Tuesday, April 21, 2015

Taylor Swift may be premier 21st Century marketer
Learning a lesson from her

Twenty-five year old Taylor Swift gave me a real lesson in 21st Century marketing Monday, April 20, 2015.

On Sunday, the 19th, Swift received the Milestone Award at the 50th ACM awards show.

It is hard to find a star with more popularity than Swift in 2015.

Her marketing strategy is pure 21st Century, staying close to the customer.

For most of us, we grew up learning and practicing marketing in the 20th Century. It meant “push” your product. In 2015, it’s listen and involve your customer. Taylor Swift “gets” that.

So how does Taylor Swift sell more product? The video of her accepting her award is everywhere. Most 20th Century marketers would splash it all over their “social media” channels or platforms.

Swift knows her customers. Few were alive in the 20th Century. Her customers are the ones who came out of the womb taking videos with an iPhone. They don’t know any other camera, filing system, video viewing screen other than their iPhone. It’s what their lives revolve around. They are turned away by push marketing.

So Swift did the most logical marketing tactic to attract the attention of her customers, making them realize how much they adore this 21st Century marketing genius and why they love to buy her product, like they love Apple products, including frivolous watches.

Swift posted a video of her cat standing on its hind legs, calling it a Meerkat. Swift tied in her audience with a nod to an app that allows its users to stream video over Twitter. Swift also weighed in on the Meerkat – Periscope battle of these similar apps. Telling her fans which one to use.

Swift understands push marketing is dead. It is being close to your customers.

Monday, October 27, 2014

What business can learn from
2014 music marketing “disruptions”

Since December, 2013 there have been three “disrupts” in traditional music marketing, changing the way marketing for this industry, and business in general if it is paying attention, will be done.

On December 12, 2013 Beyonce dropped the CD “Beyonce” on iTunes. No fanfare, no television promotions, no radio appearances. Not like a pregnancy as most musical releases are done (see Taylor Swift later in this article). Just boom, here it is on iTunes.

On August 18, 2014, Taylor Swift announced via the Internet a new single, released that day, called “Shake It Off.” She also did something unprecedented in music marketing, releasing the video for the single the same day. (On July 12, 2014, my Tween Music blog noted Swift announced her new CD that day, which most in marketing missed. Link here: http://tweenmusic.blogspot.com/2014/07/taylor-swift-announces-her-2014-cdalbum.html).

To that point in time, music marketers let singles gain airplay, and about a month after release would issue the video to extend the life of the product. Thanks to Swift, videos will now need to be released the same day as dropping a single.

At the August 18 Internet announcement, Swift also announced her new album, “1989,” would be released October 27, 2014, and that preorders were being taken immediately as Swift announced on August 18.

Swift has used the pregnancy method of promoting “1989.” She released two singles before the CD was released, but waited until the last week before “1989”’s release to issue “Out of the Woods” (A song written while she was in a relationship with One Direction’s Harry Styles. The pair had broken up by the time of the song release.).

Swift has use the, pardon the pun, 1989 way of marketing “1989.” Taking to television, radio and press releases. Sadly, instead of zooming to #1 as “Shake It Off” did, “Out of the Woods” debuted at #18, a sad showing for a musician of Swift’s renowned.

What has blocked Swift in the #1 position most of this summer has been a song about being overweight and accepting it. Newcomer Meghan Trainor is a study in business marketing.

On June 2, Trainor released “All About That Bass.” After its June 2 release, it failed to chart until July 26, where it debuted at #84. Not bad for an unknown artist. It wasn’t until September 20, 2014 that Trainor dislodged Swift at the #1 spot, where the song has been for the past six weeks.

This could also be why Swift’s “Out of The Woods,” which Swift said would not be a single, but instead her second single was “Welcome to New York,” released days after “Out of the Woods,” did not immediately zoom to #1.

It appears Trainor has stolen some of Swift’s magic to her image. If an unknown can dislodge the largest music machine since The Rolling Stones, maybe Swift is on the traditional downhill road most artists travel (like Lady Gaga, Justin Bieber, on and on).

Trainor continued to break music marketing habits. On September 9, 2014, she released a four song EP (extended play from the old days of vinyl). Radio stations jumped on the title track of the EP, “Title” (That was the EP’s title). Radio also jumped on “Dear Future Husband” as another “single.”

October 15, 2014, Trainor released her second singe after “All About The Bass.” A song not on the EP, but another “single,” “Lips Are Movin.” This is unprecedented. She again upended traditional marketing.

While Swift’s “Out of the Woods” charted with it elaborate Internet and traditional marketing ploys, Trainor’s “Lips…”, released about the same time as “Woods” or “New York,” failed to make the charts by the time Swift’s CD was released. Did Trainor not release a video for “Lips” on October 15, a practice Swift standardized about a month earlier?

Online sources report that by October 22, Trainor had sold more than 3-million units of “Bass.” Another source reported her net worth, including those from investments (Trainor released two independent CDs in 2011, “Only 17” and “I’ll Sing With You”), was more than $215-million by the end of September, 2014.

