KEXINO commented on the following stories on BizSugar
2018: The Year When Marketing Came Back To Its Roots
"Hi Martin, Sorry, I don't know what kind of pencil it is - I just liked the look of it :) The image is from a royalty-free site - https://www.pexels.com/photo/gray-white-click-pencil-159585/ While I'm here, I'd like to wish you all the best for 2018 and thank you for your continued support and feedback on my articles here on Bizsugar. It means a lot! ~ Gee"How The EU\'s GDPR Leglisation Will Improve Your Marketing
"Hi Martin, thanks for the comment. My article was designed to inform about the opportunities GDPR presents to marketers. It was not meant to comment on its introduction, or as a political piece. But since you ask… :) From my perspective the market *was* given the opportunity to take care of the situation by themselves. But rather than implement structure and policy, they chose greed and deception. From a marketing and advertising industry point-of-view, the reach and eyeballs being promoted are total fabrication. Marc Pritchard, chief brand officer at Procter & Gamble (the world's largest advertiser) says that only 25% of his programmatic budget ever reaches the consumer. Think about that: P&G have realized they've been wasting 75% of their budget, due to believing the BS. That's scandalous. According to the World Federation of Advertisers, within 8 years ad fraud may become the second largest source of criminal income in the world, after drug trafficking. The only way for the digital marketing industry to survive is through regulation. Whether the cure is GDPR or something else is certainly a subject for debate. But something needs to be done - and soon. Today if you're an advertiser, adtech middlemen are taking around 70% of your media spend (https://mediatel.co.uk/newsline/2016/10/04/where-did-the-money-go-guardian-buys-its-own-ad-inventory/). 90% of marketing executives are planning to review their programmatic contracts for next year (https://www.cnbc.com/2017/01/30/worlds-biggest-brands-review-almost-3bn-of-programmatic-ad-spend.html). I could go on and on. This is what happens when you leave industries to police themselves. A similar thing happened with sub-prime mortgage lending in 2007 - and we all know what happened after that…"Why Your Small Business Probably Isn\'t A ‘Startup’
"Hi Martin. "Avocado on toast" is a reference to the $9 coffee, hipster-type mentality. Much like zucchini spaghetti, Solyent food replacements, or Juicero (see http://www.chicagotribune.com/business/ct-inside-juicero-demise-20170911-story.html) Sure, a hobby can evolve into a business. But while the financials may make sense when it's a part-time gig, it doesn't automatically mean the business model will scale. I think it's unlikely a home business would evolve into a startup (I mean a "real" startup) though I'm sure there are examples. Enjoy your avocado on toast. Bon appetit! :-)"Digital Disruption Is Different From Technology Adoption
"Thanks for the kind words, Martin. From a positioning and value proposition point-of-view, I think the drivers for effective selling will be more focused around delivering a heightened and more deeply developed customer experience. It's getting into the mindset that whatever you're selling, you're selling a service - not a product. "Digital Disruption Is Different From Technology Adoption
"Hi Martin. My issue with ERP and CRM is less with the systems themselves, but how they're used (and the premise in how they're often sold). The user methodology is flawed. You get funky-looking graphs and charts, but setting up relevant granular tracking data is complex and resource-heavy. Much as I welcome and embrace the efficiencies such systems can bring, I think we underestimate the laziness and reluctance for marketers to familiarize themselves with the tech to the point where the end-result produces a tangible *consumer* benefit - rather than just a marketer-based one. At the end of the day we must not forget that it's about human beings talking to other human beings. Automated messaging and attempts at engagement can never replace the comfort, reassurance, and 'authencity' of real human interaction. MarTech can help do the heavy-lifting, but the relevance of the interaction can never be automated. This is what many marketers fail to understand, thinking that automation is a replacement for thinking! Hmm, all that sounds like it could be the basis for an article :-)"Subscribe
“Rachel: Great to hear! Thanks for your kind words! :)
All the Best,
Martin...”
“Thank you, Martin. That's a fantastic motto... and I couldn't agree more!...”
“Lisa: Good to hear! Thanks for your response....”
“For sure, I know I did years ago when I was working for others....”
“Lisa: I wonder if they potential employee is doing a background check on...”
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"Aha! Ok, now I get it. Thanks for the book recommendation (and the tweet, btw!)"