Lapsed marketing

Lapsed marketing

Are you a “lapsed marketer”?

So here I am randomly blogging after what, a two year hiatus (?) and outta the blue I ask whether or not you’re exhibiting symptoms of Marketingus lapsisus. Sounds like a hideous disease but there may be more to this #fake scientific name than you think.

Allow me to walk you through this by first going down memory lane. This may be slightly painful, so bear with me.

Anybody can do marketing

Right? #AMIRITE ??

That’s what a few people suddenly found themselves saying during the Great Recession of 2008, especially following that subprime mortgage fiasco we won’t go into.

I’m not suggesting hordes of people lost everything and suddenly became marketers overnight. I have no specific data to support this claim. However, I distinctly remember encountering and interacting with a host of Twitter profiles back in ‘08 who were all very clearly evangelizing the magic of Marketingus followmeitis, relentlessly bullhorning brand and bait in the name of self-actualizing goals!

Nothing wrong with that. And some may well have transitioned themselves successfully as bone fide marketeers. So, is it true? Can anybody do marketing?

Self-employed pro’s, consultants, artisans and the like do it themselves all the time!

That said, marketing may look like the type of job anybody can do. But it obviously depend8bce7501cb8c8bb6114e11166035be1ds on the context, audience and scale. Enterprise level marketing, for instance, requires specific skills, technical knowledge and field experience. Not only that, you must truly be agile, transmutable and ahead of trends before they emerge.

The unforgiving digital age

During the halcyon days of social media, where online networking was experiencing its own version of Woodstock, the wild wild west of social marketing started rearing its ugly–—I mean, was also burgeoning.

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Diversification: the key to smart social sharing

Diversification: the key to smart social sharing

Too much of a good thing can be a bad thing. Not surprisingly, this very adage is true of social media activity, whether you are an avid  participator, eager onlooker, or a psychologically disturbed stalker.

Okay, maybe not that last bit (although you know you who are—yes, you Mr. and Ms. Stalker!)

In any event, it’s no secret that practicing moderation in virtually any endeavour yields optimal results. So lets apply this logic to social media sharing.

Here are five reminders that can diversify your day-to-day social media tendencies and help secure a useful and sustainable way to engage online:

  1. Be mindful of what you share 
    It’s so easy to get caught up in the moment and have the gushing urge to want to share every minute detail that seems so significant to you. But what may feel steeped in inspiration and promise for you at a given moment may be completely irrelevant (if not meaningless) to someone else.  Before posting anything, ask yourself, “Is it necessary? Is it harming anyone? Will your life be less valuable if you kept it to yourself?”

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FileStuff: Canadian cloud you can count on, eh?

FileStuff: Canadian cloud you can count on, eh?

Some will insist saying “eh” is not universally Canadian. Perhaps. But no race is actually ever 100% linguistically uniform either. Dialects will always persist due to environmental factors per evolutionary science. So take that, naysayers.

That was the “eh” bit of my headline. Now on to what I really wanna share.

source: mediacore.com

Your digital life on the cloud

As a tech enthusiast and social media nut, I’ve recently been participating in beta tests. One of those experiences was checking out filestuff.ca. FileStuff is the Canadian version of Dropbox for business. And this cloud box has chops.

I asked Steve Rogoschewsky, CEO, what inspired them to create this. ” We found that more and more people are not able to store files on Dropbox due to USA security concerns (location now) and they like the fact that everything is encrypted (not even our own techs can “see” the data if the client does not want us to).”

FileStuff boasts “military grade end-to-end AES encryption”. AES stands for Advanced Encryption Standard. Now I’m no engineer but you don’t have to explain how important this is to your average person, who likely has a lot of their own personal digital assets living online.

Now imagine how clunky it would be if businesses were to revert back to the jurassic days of back and of forth with offset printers to publish. SMB’s in particular thrive because of cloud-based operations.

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Segue to reality: are marketers really aware?

Segue to reality: are marketers really aware?

Marketers will often jazz hands their way to impressing you with novel sounding ideas like: engaging with your audience/customer/prospect is KEY! Well, duh.

And I’m not out to bash my fellow practitioners—at least not in the same way celebrities sling mud at, behind, underneath etc each other. I merely want to be part of the “LETS GET REAL!” movement.

Marketing’s existential quandary

Yep. Something is definitely afoot. And that something has taken form in the way non-marketers (i.e., ordinary people with ordinary jobs barely keeping their heads above water) interact online.

You, the reader, are likely part of this demographic. You’ve surely googled at least once in this century. You may have resisted the existential narcissistic lure of social media apps and sites like Facebook and Instagram, but you’ve still participated in emailing, online chats, and similar virtual environments.

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