The director is making several points about relationships, but he chose to do that by using robots. It’s one of my favorite short films of all time, but the reason it’s so compelling is that it presents ideas in a new and novel way. So many videos, articles, and other content meant to promote a brand or a concept just throw out some slides and text, or feature a talking head. It’s not enough.
“A NEW commodity spawns a lucrative, fast-growing industry, prompting antitrust regulators to step in to restrain those who control its flow. A century ago, the resource in question was oil. Now similar concerns are being raised by the giants that deal in data, the oil of the digital era. These titans–Alphabet (Google’s parent company), Amazon, Apple, Facebook and Microsoft–look unstoppable. They are the five most valuable listed firms in the world. Their profits are surging: they collectively racked up over $25bn in net profit in the first quarter of 2017. Amazon captures half of all dollars spent online in America. Google and Facebook accounted for almost all the revenue growth in digital advertising in America last year.” – The Economist, The world’s most valuable resource is no longer oil, but data, May 6, 2017
Advertising is just one form of marketing, though. Research, email, content creation, list curation, social media, and even customer service all contribute to an effective marketing strategy. You don’t have to become proficient in every tactic to be a successful marketer, but if you want to help your sales team operate at peak efficiency, you need to master the most critical areas.
The more career success you have, the harder job search gets. Why? As you climb the career ladder, the number of jobs that match your requirements dwindles. It looks just like a pyramid. The higher you go, the fewer the opportunities available to fit your needs. This means the job search can take even longer, but the payoff is greater. You’ll just need to keep improving your mental toughness, personal branding, and networking skills in order to compete at the higher level. It’s like going from the minor leagues to the majors. Not everyone can move up!
Product consistency is one way to do that. People still recognize and drink Coca-Cola for two reasons: Its product has stayed the same (which is why New Coke infamously failed), and its logo has been consistent. Companies deliver on their brand promises just half of the time, according to a Gallup survey. If you want customers to remember you, get your employees on board with your brand’s social promise and hold yourself accountable for the quality of your products or services. When your employees fall short, don’t simply blame them for not adequately upholding your values. Instead, look for the root of the problem, whether it be lack of training, a faulty hiring process, internal software issues, or what have you.
The airline is, from my conversations with employees, desperately trying to differentiate itself from American Airlines, which seems to now represent the apogee of lucre-based, customer-neglecting flying.
“I was at a point, both personally and financially, that I had little desire to fight it out anymore,” Antioco told me. He negotiated his exit early the next year and left the company in July of 2007. His successor, JIm Keyes, was determined to reverse Antioco’s strategy, cut investment in the online platform, reinstate late fees and shift the focus back to the retail stores.
Even though you think you’ve heard the instructions 1,000 times, would you really know what to do in an emergency? More importantly, if you were presenting in a meeting and the 12 people right in front of you visibly weren’t paying attention, how would that make you feel?
Influencers have become all the rage in marketing. However, if you’re interested in effective marketing, you still should wonder yourself why. Often influencer campaigns fall flat. Many of them rent their audiences, as branded content strategist Lena Katz showed when she turned an uncooked potato into a figure with a following in two weeks. Payless Shoes actually was clever and trolled a whole bunch of fashion influencers. Shortly before announcing that it was going out of business. Well, at least it was a last hurrah.