A Quote by Scott Adams
The marketing department uses many advanced techniques to match products and buyers in a way that mximizes profits. For example, they give away keychains.
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I'm going to be bringing people into the public diplomacy function of the department who are going to change from just selling us in the old USIA way to really branding foreign policy, branding the department, marketing the department, marketing American values to the world and not just putting out pamphlets.
If you are a marketing professional who wants to reach your buyers directly, many experts will say that the media is the only way to tell your story, and that press releases only to reach journalists - not your buyers directly. They'll say that bloggers are geeks in pajamas who don't matter. They are wrong.
For me, pop culture is very fluid: it's music, it's movies, it's books, it's art, it's tech, it's so many things - and as marketing and brand advocates, we should be able to to take products and services and match them to what's happening in pop culture.
Content marketing is more than a buzzword. It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.
There is no reason why a company like Monsanto, for example, that is pushing GMOs, cannot go to Kenya, partner with the university, partner with the research institutions, and try to promote - in a responsible way - advanced techniques to help farmers. But this should be done in such a way that the farmers' livelihoods are not undermined because the government is irresponsible or careless, or because it is compromised.
When you're working on a game that has a budget of tens of millions of dollars and you have to sell millions and millions and millions of copies to break even, you have a lot more layers between you and the audience. You have a marketing department, and there's a different marketing department for every continent, and the parent company has stockholders, and all that kind of stuff.
Japanese tend to put sales and market share first. They make many products with the aim of raising sales. But then profits decline, and companies find themselves falling into debt... I changed the mindset at Canon by getting people to realize that profits come first.
To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.
Marketing is all pervasive. They're getting marketed products they can't afford - can't ever hope to acquire. They believe the only way they're ever going to achieve happiness is the acquisition of these products. Products they can't afford. They see people living that lifestyle, and they have that lifestyle beamed incessantly into their minds through media, which you know I participate in.
Profits are the ultimate measure of how efficiently we provide customers with the best products for their needs. Profits are required to survive and grow.
Marketing is such a key issue; in fact, the marketing department is often involved in the approval of scripts now.
Most of what we know about sales comes from a world of information asymmetry, where for a very long time sellers had more information than buyers. That meant sellers could hoodwink buyers, especially if buyers did not have a lot of choices or a way to talk back.
I have shifted my mindset in terms of how companies should... focus on building amazing products. If you have amazing products, the marketing of those products is trivial.
Marketing is too important to be left to the marketing department.
I believe that conventional marketing techniques are increasingly ineffective. Customers are hyped out. They have been overmarketed. They are becoming more cynical about the whole advertising and marketing process.
Here is an example: while resolving current issues, our American colleagues made a proposal on the Syrian settlement but then suddenly declared at the UN that they were not going to discuss anything with us. It is necessary to understand what people want in one department versus another department of the United States. Do they have a common position? And this happened many times on very many areas of our cooperation.
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