5. Markets don’t suddenly get efficient away from the stock market. Perceived customer benefits are good enough. A skilled marketer can conflate perception with reality to generate sales in absence of a unique customer benefit. How? Capturing the customer's emotion & identity.
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16. Compare and contrast. One of the best ads of any medium, ever, in this YouTube video... And
$TST's campaign linked from their front page. These two aren't directly comparable but$TST has nothing like the ad on YouTube. https://www.youtube.com/watch?v=RN5BLQLA4FA … https://subscription.thestreet.com/action-alerts-plus?OID=037527 …Show this thread -
17. That's the difference between a billion dollar enterprise and a company making $20 million barely trying. Is the YT ad hyperbolic? Yes. Was it effective? One of the most effective, ever. Even had TV spots! With invisible products, narrative is key.
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18. PS guys just because I’m referencing this stuff and explaining it doesn’t mean I like it. It just exists and since it exists it’s important to understand how it works. If market opportunities exist b/c of it, there’s no reason you shouldn’t trade on it b/c someone else will
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19. Operational improvements in marketing flow through the financials and these inflections can be profitable if you spot them. Financial statements are usually the OUTPUTS of value drivers, not the drivers themselves! Spotting changes in the drivers b4 they show up = edge.
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20. Operational improvements aren’t the only way to synthesize marketing with investing, though. Another way to do so is using your marketing skills to assess how a company is doing in the metagame of narrative management. But that’s a topic for later today...
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End of conversation
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