morningboy.space

morning boy's letters on serious matters and commentary on funny things aplenty

Tag: Marketing

  • What is a part of what?

    Marketers have for long been harping on ‘creating experiences’ and ‘going beyond the product’.

    My question:

    Is product a part of the experience? Or, is experience a part of the product?

    We have Venn diagrams and we have sets and subsets and such concepts and theories. And yet when it comes to behaving, operating and moving in this world to organize ourselves and accomplish certain things, these concepts can lead us astray.

    If product is a part of the experience, then experience would need a name and need a software like charting of paths and protocols. Once that is done experience becomes the product or part of the product. In which case, it would be great to begin with the premise that ‘experience is a part of the product’. And then look at how expansive or how narrow you want the experience to be for your customers. Then you look at effectiveness, productivity and efficiency and other measurements that you have.

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  • FB Ads

    I made a text (non-AI text) post on the FB page dedicated to my venture Mississippi Earrings. FB doesn’t allow me to ‘boost’ it. Probably because it is all text. Amazing! How does it affect FB if any entity wants to boost text or image?

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  • New Category and Assessing Marketing Challenges

    Often category is defined or expressed in terms of objects.

    Examples:
    SUV (Sports Utility Vehicle), Truck, etc.
    Air-Conditioner, Refrigerator, etc.
    FMCG, in that you have all sorts of things like Potato Chips, Ketchup, Biscuits, Shampoo, etc.

    These are fine. Nothing wrong in defining categories this way.

    When it comes to significant innovations, Marketing men have to take decisions related to category definitions and coin new category names even. And that’s fair.

    But here’s the thing.

    Any object (or thing) derives and delivers its value through the movements it extracts from or induces a customer or buyer or user to go through.

    {Read that again in case the sentence feels complicated. I’ll try to express in simpler words when I get those words.}

    Any object (or thing) derives and delivers its value through the movements it extracts from or induces a customer (or buyer or user) to go through.

    So the challenge for a significant innovation (and therefore a new category) is new movements. In other words, one can ask, what are the new movements that this innovation requires from its customers or users? Or, which old movements will have to be stopped and new movements will have to be learned for this innovation?

    If there are significant new movements or changes in old movements, that is the challenge for a new category. And that is also the marketing challenge. NEW MOVEMENTS or CHANGE IN MOVEMENTS.

    Buyers resist adopting new movements. Body resists new movements. New movements = Change. Change isn’t always easily acceptable.

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  • Machine Operators

    They go with the moniker of Digital Marketers. Their vocabulary is limited and so every other digital ad starts with something like ‘Elevate’ or ‘Level up’ or just ‘Up’ or some such word indicating ‘high’ in some way.

    Youngsters think that being able to use graphic design software makes them creative and being able to place ads in social media by looking at metrics makes them a marketer.

    Excessive laptopping and smart-phoning has made us robots or machine operators.

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  • This Needs Marketing

    I am told
    this needs
    MARKETING…

    And we are educated and aware and fitness freaks and instagram-scroll-fillers.

    Amazing state of funniness.

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  • In or On their Heads

    Daily writing prompt
    What tattoo do you want and where would you put it?
    View all responses

    This reminds me of BRAND. The expression BRAND.

    I find TATTOO very similar to BRAND.

    BRAND is that mark that has been ‘burnt’, sort of permanently. Difficult to erase. Difficult to get rid of once the brand has been burnt on to the skin.

    TATTOO isn’t that torturesome as BRAND, but it is also difficult to erase, difficult to get rid of.

    Now the thing is while a BRAND can be burned in or into or on their heads, TATTOO can only be put on their heads. ‘In’ their heads takes something.

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  • This or This

    In my search for good books, I’ve come across book titles like these:

    You Are Born Funny Or The Funniness Gene

    I’ve made that title up actually. But I guess you get the drift. These are titles with effectively two titles or names for the book. ‘Or’ does that job.

    I’ve been thinking about giving a name or label to my kind of pants which I want to market and sell some time soon. And I boarded the ‘or’ naming train today morning. Here’s the result:

    Aircan Or Soni’s Chinos Or Type 475 Or…

    I love this sort of naming.

    I know I know what I’ve triggered here. A barrel full of questions!

    What would you actually write on the label since the space is tiny?

    What would be the domain name if you name your pants misusing the facility of ‘or’?

    What would want the potential customers to remember?

    What would you write on the social media posters? And in the social media posts?

    O God, it’s not a book, they are pants! Why are you doing this!

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  • Create Matches

    Messages creates Matches.

    Messages that do not create Matches ought to generate Curiosity at the least.

    Neither Match nor Curiosity, that would be criminal.

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  • Build a brand? Build?

    Is that the word? Think about it.

    “Build”

    Look at the meaning of ‘brand’, look at the meaning of ‘build’.

