It's been a while since I've gotten this question, but my dad and I were recently talking about my job again. He turned to me, like he's done in the past, and asked once again, "What exactly do you do?" So I tried to keep it simple and replied that my job is to put text ads on Google. And very practically, he responded, "Your job will probably become obsolete."
The more I tried to justify my job, the more I realized putting ads on Google or Bing is just a small fraction of what I do. Thus, I think it's time to ditch the name Search Engine Marketing (SEM). It's gotten to the point where this old title is too restrictive when compared to what search engine marketers actually do. In their never-ending quest for information, people are moving beyond the search engine for research. If you compare Google to all of the other ways people are searching out there rather than just the big three search engines, I'll be you'll find that Google has actually been losing market share.
Query-based Marketing (QBM) is a more appropriate name for the practice. The goal of query-based marketing is maintaining presence wherever people are searching, whether it's on a search engine or something else. Whenever someone is looking for information, a brand should be where it's relevant.
With a new name like Query-based Marketing, the marketer's goal is not just to optimize the most cost efficient ad on a search engine. It's much grander than that. I think the goal is to manage sponsored pull-marketing opportunities, where searchers are already requesting content about a product or service. This opens up the future for SEM, where marketers get better at predicting questions before someone even asks it. It looks like I'm about to get into the premonition business.
Perhaps this is one of those "a rose by any other name.." scenarios, but there have been times when a simple name change affected the whole goal of an operation. And if that's the only outcome of a name change, I'm already on board with it.
Saturday, November 13, 2010
Sunday, October 17, 2010
Is There Room for Introversion in the Workplace?
In a world where extroverts outnumber introverts 3:1 (according to The Introvert Advantage), how does an introvert stand out in the workplace?
Being an introvert means several things to me: needing to be alone and recharge after being in highly social situations, spending a lot of time analyzing situations internally rather than talking it out, and preferring to stand on the outskirts rather than being at the center of attention. It does not mean being shy or antisocial, though that can be the case sometimes. I'm not antisocial; in fact, I enjoy meeting and talking to new people. But, I do find myself having to take some alone time before being able to hang out again.
The question of introversion in the workplace arises from a recent situation, where I realized I might've benefited more by talking to other people rather than analyzing everything in my head by myself. I often trust my own analyses and emerge confident in my own conclusions after weighing all of the pros and cons rationally. I do sometimes talk things through with my friends, but not before I've already given it a considerable amount of thought. However, the disadvantage of internal debate is that I'm only analyzing based on information I have... and not everything is always how it seems.
When you work in a team environment, perhaps it's not the best method to keep feelings inside. I'm not afraid to discuss facts, but I didn't believe that feelings should be involved in business. However, when you work so closely with your teammates, it's unfair to keep them in the dark all of the time, especially if you're friends with them. And I think this is something I've just recently come to understand - that I don't have to rely on myself. Why can I trust my teammates with business problems, but I can't trust them with life concerns? I don't mean that I should unleash all of my crazy, but I need to learn to trust in others if I expect them to place their trust in me.
I often look to Douglas Conant, the CEO of Campbell's, when this question crosses my mind. He was a guest speaker at my school once, and he mentioned that he's an introvert. I haven't quite figured out how he's able to hold a position that requires him to constantly express both his vision and his concerns, but I believe that I'll eventually find a managing style that suits who I am and still gets things done. Each new situation is a learning experience.
Being an introvert means several things to me: needing to be alone and recharge after being in highly social situations, spending a lot of time analyzing situations internally rather than talking it out, and preferring to stand on the outskirts rather than being at the center of attention. It does not mean being shy or antisocial, though that can be the case sometimes. I'm not antisocial; in fact, I enjoy meeting and talking to new people. But, I do find myself having to take some alone time before being able to hang out again.
The question of introversion in the workplace arises from a recent situation, where I realized I might've benefited more by talking to other people rather than analyzing everything in my head by myself. I often trust my own analyses and emerge confident in my own conclusions after weighing all of the pros and cons rationally. I do sometimes talk things through with my friends, but not before I've already given it a considerable amount of thought. However, the disadvantage of internal debate is that I'm only analyzing based on information I have... and not everything is always how it seems.
