Categories: Articles

There Are No Stupid Questions

We make wrong assumptions all of the time and it’s about time we woke up, realized it and fixed it.
What am I talking about now?
Wikipedia, Blogs, Podcast, RSS, Viral Marketing, SMS, Search Engine Marketing, Reciprocated Links, In-Game Advertising, and on and on… Let’s wake up and smell the confusion. Most people do not know what those words mean, let alone how it works and why they should care.
I’m not saying that people who read, write or even comment on Blogs are smarter marketers. I am saying that we owe it to people to not make assumptions. We owe it to ourselves to spend some time going back to basics and explaining what the channel is versus why it’s important to marketers.
A simple link to Wikipedia will not solve this. This also has little to do with building a better FAQ.
Why now?
I was just listening to Joseph Jaffe‘s Podcast, Across The Sound Episode #51, and finished reading MarketingSherpa’s Practical Podcasting Guide For Marketers. I started reflecting on the positive feedback I have received for the segment Six Points Of Separation – which are quick tactics every one can do – from my Podcast, Six Pixels Of Separation – The Twist Image Podcast, and it struck me that everyone will know what Podcasting is… very soon. The numbers may seem nascent now, but that just means people are unaware about the basics, like you don’t need an iPod to listen to Podcasts. Like a Podcast is just an MP3 file… digital audio… something you can listen to on any computer that has a sound card and speakers.
People are intimidated by all of these buzzwords. You mean I don’t need a Mac to listen to a Podcast? You mean a Podcast doesn’t work only on an iPod? How does this all work? Is it free? Where is iTunes? How does iTunes connect to my iPod? Do I need an iPod to connect to iTunes or will any digital audio device work? How does iTunes “speak” to my player? What’s the point in subscribing to a Podcast? And, who the hell subscribes to an audio program?
If I were to guess why Marketers are so scared of technology, it’s because technology does allow you to do a lot, but it’s never been great at really breaking down the complex into a simple and easy-to-understand format, so that everyone can see the beauty of Blogging or Podcasting as we do. Marketers don’t want to let go of the 30-second spot in lieu of a social media environment because it goes against the pillar of controlling the brand. It also means that we have to look at consumers as individuals instead of CPM.
And that’s the final challenge. I don’t have to convince you about this. You’re reading Blogs, you’ve got RSS, you’re either listening to or thinking about starting your own Podcast, and you’re working through new and engaging ways to have conversations with your customers.
You get Social Media.
Just remember, this is still very new. And, as Marketers, we do have to spend a little more time on education of the basics versus digging down deep into The Long Tail of marketing. This means both internally (to our peers) and to our customers (including clients and people who are interested in your conversation).
It’s a tall order, but we can do it.
So, the next time you start going off on how the client needs a Podcast, be sure to take moment and ask the person you are with if they know what a Podcast is.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.