understood.  In the age of communication saturation action is the objective. Typically, the first piece of communication advice is: know your audience. When you know your audience – their interests, their lingo, their needs – you better relate to their communication style. When you know their style you can write and speak in a way that they understand. Of course once your audience understands they can then act. In this age of communication saturation your employees, customers, and other stakeholders are under the same constant communication barrage as you and me. Our connected world (interestingly, when wireless we are still connected) has not altered the advice to know your audience. Barrier to Entry To know your audience means you know the barriers, channels, and filters in place that block communication. If received, people …