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Why Marketing Flywheels Work

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Re: Why Marketing Flywheels Work

#31

Post by kavrick »

wffurr wrote: post #13
libertine wrote: post #9

I'm not here to criticize the content, just the to vent a frustration as a marketer: Why does this industry keep repacking/renaming concepts just to sound like something new... it's like many get value out of perceived progress, when in reality it's just something that has been done for years. This makes me want to step away from this discipline honestly. Instead of trying to compact knowledge to try to make actual l…

"Repacking/renaming concepts just to sound like something new..." maybe because it's marketing and that's what y'all do?

As a Marketer, I appreciated this comment. :)

Re: Why Marketing Flywheels Work

#32

Post by jsonne »

arkades wrote: post #18
libertine wrote: post #14

Earlier quoted context omitted.

Well if you don't know what marketing is, I guess that any concept out of ignorance suits it, right? The same as someone saying that a web developer just copy and pastes code, or that a graphic designer just make squiggles in illustrator, and the list goes on. I recommend you start by here: https://en.wikipedia.org/wiki/Marketing

Not the previous poster but: I've tried picking up things a cut above random pop books about marketing and haven't found any depth there. If you have any links to somewhere I can actually do a deep dive on marketing, I'd appreciate it.

If you want "theory" lookup Bernays and read his books about propaganda. Something more practical is anything David Oglivy has written. For copywriting check out "The Adweek Copywriting Handbook" by Sugarman. Unfortunately, I can't recommend any design specific books as I'm a media buyer and trash at design.

Re: Why Marketing Flywheels Work

#33

Post by libertine »

gk1 wrote: post #26
libertine wrote: post #15

Earlier quoted context omitted.

But why some disciplines have a solid body of knowledge that's used as a foundation to build new things, yet this discipline is just wild cards after some point? It's not like there's lack of records of knowledge. Maybe it's like you said, out of ignorance/thought leadership/etc, I dare to add arrogance.

Same reason the field of behavioral psychology gets new names and explanations for the same concepts every year: It is not an exact science, and there are very few (if any?) first principles that everyone can agree on. All we have are fuzzy concepts that require interpretation and constant refinement, and of course everyone's interpretation and method of refinement will differ. The laws of thermodynamics don't need t…

Well that's indeed the harsh reality of it, and that doesn't help the labeling and negative perception of the discipline.

Re: Why Marketing Flywheels Work

#34

Post by libertine »

gk1 wrote: post #20
libertine wrote: post #16

Earlier quoted context omitted.

Cross channel attribution.

Or simply "attribution." I've simply stopped trying to set up multi-touch attribution for my clients because it always, always takes longer to configure than anyone expects, and by the end nobody fully trusts it anyway.

>Or simply "attribution."

Yes, I think that's enough lol

Just had bad memories of a client trying to have multi channel attribution in place for a campaign (but on the other hand, maybe the agency upper management shoved that in the clients throat and we had to deal with it).

Re: Why Marketing Flywheels Work

#35

Post by troughway »

rsweeney21 wrote: post #22
hyko wrote: post #4

The term “Marketing Flywheel” doesn’t really enlighten anyone, because that’s not how flywheels work. Flywheels are a store of energy, not an energy multiplier. In a true marketing flywheel, you’d only ever get out slightly less than you put in. By that definition, I have been involved in many marketing flywheels to date.

Marketing flywheels power money printing machines, not electric turbines. This article isn't meant to require an understanding of physics. It's meant to help people not familiar with marketing understand the principal of building momentum in a channel.

So then would it make more sense to call it a windmill?

Re: Why Marketing Flywheels Work

#36

Post by libertine »

arkades wrote: post #18
libertine wrote: post #14

Earlier quoted context omitted.

Well if you don't know what marketing is, I guess that any concept out of ignorance suits it, right? The same as someone saying that a web developer just copy and pastes code, or that a graphic designer just make squiggles in illustrator, and the list goes on. I recommend you start by here: https://en.wikipedia.org/wiki/Marketing

Not the previous poster but: I've tried picking up things a cut above random pop books about marketing and haven't found any depth there. If you have any links to somewhere I can actually do a deep dive on marketing, I'd appreciate it.

To this day I still think Principles of Marketing by Philip Kotler it's the best book to give you as close to foundational knowledge you can get, and you can go from there to get depth further into the disciplines that compose it - like advertising, distribution, etc.

Some people criticize Kotler because he "only studied marketing", didn't practice it. I don't see anything wrong with that, specially after being adopted as a standard for decades.

Re: Why Marketing Flywheels Work

#37

Post by hwerehqrw »

rsweeney21 wrote: post #22
hyko wrote: post #4

The term “Marketing Flywheel” doesn’t really enlighten anyone, because that’s not how flywheels work. Flywheels are a store of energy, not an energy multiplier. In a true marketing flywheel, you’d only ever get out slightly less than you put in. By that definition, I have been involved in many marketing flywheels to date.

Marketing flywheels power money printing machines, not electric turbines. This article isn't meant to require an understanding of physics. It's meant to help people not familiar with marketing understand the principal of building momentum in a channel.

So the hope is to use concepts people aren't familiar with to describe other concepts they also aren't familiar with?

Re: Why Marketing Flywheels Work

#38

Post by hyko »

gk1 wrote: post #17
hyko wrote: post #4

The term “Marketing Flywheel” doesn’t really enlighten anyone, because that’s not how flywheels work. Flywheels are a store of energy, not an energy multiplier. In a true marketing flywheel, you’d only ever get out slightly less than you put in. By that definition, I have been involved in many marketing flywheels to date.

I believe the idea is that a flywheel maintains momentum and makes the rest of the process easier, as opposed to starting cold each time.

That’s not what is being described though: “You put in the same amount of work (or less) each time, and get more and more out of it the more you repeat it.”

Re: Why Marketing Flywheels Work

#40

Post by Jommi »

hyko wrote: post #4

The term “Marketing Flywheel” doesn’t really enlighten anyone, because that’s not how flywheels work. Flywheels are a store of energy, not an energy multiplier. In a true marketing flywheel, you’d only ever get out slightly less than you put in. By that definition, I have been involved in many marketing flywheels to date.

Yeah I thought this article would be about companies that just barely make back their marketing spend, but then in the long-term reach success from being big/getting brand value.
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