M a r k e t e r the seven plots all stories must follow
GETTING IN TUNE WITH YOUR AUDIENCE
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GETTING IN TUNE WITH YOUR AUDIENCE Musician Boy George once said, “Seeing bored looking fans staring at you while you DJ is about as horrible as it gets.” And to flip that into market- ing terms, there are few things worse than creating content that falls flat and completely fails to resonate. When he’s manning the turntables and controlling the room, DJ Ishh must understand his audience and find ways engage and captivate them. Sometimes that means offering a fresh take on recognizable tunes through scratching, mixing, and rearranging. “If I’m doing an event I want to know exact- ly what type of audience it’s going to be so that I can prepare ahead of time,” Verduzco says. “For example, if I have a Biggie Smalls a capella, maybe I’ll speed it up to 128 BPMs (beats per minute) and then throw it over like a house beat. So now it’s Biggie Smalls rapping over a house beat. So, it’s kind of like, on-the-spot producing different songs that nobody has ever heard it in their entire lives.” As marketers know, today’s web users are increasingly resistant to the same old message in the same old format. When you can keep your audience guessing through the element of surprise, you’re more likely to break through and gain their attention. How moonlighting as a successful DJ helps one LinkedIn marketer hit the right notes W0RDS BY SEAN CALLAHAN T FRESH SPIN BACK TO CONTENTS PAGE Ads.indd 15 17/05/2018 17:36 BACK TO CONTENTS PAGE S o p h i s t i c a t e d M a r k e t e r 75 T H E D E B R I E F We’re taking a peek into the bag of LinkedIn’s own award-winning content creator, Alex Rynne, named one of the ‘18 B2B marketers to follow in 2018’ by Demand Gen Report: What’s
in your bag?
Essential in sunny San Francisco. When ‘Karl the Fog’ goes away. (Google it.) SUNNIES So I can’t hear the train delay announcements and live in ignorant bliss. BOSE NOISE CANCELLING HEADPHONES Cosmetic. Functional. Necessary. PINK TINTED CHAPSTICK Key to the San Francisco kingdom. CLIPPER CARD A graveyard of hair ties lives at the bottom of my bag.
No one wants to see me hangry. EMERGENCY CHOCOLATE Capturing low-cost video has never been easier with my DIY video kit. Includes a Saramonic SmartMic, stabilizer and a clip-on bulb for some extra light. DIY VIDEO KIT person spends 60 hours a year looking for lost items? Never again with my Tile.
I try to do something active every day, whether it be a class or just running outside. (Athleta pants are my favorite.) WORKOUT GEAR For the Mac. Duh. MACBOOK CHARGER Mac always and forever. MACBOOK PRO No, Seth doesn’t live in my bag, but his content often does. Never fails to inspire me.
Ads.indd 15 17/05/2018 17:39 BACK TO CONTENTS PAGE S o p h i s t i c a t e d M a r k e t e r 77 21
Q & A K A T E H O W E 1
this morning? Homemade muesli and multiple cups of black coffee. 2
The
on David Bowie. As a lifelong Bowie fan I could watch it again and again. 3
How long have you got? Big data. Brandscaping. Content Marketing. But let’s talk about Integration. It’s a word thrown around by a lot of agencies that fail to deliver on the promise. Genuine integration is a necessity but it’s also more complex than many make out. 4
agency transparency debate?
I don’t think it is just an agency issue, nor simply an advertiser issue. It’s a broader media issue, and the solution has to start with everyone working towards meaningful business goals. 5
I re-read The 48 Laws of Power by Robert Greene—the author known as “Hip-Hop’s Machiavelli”. It’s fascinating on the tactics of those in power. 6
Anywhere with my partner, a glass of champers, and no wifi. 7
the agency business? Technology and the revolution it has triggered between marketers and the marketed. 8
Blade Runner, The Godfather, Pulp Fiction, Star Wars, Moulin Rouge 9
In my Leo Burnett days we made the John West ‘Bear’ ad and a client said to me, “Kate, we are in awe of what your agency can do for us”. We’d also presented econometrics that helped increase profits by showing the value of stopping traditional Xmas price promotions. I strive to make all my clients feel that way. 10
Putting my goddaughter through private education and seeing her grow into a wonderful young woman full of potential. 11
Amazing tools for seamless, synchronised customer experiences. 12
Digital ad spending passing TV: problem or opportunity?
