Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Live from DMA 2011: Biz Stone, Gary Vaynerchuk and Larry Kimmel Talk Meaningful Marketing

October 4, 2011 By Thorin Mcgee
Get the Flash Player to see this rotator.
 

"I believe in social media because it sells shit."

That's what an exasperated Gary Vaynerchuk dropped in the Monday keynote of DMA 2011 to the crowded grand ballroom of the Boston Convention Center.

The bestselling author of "Crush It! Why Now Is the Time to Cash in on Your Passion," "The Thank You Economy," and founder of WineLibrary.com and VaynerMedia had been describing what it was like trying to explain the ROI of social media to his more traditional, ROI-focused CFO. He talked about how he had tried to tell the CFO that you can't measure the ROI of many marketing channels, and she didn't accept that. He finally asked, "What's the ROI of your mother?" Because, Vaynerchuk said, "the way my mother parented and raised me had led to all of my ROI, but you can't quantify it."

To most marketers, and probably all CFOs, that's still not really an acceptable answer. But Vaynerchuk believes in social media because he's seen it move product and make money for his companies. In large part, that's because it helps him listen to his customers and react to them in real-time.

Kimmel's Time
Listening and marketing in real-time was the theme of the keynote. DMA CEO Larry Kimmel started off by talking about the ability marketers have today to create special experiences because the data available now means you can know who your customers are, what your customers are doing and where they're doing it right now, in real-time.

If your company can harness that data in milliseconds, which is also technologically within marketers' grasp, you can do special things. He showed a picture of a skier flying off a jump and said, "I look at that photo and think, seconds before that skier takes off, you could sell him health insurance. Seconds later, you have no chance, or no desire."

But Kimmel also talked about how difficult this is becoming because, "Somehow as a marketer it's your job to manage the chaos" of marketing instantly in today's countless chaos of channels. But, he said, that should be the direct marketer's job. "The only people who should be running integrated marketing programs are those who really understand the data, understand customer-centricity and understand accountability. And that is us."

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON SOCIAL MEDIA >>

FROM THE BOOKSTORE

Publishing is a rapidly changing business, and this comprehensive reference is right in step—covering operations, finances, and personnel management as well as product development, production, and marketing. 

Written for the practicing professional just starting out or looking to learn new tricks of the trade, this revised and expanded fourth edition contains updated industry statistics and benchmark figures, features up-to-date strategies for creating new revenue streams such as online marketing and sales and e-book publishing, and provides new information on using financial information to make key management decisions.

More than <b>two dozen highly practical forms and sample contracts </b>for immediate use are also included.

"One of the best references available today . . . providing a solid foundation and answering every question.” —Jan Nathan, executive director, Publishers Marketing Association 


“Vital to doing the business of publishing well.” —Independent Publisher 

"A remarkable book and a must-have volume for anyone interested in the business end of book publishing. Everyone in the book publishing business should have a well-thumbed copy on their desk." —David M. Hetherington, adjunct professor, Pace University, Graduate School of Publishing 

"No matter what your size, Publishing for Profit is an essential tool for growing your business. The book is about as close to an operations manual for a book publishing company as can be found." —Dominique Raccah, president, Sourcebooks, from the foreword 

"Publishing for Profit was immensely useful in helping me understand some of the subtler business challenges of a small press . . . Your advice is practical and immediately applicable." —Perry Donham, president, KidPub Press 

“The bible of the industry.” —Associated Press 

“Solid nuts-and-bolts advice for everyone who wants to run a publishing business, no matter how large or small. Forms and illustrations help make this manual crystal clear.” —Judith Applebaum, author, How to Get Happily Published 

“Publishing for Profit is a great book. It sits on my nightstand. I often pick it up and read parts of it again.” —Rod Colvin, president, Addicus Books Publishing for Profit

Publishing is a rapidly changing business, and this comprehensive reference is right in step—covering operations, finances, and personnel management as well as product development, production, and marketing. Written for the practicing professional just starting out or looking to learn new tricks of the trade, this revised and expanded fourth edition...

ORDER NOW

Who's Charging What Who's Charging What!

Who's Charging What! -- Your Guide to Direct Marketing Creative Services gives you complete facts on top copywriters, agencies, designers, and consultants, providing you with the critical information you need to make decisions when looking for a copywriter. These top-flight professionals can deliver powerful, response-generating direct mail, e-mail, Websites, catalogs,...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: