Part One: Marketers (Still) Don’t Do Data

Part One: Marketers (Still) Don’t Do Data

A Triumph of Hope
Part One: Marketers (Still) Don’t Do Data This is the first in a five-part series that looks into social media marketing moving into 2021. Part One examines the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. In Part Two we’ll take a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. Part Three makes some suggestions on what exactly we should do about it. Part Four takes one of these suggestions and fleshes it out: move social out of marketing and into customer care. Part Five outlines the key to making this shift. Social media marketing effectiveness data is top-of-mind for me these days.…
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Part Two: Time to Come Clean About Social Media Marketing

Part Two: Time to Come Clean About Social Media Marketing

A Triumph of Hope
Part Two: Time to Come Clean: Organic Social Media Marketing Doesn’t Work This is the second in a five-part series that looks into social media marketing moving into 2021. Part One examined the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. In this part we take a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. Part Three makes some suggestions on what exactly we should do about it. Part Four takes one of these suggestions and fleshes it out: move social out of marketing and into customer care. Part Five outlines the key to making this shift. Social media marketing effectiveness data is top-of-mind for…
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Part Three: Undoing Marketers’ Confirmation Biases

Part Three: Undoing Marketers’ Confirmation Biases

A Triumph of Hope
Part Three: Untethering the Intractable: Undoing Marketers’ Confirmation Biases This is the third in a five-part series that looks into social media marketing moving into 2021. Part One examined the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. Part Two took a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. This post makes some suggestions on what exactly we should do about it. Part Four takes one of these suggestions and fleshes it out: move social out of marketing and into customer care. Part Five outlines the key to making this shift. Social media marketing effectiveness data is top-of-mind for me these days.…
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Part Four: The Case for Social Media in Customer Care

Part Four: The Case for Social Media in Customer Care

A Triumph of Hope
Part Four: The Case for Social Media in Customer Care This the fourth in a five-part series that looks into social media marketing moving into 2021. Part One examined the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. In Part Two we took a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. Part Three made some suggestions about what exactly we should do about it. Now we take one of these suggestions and flesh it out: move social out of marketing and into customer care. Part Five outlines the key to making this shift. Social media marketing effectiveness data is top-of-mind for me…
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Part Five: The Shift from Social Media Marketing to Social Care

Part Five: The Shift from Social Media Marketing to Social Care

A Triumph of Hope
Part Five: The Shift from Social Media Marketing to Social Care Header Photo by Dawid Zawiła on Unsplash This is the last in a five-part series that looks into social media marketing moving into 2021. Part One examined the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. Part Two took a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. Part Three made some suggestions on what exactly we should do about it. Part Four takes one of these suggestions and fleshes it out: move social out of marketing and into customer care. This last post articulates the keys to making this shift. Social media…
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Marketing in the time of COVID-19

Marketing in the time of COVID-19

Random
The American Marketing Association reached out to several branding and marketing people and firms (including yours truly) and asked what we're seeing and how we're adjusting our approach to our work amidst the pandemic. You can see the quotes here. It's an interesting time. Like all of you, I'm sure, I'm hearing stories from agencies whose business has fallen off a cliff, and some with an increase in activity. Three Over Four is feeling incredibly fortunate and grateful to be in the latter category. I'm not sure what to attribute it to, but client work has increased since COVID-19 really heated up in the U.S. Personally I'm wary of anyone predicting the future. Augie Ray, as he so often does, seems to have it about right: Marketers need to consider…
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Three Over Four on the Innovative Agency Podcast

Three Over Four on the Innovative Agency Podcast

Leadership, Three Over Four Approach
Had the pleasure of having a dialog with the Innovative Agency podcast last week. We talked about leadership, marketing, and the Three Over Four approach to building trust with clients and within the marketing industry in general. Check it out here: https://podcasts.apple.com/us/podcast/32-why-trust-is-important-in-marketing-how-leadership/id1419747902?i=1000439001014  
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A Professional Services Marketing Approach That Might Surprise You

A Professional Services Marketing Approach That Might Surprise You

Leadership, Professional Services Marketing, Three Over Four Approach
It was a privilege to deliver a Professional Services Marketing course at the Chicago headquarters of the American Marketing Association recently, and I’m really stoked to boil it down for a presentation at a Michiana American Marketing Association event next week. Professional services continues to be an important market segment for Three Over Four, and as we all know: if you truly want to solidify a concept or area of expertise, understanding it well enough to convey it to others is great way to get there. These engagements are great opportunities to share value and also return it to our clients. A funny thing happened along the way. I’ve come to realize that what drives effective professional services marketing isn’t marketing at all. It’s leadership. That’s a weird claim. There…
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