Tuesday, October 14, 2014

Predicting Ebola trend six months before hipsters
Become a Marketing Sociologist
Be ahead of the curve

May of 2014 a businessperson came to me in the gym (everyone wants free digital marketing advice when I’m in the gym). He asked how he could be current on his “social” media.

Told him to start talking about Ebola. That was going to be the next trend. “That’s a disease in Africa. It has no impact on my customers,” he said.

Fast forward to six months later. There’s still war in the Middle East, including Israel and whoever that nation is fighting today. The stock market has plunged, but the only thing traditional media is dealing with is Ebola.

At the middle of October, Associated Press reported, “SAN FRANCISCO — Facebook CEO Mark Zuckerberg and his wife Priscilla Chan are giving $25 million to the CDC Foundation to help fight the Ebola epidemic.”

Hockey legend Mark Gretzky has been credited with the quote, “You skate to where the puck is going to be, not where it is.”

That’s why Marketing Sociologists tend to be ahead of the curve. Recommending Ebola six months before it is popular; knowing that around 2016 or 2017 brain waves will be what tech “wearables” are in 2015. It will be brain waves, not a mouse or keyboard that will move your devices whether that be computer, mobile, an auto, your home appliances.

The U.S.A. has become a third world nation. Every politician talks about the abysmal quality of education in this nation. Those who can’t cut it in Japan or China colleges come to the U.S.A. to get their degrees.

Don’t get caught up in the common denominator. Take your business, and intelligence, to the next level. Become a Marketing Sociologist. Be ahead of the curve.

Saturday, March 1, 2014

2014 - Time for '00s nostalgia

Jonas Brothers
Hilary Duff
Kelly Osbourne
Paris Hilton
Lindsay Lohan

Arnold Schwarzenegger as governor
bad economy thanks to George Bush II
Dotcom bubble

American Idiot
Prison Break
Everybody Loves Raymond

Harry Potter
Lord of the Rings
Almost Famous
Dark Knight/Batman Begins
Wedding Crashers

Imagine the possibilities for themed parties.

Monday, June 10, 2013

Five things that killed
Apple Match iTunes Internet radio

Apple introduced Match, its Internet radio today.

Five reasons why it will not catch on with consumers, even with the Apple name.

1 - Being touted as free, but with a $24.99 fee, or more than $2 per month. It enters a realm where i-Heart Radio, Radio AOL, Spotify, Pandora, Last.FM, even Radio Disney, offer truly free service.

2 - Late to the game. Nearly a whole decade after Internet radio came of age.

3 - Only works on mobile devices running IOS 7.

4 - Offers nothing unique. Once upon a time, you could share concert files, like Grateful Dead fans have since the '70s, on something called Win-MX. Apple doesn't offer anything unique with Match.

5 - No social capability. No sharing, as with Win-MX above, Instagram, Twitter, etc.

Thursday, February 21, 2013

Smart Goggles and Ad-Visor (tm)
Not the future, but today's mobile marketing

The February meeting of Phoenix's Social Media Club discussed the future of mobile marketing. Fred van West, a software engineer at Choice Hotels and self-proclaimed life-long revolutionary (@azpunster on Twitter), rightfully stated no one has envisioned where mobile is headed for the remainder of this decade.

I have said mobile in 2013 is where Internet was in 1998 - remember dial-up? Amazon went public in 1997 for perspective.

I have said teen years marketing is mobile, mobile, mobile. Apps will rule. People will disengage from so-called "social media" and become rugged individuals using apps customized to them.

The future for mobile is what I've said for almost a decade, when you pass a billboard, you'll get an audio (now video as well) and when you pass, a coupon. When you walk into a restaurant or retail, it will know your purchase history (delivered via "big data" on your smart device - either glasses, iPad or smart phone). This reality is almost 10 years old for those who are at a sophisticated level of marketing (and NFC - Near Field Communications).

Today's marketers realize the most visited company on mobile is Facebook - a reason I say it is undervalued today. Imagine when it is $800 per share as Google currently is. You'll kick yourself for not buying stock today.

Smart marketers are placing their ads on Facebook to reach the mobile market. As van West tweeted, "If we can stream ads to the glasses we('ll) call it the Ad-visor (tm)." He's already giving you insight to where today's advertising agencies should be, not advising you on SEO and analytics. SEO and analytics do not measure app usage. They are 2005 marketing tools. In 2005, you were hearing Lindsay Lohan and Paris Hilton songs on the radio and seeing Jessica Simpson in bikinis. See how long ago that was - and SEO and analytics are just as antiquated. Run when a company pitches them to your business.

van West noted the (immediate, probably 2015) future of mobile are Google Glass, or as I'm terming it when Apple, Samsung and everyone and their brother gets into the game, Smart Goggles. As he states, we have inaccurately or underestimated the future of mobile marketing. Agreed.