Andy on Twitter

  • And so what they should do is apply the learnings from the four days to five days and get even more. Compressing ti… ,
  • Agree with Mark. How ridiculous is this. Ink is cheap in the world of digital - but doesn’t mean you should use it. ,
  • As much as I want Facebook to take as much responsibility as any publisher does for its ads, why aren’t lawmakers p… ,
  • M&A trends in consumer - readiness will matter ⁦@teamansarada⁩ ⁦@ansarada⁩ ,
  • Why do we even care about an irrelevant and illogical ranking system that even Rugby’s big boss denounces as a joke. ,
  • Great that Adidas sorted this but kind of staggering they weren't onto this for decades ,
  • Did Google Duplex just pass the Turing Test? And what happens if the interaction is made even more human with a dig… ,
  • Really basic stuff but worth a read... CMOs and Teamwork: How Can High-Performing Teams Shape Success? ,
  • Opinion | Marc Benioff: We Need a New Capitalism - The New York Times ,
  • When updates an iPhone app - Reminders - that renders it useless with the companion desktop app until Catalina arrives = ,
  • So fed up with commentators reffing the game. They have so much more to offer. All we get is constant… ,
  • How Negative News Distorts Our Thinking ⁦@SparkNZ⁩ ⁦@billbennettnz⁩ ,
  • And the coverage seems to miss that for some using on their carrier connection it streamed bea… ,
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The Unmarketing

One characteristic of the new socialverse we have entered is unmarketing. Emphasizing pragmatic and authentic communications over tightly engineered and polished. Unmarketing tends to favor raw expertise over filtered ideas. Unmarketing favors content over commercial messages. Unmarketing is audience specific rather than audience generic.

Here’s a great comment in reaction to a recent Dell video that gets at this:

On another note, I think videos like this are a very effective way to help potential customers internalize what a product really is in a way that is simply not possible from reading a website or product brochure. If you’re selling HPC hardware  you owe it to yourself to lay out a couple hundred bucks for a cheap video camera, grab a systems engineer, and start shooting short video tours.

But don’t tell marketing: over producing something like this with scripts and professional on-camera talent is a guaranteed way to make sure that people will point and laugh at your lameness.

2 Responses

  1. By Bob B on April 12th, 2010 at 9:05 am

    So true! Solid point Andy.

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