When you work in a team environment, perhaps it's not the best method to keep feelings inside. I'm not afraid to discuss facts, but I didn't believe that feelings should be involved in business. However, when you work so closely with your teammates, it's unfair to keep them in the dark all of the time, especially if you're friends with them. And I think this is something I've just recently come to understand - that I don't have to rely on myself. Why can I trust my teammates with business problems, but I can't trust them with life concerns? I don't mean that I should unleash all of my crazy, but I need to learn to trust in others if I expect them to place their trust in me.
I often look to Douglas Conant, the CEO of Campbell's, when this question crosses my mind. He was a guest speaker at my school once, and he mentioned that he's an introvert. I haven't quite figured out how he's able to hold a position that requires him to constantly express both his vision and his concerns, but I believe that I'll eventually find a managing style that suits who I am and still gets things done. Each new situation is a learning experience.
Sunday, May 30, 2010
My Relationship with Brands
It just took me over 20 minutes to look up the name of my Management & Organizational Analysis professor, but I finally emerged victorious (working in search really hones your sleuthing skills). The reason I was Googling Reinhard Bachmann was because I wanted to admit that I finally understand the importance of his book Trust Within and Between Organizations. I never thought I'd actually be using information from my MOA class. It seemed like a colossal waste of time the whole time I was taking it (and long after), but I find myself thinking about the lessons more and more these days.
The personification of brands is not an uncommon practice. Ronald McDonald is the first example that comes to mind. But the difference between the brands of yore and the brands today is that today our information about brands come from a multitude of locations. Even though some people might find Ronald McDonald creepy, our image of him is still something carefully crafted by the wizards at McDonald's Corporation. And for the longest time, Ronald equaled McDonald's; when someone thought of McDonald's, Ronald was not far behind. Fast forward a couple of years, and Ronald is no longer the first thing people think of. With today's access to information, the customer service, the sustainability of the food, Supersize Me, and Ronald all hold keys to determining McDonald's brand in the minds of its stakeholders. Now if I were to personify McDonald's, Ron English's fat Ronald is more on target than the kind Ronald in charge of Ronald McDonald House Charities.
Which one is more on brand?
I believe that brand personification has a new meaning these days. It's not just about creating a character for your brand. Aunt Jemima, Mr. Clean, and Eddie from Accounting are no longer the sole brand reps. The new brand character is the imaginary person you invent in your head when you combine all of the information you've learned about a brand. BP might claim it's a green company, but in my mind BP is a woman who claims she has a compost heap but in reality just throws all her trash in her neighbor's yard.
This is where I start thinking about how trust plays into today's world of brand definition. If a corporation says one message through its marketing channels, but somehow consumers experience another message, trust in the brand decreases. In order to gain the consumers' trust, a company has to make sure that the brand message from all angles is consistent. That doesn't mean making sure advertising campaigns match what's in the corporate press releases. I mean taking the time to ensure that actions match the words. Would anybody ever trust a person who promised to help move furniture while running quickly in the opposite direction? No. Then why would anyone trust a company that does the same thing?
If a company manages to earn trust, consumers (aka the trusting party) will be more willing to allow the feeling of vulnerability and follow a company as it grows. I know that people make mistakes so I'm willing to forgive and forget if someone I trust fucks up occasionally. If someone I don't trust screws up, that just reinforces the belief that I shouldn't trust that person. I hold corporations to the same standard.
The role of search and social influence marketing is becoming more important in determining the brand character people build in their minds and in helping corporations maintain consistent brand messaging. Both of these channels are able to interact with people just as they're thinking about the brand. The power of search ads comes from their ability to address needs at the exact time someone wants answers. Twitter and the likes take that to the next level by allowing direct communication with the brand. JetBlue understands that. Zappos understands that. Intel sorta gets it but still mostly pushes corporate news.
