A lot of advice, whether it's in marketing, business or simply life, focuses on the 'how'. But it really hits home when advice focuses on the 'why'.
That's what Steve Bartlett, CEO of Social Chain, is talking about at Integrated Live. He's discussing not just how to make a deeper impact than engagement, but why marketers need to do it. With a week to go, he faced some of our quickfire questions.
Why do you do what you do?
Since a young age I’ve wanted to build great things and I’ve always wanted to lead, this coupled with the fact that I’ve always had an inherent obsession with human psychology means that running a marketing agency is a very natural position for me. I do it because I love it, I do it because I want to create a place where people love their work and I do it because I want to change the world.
Which marketing platform do you use the most?
Facebook. No platform as of yet has proved to have the longevity that Facebook has.
If you could only use one marketing platform for the rest of your life, what would it be?
Facebook again. The integration of videos is massively advantageous as video becomes more and more integral to social marketing. Every time I have considered Facebook to hit a stumbling block, it has adapted and is consistently one of the most used platforms.
What is your favorite thing about marketing?
Marketing is a game of human psychology. It’s a game of figuring out who understands humans the best and that, for me, is fascinating. I love how your own wild creative ideas can affect and impact millions of people all around the globe in a second.
Is content still king?
Content that makes you feel, is king. Whilst people are still using engagement as a metric when it comes to content, we understand that this isn't an accurate measurement of the value of content anymore. Someone could be blown away by a piece of content but not actually engage with it at all. Instead, we focus on whether content can resonate, whether it can spark inspiration, change behaviours and create movements.
In a sentence, what's your presentation about?
How and why we have to aim to have an impact that is deeper than just engagement.
You can find Steve's presentation on having a deeper impact in the Keynote Theatre at 11:20am at Integrated Live on 16 November, but you'll have to register for your free ticket first:
By Jonathan Davies, editor, Digital Marketing Magazine
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