{"id":188,"date":"2006-10-04T05:37:00","date_gmt":"2006-10-04T12:37:00","guid":{"rendered":"http:\/\/paulgillin.com\/2006\/10\/an-interview-every-marketer-should-read.html"},"modified":"2006-10-04T05:37:00","modified_gmt":"2006-10-04T12:37:00","slug":"an-interview-every-marketer-should-read","status":"publish","type":"post","link":"https:\/\/gillin.com\/blog\/2006\/10\/an-interview-every-marketer-should-read\/","title":{"rendered":"An interview every marketer should read"},"content":{"rendered":"<p><span class=\"technoratitag\">Every marketer &#8211; and I mean <span style=\"font-style: italic;\">every single one <\/span>&#8211; should read this <a href=\"https:\/\/www.imediaconnection.com\/content\/11466.asp\">iMedia Connection interview with integrated marketing expert Don Schultz<\/a>. It has so much insight into the role of marketing in conversation-based markets.<\/p>\n<p>High points:<\/p>\n<p><\/span><\/p>\n<ul>\n<li><span class=\"technoratitag\">Marketers are trained to talk, not to listen. Talking doesn&#8217;t work any more.<\/span><\/li>\n<li><span class=\"technoratitag\">Consumers don&#8217;t have to listen to marketing messages any more. They are going around marketing departments.<\/span><\/li>\n<li><span class=\"technoratitag\">Many marketers interpreted the dot-com implosion as a sign that nothing had really changed and went back to doing things the way they had always done them. They missed the underlying shift that now threatens to capsize them.<\/span><\/li>\n<li><span class=\"technoratitag\">Customer focus and customer-centricity are two different things. Customer focus is trying to sell more things to the same customers and it doesn&#8217;t work. You have to put the customer at the center.<\/span><\/li>\n<li><span class=\"technoratitag\">Businesses have done a lousy job of integrating their online and conventional media marketing. Most of them need to blow it up and start over.<\/span><\/li>\n<li><span class=\"technoratitag\">Marketers&#8217; new job is to create &#8220;placeholders,&#8221; or brands that stick in the customer&#8217;s mind as being associated with a certain want or need. Think iPod.<\/span><\/li>\n<li><span class=\"technoratitag\">Mainstream media is becoming less and less effective, yet marketers are pouring more and more dollars into it. This is crazy.<\/span><\/li>\n<\/ul>\n<p><span class=\"technoratitag\">I&#8217;m paraphrasing and perhaps oversimplifying, but those are some of the main points. It&#8217;s a long interview but worth every minute of your time.<br \/><a href=\"https:\/\/del.icio.us\/pgillin\" rel=\"tag\"><br \/><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every marketer &#8211; and I mean every single one &#8211; should read this iMedia Connection interview with integrated marketing expert Don Schultz. It has so much insight into the role of marketing in conversation-based markets. High points: Marketers are trained &hellip; <a href=\"https:\/\/gillin.com\/blog\/2006\/10\/an-interview-every-marketer-should-read\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":""},"categories":[1],"tags":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pTy95-32","_links":{"self":[{"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/posts\/188"}],"collection":[{"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/comments?post=188"}],"version-history":[{"count":0,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/posts\/188\/revisions"}],"wp:attachment":[{"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/media?parent=188"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/categories?post=188"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gillin.com\/blog\/wp-json\/wp\/v2\/tags?post=188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}