Broadcast marketing is a one direction communication which is just tapping on the own shoulder and says "we are the best".
This is no 2-way interaction who generates and solves needs / pains and build a relationship with a great experience. This is corporate and not customer focused…. and that’s why I think advertising will go away by 90% in a couple of years. It will be replaced with interaction through products, services, content and others.
Read this great article by Tim Hughes
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Why Advertising Has Failed Us – Digital Leadership Associates
by Tim Hughes | @Timothy_Hughes | LinkedIn At a recent workshop in Melbourne in Australia, Adam Gray my business partner painted the following metaphor. You get up in the morning and ignore the ads on the TV, then you get in the car and drive to work. As you listen to the radio, when ads …
I spent most of my career in the digital realm. The key theme in my career is understanding the customer. From my early roles in leadership functions at various digital agencies to my roles at Coremetrics/IBM and Kenshoo in the solution consulting and sales area, I’ve always approached the topic of selling with a customer centric approach. I don’t just want to sell to them, I want to understand them deeply and help them with vision, strategy and execution towards solving their pain points. I aim to challenge and at the same time be a trusted advisor to the customer, aligning the discovery process with the strategic aims that he pursues in order to be able to fully articulate his desired future state vs. the current state.
After spending many many years employed in the industry, I wanted to take my passion for CX even further and decided to double down on myself and the topic of customer experience by opening my own consulting practice. I’ve been successfully running this business for many years now and have grown a small but very loyal following on my blog and other channels as well. The reason why I’m considering moving back to into employment is twofold. I am very self sufficient, but I am also team player and I want to come back into a team environment.
As you see here, I don‘t fit in a single drawer. Generally there will be no 1:1 match between a CV and a job description, but a very good fit between your business and my person. Trust me, let’s talk !! >> Contact me here <<
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3 – Vision
Vision is one of the most important things for me, even if it takes not much time and requires time only once. The vision is to reach the top (of a mountain)! It’s about what we want to achieve. This must be the same for all departments. This means all departments needs to work in the same direction.
2 – Strategy
The strategy is the timing, the route and stops we are planning. It’s about the way we reach the vision. This overall strategy needs to be adopted to the department AND to the current situation. Therefor I don’t see a strategy that fixed as a vision.
1 – Implementation
Success is just prepared by vision and strategy, but the success is coming from implementation and the daily doing. I’m happy to dive in as deep as needed and focus 80% of my time in implementation and daily operations.
Direction
3 – Marketing
I’m a marketing native by heart !! This is my DNA and what’s driving me. Here if have brought experiences in doing it day by day.
2 – Product
With a deep passion for my topics and an holistic market understanding I always have ideas how to make things different and how systems need to support this. I worked within product management but also as a pre-sales / technical sales with a strong connection to product management to bring client needs into the product.
1 – Sales
Love to be out in the market and exchange with others. Adopting to clients needs and show them how to win with the right solution is challenging me.
I’m not following a typical sales methodology. I’m selling through my deep knowledge and passion for the topics around Change, Marketing and CX. I never would be as good in selling other areas like finance for example.
There are minimum 6 drawers you can place me in. Drawer #7 would be that I’m not interested what is state of the art today. I’m interested about the day after tomorrow and how to prepare this today.
But always… the core for me (and each drawer) is around the topics Marketing, CX, Change. Here I have brought experiences. It doesn’t matter if I build the best marketing suite as a product manager, sell the marketing solution to clients or use the solution by myself. The core topic is what is important for me and this is my success factor.
Even if I’m within a brand and lead the marketing. Maybe the marketing strategy is going into the direction 12:05 than the sales can be at 11:55 but never at 6:30. If this would be the case my success within marketing will be blocked in some way. This is why I think out of the box and my area to sync with colleagues.
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>> Read my view about communication in 2025:https://esser.me/communication2025/" loading="lazy" srcset="https://esser.me/wp-content/static/2019/03/pepsi.jpg 1600w, https://esser.me/wp-content/static/2019/03/pepsi-300x169.jpg 300w, https://esser.me/wp-content/static/2019/03/pepsi-768x432.jpg 768w, https://esser.me/wp-content/static/2019/03/pepsi-1024x576.jpg 1024w, https://esser.me/wp-content/static/2019/03/pepsi-500x281.jpg 500w, https://esser.me/wp-content/static/2019/03/pepsi-1320x743.jpg 1320w" sizes="(max-width: 500px) 100vw, 500px">
