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16


Spring 2019


SPOTLIGHT The Marketing Rebellion


Marketers should take note when Mark Schaefer publishes a new book. He cohosts The Marketing Companion, a top-10 marketing podcast on iTunes, and his blog—businessesgrow.com—is rated as one of the top 10 business blogs. His six best-selling


marketing books have been translated into 12 languages, and more than 50 universities use them as textbooks. In his latest book, Marketing Rebellion, published in January, Schaefer makes the case that there’s a revolution underway: consumers and a growing number of marketers are rebelling against the limits of traditional marketing.


What Have Marketers Been Missing?


Schaefer says one reviewer called his book a wake-up call. “I think the key theme is that much of our marketing occurs without us now,” he adds, and he breaks it down point by point in Marketing Rebellion. Each chapter focuses on an unknown or underappreciated aspect of the buyer’s world and offers actionable, immediate course corrections for businesses of any size, covering topics such as the five human truths at the heart of successful marketing strategy, why customer loyalty is dying and what you need to do, and how to help your best customers do the marketing for you.


Case Studies That Emphasize Human Impressions vs. Advertising Impressions


“Brands have become too preoccupied with how technology


can reduce marketing costs and lost sight of how technology has moved consumers dramatically away from us. The way consumers discover our products and share them has changed considerably in the last 10 years, and most brands haven’t noticed.” Schaefer drives home this message in Marketing Rebellion. Human-centered marketing


focuses on relationships, and businesses must be built on human impressions, not advertising impressions. Schaefer believes marketers and agencies of the future “will find ways to tear down barriers between consumers and brands in ways that provide breakthrough insights and understanding and establish emotional connections.” He also notes that digital natives are completely at ease with this new human-centered marketing approach, citing that it is natural and instinctive to them. “Some of the most inspiring case studies


REGISTER TO WIN Mark Schaefer’s new book, Marketing Rebellion, at:


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98% Five-Star Reviews on ’ !


“Mark Schaefer’s Marketing Rebellion channels the consumer’s rage against the marketing machine into a wake-up call for the reimagining of marketing to BE MORE HUMAN. Simple to acknowledge. Difficult to practice.


It calls out many of the sacred cows of digital and social media marketing practices of today. The use of marketing funnels, automation/ technology, content marketing, loyalty programs, employee advocacy programs, marketing metrics, and others are taking marketers in the wrong direction and away from the consumer. With consumers now controlling nearly two-thirds of our marketing through social media, word of mouth, reviews, etc., marketers must find their way back.


Mark‘s keen observations, personal experiences, and wry wit make this book an authentic read. His research-based why-to, case examples, forward-thinking advice, and storytelling how-to make this a must read by marketing students, professors, and professionals.”


in the book, like Wistia, Glossier, and Giant Spoon, are led by young people who have no heritage in traditional marketing. They’re free to explore ideas that work today, instead of holding on to truisms from the past.”


Metrics: Solid Practical Advice from Measurement Experts


According to Schaefer, there’s actually more of a case for human-centered marketing with B2B audiences than with B2C, since human relationships are magnified in longer B2B sales cycles. However, digital marketing has put more distance between people, worsening the case for business relationships. “The most human company


wins,” Schaefer says right on the cover of his new book. Yet human impressions are harder to measure than advertising impressions, and Schaefer does have concerns about measurement as an obstacle to success. “We like to maintain easy, familiar measurements, because we can track and visually represent these to our bosses. But some of these new approaches will definitely be more difficult to measure, and I approach this very directly in the book with solid,


practical advice from measurement experts,” Schaefer adds.


Marketing through Experimentation and Change


“Marketing today is different in ways no one imagined, and the evolution isn’t over. I profile an example in the book—Giant Spoon. They’re an ad agency that will never make an ad. Instead, they create immersive experiences that bring brands and customers together in unforgettable ways. Now that’s a rebellion.” If you’re in a position to


make change, get comfortable with trying approaches that are unfamiliar and more difficult to measure. The key theme is experimentation. The rebellion started with empowered consumers, and now we, as marketers, need to embrace and understand it in order to leverage it. Today, the goal is to get invited to conversations and immerse our brand in them instead of letting them pass us by. As Mark Schaefer says, “This requires an entirely new perspective on what we’re doing, how we’re doing it, who’s carrying our story, and how we measure success.” 


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