The very first BÄER Award goes to…

Mitch Joel and Seth Godin, and episode 484 of Mitch’s (just generally awesome) podcast Six Pixels of Separation!!!!

[bq]This is the new normal. The new normal is that we are living on a very, very sharp cutting edge. It could go negative, it could go positive. Back and forth, back and forth. And, if you want it to go back to the good old days I think you’re dreaming, cause the good old days are gone forever. (Seth Godin) [/bq]

Award reason – mind blown

What can you expect when two of the most brilliant and mindful business thought leaders come together and chat about the state of the marketing and advertising industry?

A value-packed, thoughtful and nuanced discussion that provides you with more insight into marketing, consumer behavior and the dynamics behind the decision-making of modern companies than a college degree in business and an MBA combined?

Exactly!

For anyone who isn’t familiar with Mitch and Seth, let’s have a quick look at their profiles, since I wholeheartedly believe that everybody who’s in marketing, or business in general, should know this awesome duo.

Mitch Joel

Except from official profile

When Google wants someone to explain the latest developments in marketing to the top brands in the world, they bring Mitch Joel to the Googleplex in Mountain View, California.

Marketing Magazine dubbed him the “Rock Star of Digital Marketing” and called him “one of North America’s leading digital visionaries.”

Back in 2006 he was named one of the most influential authorities on blog marketing in the world. Mitch Joel is President of Mirum, a global digital marketing agency operating in close to 20 countries with over 2000 employees (although he prefers the title Media Hacker).

He has been called a marketing and communications visionary, interactive expert and community leader.

He is also an author, blogger, podcaster and passionate speaker who connects with people worldwide by sharing his innovation insights on digital marketing and business transformation.

He has been named one of the top 100 online marketers in the world, and was awarded the highly prestigious Canada’s Top 40 Under 40.

You can find Mitch’s blog and his podcast at here

Seth Godin

Seth Godin

Except from official profile

Seth Godin is the author of 18 books that have been bestsellers around the world and have been translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. You might be familiar with his books Linchpin, Tribes, The Dip and Purple Cow.

In addition to his writing and speaking, Seth founded both Yoyodyne and Squidoo. His blog (which you can find by typing “seth” into Google) is one of the most popular in the world.
He was recently inducted into the Direct Marketing Hall of Fame, one of three chosen for this honor in 2013.

Recently, Godin once again set the book publishing industry on its ear by launching a series of four books via Kickstarter. The campaign reached its goal after three hours and ended up becoming the most successful book project ever done this way.

His newest book, What To Do When It’s Your Turn, is already a bestseller.

The rise of ad blocking has sparked many discussions about the future of advertising and marketing. Two opinions dominate the space:

  1. The consumer side, which claims that online advertising has ruined the user experience, and therefore deserves to die.
  2. The business and marketing side, which points out that advertising pays for the free content and tools users are consuming, and therefore needs to stay.

Seth and Mitch go off these beaten tracks. They dive deeper into the complex historical, social and economic context of advertisement, and reveal the actual underlying issues: the broken model of online advertising and the corresponding mindset of marketers and other business people.

Main themes of the episode

 

  • A glance into the history of advertising and marketing – Seth and Mitch explain how advertising changed from a working model of scarcity to a broken model of abundance.
  • Why we can’t have nice things – Seth and Mitch discuss the psychology and dynamics that are driving the decisions of big companies. They’re answering questions like: Why is advertising still such a big thing? What’s the biggest mistake marketers constantly make? What makes spam spam? They also reveal the real issues with ads, spam and creepy personalization.
  • The value of advertisement – Mitch, coming from the advertising side, is trying to determine whether advertising is not just an annoying evil, but actually valuable for consumers and the economy as a whole.
  • Dumb or emancipated? – Seth and Mitch exchange opinions on the behavior, expectations and savviness of consumers.

 

Why this episode is a must-listen

Advertising has been the most prominent strategy in marketing for decades. It has not only shaped marketing as an industry, but also as a mindset – a mindset valuing quick wins over building valuable relationships with customers, quantity over quality, and egocentrism over empathy.

Many businesses, and especially marketers, are still stuck in this mindset, although the context – consumer behavior, technology and channels – has changed drastically. The same applies to the overall discussion about marketing.

To make sure that you’re not following outdated advice and scaring your audience away with marketing strategies from the 80s …

80s fashion

… you need to understand how the role of advertising and the environment in which we marketers navigate have changed, as well as why companies have such a hard time adapting to these changes.

But even if you’re not a marketer

I would still stroooooongly recommend that you listen to this episode, since it’s a brilliant example of an outstanding discussion.

Seth Godin demonstrates once again in his inimitable calm and charming manner that there are always multiple sides to a topic, and that putting things in context is crucial to understand the real depth and implications of a problem.

Mitch Joel – who, as the “agency guy”, is the perfect counterpart to content marketing guru Seth Godin – drives the discussion continuously forward with sharp objections and thoughtful questions.

Final thought

I am a huge fan of Mitch Joel and Six Pixels of Separations. It’s like brain candy. I am looking forward to listening to a new episode every single week.

However, this episode left me particularly breathless. I remember reviewing parts of the episode again and again to make sure that I didn’t miss a thing.

So, I recommend you do the same!

It’s an hour of listening, but I promise, there’s no better way to spend it! 😉

And don’t forget to come back afterwards and comment below to let me know how you liked it!

I am waiting!!