The Rules of Marketing Just Changed. Again.

BackToTheDrawingBoard228x169Ahh, the blessings of insomnia. I might be alone on this one, but I’ve come to appreciate the benefits of not being able to sleep. Here’s the chain of thought that brought me to that statement of gratitude: Insomnia has taught me to fill my iPod shuffle with educational podcasts to keep me company until sleep returns, which is how I discovered some of my favourite authors like Todd Henry and Mitch Joel. It was their joint podcast that propelled me out of bed at 3:30 this morning to learn more about the sweeping changes hitting the world of marketing.

Which explains why I wrote this post…

I was listening to The Accidental Creative, Todd Henry’s podcast series born from his book by the same title. I haven’t read the book (yet) but it’s built around the pressures that come from having to be creative on demand and provides practical ways to discover creativity in ourselves and in our organizations.

The episode that got me out of bed so very early is entitled Mitch Joel on Rebooting Business and Life. Mitch Joel was already on my ‘most admired’ radar. For those who haven’t heard of him, he runs a digital marketing firm of about 100 staffers, does public speaking, publishes a blog post every day, produces one podcast a week, and just published his second book, CTRL ALT Delete.

Wow. That’s a lot of production. I wonder if Mitch Joel has insomnia, too.

The part of the conversation that grabbed me is about market segmentation and the mistake we make when we think about mobile and desktop as separate groups of people to appeal to. According to his thinking, by treating them as separate groups we’re doing a disservice to our public. I’m paraphrasing, but here’s the gist of it: People are going to interact with us in a number of different ways. There isn’t a mobile market and a laptop market and a tablet market. They’re all the same people; it just depends on the kind of glass they have in front of them in the moment.

Brilliant. And heretical. Everything I’ve read positions the mobile crowd as some sort of difficult-to-please horde moving about the planet, somehow evading marketing’s best attempts to capture their interest. That’s just one of the five ‘movements’ affecting business today. If you’ve got 23 minutes, listen to the podcast yourself. Whether you’re a solopreneur or a director of a large organization, I think you’ll find value. I’ve made it easy for you by posting a direct link on the graphic box below this text. You don’t need any special equipment or an account to listen to it. Please do come back and tell me what you thought of it.

Button Link to Accidental Creative Podcast


26 Replies to “The Rules of Marketing Just Changed. Again.”

    1. Hi Jennifer,

      For those of us who use multiple devices, it’s a no brainer. Good that this is coming out as important advice to marketers.

      Thanks for stopping by and leaving a comment. I always look forward to what you have to say.


  1. I haven’t listened to his talk but it makes sense. Younger people nowadays do everything mobile. Good info.

    Julieanne Case
    Always from the heart!

    Reconnecting you to your Original Blueprint, Your Essence, Your Joy| Healing you from the Inside Out |Reconnective Healing | The Reconnection| Reconnective Art |

    The Reconnective Highway


  2. Wow, just reading about all that Mitch Joel does – runs a digital marketing firm of about 100 staffers, does public speaking, publishes a blog post every day, produces one podcast a week, and just published his second book – makes me tired!! And inspired…


  3. Hi Susan,

    The best part of this for me was reframing my thinking about the blessings of insomnia. We hear so much about how awful it is, but I too have some talks (and a little bit of hemi sync) on my iPod and listen to them when I realize I’m going to be awake for a while.


    1. Hi Christina,
      I’m glad that was helpful. I included the insomnia part of the story because I know lots of people battle it. Sometimes you just have to give in and figure out what you can make of it. 🙂

      Thanks so much for visiting and for taking the time to leave a comment.


    1. Hi Deanna,
      Finally the marketing demographers are catching on. 🙂 You wouldn’t believe how many are still talking about mobile clients as if they were an entirely separate entity. Thanks so much for stopping by and for leaving a comment.


  4. I haven’t had a chance to listen to the podcast yet, but wanted to let you know I love what you say about the mobile and desktop crowds being separate categories. I know from my own experience that at different time I use different media- sometimes a phone or tablet, sometimes a laptop or my desktop. I guess the main take away for me just from that nugget, is that we would do well to have a marketing work well in all those different formats. Thanks for yet another valuable post. I’m looking forward to listening to the podcast later, though preferably not at 3:30 a.m. 😉


      1. Hi Imogen,
        I’m so glad this was a good article for you. You and I are probably more attuned to the market experiencing us using a variety of devices, many corporate leaders aren’t. It can be difficult to help them understand that their demographic is everywhere and can’t be segmented by device. Thanks for taking the time to leave a comment – I hope you enjoy the podcast.


  5. Thank you for sharing this Susan. The joy I find in creating ebbs and flows, which makes me sad actually. Why can’t the “joyful flow” stick around longer? :->

    I’m happy to hear you’re finding a benefit to your insomnia – and I’m happy to have connected with you through Lousie’s FB group “Fabulous and Fearless”


  6. I am one who is a part of the laptop AND the mobile community. Some days I would be happy being just one but that is not the way my life is set up. In order to connect with the people I like I take advantage of the time I have at home (laptop) and away (mobile) I am the same person and the same things appeal to me, but my life keeps me moving and having options is what technology is all about.


    1. Hi Kate –

      It doesn’t surprise me to hear that. You strike me as someone who gets stuff done wherever she happens to be. 🙂 We’re so lucky that we can take it with us. I once heard someone describe our smartphones as having the whole world in your back pocket.


    1. Hi Carol –
      You’re so right. I find it challenging keeping up with how the different platforms change the way our content looks. Yesterday, I really wanted to read a page but the author’s popup wasn’t working properly on my device — there was no way to close it — and it obscured the text. This will surely keep us on our toes!


  7. OK, so insomniacs are busy today! I wasn’t up at 3:30, but I did wake much earlier than I wished. I have a commitment to improving my sleep for health purposes, but I’ll consider reframing a bit in light of the creative energy that insomnia can inspire.

    I am not so surprised to hear what you are saying about the mobile vs. desktop groups. It seems that we are now in a world where people get information and entertaining in a variety of ways as the mood and circumstance dictate. Look what has happened with television – all the streaming and device options were originally seen as a threat to tv, but that hasn’t been the case. People are not “either…or” but “and – and – and”!

    I like your idea of having podcasts handy. Thanks for the tips on all fronts!


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