Until very recently marketing was a one-way conversation. The marketers talked. The consumers listened.
Then along came the Internet. And mobile apps. And Facebook. And Twitter. And Yelp!
Now marketing is a noisy two-way street, where traditional media are often ignored, and a few vocal critics can undo a $10 million ad campaign overnight.
In this new age of advertising ineffectiveness and citizen journalists, what's a company to do? Exactly. Do.
Marketers can no longer just say, "Buy our thing, it's great!" Instead, they have to do, or risk their very existence. They must do genuinely helpful deeds for customers. They must do whatever it takes to encourage prospects to fulfill a dream where the marketer's product takes on a supporting role. They must do what good friends have always done: converse, support, sympathize, and cheer on.
In Do or Die, you'll read about and experience first hand some of the remarkable ways enlightened companies have put doing above saying. Then you'll learn what you can do to get your own company organized for success in a Do or Die world.
In Do or Die, Clark Kokich lives the advice he gives by not just saying how marketing has changed, but by showing it in action. With interactive videos, reader comments, and real-time feeds from social media, Do or Die brings to life what a traditional book could never do. Don't just read this book, experience it to open your mind to new possibilities.
In a world that is changing rapidly, brands will only succeed if management learns to be nimble, use today's tools, and listen to their customers. Do or Die is a timely and fact-filled book with case histories that will help you win in today's marketplace.What's Inside
chapters or case studies, or you can listen to them right from the app.
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Just when you thought you knew what you were doing
The changing landscape of traditional marketing |
Don't think in a straight line
Linear problem-solving just could be the problem |
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What's a marketer to do? Exactly.
Surviving by doing, instead of just saying |
Get everyone on the same side of the table
Silos are great for farms, not companies |
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Stop asking the wrong questions
The right ones about marketing a better experience |
Engage in risky behavior
Failure is the new mark of success |
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Find the big idea or keep looking
Flavor-of-the-month tactics are no substitutes for an idea |
Know that you can't know
If you love uncertainty, you'll love the future of marketing |
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Look for ideas in all the wrong places
Creative thinking can come from anyone |
Be in charge of the pig, not the lipstick
The new chief marketing officer has a seat at the biggest table |
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Quit treating media like an afterthought
Media is now creative; creative is now media |
The story behind the story
Where this book came from, and why it isn't a book |
case studies with full text, interactive features, and video interviews.
some of the most quoted and respected thought leaders in marketing.
In 1999, the Internet's Pleistocene Age, Clark Kokich took a giant leap of faith and traded in a successful career working for traditional ad agencies to join Razorfish — then called Avenue A. At the time, few people had even heard the term "digital agency," and fewer still thought it was an area of great promise.
They were wrong, of course. Over the next few years, Razorfish grew from one office in Seattle to the current 20 in eight countries around the world — while Clark rapidly ascended to the CEO's office. Remarkably, Razorfish now serves nearly a quarter of all Fortune 100 companies, including Nike, Dell, Microsoft, Disney, Kraft, Ford, Starwood Hotels, and JC Penney.
All this success has made Clark an oft-quoted spokesman for industry trends. His words have appeared in the New York Times, Financial Times, Ad Age and AdWeek, and he has spoken at conferences around the world, including Ad:tech, Association of National Advertisers, and the American Marketing Association.
Now the chairman of Razorfish, which was recently purchased by Publicis Groupe, the world's fourth largest communications company, Clark sums up his career and the theme of Do or Die in one succinct statement: "I used to be in advertising. Now I do things."
