Inbound Marketing: 3 Tips for Retaining Perspective While Navigating Thru Chop & Churn

Posted on November 9, 2009. Filed under: Inbound Marketing, Jazz, Public Relations Marketing, Social Media, Uncategorized | Tags: , , , , , , , , , , , , , |


I read the news today, oh boy. Beatles references from the 70’s notwithstanding, I read a number of items today that speak to the volatility of the times we’re in. Here are a few from just one source I read, the daily feed from Media Post’s SearchMarketing Daily.

  • Murdoch Rages Against the Machine, Calls Search Giants ‘Kleptos’
  • Google to Acquire AdMob for $750 Million
  • Microsoft Bing Gives WiFi Users Free Search
  • Search Engine LeapFish Merges Real-time Data & Social Content
  • Attention Holiday Shoppers: Google Introduces Commerce Search API

 This doesn’t touch the 20 links from Twitter posts that I clicked – most of them imparting valuable information. Or the reviews I read about the new Motorola Droid smart phone from Verizon.

Marketing is navigating through turbulent times. For me the speed of evolving media, online tools, marketing tactics and strategies produces both anxiety and exhilaration. It’s like being on the back of a Harley on a thruway. There’s the anxiety-producing possibility of annihilation coupled with the life-affirming thrill of being one with nature and a machine at the same time.

Pardon yet another metaphor in a post in danger of metaphor overload, but I have to navigate back to my nautical post title. You’ve probably noticed that we’re in a period of change. This means that as communications/marketing pros we have to chart a course for our clients through constant chop and churn.

We work hard to keep up with the shifting winds and waves (including Google Wave ;-} ) that may influence a safe course for our journey into the future of marketing. But when, at times, it all seems capable of capsizing our ship, it’s time to set our anchors, check our compasses and get some perspective.

I don’t know about you, but I’m pretty metaphored out. Hope you’ll cut me some slack and decide that I’m ‘nautical but nice’ when I share a few tips for coping.

  1. Separate tools and tactics from strategies and objectives. Mostly what’s changing at breakneck speed here is technology. Then there’s the conflict and noise created by those pushing to commercialize it. No sin in that, but let’s not get distracted by it. Let them do their thing. Let’s you and I figure out what your needs and objectives are. Then we’ll go after the most opportunistic tools of the moment to help you get where you’re going.
  2. Focus on some constants that won’t change or vary as the new marketing winds shift. How about your brand values and the audiences who connect with them? Keep your eye on the horizon formed by your loyal stakeholders, as well as those who don’t know you yet, but can benefit from your products and services. Keep steering toward the True North of your brand promise, regardless of the tools you implement in the process.
  3. Loosen up. In times like these, flexibility translates to bottom line gains. Back to the nauseating nautical references: Put out a spinnaker and let the wind pull you fast. But make sure your putt-putt engine is in good shape and stow a few oars in case you lose mast, sails and rudder and have to get back to port on the limp. At least you’ll live to sail tomorrow with the best of them.

The music this time is Brazilian composer, pianist, vocalist Ivan Lins performing his song Velas – translation: Sails. Not only does this selection tie in nicely to the nautical theme, but Lins made his mark writing protest songs during the reign of Brazil’s military junta in the 60’s. So he knows a thing or two about navigating through turbulent times.

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One Response to “Inbound Marketing: 3 Tips for Retaining Perspective While Navigating Thru Chop & Churn”

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Can’t say I’m surprised that you chose Ivan Lins’ nautical theme Velas. It’s a fantastic song.
Great job with the blog entries as usual!! Hope all is well!


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