Netflix did it right and focused on all the things that have replaced the dumb, raw numbers of the Nielsen world - they embraced targeted marketing and 'brand' as a virtue higher than ratings.
What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public.
Observing and understanding the social media phenomenon is one thing-leveraging this trend for advertising purposes is quite another. While most companies recognize the value of social media advertising opportunities, not many have figured out how to execute these kinds of campaigns and the unique risks they entail because of the potential that a viral marketing effort can backfire and actually harm a brand.
You only win when you help others win.
When you enchant people, your goal is not to make money from them or to get them to do what you want, but to fill them with great delight.
"If you don't make mistakes, you aren't really trying."
Firms need to ensure that their ability to provide effective customer service keeps pace with their growth. If you're marketing your firm to new customers, you better be able to provide them service when they do business with you.
The rise of the citizen review site is a sobering development. No longer are you on top of the mountain, blasting your marketing message down to the masses through your megaphone. All of a sudden, the masses are conversing with one another. If your service or product isn't any good, they'll out you.
Customers don't always know what they want. The decline in coffee-drinking was due to the fact that most of the coffee people bought was stale and they weren't enjoying it. Once they tasted ours and experienced what we call "the third place" ... a gathering place between home and work where they were treated with respect.. they found we were filling a need they didn't know they had.
One of the people who most influenced me was Ben Shapiro, a marketing professor at the business school. He used to rant and rave and pound his fist: 'It's all about the customers!' And he was right. He was also right that, at that time, retailing was devoid of really talented people; he urged me to go in that direction.
No matter your sector, chances are that people are already twittering about your products, your brand, your company or at least your industry.
To trust agents, hyperlinks are the twenty-first-century equivalent of the name-dropper.
The key is, no matter what story you tell, make your buyer the hero.
Advertising is what you do when you can't go see somebody. That's all it is.
We decided that if we get the culture right, most of the stuff, like building a brand around delivering the very best customer service, will just take care of itself.
...many organizations don't realize that they have a much better option-they can tell their story directly to an interested market.
If you double the number of experiments you do per year you're going to double your inventiveness.
Communications tools don't get socially interesting until they get technologically boring... It's when a technology becomes normal, then ubiquitous, and finally so pervasive as to be invisible, that the really profound changes happen.
The historic role of the consumer has been nothing more than a giant maw at the end of the mass media's long conveyer belt, the all-absorbing Yin to the mass media's all-producing Yang....In the age of the internet, no one is a passive consumer anymore because everyone is a media outlet.
What I think is coming instead are much more organic ways of organizing information than our current categorization schemes allow, based on two units - the link, which can point to anything, and the tag, which is a way of attaching labels to links. The strategy of tagging - free-form labeling, without regard to categorical constraints - seems like a recipe for disaster, but as the Web has shown us, you can extract a surprising amount of value from big messy data sets.
If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.
Although we've used the concept brand communities a couple of times, it's important to reiterate that communities aren't created, they are courted. Most brands will need to court a range of different communities and travel across pools, webs, and hubs if they want to reach the full range of desired consumers.
There is some confusion because we only recently began our marketing. We're in an era were people need to think about business processes and applications horizontally...We need to think of the enterprise not as an island of stand-alone technology.
To defend what you've written is a sign that you are alive.
To know your Enemy, you must become your Enemy.
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