An opportunity that keeps giving. We should talk about content, context, and the resulting engagement—platform is almost irrelevant. 13
What do you have an irrational hatred for? Slapstick comedy. 14
Gonzo the Great. 15
Being able to walk everywhere 16
Enormously. But it’s insight that unlocks what we’re trying to achieve. 17
How do you use LinkedIn?
Networking, content marketing, talent, sales. As the head of a B2B agency I wanted to master it, and it’s created huge value. 18
For your clients? We see
LinkedIn as a great platform for educating audiences through content, and as an alternative to driving people to websites or owned content platforms. We’re also excited about being able to use LinkedIn Insight to profile traffic, to enhance ABM strategies and provide fresh insights. 19
Respect. Only when you respect people and their opinions can you learn the art of persuasion, and go on to influence change, innovation and performance. I have low tolerance for complacency. 20
How long would you survive a zombie apocalypse?
I’ve watched enough zombie movies, so I know humanity will muddle through and heroically cling to life. 21
at school? Are the lessons still useful? Mum made me learn shorthand and typing so that I could always earn a living. I’ve forgotten most of the shorthand but I can still type fast. questions with...
appropriate use of data, media transparency challenges, the illusion of integration—and zombie apocalypse survival strategies
78 S o p h i s t i c a t e d M a r k e t e r The best way to thrive in the current digital landscape is to learn to do things yourself, and nobody embodies the spirit of this DIY creativity like a little-known punk band from old London town. When you think of punk what do you think of? Extreme haircuts? Piercings? Sticking two fingers up to authority? Sid Vicious? God Save the Queen? I’m willing to bet that one concept that doesn’t spring to mind is DIY. And that’s a real pity. Because that was the potentially world-changing idea behind the punk movement. It was quickly distorted, then forgotten, but it’s now well overdue a revival – particularly if you work in marketing. Punk music was, above all else, DIY music. It was about being your own studio and your own record label, doing things under your own steam, without others’ assistance or permission. This same DIY ethic is crucial for empowering marketers today. This is why the band that most embodied the spirit of punk wasn’t the Sex Pistols or Siouxsie and The Banshees. It was a far less well-known London outfit called Desperate Bicycles. In May 1977, a few months after The Buzzcocks released the UK’s first homemade record (the Spiral Scratch EP), Desperate Bicycles took things a step further. They used the lyrics of their home-made singles to exhort others to make their own DIY music. They even printed the instructions for doing so on the record sleeves. “The medium was tedium,” they proclaimed, “but it’s changing fast.” They explained how long it took them to record a single and how much it cost (£153). “Now it’s your turn…”
What’s all this got to do with marketing? We’re operating at a time when digital media should bring us closer to our audiences. However, it often feels like the opposite is happening. More and more filters and barriers keep getting in the way. There’s always a new technology, specialist agency or data platform that you must rely on to get your message out. What would a punk marketer do in this situation? When everybody’s rushing to use technology they don’t understand, you can produce far more urgent and impactful marketing by developing new ways to express yourself with the technology everyone takes for granted. And by doing it yourself. That’s exactly what happened with punk music. Those Desperate Bicycles recordings were a direct result of major record labels investing heavily in new recording technology and selling their old equipment on the cheap. For a band that could see the value in taking more control over their creativity, that was a fantastic opportunity to interact and empower audiences like never before. W0RDS BY JASON MILLER DESPERATE BICYCLES
S o p h i s t i c a t e d M a r k e t e r 15 Ads.indd 15 17/05/2018 17:40
S o p h i s t i c a t e d M a r k e t e r 15 Ads.indd 15 17/05/2018 17:40
linkedin.com/videoads Raise brand awareness Captivate your target audience Fuel demand generation INTRODUCING VIDEO ADS SMQ Ad - Video Ads v03.02.05 2018 Q2.indd 1 5/21/2018 10:43:57 AM P8-9 Art of storytelling_MC.indd 8 22/05/2018 09:26 BACK TO CONTENTS PAGE Yüklə 13,79 Mb. Dostları ilə paylaş:
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