So my one bit of advice is to be true to who you are. People will appreciate the honesty. Don't pretend to be someone you're not because you will always be found out in the end.
The personification of brands is not an uncommon practice. Ronald McDonald is the first example that comes to mind. But the difference between the brands of yore and the brands today is that today our information about brands come from a multitude of locations. Even though some people might find Ronald McDonald creepy, our image of him is still something carefully crafted by the wizards at McDonald's Corporation. And for the longest time, Ronald equaled McDonald's; when someone thought of McDonald's, Ronald was not far behind. Fast forward a couple of years, and Ronald is no longer the first thing people think of. With today's access to information, the customer service, the sustainability of the food, Supersize Me, and Ronald all hold keys to determining McDonald's brand in the minds of its stakeholders. Now if I were to personify McDonald's, Ron English's fat Ronald is more on target than the kind Ronald in charge of Ronald McDonald House Charities.
Which one is more on brand?
I believe that brand personification has a new meaning these days. It's not just about creating a character for your brand. Aunt Jemima, Mr. Clean, and Eddie from Accounting are no longer the sole brand reps. The new brand character is the imaginary person you invent in your head when you combine all of the information you've learned about a brand. BP might claim it's a green company, but in my mind BP is a woman who claims she has a compost heap but in reality just throws all her trash in her neighbor's yard.
This is where I start thinking about how trust plays into today's world of brand definition. If a corporation says one message through its marketing channels, but somehow consumers experience another message, trust in the brand decreases. In order to gain the consumers' trust, a company has to make sure that the brand message from all angles is consistent. That doesn't mean making sure advertising campaigns match what's in the corporate press releases. I mean taking the time to ensure that actions match the words. Would anybody ever trust a person who promised to help move furniture while running quickly in the opposite direction? No. Then why would anyone trust a company that does the same thing?
If a company manages to earn trust, consumers (aka the trusting party) will be more willing to allow the feeling of vulnerability and follow a company as it grows. I know that people make mistakes so I'm willing to forgive and forget if someone I trust fucks up occasionally. If someone I don't trust screws up, that just reinforces the belief that I shouldn't trust that person. I hold corporations to the same standard.
The role of search and social influence marketing is becoming more important in determining the brand character people build in their minds and in helping corporations maintain consistent brand messaging. Both of these channels are able to interact with people just as they're thinking about the brand. The power of search ads comes from their ability to address needs at the exact time someone wants answers. Twitter and the likes take that to the next level by allowing direct communication with the brand. JetBlue understands that. Zappos understands that. Intel sorta gets it but still mostly pushes corporate news.
So my one bit of advice is to be true to who you are. People will appreciate the honesty. Don't pretend to be someone you're not because you will always be found out in the end.
Saturday, May 8, 2010
Home is Where Your Rump Rests
It may seem like my musings and ponderings have petered out, but I assure you, anonymous reader, that that is not the case. I just haven't had as much time to write lately with all of the work/good weather/couch naps I've been having.
But here I am today, and I would like to discuss the subject of the flighty living in New York. I just got back from a really rigorous round of negotiations (my roommate did most of the talking. I just nodded along) I had with my leasing office mad early in the morning (10:30 AM). Coming back, I realize just how little I've felt at home in New York in the past 6 years.
It's not that I don't call my various places of living "home". I like that I have a place to sleep at night, that I have a really expensive storage area for all of my stuff. But most of my important pieces of mail still go to the house where I grew up. I still have trouble saying "my parents' house" because I still consider that my house. I can still sit on the floor of my empty old bedroom (most things, including my bed, have been moved into the city) and feel like I belong there.
I wonder if this feeling is one that I alone experience or if it's a product of living in a place where you're ready to pick up and leave in one or two years. Perhaps this feeling is less pronounced when you buy an apartment or if you're settled down in a long term relationship, but for those who have neither of those, it's so easy to get swept up into the temporariness of all life in the city. Stores change hands all of the time. Your favorite bar could be there one day and gone the next. And if your rent gets jacked up, you're out the door looking for a new apartment. I have yet to live in an apartment for more than a year.
