What’s your marketing scratch game?

Chris Brogan recently mentioned not having a scratch game when it came to pancakes:

_9__Chris_Brogan

I thought this was amusing, because as foods go, pancakes are fascinating. For those folks who aren’t familiar, a pancake is a breakfast bread that’s cooked entirely in a pan or griddle. The recipe for your average pancake goes something like this:

  • 1 cup of flour
  • 1/2 cup of milk
  • 1/4 cup of sugar
  • 1 teaspoon of salt
  • 1 egg
  • 1/4 cup vegetable oil
  • 1 tablespoon baking powder

Mix it all together and then put on a griddle in portions until cooked.

That’s a fairly straightforward recipe, and that’s where most people stop. They get the recipe, they cook the recipe, they eat. There’s an entire world happening beneath the surface, however, something that can up-level your scratch game considerably. The recipe describes the structure, and underneath the structure is the framework. Once you understand the framework, you know what can change and how much flexibility you have to adapt it.

Let’s look at the pancake recipe again.

  • The flour provides nutritional mass, and in the case of wheat flour, it also provides stability via gluten.
  • Milk provides a protein-based liquid transport that helps the leavener work and create gluten when water is exposed to gluten proteins.
  • Egg provides additional structure in the white part, and mixture stability via emulsification with the yolk.
  • Salt and sugar enhance flavor by activating additional neuroreceptors on the tongue.
  • Oil in the recipe provides lubrication and keeps the goods from sticking to the pan. It also creates a more rich sensation on the tongue.
  • Baking powder provides leavening via the release of carbon dioxide. This gives pancakes their "fluffiness".

Now that you understand the framework of what a pancake is and what all of the components do, you also understand what can be changed and how. This is what makes your pancake scratch game powerful For example, you can’t omit the baking powder without providing a different kind of leavening that’s gas-based. If you omit it or substitute it for something scientifically non-equivalent, you’ll cook up bricks rather than light, airy cakes.

You can, if you’re gluten-allergic, substitute the wheat flour for a different kind of flour. Doing so reduces structural stability, so you’d need to increase the amount of egg in order for the pancake to hold together.

You can, if you’re lactose or dairy sensitive, substitute in soy mile or almond milk or any other water-based protein colloidal suspension without needing to change anything else.

Want to reduce or substitute the sugar? Not a problem – in this recipe, it only adds flavor. You could substitute with vanilla extract and a bit of stevia.

Want to add dried fruit or chocolate chips or any other solid additive? Add a bit more egg or flour to provide additional stability.

Want to add a wet flavor of some kind? If it’s water based, substitute out a bit of the milk (such as apple cider). If it’s oil based, substitute out a bit of the oil.

All of this variation comes from understanding the framework of what makes a pancake versus what doesn’t. Once you understand the framework, you can customize and make exactly the kind of pancake you want to make. This makes your scratch game incredibly powerful. You understand the function, and thus you can vary the form; you understand the spirit, and you can adjust the letter.

Unsurprisingly, all of this applies not only to cooking, but also to your marketing. A recipe is nothing more than a tactic. (recall that strategy is the menu) If you just blindly follow marketing recipes without understanding what they do or what the outcome is supposed to look like, then you’ll forever be locked into the same way of doing things, rather than adapting as things change. Your marketing scratch game will be weak, and you’ll have to resort to using other people’s boxed products at a significantly higher cost and questionable ingredients.

For example, let’s say that you found a marketing recipe promoted by a social media expert that said you should follow 25 people a day and reply to anyone who mentions you. What’s the underlying structure? It’s about acquiring audience reach (follows do tends to net follow-backs) and engagement (replying to people sets the perception that you’re actually interacting and not just broadcasting).

Once you know those ingredients and what they do, you know what can change. If you don’t have time to follow people, a promoted account campaign can do the same thing with probably similar results. On the other hand, like the baking powder in the pancake recipe, you can’t substitute anything for engagement. There isn’t a viable substitute for acting like a human being and talking to people.

