The Marketing < > Analytics Intersect: My Newsletter!

I want you to sign up for something very, very special I’m doing: Writing short stories from the intersection of marketing and analytics.
My goal is to get you promoted, you are going to love it. So. Please do sign up. But, first, as you’ve come to expect from this blog… Context…
Should you own or rent?
The logic we are taught from when we were babies is that it is better to own than rent. Reality is actually a bit more complicated.
In our context, let’s consider two applications of own and rent.
In the past I’ve spoken about own vs. rent in context of platforms. Facebook, YouTube, LinkedIn are platforms where you rent your existences. Mobile and desktop websites, mobile applications are platforms you own. You own the content, you set your own creativity limits (no 140 characters or videos of only xx resolution), and you own the data on platforms you own.
I’ve also spoken about own vs. rent in context of audiences. You rent audiences on TV, Magazines, Search, Display, etc. You own audiences on your email lists, on forums you host etc.
Audiences and platforms, two places to bring our own and rent lens.
Before we go on, a quick word on the word own. It does feel odd to say you own anyone/thing. Own in this context is like as much ownership as you can apply to a seed you plant in your front yard. You need to protect it, you need to nurture it, you need to champion on its behalf, and you need to be unselfish for a long, long, long time, and maybe some day you get flowers. And, here’s the most amazing thing, if

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