Training for accounting careers varies. For many jobs a bachelor? s degree in accounting is not necessary, though some education or experience is generally required. Accounting training programs often involve computer classes to familiarize students wi…

And, in keeping with your “take action” theme, I posted yesterday about Seth Godin’s recent brief about how we’re all brainwashed to be cogs in the machine when what the economy really needs (and rewards) are people who seize an idea, take a risk, and move on it. (Seth calls it “shipping” as in, “Ship the product”). It’s interesting stuff and dovetails nicely with your point. You can read more here:

http://www.rarebirdinc.com/blog/2010/01/seven-ways-to-reinvent-yourself-from.html

Best,

/Jim

Just found your blog this morning and read through a couple of your entries. Want to offer some praise for the great subjects you’re talking about.

What I really enjoy is that while this is more or less a sales blog, the principles taught and lessons given apply to a multitude of subject matters, industries, and job responsibilities.

Keep up the good work and I look forward to reading what you have to say in the future.

Great points – there’s a good article on this topic at http://www.usatoday.com/money/advertising/adtrack/2009-05-03-volkswagen-market-share-ads_N.htm , that includes Volkswagen’s American advertising campaign.

In an automotive market that’s down 37%, VW increased ad spending 45.7%. And, their share of the US market has increased 36%! If you think you’re seeing a lot more VW advertising these days, well…you’re right!

Peace, out…

Charlie

As always, lots of good food for thought in your article. I wanted to address one of your points – that there was a “tidal wave of advertising inventory” hitting the market in 1995. True, but the tidal wave really began before online ad opportunities presented themselves. Not too many years ago, delivering an advertising message was the domain of one of three local network TV affiliates, strategically placed outdoor billboards, a handful of radio stations and the daily newspaper. Marketers created messages that meant something to THEM, and bought time and space interruptions in prime time to make us hear and see them. Compared to today, life in the ad game was actually pretty easy.

Then came cable TV with literally hundreds of channels to watch, additional “drop in” commercial radio frequencies and suburban stations moving into major metro markets, coupon mailers, ad graphics on just about EVERYTHING outdoors…and, most annoying of all, telemarketing! ALL trying to sell product – NONE (or, very few) taking the time to understand what customers wanted. With so many more media choices advertising became even more intrusive and less effective. So, what did marketers do? They did the same thing, only HARDER! Harder rate negotiations (after all, there were many more places they could spend their money, right?), harder messages (you have to cut through the clutter, right? I am still always amazed at local auto dealer TV spots that yell at me!).

Certainly, not all marketers or advertisers operated that way. But, any way you cut it, the least informed or consulted piece of the entire puzzle was the customer! The ONLY piece that mattered. And, that is where social media can be a tremendous tool, because that’s where product marketers can build credibility and trust. Your article calls the process word of mouth – I call it being authentic. Product first. Ask customers what they want (research), give it to them (product) and then tell them about it (dispersing an authentic message via advertising). It works every time – except, of course, at those companies blessed with management that “knows what the market wants!”

I can’t stress enough the “product first” aspect. Advertising a bad product always just made things worse for the company trying to sell it; and, now social media has put the petal down on just how fast it can happen! By the same token, when a prospect goes to a blog looking for a product recommendation and happy customers recommend products THEY’RE happy with, sales and success can come at a rapid rate.

I hope I haven’t bored anyone TOO badly with all of this – its simply something I’m passionate about. In this ever-more-segmented marketing environment the real gold is in the data base an online outlet builds – “warm doors” if you will. Traditional media continues to lose eyes and ears to the online world because it is less personal. There’s no real feeling of community because they’re not accustomed to interaction and direct response to their viewers / listeners / readers. It all translates into trust, and the one thing “old,” traditional media can never be is a “new” friend.

Peace, out…

Charlie

What I’m seeing in the market place is a siphoning of resources into social media, which was very similar to what we saw in the early days of Internet marketing. Wise companies will begin using social media, such as how Fairy Tale Brownies is using Facebook. However, they will keep it low to the ground in terms of expense. As of yet, I have not seen a convincing ROI to justify a large investment for traditional companies, though Tom Searcy makes a compelling case for using Twitter as a consultant to grow his business.

First and foremost, I’m a practitioner of direct marketing and direct selling. Thus, I always lean toward using your marketing and selling initiatives to develop a customer database. Whatever technique you can use to develop a database allows you ultimately to place an ROI on the activity you used to originally collect a name. It took us a while, but we figured out how to do that effectively through Internet marketing. For social media to be successful, it will likely have to fit into that model in some fashion.

Just my thoughts…
George