Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal - Hardcover

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GEOFFREY COLON is a Communications Designer and Social Data Expert at Microsoft, and was previously Vice President of Digital Strategy at Ogilvy Mather.

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What happens to your Twitter strategy when people skip branded messages? What happens to a digital ad campaign when they install ad-blocking software? How will you get through to customers in the future?

While no one has all the answers, thinkers and doers pushing the edges of marketing agree on this: the industry’s shakeups are far from done—and even the most up-to-date digital plan will soon be irrelevant. When tech upstarts are reshaping mass media . . . when social networks are altering consumer behavior . . . when wearables and the Internet of Things are poised for takeoff—it’s time to throw out old playbooks and embrace disruption.

Part freewheeling roadmap of an industry in flux, part mind-bending glimpse into the future, Disruptive Marketing unburdens you from conventional planning and an agency mentality, and helps you cultivate the mindset and skills you need for a thriving business. Written by a digital marketing pioneer, Disruptive Marketing introduces you to the ideas, interviews, new realities, and evolving trends that illustrate:

• The four keys to disruptive marketing

• Why ads don’t matter anymore

• How a quiet “enchanted state” grabs attention

• How our anti-organization age impacts brands

• What “unicorns” can tell us about the creative economy

• Why MFAs can outproduce MBAs

• How tinkering created Tumblr

• Why distribution comes before content at BuzzFeed

• What “producerism” is doing to customers

• What big data can and cannot do

• Why feelings rule, and more

Few people like change, even creative people. But change is here—and it can be more exciting than scary. Disruptive Marketing helps you toss tired brand marketing approaches, rethink what you’re doing, and find unexplored, unexpected ways to connect with customers on their own terms. Disrupt yourself, and be prepared for anything!

Geoffrey Colon works at the intersection of marketing, tech, and popular culture. Data punk, DJ, podcaster, and author, Geoffrey is a communications designer at Microsoft, where he leads a team of disruptive marketers to develop creative and analytical strategies for the company’s search advertising business. Previously he was vice president of digital strategy at Ogilvy & Mather, digital communities supervisor at 360i, and social media specialist at Bond Strategy and Influence. He has written for The Futurist, Advertising Age, and Fast Company, and been quoted in the Wall Street Journal, Billboard Magazine, Advertising Age, Los Angeles Times, and on NPR. Visit Geoffrey Colon at geoffreycolon.net