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Tag : marketing

Market Categories Are B.S.


We can’t see the world as static. Conceptual boxes can be helpful as long as we realize we have invented them ourselves to help us understand things. The moment we forget that we can uninvent them, we’re stuck.

There is a tendency to view market categories as a given. We think we’re in the “server hardware” category. Or the fitness club category. Or the E-commerce category. Like Blackberry (Research In Motion) was in the smartphone category and Apple was in the personal computer category. Oops.

Or Starbucks was in the coffee shop category and McDonald’s was in the Fast Food category. If categories tell us which competitors to ignore and which competitors to track, than category thinking is dangerous. You won’t see them coming!

If category thinking limits your imagination about how to expand and grow your brand and business, then category thinking can be deadly (more…)

The Fountainhead: Why to do thought leadership and content marketing.


If you understand the value of the content you create to your audience, then you’ll have a much better idea of what’s worth doing and how to do it.

Let’s start with the current norm. Those of us who are doing this because we think thought leadership or content management is a good thing to be doing. We think we’re helping people make a product decision. Or we think we’re simply building the reputation of our company. And perhaps we also think we’re creating inexpensive ways to expand the potential for prospective customers to engage with us, and then perhaps be converted to customers down the line. Maybe we also think we’re arming our brand advocates with information and data they can use to advocate for us with others (more…)

No Chocolate On The Pillow, But A Pearl.


Upscale hotels leave a chocolate on your pillow. Tom Civitano was determined that The Plaza Hotel would never be a typical upscale hotel. His standard was “Legendary.”

The budget, however, would barely pay for chocolates. Tom’s idea: A Pearl!
He approached Mikimoto, the famous purveyor of the world’s finest pearls. He told the CEO of Mikimoto all about the Plaza Hotel’s clientele, including how much they were spending on jewelry (more…)

Can You Be Too Smart For Advertising?

Early in my career, I came in to find I had a new boss. It wasn’t long before he shared with me the following priceless and absolutely useless advice, “Mark, being too smart can be a disadvantage in this business.”

Inside my big brain, I thank him every day for the motivation that remark still gives me. Every successful day of my career is at least in part a victory over the stupid, thoughtless, and hackish impulses that are inside of every one of us. (more…)

If you want to know the future, invent it.

There are so many excuses. So many shades of red and yellow light. You need to see these for what they are, or you’re going to take “Wait” for an answer.

We never get all the facts. Speed chess masters. Champion poker players. Genius stock traders. Anyone who runs a business, a marketing campaign or a brand – they all have one thing in common. They make better decisions with nothing like all the facts.

In other words, they gaze into the same cloudy ambiguity that everyone else sees, and they choose a better path. (more…)

Mark DiMassimo Talks Content Marketing With FOX

Foxnews.com’s Hollie McKay writes,

NBC’s new talent contest ‘Fashion Star’ is a hit with the retailers it plugs, but not so much with the viewing public.

The much-hyped Tuesday premiere drew just 4.6 million prime time viewers (its lead-in ‘The Biggest Loser’ drew 6.3 million viewers), but sales of the night’s winning fashions soared (more…)

Now That’s A Big Idea!

Nothing speeds things up by solving multiple problems at once like a BIG idea. Here’s how to get more of them.

BIG ideas are different. They don’t so much defy logic, as go beyond it. They challenge the illusion of costless compromise. If you are competing with, or trying to reinvigorate a large organization, you need to be able to green light the big idea.

So, what is a big idea? What does it look like before it becomes a big idea? How can you recognize an opportunity (more…)

Buzz & Social Marketing

Throughout our 15-year history, and for ages before the word became a cliché, we’ve been noted for our ability to create “buzz,” or extended excitement, presence and word-of-mouth regarding a product or brand. This is the kind of advertising you don’t pay for: it’s based on people’s inherent need to share information because doing so makes them feel validated, inspired and unified.

Certain people naturally function as brand advocates, and our job is to inspire and guide these “influentials.” At DIGO, this responsibility doesn’t fall to one department or specialty—it’s a company-wide mission that will be the goal of everyone on your team.

DIGO’s buzz and social marketing services include:

  • Social Marketing Audit
  • Social Marketing Kick Start
  • Social Media Planning
  • Social Media Integration
  • Social World Mapping
  • Brand Buzz Monitoring
  • Metrics & Analytics
  • Content Creation
  • Multiplatform Technology & Development