Mass Marketing dominated the last century: You need to reach the masses through as many channels as possible. You need retail stores, fliers, website, PR, Ads, Social Media, and and and and and…until you finally reach critical mass and you succeed. Target is a mass marketer, Huyndai and Delta. Once you achieve ubiquity ...
Author: Uwe Hook
Uwe Hook (@uwehook) is the CEO and Co-Founder of BatesHook, Inc. (bateshook.com) and a veteran of the advertising and marketing industry with the goal of building connections between people and brands. Uwe can be reached at uwe@bateshook.com.
About Uwe Hook
Uwe Hook (@uwehook) is the CEO and Co-Founder of BatesHook, Inc. (bateshook.com) and a veteran of the advertising and marketing industry with the goal of building connections between people and brands. Uwe can be reached at uwe@bateshook.com.
The App Gold Rush is Over
on 4.12.12
We saw it all before: the portal gold rush, the microsite gold rush, the Social Media gold rush. They all ended at one point and gave way to a more mature way of utilizing these new tools and tactics. In the early days, we saw a few lucky pioneers strike gold with novelty apps. There were a handful of independent developers ...
The Transformation Economy
on 4.3.12
Since the beginning of marketing time, the ultimate objective was always a transaction. You give me a A, I’ll give you B. Transactions have become even more important throughout the emergence of digital marketing. You can track customers through the purchase funnel, explore why they didn’t transact and create less ...
Since When Do We Have to ‘Like’ Someone Before We Begin a Conversation?
on 2.21.12
When the Web was young and digital marketing in its toddler shoes, a common practice was to require customers to fill out a form before they could access a site. Cheered on by “Get all the exciting news from Brand A” or “Don’t miss out on the latest events”, many customers signed on. Once spammers started to get ...
Embrace Your Competition
on 1.18.12
I love to run. When I started running marathons, I used to focus on one person I wanted to beat. I just ran them into the ground. Until I passed them and I had to find another competitor to beat. That worked well for a few miles but around Mile 15, I lost my stride and focus. Putting all my effort into beating the ...
Facebook Hates My Friends
on 12.13.11
Whenever I go to Facebook, I tend to see the same people on top of my newsfeed (I love you all.) and a lot of (almost) strangers. I met some of them a few years back, made the connection, never to see them again. I know what they are doing each day, what hotel they are staying, what song they are listening to. But I ...
10 Things Every Marketer Should Be Thankful For
on 11.24.11
1. Groupon’s IPO: We’ve wasted too much time, writing about Groupon’s problems, challenges, opportunities and internal machinations. I’m as guilty as anyone. The IPO filing moved the conversation from pundits to the market. As it should be. 2. Google+: Since we don’t have to focus on Groupon ...
The Emergence of Niche Networks
on 11.21.11
Facebook is a terrible tool to build communities outside of your immediate friends and family. It’s a good platform to maintain existing relationships. It performs badly when it comes to creating new communities based on shared interests. I’m still active in many forums and stats show they tend to build powerful, ...
Branding and the Art of Zen
on 11.4.11
While hosting a brand session in Kyoto, I was able to visit the Ryoanji Temple. Just like millions others, I didn’t come for the temple, I came for The Rock Garden. Built in the 15th century, the garden consists of raked gravel and fifteen moss-covered boulders, which are placed so that, when looking at the garden from ...
What is the Future of the Media?
on 10.26.11
I know, this question was asked a gazillion times before. And answered by much more profound minds than I could ever aspire to be. Let’s look at the question from a different angle. Let’s not focus on how we are going to consume media (tools, platforms). Let’s forget about the location where we will consume ...
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