Welcome to the Dog Days of Summer
(from July 22nd to August 22nd in 2020.)
At least if you live in the Northern Hemisphere!
And it has nothing to do with dogs!
Rather, this summer period gets its name from Sirius, the dog star. Even though it’s 8.7 light years away, Sirius is the brightest star visible from earth. [Note: It’s in the lower left corner of this photo.]
As part of the constellation Canis Major, the Greater Dog, the Greeks and Romans referred to this period as the “Dog Days”.
In fact, this summer heat is due to the earth’s tilt towards the sun. So the northern hemisphere gets more direct rays from the sun causing longer and hotter days.
As a marketer, what can you learn from the “Dog Days of Summer?
- Other people may misinterpret your words and/or take them out of context.
- Also people may want you to think that their words were taken out of context.
A high profile example of this happened this past week.
Florida Congressman Ted Yoho used derogatory language when talking to New York Congresswoman Alexandria Ocasio-Cortez on the steps of Congress.
Known as AOC, Ocasio-Cortez is the youngest female member of Congress to-date and represents parts of New York City in Queens and the Bronx. Elected in 2018, AOC attracta attention for her outspoken beliefs and hard work
The Hill’s Mike Lillis’s reporting confirmed that Yoho called Ocasio-Cortez a F—–g B—h as he walked away from the example. (BTW: The story has garnered just short of 155k shares.)
Due to pressure from the press, Yoho felt the need to make a statement on the House floor. But he never said the simple words, “I am sorry,” to Ocasio-Cortez. Instead he spoke about his wife and his 2 daughters.
“In using that language in front of the press, [Mr.Yoho] gave permission to use that language against his wife, his daughters, women in his community, and I am here to stand up to say that is not acceptable. I do not care what your views are. It does not matter how much I disagree or how much it incenses me or how much I feel that people are dehumanizing others. I will not do that myself. I will not allow people to change and create hatred in our hearts.” [Note: Bolding is the AMG editor’s.]
I applaud AOC. Watching this clip on television, I was impressed with both Ocasio-Cortez’s presence and her speech.
As a woman, I’ve received my share of derogatory comments and treated differently for being a woman. In the workplace, I’ve received lower salaries than male peers and been expected to do things that a man in my position wouldn’t have been.
And maybe you have too!
Despite how a person rationalizes his words or actions after the fact, this language, attitudes and behavior are unacceptable.
As AOC says, they’re dehumanizing and hurtful. They cause pain and hatred.
But what’s worse is that we, the larger community, are capable of being better people to ourselves, our family and friends and the community more broadly.
SO–stop and think about the words you are about to say. Because there is another person on the receiving end of them.
And, as a marketer:
Consider what implications people outside of your organization may interpret your words and the symbols and people that represent your brand.
Because, in today’s environment, your business and brand must be purpose-driven to attract and retain a diverse and inclusive audience.
As one of my former NYU students and Director of Performance Marketing and CRM at Thimble, Annica Lin said, “Always try to see things from other [people’s] perspectives.”
Actionable Marketing Lesson:
- Take the time to consider how others will interpret your words and actions. What seems innocent to you, might not be to them.
A year ago, I attended Voice 2019 in Newark, NJ at NJIT. (Hat tip: Yext’s Duane Forrester.) I knew that I was in the right place because Jay Baer was there with Zontee Hou and Jenny Magic. But Jay was incognito because he wasn’t wearing a plaid suit! (Photo of Zontee Hou, Voicify employee, Jenny Magic, Jay Baer and Heidi Cohen at Voice Summit 2019.)
Prudential’s Thomas Chappell, who is deaf, signed a moving closing presentation about the future of voice while another man read his words off the stage.
This conference introduced me to the power of voice-first devices and changed how I viewed the future of marketing. (Hat tip: Pete Erickson and the Modev Team for bringing together a diverse group of voice leaders!)
And this isn’t just my opinion!
By 2023, Statista estimates that there will be 8 billion digital voice assistants globally.
Further, the global voice assistant market is projected to grow at about 30% CAGR between 2020 and 2026 to reach $5.9 billion by 2026 from $1.4 billion in 2019. (Source: Vyna Research)
Want to get up to speed on Voice Marketing?
Shout out to new readers: Marvin, Sundar, Sabrina, Jennifer, Rohan, Aditi, Priscila, Jackie, Kate, Winnie, Claudia, Nyan, Vanja, Emiliano, Shany, Ender, Noor and Louisa.
Thank you and welcome to the Actionable Marketing Community!
P.S.: Want Heidi Cohen to contribute a quote or other commentary to your next article, presentation, video, research and/or book?
Then hit reply to this email and ask.
P.P.S: Have a friend who you think would enjoy reading the AMG Newsletter? Would you please do them a favor and forward this copy to them?
FEATURED ARTICLE: Influencer Marketing
How do you define influencers and how do they related to:
- Your prospect’s buying process
- Your marketing
This article provides some of the theory behind the power of influencers. Including Malcolm Gladwell, Jonah Berger, Kevin Kelly and Li Jin (Andrressen Horowitz).
As well as 10 steps to guide you to create an influencer program.
Hat tip: Gordon Glenister of BLANK for reaching out to me to ask about influencers and marketing!
In addition, check these related books by some of the thought leaders in the field:
- Jonah Berger: Contagious and Invisible Influencers
- Neal Schaffer: The Age of Influence
- David Meerman Scott: Fanocracy
Here’s useful influencer related research:
FEATURED ARTICLE: Storytelling and Content Marketing
Then tell your stories better.
AND, continue to transform them into other formats to expand your audience.
Did you know that Hamilton, the play, can show you how to do this?
FEATURED ARTICLE: Sonic Branding Definition
Do your brand’s unique sounds stand out from the non-stop noise and sounds people regularly hear?
Why do I ask?
Since increased ownership and use of voice-enabled devices means the audio elements of your brand must be consistently identifiable.
HEIDI COHEN AROUND THE WEB
► According to DigitalScouting.DE, Heidi Cohen ranked 61 among top 100 Global Digital Influencers. Check out Digital Scouting’s unusual list to get a more diverse perspective on your marketing.
► My colleague, George Stenitzer, spotlighted me in his column, “How do you prove that an ungated content asset led to a sale?”
2 Key Elements:
- Call-to-Action (aka: CTA): Include a way to track your visitors based on which specific link or CTA they use.
- Connected content. This is an off-ramp that takes visitors from wherever they see your content to your website or landing page.
The fine print:
- Unless noted otherwise, all photos are ©2020 by Heidi Cohen
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