Media Fragmentation Spells Opportunity

No. 41: Create marketing that connects.

3 Quick Takes

1. HBR: The Art of Strategy is About Knowing When to Say No

2. TikTok Target Ad: Yeah, watch it and tell me this isn’t genius

3. Richard Dedor: Build a Brand Like Wendy’s

My Top Tweet Last Week

Richard Dedor 🇺🇦 @RichardDedor

Over the past 6 months, I have been reading about NFTs. We are still in the early stages ... but in business, these are going to be game-changers. #MarketingTwitter richarddedor.com/blog/how-nfts-…

A Number to Consider: 60,000

Rex Woodbury’s newsletter last week, “The Internet Killed Mainstream Culture” did not immediately catch my attention. It was a busy week but I always like to catch Rex’s insight into our changing world.

Much has been made of the falling viewership of The Oscars but people still love the movies. They still love to be entertained. Maybe people just don’t fancy sitting still for four hours watching an awards show. (That is of course, unless they are doing it in person with an open bar.)

Late Friday night after Kennedy went to bed, I pulled up the newsletter and this statistic stood out to me: There are an estimated 60,000 new songs added to Spotify every single day. Every day!

So, if it is not music, podcasts, movies, or scripted programming, it’s Twitter or TikTok. We are being entertained. A lot.

According to The Wrap, 2021 saw the highest number of adult scripted shows in history. I say it again, people still love to be entertained.

But here is the key takeaway: All of this content and fragmentation to consumption means less impact, but also a larger opportunity for discovery.

Tweet of The Week

In the #TwitterSmarter chat this week, a gem appeared about the power and opportunities that still exist on Twitter. Never stop looking for opportunities to get and earn attention:

T R O Y » Growth Strategist @FindTroy

A3c. Seriously @TwitterSpaces has changed the game for many businesses to get access, awareness, and amplification, ESPECIALLY small, BIPOC, and marginalized businesses who may not get the time of day on platforms like LinkedIn because of titles or gatekeeping. #TwitterSmarter

TikTok Tip

I filmed this hours before I saw Jason Bradwell’s Tweet:

Jason Bradwell 👋 @JasonRBradwell

Something is seriously broken if I have to book three meetings with sales reps before I can get a demo of your damn product.

But it is true … do not make it hard for someone to experience or purchase your product.

See what I mean by removing the friction on TikTok.

Something to Consider

When was the last time you asked yourself why someone cared about your product or service? If you’re running hard and striving to hit goals, I venture a guess that it does not happen often enough.

But here is the thing. If you fail to slow down and ask yourself what motivates someone to shop for your product and purchase your product, how can you expect to solve their problems?

Over time, it is easy to forget that marketing in 2022 is not about you. It is about your buyer. Marketing Week even said that 75% of B2B brands are failing to produce collateral that drives long-term growth.

That means it is within your grasp to build marketing that connects and showcases your solution to a problem your buyer is facing.