When Marketing isn’t Marketing

By Kit | July 2, 2008

Shortly after the writing about Eric Ripert and how leveraging personal brand is an emerging trend in what I would describe as Web 2.0 marketing, I encountered this video. It spoke to me because in my previous life as a publicist and editor for publishing companies, I was often the voice on the other end of the line asking the author when he was going to be on Oprah (sadly, PHP and MySQL Web Development never made it on the show). The irony is that just as Dennis Cass is lamenting the seemingly asinine hoops he must jump through in order to promote his book – to the degree that he states that in his dreams of becoming an author it certainly included being the star of internet videos – he is executing the single best promotional tool for his book, via a YouTube video no less.

Virtually at the same time as I encountered the video, I clicked on a post by Seth Godin on how despite (or perhaps in spite of) an apparent lack of marketing and what would seem to be grave missteps Pixar and Disney have created a tremendous movie in Wall-e. The closing quote seems to sum up what Mr. Cass and Mr. Ripert are doing to perfection: “Marketing isn’t always about pandering to the masses and shooting for the quick payoff. Often, the best marketing doesn’t feel like marketing at all.”

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  • Dromedary Apothecary

    This is the weblog of Kit Kemper. It is generally about marketing. Marketing in the sense that pretty much everything you do as a company and more often as a person these days devolves into marketing of some sort or another. It is also about tech in much the same way as it is about marketing, technology touches more of our lives every day and where people, marketing, and technology converge there are some pretty interesting things happening.