The ability to pick up and move at any second is not necessarily a bad thing. In fact, I don't even know where I'll end up in the next couple of years, so having temporary housing is preferable. Yet it still definitely adds to the feeling that I'm just another urban nomad until I can find a place to really call home.
But here I am today, and I would like to discuss the subject of the flighty living in New York. I just got back from a really rigorous round of negotiations (my roommate did most of the talking. I just nodded along) I had with my leasing office mad early in the morning (10:30 AM). Coming back, I realize just how little I've felt at home in New York in the past 6 years.
It's not that I don't call my various places of living "home". I like that I have a place to sleep at night, that I have a really expensive storage area for all of my stuff. But most of my important pieces of mail still go to the house where I grew up. I still have trouble saying "my parents' house" because I still consider that my house. I can still sit on the floor of my empty old bedroom (most things, including my bed, have been moved into the city) and feel like I belong there.
I wonder if this feeling is one that I alone experience or if it's a product of living in a place where you're ready to pick up and leave in one or two years. Perhaps this feeling is less pronounced when you buy an apartment or if you're settled down in a long term relationship, but for those who have neither of those, it's so easy to get swept up into the temporariness of all life in the city. Stores change hands all of the time. Your favorite bar could be there one day and gone the next. And if your rent gets jacked up, you're out the door looking for a new apartment. I have yet to live in an apartment for more than a year.
The ability to pick up and move at any second is not necessarily a bad thing. In fact, I don't even know where I'll end up in the next couple of years, so having temporary housing is preferable. Yet it still definitely adds to the feeling that I'm just another urban nomad until I can find a place to really call home.
Sunday, March 7, 2010
This I Believe
I think that we are all a product of our choices. At this exact moment, each person is the sum of all of his/her previous choices in life. Forget about both nurture and nature for a moment, and you realize that everybody is just the physical embodiment of their own histories.
Consequently, each previous choice affects the availability of subsequent choices. For example, if I were backpacking through Europe, at any given moment I could choose to go left, right, straight, or back. But I could not choose to go to Australia with the very next step. It'll take multiple steps to get to Australia from Europe. The same goes for life choices. If I decide to talk to a person, I can choose the topic of conversation, and I can choose not to talk to that person anymore, but I can't choose to go back to the time when I hadn't talked to that person.
I believe that in this way, we are all confined to a certain fate. I don't mean a fate that's dictated by a greater being but rather one that's forced upon us because of the limitations resulting from our life choices. With each decision, the permutations of the future are altered.
Perhaps "decisions" is not the right word to use because often things that happen to us are not decisions of our own. Our own actions are affected by multiple variables including genes and the actions of others which also end up limiting the way our own life can play out. Which means we don't exactly have the ability to control the way our life shapes out. Environmental factors make up a large percentage of our future actions. Though at the same time, we can definitely take some initiative to influence how those environmental factors can impact our lives. That's why the same single event can happen to two different people with two very different outcomes.
I have no regrets in the actions that have taken me to where I am right now. I was lucky a lot of factors that I can't control actually worked in my favor, such as growing up with a supportive family in a great neighborhood. I was lucky that my genes make me very receptive to facing challenges, which I think has made me more resourceful and open to new ideas. And I tend to live life without any regrets because I'm pretty happy with my current situation in life, which means everything I've done in the past has somehow worked itself out to bring me to this exact moment in life.
~Post inspired by NPR's This I Believe~
Consequently, each previous choice affects the availability of subsequent choices. For example, if I were backpacking through Europe, at any given moment I could choose to go left, right, straight, or back. But I could not choose to go to Australia with the very next step. It'll take multiple steps to get to Australia from Europe. The same goes for life choices. If I decide to talk to a person, I can choose the topic of conversation, and I can choose not to talk to that person anymore, but I can't choose to go back to the time when I hadn't talked to that person.
