Episode 10: Focus on Marketing Denominator featuring Steve McKee

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Welcome to the tenth episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.

Steve McKee, who just celebrated his 5 year Twitter-versary, joins the Marketing Nation this week from clear and beautiful Albuquerque, NM, to talk about the “state” of digital marketing (or lack thereof) and why marketers need to start thinking more about the denominator, not the numerator.

Steve was introduced to DJ by Gini Dietrich, past guest and fellow social media professional, and DJ was immediately interested in his story, his agency, and his new book, Power Branding.

In Steve’s opinion, the state of digital marketing isn’t really a state at all; it’s a snapshot (tweet this!). Since digital marketing advances and innovations are happening so quickly, the entire industry is constantly living in a flow of information that marketers are being forced to keep up with. From content strategy and big data to measuring ROI and managing information, marketers need to take a flexible strategy that embodies the flow of digital marketing and isn’t focused on one single idea.

As marketing changes, so does branding, and Steve’s new book highlights and explores these important changes. Instead of trying to reach the masses, it’s more important than ever to focus your messaging on individual customers.

Why now?

Because consumers are making fewer rational decisions when it comes to purchasing and more emotional ones.  Now is the time for marketers to master the logistics of digital marketing while understanding that when you try to reach people through social media, you need to treat them as if you were at a cocktail party. It’s easy to develop plans to reach hundreds, thousands, or even millions of people with online marketing, but it’s tough to remember that these are real people you’re marketing to.

Steve gave a special shout out to Gini Dietrich and his new book, Power Branding, which is being sold at all popular online outlets and in stores. It’s worth checking out his website to watch the book trailer. It’s hilarious!

DJ stumped Steve during the word association this week, which might be a Marketing Nation first. Tune in to hear which word left Steve speechless.


Want to be a guest? Have a topic you’d like to share? Email us: podcast@marketo.com or drop us a tweet using the #MktgNation hashtag. Oh, and if you love this episode… share it with your friends, co-workers, colleagues, and family.

Steve McKee is president of McKee Wallwork + Company, and author of When Growth Stalls and Power Branding. A marketing strategist for nearly three decades, Steve has been published or quoted in many top news outlets and industry publications, and writes a monthly marketing column for Businessweek.com.