Take the time to not only acquire marketing recipes, but understand what the framework is that makes them work. That understanding will help you make them far more useful than just blindly following someone else’s experience and hoping it applies to your business as well. Your marketing scratch game will be amazing – and so will your business results.


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Most measurement tools won’t help you

Toolbox

I had the privilege to attend and speak at the MITX Data and Analytics Summit in Boston. One of the things that I took away from the event, which was excellent and enjoyable, is that analytics and measurement tools are getting more and more sophisticated (and expensive). We’re evolving our measurement and metrics tools constantly. Big Data and analysis engines and all of the wonderful technologies are changing our analysis capabilities, enhancing them, and giving us the ability to do new forms of analysis.

However, fundamentally, these tools may not help you most of the time.

Here’s why. The evolution of analytics tools is like the evolution of kitchen appliances. You can get much more done with a KitchenAid 6000 Turbo than you can with a hand-cranked egg beater. You can cook much more safely for long periods of time with a crock pot than a fireplace and a Dutch oven. If you can’t cook, then the antique egg beater is no different than the KitchenAid. You’ll still make inedible food.

Having better tools doesn’t mean you automatically have better results.

Here’s an example. During one of the presentations, there was a tool shown that allowed you to plot 1-sigma and 2-sigma variances in real-time on your marketing data. That’s very cool, but if you don’t know what variance is or why it matters, then this capability doesn’t make you a better marketer. It just adds another button in the interface that confuses you more. It’s the equivalent of an inept amateur cook using the KitchenAid 6000 Turbo. All that’s going to do is make a bigger mess in the kitchen.

Only buy what you understand.

Before you go investing in measurement tools, be sure you know what the limits are of your measurement and analytics knowledge. If spreadsheet software is the limit of your knowledge, then don’t go buying the biggest Big Data solution there is. If you can’t cook, buying kitchen gadgets will only deprive you of money you could have used on cooking lessons. The more you can improve your knowledge, the more you’ll get out of the tools you already have and the better buying decisions you can make about future tools you buy.

Invest in your knowledge first and in tools second.

In the long run, the knowledge will pay off far greater dividends than the tools will without the knowledge.


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Unfair Advertising Advantage: How Marketers Lose

Net Neutrality is a terrible name for the problem at hand. If you’re unclear what it’s about, read this comic by The Oatmeal. Comics explain everything.

As a marketer, Net Neutrality could be a double-edged sword. If I worked for a company that had control over the pipe, like a CoxCastWarnerCN Inc., I could make a MINT. I could rewrite Amazon affiliate codes on the fly, putting all that cash into my pocket – and the end user would have no idea unless they inspected the URL. I could not only slow down traffic to competitors (or competitors of my advertisers), but I could intercept traffic and alter it. Imagine going to, say, Kate Spade’s website and having a permanent banner ad over the bottom of the page for Michael Kors, because the latter was a brand that was a paid advertiser. I could tamper with encrypted email. I could track every move my users made and resell that data. (note how many of these examples are not theoretical)

But… I don’t work for an Internet Service Provider (ISP).

Slackershot: Money

I’m one of thousands of marketers who work as an end user of an ISP. That means that if I’m trying to market my company, SHIFT Communications, or representing any of its clients, and we’re not in the good graces of an ISP, I’m at a disadvantage. My clients are at a disadvantage. More important, we’re at a disadvantage that we can’t fix without deep pockets to become an advertiser of one of the in-favor ISPs – and in doing so, we risk becoming out of favor with that ISP’s competitors.

Let’s come up with a better name than Net Neutrality, which sounds like a problem you’d only have in Switzerland. Call it what it really is: the Unfair Advertising Advantage. That explains with much more clarity what the problem really is and why we need Net Neutrality as a permanent level playing field on the Internet. Support Net Neutrality before you can’t any more, because an ISP is redirecting you to their advertising landing page.


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