I believe that in this way, we are all confined to a certain fate. I don't mean a fate that's dictated by a greater being but rather one that's forced upon us because of the limitations resulting from our life choices. With each decision, the permutations of the future are altered.
Perhaps "decisions" is not the right word to use because often things that happen to us are not decisions of our own. Our own actions are affected by multiple variables including genes and the actions of others which also end up limiting the way our own life can play out. Which means we don't exactly have the ability to control the way our life shapes out. Environmental factors make up a large percentage of our future actions. Though at the same time, we can definitely take some initiative to influence how those environmental factors can impact our lives. That's why the same single event can happen to two different people with two very different outcomes.
I have no regrets in the actions that have taken me to where I am right now. I was lucky a lot of factors that I can't control actually worked in my favor, such as growing up with a supportive family in a great neighborhood. I was lucky that my genes make me very receptive to facing challenges, which I think has made me more resourceful and open to new ideas. And I tend to live life without any regrets because I'm pretty happy with my current situation in life, which means everything I've done in the past has somehow worked itself out to bring me to this exact moment in life.
~Post inspired by NPR's This I Believe~
Friday, February 5, 2010
Yes... and
Improv class has been more difficult than I expected. I thought that the moment I understood the rules, all I'd have to do is practice and be okay at it.. at least good enough to crudely apply the rules to whatever scenes I have to put on. What I didn't anticipate was that some of the exercises have me act the opposite way of how I usually act. For example, one of the rules (or best practices, to use some business jargon) is to always agree with your scene partner so that the story can continue. It wouldn't be funny if one person said one thing and the next person just completely negated the first statement. While trying to practice this rule, I realized that I disagree with people more often than I thought I did. As a generally positive (at least from my own perspective) person, this realization has caused me to become more aware of how what I saw affects the options others have when replying.
Another noticeable change after just a couple of classes is the change in my desire to hold questions and information to myself. I'm typically one who spends a lot of time thinking of the perfect question or the right thing to say. While it seems like I've pretty much embodied the over-used piece of advice "look before you leap," such a personality doesn't always work in the fast-paced world of advertising. Being able to react more quickly to situations and to just throw out idea after idea is also an advantage. With a class like improv, I think I'll be able to learn to step out of my comfort zone and speak up more often.
Lastly, I'm feeling much more natural when in front of people. I've been performing on stage since I was little, but theater/acting/talking in front of people has always felt more intimate than dancing. And then coming up with lines right on the spot makes it almost seem as if I have an audience that's judging a conversation I'm trying to have with someone I don't know. Very intimidating.
Overall, it's been a very positive experience so far. I'm looking forward performing next month!
Another noticeable change after just a couple of classes is the change in my desire to hold questions and information to myself. I'm typically one who spends a lot of time thinking of the perfect question or the right thing to say. While it seems like I've pretty much embodied the over-used piece of advice "look before you leap," such a personality doesn't always work in the fast-paced world of advertising. Being able to react more quickly to situations and to just throw out idea after idea is also an advantage. With a class like improv, I think I'll be able to learn to step out of my comfort zone and speak up more often.
Lastly, I'm feeling much more natural when in front of people. I've been performing on stage since I was little, but theater/acting/talking in front of people has always felt more intimate than dancing. And then coming up with lines right on the spot makes it almost seem as if I have an audience that's judging a conversation I'm trying to have with someone I don't know. Very intimidating.
Overall, it's been a very positive experience so far. I'm looking forward performing next month!
Saturday, January 30, 2010
Materialism
Somehow the cell phone companies have taught us that it's okay to throw away phones after two years of use. It was different when the phones were cheap with very few features. Getting a new phone every couple of years meant the difference between a monochromatic and a colored screen.
But now phones are all about how many features can we stuff into them. And people look forward to the two year anniversary of their contract signing because that means swapping one expensive phone for another equally expensive phone. Or some don't even wait until their contracts end and just drop the $100+ to cancel. Are the new features really worth it?
I upgraded from a pay as you go flip phone to an iPhone a year ago. Best decision ever. But I'm really hoping this phone will last longer than two years because that upgrade made a serious dent in my wallet. I have yet to find another phone that will radically change the marketplace after the iPhone.
