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" This transactional model of thinking is actually really similar to how we do a lot of discussion in the marketing field. I talk about: "Oh, well, if you're looking for folks on social media, how do you turn them into followers of yours? If you think about the difference between dating and paying for a physical relationship, they're thought of in such different ways.
One has all sorts of positive and romantic and long-term associations in the world, and the other has incredibly negative connotations.
Comcast operates over-the-air national broadcast network channels (NBC and Telemundo), multiple cable-only channels (including MSNBC, CNBC, USA Network, NBCSN, E!
, The Weather Channel, among others), the film production studio Universal Pictures, and Universal Parks & Resorts in Los Angeles, California; Orlando, Florida; and Osaka, Japan.
In today's Whiteboard Friday, Rand details the virtues of marketing for long-term success and moving away from that transactional model.
Howdy Moz fans, and welcome to another edition of Whiteboard Friday.
Furthermore, given Comcast's negotiating power as a large ISP, some suspect that Comcast could leverage paid peering agreements to unfairly influence end-user connection speeds.
And its ownership of both content production (in NBCUniversal) and content distribution (as an ISP) has raised antitrust concerns.
It seems like this is almost the best way, the most popular way to suck at marketing. So here's our marketer, and he or she has good intentions in mind, but he goes out and looks at every opportunity with the same lens on.
When we take a data- and profit-driven approach to marketing, we can get so caught up in maximizing returns that we forget we're dealing with people, treating our customers as simple transactions.
If we're looking for loyalty, we need to change that approach.
" They look at conferences and events and see only, "All right, how do I speak there? " And "How do I get the most customers I possibly can out of that event?
How do I get coverage from press, media, and bloggers? How do I turn these people on social media, who are interested in my topic, into people who follow me, become my customers, and amplify my content? They're good tactics, but this view, this idea that all these people are just a chance to make money, just an opportunity, it's almost like the prostitution of marketing.