They used to say that big large glass buildings don’t buy software, people do. But we would be more correct in saying that when it comes to business software these days, people aren’t buying software, big large-glasses wearing Millennials are. And if you’re in the business of marketing or selling software or marketing this has big implications for you.
I am an excellent Googler. I would say Googling is up there in my top 3 talents, just above catching things like a secret service agent when they fall off the kitchen bench. My confidence in finding relevant 'on topic' material is high. I go by gut feel. With a quick turn of a phrase or change of a word I find excellent content in a matter of seconds. If you are enviously thinking - how does she do that? I have to say its not something I've tried to be good at, more something that has been evolved and crafted through the endless desire to research. I can literally bore people into an early grave with my knowledge on many a topic that has been researched to within an inch of its life. I dare you to ask me about turmeric, curcumin and the blood brain barrier. Nope, didn't think so.
This article is not a plug for us – it’s about real world experiences I’ve had from the client side of the fence. But if you want to know why we were named in CIO’s Top 25 to watch you can read all about it here.
As a self-help junkie, setting up a digital marketing agency 4 years ago saw me swimming in a 50m pool of business books and seminars. One of the big stand outs in the chlorine packed body of information was the saying ‘Ready-Fire-Aim’. The thought behind R.F.A is that a lot of good stuff doesn’t happen because people wait to get everything perfect before they ‘shoot’. So for someone who sits seriously in the camp of ‘hurry up’ it was liberating to have my impatience (to get amongst it already) validated.
I spent a weekend binge watching YouTube so you didn’t have to - yeah, I know, I'm good like that. After a hard week searching for gems at the old content marketing agency mine, I spent a weekend in my jammies, strong coffee in hand, eyes going slowly rectangular with a little arrow in place of each pupil.
In the hierarchy of marketing, there is an unofficial ranking of ‘cool’ brands to work for. Top of the list? Luxury brands and beer (nothing surprising there). Middle of the pack might be banking - big budgets, and looks good on the CV too. And way, way down the bottom of the list you’ll probably find B2B firms.
Some phrases and words I hear too much...like 'story telling', like 'reach out', like 'low hanging fruit' make me feel irrationally cross at the word. Not even the people saying the word (well ok a bit the people saying it) but more cross at the word itself. I would like to tell the word off for being so verbose and bold in the way it trots itself out on stage night after boring night like it is sooooooo much more important than the rest of the words.
I love Nandos. Cheeky, funny advertising, reasonably priced high quality food with friendly staff who know their free range (happy before dying) chicken. Their irreverent brand positioning can be seen consistently from their salt shakers through to their TV advertising. Beautiful marketing.
I need coffee.
Seriously, this is important.
I need a coffee before anything else. Before conversation, before driving and definitely before emailing. Preferably a double-espresso that packs a punch and turns me into a coherent, vibrant and much more likeable version of myself.