Though... that new Google phone looks damn good.
But now phones are all about how many features can we stuff into them. And people look forward to the two year anniversary of their contract signing because that means swapping one expensive phone for another equally expensive phone. Or some don't even wait until their contracts end and just drop the $100+ to cancel. Are the new features really worth it?
I upgraded from a pay as you go flip phone to an iPhone a year ago. Best decision ever. But I'm really hoping this phone will last longer than two years because that upgrade made a serious dent in my wallet. I have yet to find another phone that will radically change the marketplace after the iPhone.
Though... that new Google phone looks damn good.
Monday, January 4, 2010
Resolutions
I can't believe it's already 2010. I remember thinking 2000 would never arrive. But I'm ready to tackle this new year.
I've also never been one to make New Year's resolutions. I feel less pressured to succeed when I simply just constantly seek to improve myself. I have several goals that I would like to complete, but I've never held myself to a time period of a year, nor do I usually wait until January 1st before starting a goal.
I'm pretty excited about my three recent goals. One of the main reasons I moved into the city was to meet new people and continue to overcome my desire to stay within my comfort zone. Several of the ideas I had to fulfill this goal was to take improv classes, cooking classes, walk-in art classes; to join Toastmasters; and/or to volunteer. I'm happy to say that I went through New York Cares orientation last month, and I start improv classes at the end of January.
Improv classes have always been on my list of fun ways to improve myself. Not only will I be laughing and entertaining people, I'll be gaining some presentation skills that others have often told me I need to develop. I've taken a presentation class, and while I learned a lot, I don't think a second similar class will help me as much. So my choices were either to participate with Toastmasters or sign up for improv classes. I opted for the more fun one and the one that I could deceive myself into thinking it's not entirely a way to improve my workplace skills.
A third goal that I've been meaning to complete since moving into my new apartment was to paint my temporary wall. I've been telling myself to wait for winter when there'll most certainly be a weekend where I won't want to leave my apartment. This opportunity arrived today. I got up this morning and decided to spend the last day of my "winter break" constructing a mural.
The wall didn't turn out quite as I had planned it, but I'm pleased with the outcome and will be able to live with it for the next two years or so. And it's nice being able to check something off my list of things I want to do.
The Plan (plotted out using Photoshop)
The Result
Now I'm off to continue enjoying the new year.
I've also never been one to make New Year's resolutions. I feel less pressured to succeed when I simply just constantly seek to improve myself. I have several goals that I would like to complete, but I've never held myself to a time period of a year, nor do I usually wait until January 1st before starting a goal.
I'm pretty excited about my three recent goals. One of the main reasons I moved into the city was to meet new people and continue to overcome my desire to stay within my comfort zone. Several of the ideas I had to fulfill this goal was to take improv classes, cooking classes, walk-in art classes; to join Toastmasters; and/or to volunteer. I'm happy to say that I went through New York Cares orientation last month, and I start improv classes at the end of January.
Improv classes have always been on my list of fun ways to improve myself. Not only will I be laughing and entertaining people, I'll be gaining some presentation skills that others have often told me I need to develop. I've taken a presentation class, and while I learned a lot, I don't think a second similar class will help me as much. So my choices were either to participate with Toastmasters or sign up for improv classes. I opted for the more fun one and the one that I could deceive myself into thinking it's not entirely a way to improve my workplace skills.
A third goal that I've been meaning to complete since moving into my new apartment was to paint my temporary wall. I've been telling myself to wait for winter when there'll most certainly be a weekend where I won't want to leave my apartment. This opportunity arrived today. I got up this morning and decided to spend the last day of my "winter break" constructing a mural.
The wall didn't turn out quite as I had planned it, but I'm pleased with the outcome and will be able to live with it for the next two years or so. And it's nice being able to check something off my list of things I want to do.
The Plan (plotted out using Photoshop)
The Result
Now I'm off to continue enjoying the new year.
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