November 19, 2015 · 11:51 am

1,800

Yesterday’s edition of the screed was the 1,800th post. At roughly 350 words per, that’s 630,000 words I’ve written in an effort to make sense of business. I’ve written approximately 250 posts each year for the last 7. While not every one of those posts has been original (I do republish some stuff), each one has been carefully considered for its topic and usefulness to you folks. I’ll leave it to you to judge how well I’ve succeeded, although I hear from some readers that while some posts are enlightening, others are just too confusing. Well, yes. That’s kind of reflective of business, isn’t it?  

Since 1,800 feels like a milepost on the way to 2,000, I’m going to do something that I like to do with clients after a long meeting: sum up. If you hang around this space long enough you’ll pick up on a bunch of recurring themes, and while I’d hope that you’ll continue to come around here each day, let me make things a little easier for you in case you miss something. All of what follows should feel very familiar and, hopefully, not new. In no particular order:

  • The reason any of us are in business is to solve problems for our customers. If our product or service doesn’t add value and/or solve a problem, it’s useless, even if it’s free.
  • Hire smart people who possess the intangible skills you can’t teach: work ethic, honesty, humility, and hunger to succeed. Treat them well, train them even better, and demand their best.
  • Technology changes; basic, sound business principles don’t. Don’t confuse the technology with the business, even if the business IS technology.
  • Finally, while it’s impossible to ignore “the bottom line” as we run our businesses, for the most part our focus needs to be squarely on our customers.  We need to see our world from their perspective and recognize that their perspective might be very different from that of the business.  Customer focus is imperative, although (as we’ll see tomorrow), that doesn’t mean the customer is right 100% of the time (but they are way more than most businesses appreciate).

The above is a little cheat sheet to understanding what’s going on here most days.  In theory, anything you read will fall into one of those theme buckets.  I hope you’ll continue to do so.  Please?

Leave a comment

Filed under Thinking Aloud

Tagged as , ,

November 18, 2015 · 1:44 pm

Not Sexy (But Effective)

There is a big debate going on about whether advertising is dead. It may be, to a certain extent (that’s a much longer post) but I’m also certain that marketing lives on, albeit in a very different form than it was a decade ago. No matter where you come out on the aforementioned question, you’re probably in the business of reaching out to your customers or potential customers to increase sales. Today’s topic is an unsexy but highly effective way to do just that.  

I hope you or your marketing folks spend a lot of time on email, but I’m doubtful that’s true. It’s “old” technology, and I think we all sort of gravitate to more recent stuff. It’s not as much fun as video or social media nor as interesting as paid search. It just works.  This from the folks at Retention Science:

Although flashier channels like social media and mobile marketing routinely steal headlines, email is still the core of every effective digital marketing strategy…Email marketing generated the highest ROI for eCommerce in 2014, and consistently outperforms other channels in engagement and conversion. Even tech-savvy Millennials prefer to communicate with brands through email; 47 percent of respondents chose email as the preferred channel, while only 6 percent selected social media.

Integral to that statement is the notion of control.  People like that they can see what they want to see and unsubscribe if you’re not helpful (how’s THAT for good feedback!).  Email is much easier to personalize, and the offers can be fine-tuned.  Are you really going to make 100 different videos to reflect the nuances of your customers?  Probably not.

Email is one of those things in business that reminds us that the new, shiny object might not be the best use of our time or resources.  Building a mailing list is hard, and just using content (fill this out for a free whitepaper or report) won’t do it alone.  Great content combined with innovative thinking and smart socialization can help.  So can working with another brand that complements yours.  The reward, however, is well worth the effort.

A personalized ad, delivered which is requested by the customer, delivered when the customer wants it, and which is highly actionable and measurable sounds like email in a nutshell.  It also sounds like a pretty good thing to me.  You?

Leave a comment

Filed under Consulting, digital media

Tagged as , , , , , ,

November 17, 2015 · 11:40 am

Choosing Ignorance

Ever had some fact creep up on you and scare you to death? I have had that experience this morning. It’s particularly disheartening because we’re coming up on an election year here in the US and one would hope that people are paying a bit more attention to the news than usual as they seek out facts and the information they need to make decisions. No, I’m not going down the political road. The point I’m going to make is about business, but I find it disturbing outside of business as well. Let’s see what you think.

Business Information Systems

(Photo credit: Wikipedia)

An organization called the Media Insight Project, which is an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research, conducted some research on how Millenials get news. The headline coming out of the research is that the vast majority of Millennials, people who are ages 18 to 34, regularly use paid content for entertainment or news.  53 percent report regularly using paid news content — in print, digital, or combined formats — in the last year.  That goes against the conventional wisdom that younger people won’t pay for content.  While that is a significant finding, in my mind it buries the lede, which is this:

Among those Millennials who say keeping up with the news is very important to them, only half personally pay for news content. And, even among Millennials who do pay for news, free services like Facebook and search engines are their most common sources for obtaining news on many topics.

In fact, as the study looked at different types of information, Facebook was cited most often as the source for national and political news, social issues, as well as crime and public safety even among those people who pay for news content.  Given that what you see on Facebook is based on an algorithm that reinforces your current attitudes and likes, and is NOT meant to provide you with an unbiased world view, this is pretty dangerous in my mind.  It’s a business problem as well.

Just because some Millenials make an effort to have the broader, less tilted sources of news and information available to them by paying, there is no requirement that they listen to those sources.  It’s not really enough to find the information if you’re going to choose to ignore it.  That’s as true in business as it is outside of the business world.  A younger adult’s willingness to pay for news is correlated with his or her broader beliefs about the value of news, the study found.  Your willingness to seek out business information – even paying for it – should also imply that you’re willing to pay attention and not just pay lip-service.  Are you choosing to do so, or are you choosing ignorance?

Leave a comment

Filed under Huh?, Reality checks

Tagged as , , , ,