Ginaness

An eloquently communicated breakdown of #marketing by Geoffrey Colon, Senior Marketing Communications Designer for Microsoft. In this well-expounded post he provides a deeper view of why many businesses/organizations are failing in their efforts to effectively market and influence their target audiences.

With so many who are focused mainly on visuals, we find an ever-impacting displacement of data, automation, a more humanistic communication to consumers, acceptance of relativity to attitudinal shifts, demand generation and more.

Enjoy and stay tuned… … … … … … … … … … … … … … … .

Marketing is…

1. Informed by data 2. Powered by automation 3. Optimized by AI 4. Accelerated by agility

But marketing also is…

5. Grounded by human insights 6. Focused on human passion/pain points 7. Fueled by human created content 8. Communicated as stories focused on human feelings.

We push 1-4 yet forget a lot about 5-8. Marketing also has three considerations:

A. Demand Generation where the outcome is on REVENUE B. Perception Change where the outcome is on ATTITUDINAL SHIFT C. Thought Leadership where the outcome is on SHARE OF MIND

Unfortunately because power is concentrated in areas 1-4 with leaders who wear CFO hats, all we read about on LinkedIn is usually about A without realizing B and C is a long tail to A depending once again on CONTEXT.

If you have zero mindshare does pure demand gen make sense? If you have great demand gen but no thought leadership, how long will people stick in your pipeline? If you have great thought leadership which never leads to real outcomes on future products and revenue, is it worth continuing to create fables?