Episode 12

Culture and Effective Marketing

An exploration of how culture relates to marketing. 

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Topics, links and context for the audio.

  • How studying the culture impacts marketing 
  • Demography and personas, and why they get things wrong
  • Introduction to Abbreviated culture
  • How to get your messages across in ways that people want to receive them
  • How modern consumers spend their time 
  • It's not about efficiency, it's about brevity
  • What does the internet look like in 10, 20 years
  • Marketing opportunities and capturing value from required touchpoints 
  • Taking advantage of the compression of information 
  • Being true to the channel and going native 
  • The big risk of short content
  • The brain hates marketing... but it loves shortcuts
  • The F shape of web browsing interaction 
  • F-Shaped Pattern For Reading Web Content (original study)
  • Social Clicks: What and Who Gets Read on Twitter?
  • "Ideas that challenge us have no place in this interruption hierarchy"
  • Why I'm ignoring my impulses and taking a depth year in 2019 
  • Authenticity is everything in marketing