Episode 2: Dealing with Digital Channels

shannon weaver model

Shownotes:

This is the 2nd in a 5-part series on how digital marketing’s different.

We’ll cover four prevalent types of ad channels (Search Results, ads preceding or near content, Ads in a Feed, Content-as-an-ad) and their targeting options.

Links to People/Things Mentioned:

The Canter & Siegel Spam Debacle

Samuel Scott article “How Google Analytics Ruined Maketing”

Rachel Parker

Mitch Joel

Robert Scoble, author of “Naked Conversations”

Perry Marshall, author of “80/20 marketing”

Funnel Reboot:

Use this matrix to compare your currently used ad platforms compare to the channels and targeting combinations available to you.

Matrix of Ad channels and targeting methods

 

Episode 1: Dealing with Digital Mindset & Skills

How Mindset matters when dealing with digital marketing

 

This is the first in a 5-part series on how digital marketing’s different.

Shownotes:

“This instrument can teach, it can illuminate; yes, and even it can inspire. But it can do so only to the extent that humans are determined to use it to those ends.”

These words belong to journalist Edward R. Murrow. Though he was describing television, it might as well apply to the primary medium of our digital age. The Marketing discipline in the Internet-era is wildly different than that of the TV-era. This episode asks how those of us in marketing have had to shift our thinking in this new era. What mindset and skills do we need to deal with digital?

Links to People/Things Mentioned:

Seth Godin

Terry O’Reilly

“The Hard Thing about Hard Things”, by Silicon Valley VC Ben Horowitz

Andrew Chen’s Law of Clickthroughs

Paul Roetzer author of the “Performance Marketing Blueprint”

This Episode’s Reboot:

Check out the skills inventory list from The Marketing Performance Blueprint (reprinted with permission). It gives a breakdown of the 15 skill areas that you can use to Assess your own abilities.

skills inventory assessment