"...a wealth of information creates a poverty of attention..."
- Herbert A. Simon
Our world is becoming increasingly overloaded with content. Company-, advertising- and consumer-generated content fill every channel where information can be shared. The size of an internal drive on a smartphone is now measured in gigabytes (up from megabytes less than 18 months ago). And terabytes are thought of as less of a dinosaur shape in "big data" than the current Brontobyte.
Yet, somehow, sometimes content continues to break through and inspire us. As I read various blogs, tweets, slide shares, newsletters and magazines (print and digital) and listen to the news, radio and TV (all while I am usually on a conference call or something else), or even get out from behind my desk and network in person, I like to pretend like I am a traditional consumer. How do they hear the news? How do they view context-based, or native advertising?
No matter how hard I try to be normal, it never works. I always end up analyzing offers, content placement, targeting and various other elements. I can't remember the last time I tried to research product reviews on something I was interested in buying only to find myself convinced that most positive reviews were fake.
Sometimes, however, somehow some content and insight shines through. And when that happens I like to applaud the content author, share the insight and really spend some time celebrating how unique and rare those moments are. Interestingly, in the past few weeks, I have had three opportunities to be awed by content. As everyone is looking for sage advice on work succeeding in the holidays and gearing up to a fantastic 2014, I thought I would share these insights.
1) "Visibility creates credibility, which inspires trial." -- Doug Carlson, EVP Digital Content and Marketing, NOOK
Think about it. A simple statement, but a very powerful one. Getting your brand and offering in front of volumes of people is key in order for your amazing product or service to be seen.
2) "Wait...what? Is this real? I never know if things are real or not, so I forward them to people -- I think that's how videos end up being viral -- people just don't know if they are real or not and they have to ask everyone." -- Anonymous teenager from a YouTube clip
I love this one. Maybe this will cause some people to rethink the video creation process to make something that is just so edgy that people aren't sure if it is real, but so believable that they are not sure it isn't real and have no choice except to send it to others for comment.
3) "The Playpump shows the risks of innovating without including the customer." - Excerpt from Chapter 2 of Customers Included by Mark Hurst and Phil Terry
Without reading this book or researching the Playpump, this statement might not make of an impact. I would encourage you to do one or the other as the Playpump tale is firmly ingrained in my head as a way to rethink an approach to solving any problem.
These three statements have inspired me to rethink and re-evaluate my strategies and tactics. I hope they renew your focus and drive you further to success as well.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
March 19, 2014