The hierarchy of marketing has changed

The hierarchy of marketing has just gained another level. It costs less money, but requires more effort. And in the new world it is starting to be the only way to effectively market some types of new product and service.

  1. BUY  – advertising
  2. BEG – PR/media
  3. BUG – sales calls
  4. EARN – publish great content / “brand journalism”

What changes are we seeing?

The biggest change is EARN websites look more like newspapers with interesting articles to catch the attention…like this one…rather than product brochure-ware. Also, great content is free.

If you are a PR company then you are seeing an attrition as companies divert PR budget (BEG) to social media (EARN) initiatives.

If you are a salesman you need to think about how you EARN rather than BUG.

Finally, why would you pay for advertising, other than for brand awareness?



Categories: Marketing

Author:Ian Gotts

Founder of, tech advisor, investor, speaker and author. Runs on Duracell. Based in San Francisco and in a 747., is the business analysis app designed to support Salesforce #AwesomeAdmins. 100% cloud, it is tightly integrated into Salesforce. Use the free core capabilities to capture business processes and embed them inside objects, with single sign-on.

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One Comment on “The hierarchy of marketing has changed”

  1. August 17, 2012 at 10:43 am #

    Producing content for a company site for free through computer algorithm generated news wires gets you exactly what you pay for: quantity vs quality. Over 10 years of experience in delivering content on a myrid subjects has demonstrated to me that EARN is connecting people to expert sources of trusted information. Bad information is free, good information wants to be paid for.

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