    For a long time, I’ve had doubts about this expression and similar other expressions which include ‘brand’.

    Folks say, the name of my brand is…

    ‘Brand’ if understood in the sense of its the original meanings, whether as a verb or a noun, doesn’t make any sense in such expressions as ‘build a brand’.

    Actually, ‘brand’ feels like an abstraction. An abstract name given to the phenomenon of making one remember your name at the moment of truth.

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  • Data on Addiction

    It just struck me.

    Internet and IT-driven companies of all kinds harp so much about amassing data and analyzing to make their ‘strategic’ moves.

    I read and observe that so many of us, perhaps a huge huge number, even safe to say that a good majority in certain age-groups, are addicted to checking mobile phones.

    I take it that ‘addiction’ of any sort is undesirable. Unpleasant.

    So, if so many of us are addicted, of course the data that gets accumulated is one of addiction. So these internet and IT-driven companies want to analyze data that’s full of addiction data, and make their moves based on this addiction data to solidify our addiction.

    Fantastic!

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  • Message Sending Machines

    I have to break it down for myself. What they call as CRM and Marketing Automations and such are actually message-sending machines. We receive also. But we are primarily demanding efficiencies in sending. Repeat. Message Sending Machines.

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  • Return on Window Shopping

    So you are able to collect a lot of data on Window-shopping.

    Now you believe, that this data, in combination with easy debt, can make you sell 10 times or 20 times or 50 times of a category that would usually not sell as much.

    Ha! That converts any category into an FMCG-like thing… Fast Moving XYZ. Fast Fashion, for once, a solid example.

    So this huge quantity of data on Window-shopping has offered every marketer a chance to spray ads and reminders (with obnoxious abstract English and meanings) on Gmail, FB, Insta, Google, Whatsapp, and whatever other ad-dependent app frequently used.

    Am pretty sure there are ‘Negative Returns’ once the frequency of Window-shopping crosses a certain limit, for the buyer and for the marketer both. And therefore, there would be ‘Negative Returns’ on data collected on Window-shopping too. And there would be ‘Negative Returns’ on all the processing and mulling done on the data collected on Window-shopping.

    There can be a burst in ‘buying’ of a certain category, but beware of the thinking that tends towards FMCG-marketing. Enjoy the bursts, but can anyone stop the data-processes?

    Returns on Window Shopping, that we must call as RoWS.
    Negative Returns on Window Shopping, that we must call as NegRoWS.

    ~

    For those curious, I run Mississippi Earrings (https://www.mississippiearrings.com)

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  • Sticky You Are?

    Is the message sticky? Or are you really sticky?

    How does it take the message to stick? How long does one stick with a message?

    Digital marketers don’t bother with these matters. They bother with content.

    Messageless content.

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  • Market Trends?

    It’s just another set of words for FASHION.

    MBAs promoted and appropriated MARKET TRENDS for their purposes because at some point FASHION felt like a down-market non-intellectual expression.

    And while MBAs are good consumers of FASHION, they can barely sense or make sense of FASHION.

    Given this, now think about what they do in the name of MARKET TRENDS.

    My hypothesis is Non-MBAs do a better job of sensing MARKET TRENDS.

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  • The word called Marketing

    It is a mask for ‘reminding’.

    If you are good at mindful reminding, you are good at marketing.

    Wow! I added that adjective in the second statement. Mindful. Whoever knows that!

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  • Content isn’t Message

    Are marketers online making so much content that they forget the message in the process of making content? Is it that there are marketers who do not think of the message at all?

    Of course, some marketers are doing it just right. A good weaving of content + message. Content backing up the message.

    But what’s a message? Well, think about it. And then create your content.

    Message, first.

    Content, second.

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  • Volume

    Volume creators

    Volume makers

    Volume ensurers

    Volume generators

    MNCs (of FMCG, Durables Goods, Industrial Goods), Spiritual Gurus et al, all are ‘volume+suffix word’ expressed above.

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  • FMCC

    Just like FMCG except the last letter.

    Fast Moving Consumer Content

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  • The Adjectivals

    Today in the mood to cleave the marketers into 2 groups:

    Adjectivals

    Non-adjectivals

    Actually, all of the world can be grouped into these 2. One is far far far smaller than the other. Which one?

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  • The Horror of Story-telling

    The more the words used, the more the possibilities of confusion.

    Story-telling? Folks who don’t have one amazing message, one sharp change to talk about, go about store-telling?

    Folks aren’t reading but folks are story-telling!

    How does it work!

    Skill is ‘being exact’ or ‘looking with sharpness’.

    Story-telling in sounds (Youtube audio-video and the likes).

    Story-telling in writing (Webpages and Linkedin essays and the likes).

    Can we story-tell through Insta images?

    No one can stop the abuse of these expressions. The time-sink these expressions open for careerists…

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