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What is the future of the marketing department? How should that department be set up and designed? What new skills do marketers need?
Lois Kelley, founder of Foghound, and Larry Weber, founder of the W2 Group, consider those questions.
Links to Learn from
Lois and Larry, online
For more information about their business activities, check out these sites.
The Role of the Marketer
Three things
According to Larry, here's what marketing is all about these days
- Aggregating customers and potential customers
- Branding via social media and dialogue with your constituents
- Leveraging the influence of new media
C, E, I, E, I, O
Larry's theory
Weber walked through a thought experiment in which he recounted the historic development of the positions of CEO, CFO, COO, CTO, CIO, and CMO:"Every time a part of the business gets seriously screwed up, we throw a C in front of it and say, 'You figure it out!'"
One Quote of Note
What Weber said
"We've tricked ourselves into thinking that we're an industry. PR and advertising is not an industry. We work in media and entertainment. PR and advertising just wraps around that."I tried to change public relations once and failed. Let's just leave it PR."
10 Questions
A la Inside the Actor's Studio
The session ended with a lightning round of questions from Lois to Larry.
- Favorite marketing word: Engagement
- Least favorite marketing word: Advertising
- What turns you on?: Change
- What turns you off?: CEOs
- Favorite curse word: Sucks
- What sound or noise do marketers make that you love?: More marketers go to porn sites than any other group, so I won't go there.
- What sound do you hate?: I hate the overanalytic sounds.
- What profession can help people become better marketers?: Gourmet cooks
- What profession should marketers never, ever try?: Law
- When marketers get to the pearly gates, what are the first words they hear?: You're at the wrong gate.
One Book Worth a Look
Check out this test
Larry's book might flesh out some of the ideas he shared during the talk
The Provocateur: How a New Generation of Leaders are Building Communities, Not Just Companies
Amazon Price: (as of 05/16/2008)
Used Price: $0.47
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