marketing

The Currency: [015] Demystifying AI for Direct Marketing with Ron Jacobs

The Currency: [015] Demystifying AI for Direct Marketing with Ron Jacobs

AI evokes images HAL 9000 and Minority Report, but the reality of AI, as it pertains to direct marketing, is quite different. Join host me as I talk to direct marketing expert, Ron Jacobs. Ron demystifies AI, explaining how it’s used in direct marketing and providing listeners excellent ways to begin to integrate the power of AI into their marketing efforts today.

Check out Ron’s company, Jacobs & Clevenger, and make sure to reach out to Ron by sending him an email!

Ron assembled a great reference for anyone that wants to learn more. Click here to download Ron’s reference on useful AI resources in MS Word.

Listen & Subscribe to The Currency: iTunes | Spotify | Google Podcasts | Stitcher Radio

If you enjoyed this episode, be sure to check out Episode 016: The Sacrifices and Rewards of Brand Integrity with Shannon Joy.


Credits

All music used in this show was created by the talented Lee Rosevere and are shared under a Creative Commons 4.0 license.

Posted by Mike in Podcast
The Currency: [014] What Is A Good Marketer?

The Currency: [014] What Is A Good Marketer?

How do you know if you’re a good marketer? Is it a matter of awards? Or how about years in the saddle? Maybe it’s all about marketing for a good cause. In this episode, Mike Gastin takes a brief break from guest interviews to provide a simple, but powerful, framework for understanding what good marketing looks like. It’s a framework that anyone can apply to where they are right now and use to map a path to becoming a truly good marketer.

Check out the article I wrote that this episode is based on, if you’d like to learn more.

If you enjoyed this episode, make sure to check out episode 015 of The Currency!

Listen & Subscribe to The Currency: iTunes | Spotify | Google Podcasts | Stitcher Radio


Credits

All music used in this show was created by the talented Lee Rosevere and are shared under a Creative Commons 4.0 license.

Posted by Mike in Podcast
The Currency: [013] Using Video to Get Attention with Josh Pies

The Currency: [013] Using Video to Get Attention with Josh Pies

Meet Josh Pies. He’s an entrepreneur, marketer, video advertising and branding expert, and a lot of fun to talk to. Join me as Josh talks about:

  • Why he wears crazy cool sport coats
  • How his first foray into video turned into an international TV show
  • Why we all need to learn how to get attention and how to do it like a pro
  • His five keys for owning your influence online using video
  • And, a little about the business he started at four years old!

I had a lot of fun recording this conversation and I hope you enjoy it and learn a thing or two as Josh and I talk about getting attention.

Click here to learn more about Josh and his business.

Also, to check out Temi, the inexpensive transcription service Josh mentioned, click here.

If you enjoyed this episode, make sure to check out episode 014 of The Currency!

Listen & Subscribe to The Currency: iTunes | Spotify | Google Podcasts | Stitcher Radio


Credits

All music used in this show was created by the talented Lee Rosevere and are shared under a Creative Commons 4.0 license.

Posted by Mike in Podcast
The Good Marketer

The Good Marketer

What does it mean to be a good marketer?

Is it a simple matter of increasing sales or growing margins? A collection of industry awards and professional accomplishments? Maybe it’s years accumulated on the job or promotions secured. How do you and I know if we’re good marketers?

One word

The key lies in how we understand the word good.

There are many ways to understand good, but for this discussion, I think it can be distilled down to two concepts. The first being good as competence. A good marketer is one who is able to get results; a marketer that knows her stuff. The second is good as virtuous, meaning a marketer that is ethical and moral in the way they market and in choosing what work they do.

Note: I want to avoid getting stuck on the idea that good must equal charity. Certainly, if you were Mother Teresa’s marketing manager you’d be right up there in the pantheon of virtuous marketers. But, to be clear, meeting people’s healthy desires, helping a business thrive, and creating good jobs through your marketing activities easily falls within the concept of the virtuous good.

Mapping the terrain

Now, let’s take these two meanings and create a 2X2 chart, plotting virtue-good along the x axis and competence-good along the y axis. Here’s what you get:

good marketer 2x2

The Repugnant Sewer

This is the place where, thankfully, that which is bad meets marketing that’s completely useless. It’s the sewer and we see it for what it is. These are the horrors of society, like human trafficking and genocide. Sadly, at times “marketers” become more competent and are able to get some of these ideas to catch on, making them more accepted and moving them out of the sewer.

Sexy Poison

This is competent evil. It’s the effective marketing of goods and services that damage relationships, make our bodies sick, put our children at risk, or rob us of our agency. This is the peddling of ideas and causes that are destructive and dehumanizing. The scary thing is, the more competent the marketer, the less obvious the poison. Of course, we have to take into consideration the somewhat relative nature of this discussion. One person’s poison can be another’s small pleasure. Alcohol use or gambling come to mind here.

Wasted Benefit

Here we find the good suffering under incompetent marketing. These are the good causes, the good companies that make good products and offer good jobs, the good ideas, the good movements, and the good organizations that want to make the world better—each not realizing their potential. Their brands are weak, their campaigns broken, their strategies missing, and their tactics all wrong. If only …

Mountain Top

Imagine the combination of a decent company, with a product that makes life better and a marketing function that knows how to deliver. Or, an organization that cares for those who can’t care from themselves, coupled with a marketer that knows how to get the community to go all in. This is the mountain top—nothing but fresh air, clear skies, and a view that goes on forever. Notice, there’s hardly anyone here.

Being a good marketer

This is an overly simplistic framework for something that’s much more complicated and subtle. But, even in its oversimplification, it reveals the truth. The temptation is to use the complexity/subtlety argument as a rationale to reject the picture that the 2X2 creates; to dismiss it as silly and to move on. That would be a mistake.

Each one of us, at any given time, has aspects of our work that fall farther left on the chart than we’d probably like. And, unless you’re a perfect machine, there’s always opportunity to become more competent. Marketing can be complicated and it’s too easy to ignore the nagging question of goodness by getting lost in our work, as if being busy is justification enough. But, to become truly good, our underlying work must be to continually move farther right and further up the chart.

With each improvement in skill, each campaign launched with the benefit of our stakeholders in mind, each product or service we promote that makes lives better, each human problem solved, each life we enrich, each unfulfilled promise we reconcile, we move closer to the mountain top.

No one occupies a static place on the chart. We move, moment by moment, as we go about our work. If you want to be a good marketer, get into the habit of considering where you are at any given time and work hard to reorient towards the summit.

 


If you enjoyed this, make sure to check out The Currency, my podcast for marketers.

Posted by Mike in Articles