Quotes About Marketing

Amazon appears to be building a permission asset, not a brand asset.

A factory demands a compliant workforce in order to succeed. And so we've organized around this idea of compliance in all things—in school, in the foods we eat, in the way we respond to marketing. And it's a dead end.

Differentiation is a zero-sum, advertising-based game.

marketers have turned advertising into an interactive process. Using relationships and frequency and permission

Ben & Jerry's avoided temptation for years. If they didn't have a super-cool flavor or a great promotional idea, they did nothing. Yes to free ice cream once a year at every scoop shop, but no to 5 percent off any pint this week at your local store.

The mistake that's so easy to make is to get greedy as you choose your hive, to say, "this product is for everyone" or "anyone can benefit from this idea." Well, there are seven billion people on the planet, so it's unlikely your comment is correct; even if it is, there's little chance that a virus would spread across a hive that big.

Low price is the last refuge of a marketer who has run out of generous ideas.

The biggest secret of the Internet is that it is inherently a direct marketing medium. In fact, the Internet is the greatest direct marketing medium of all time.

Because frequency is free in an online permission program, and much more effective offline, the marketer has the luxury of riding the impact curve up without a matching cost curve.

Before a marketer can build trust, it must breed familiarity. But there's no familiarity without awareness. And awareness—the science of letting people know you exist and getting them to understand your message—can't happen effectively in today's environment without advertising.

The best marketers are farmers, not hunters. Plant, tend, plow, fertilize, weed, repeat. Let someone else race around after shiny objects.

Marketing, more than a lake or a forest, is the landscape of our modern lives.

Marketers make things better by making change happen.

effective marketing now relies on empathy and service.

Permission Marketing is the tool that unlocks the power of the Internet.

Marketing guru Jay Levinson figures you have to run an ad twenty-seven times against one individual before it has its desired impact. Why? Because only one out of nine ads is seen, and you've got to see it at least three times before it sinks in.

Interruption Marketing was easy. Build a few ads, run them everywhere. Interruption Marketing was scalable. If you need more sales, buy more ads. Interruption Marketing was predictable. With experience, a mass marketer could tell how many dollars in revenue one more dollar in ad spending would generate. Interruption Marketing fit the command and control bias of big companies. It was totally controlled by the advertiser, with no weird side effects.

Permission Marketing represents a huge threat as well as a huge opportunity.

In other words, they believe it's wiser to focus more on increasing sales to a smaller percentage of your existing customers than to find new ones.

the new form of marketing is leadership, and leadership is about building and connecting tribes of like-minded people.

Have you ever heard of Gmail? Ever used it? If so, it's not because Gmail ran a lot of TV ads (they didn't). It's because the manifesto of free email got to you.

At that moment, a suite of marketing messages must begin to be applied. The goal is to teach, cajole, and encourage this stranger to become a friend. And once she becomes a friend, to apply enough focused marketing to create a customer.

It's hard for me to imagine how a $50 million marketing campaign is ever appropriate for any business to launch an ideavirus. If you need to interrupt that many people, you're doing something wrong.

Es posible aprender a ver cómo el ser humano sueña, decide y actúa. Y si ayudas a la gente a ser una mejor versión de sí misma, a ser la persona que quiere ser, serás un buen profesional del marketing.