The Cuttlefish Marketer: The Five Essential Traits Of A Modern Marketer

The Cuttlefish Marketer: The Five Essential Traits Of A Modern Marketer

by Scott East, Ivan Aguilar

Hardcover

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Overview

In the old-school advertising world of offline-only campaigns, the Marlboro Man reigned supreme. He successfully rebranded Marlboro as an ultimate masculine trademark and positioned them as the best-selling cigarettes in the world. However, in the modern marketing world, such marketing efforts fall flat, unable to maintain relevance.
Another masculine brand, Old Spice, capitalized on crowdsourced, digitally-driven content after its premiere of the Old Spice Guy at the Super Bowl. Old Spice proved that the marketing techniques required in today’s world are vastly different from those needed in the past. Drawing from over forty years of combined experience, Scott East and Ivan Aguilar share how marketing executives must learn new skills to shift from reactive marketing to proactive marketing. By adopting the qualities of one of the smartest predators in the ocean—the cuttlefish—marketers can go on the offensive and thrive.

Product Details

ISBN-13: 9781599324401
Publisher: Advantage Media Group, Inc.
Publication date: 03/01/2017
Pages: 202
Product dimensions: 6.10(w) x 9.10(h) x 0.80(d)

About the Author

SCOTT EAST is CEO and co-founder of MSIGHTS. He has developed and managed traditional and digital marketing campaigns for some of the nation’s most recognized brands, including Sprint (Nextel), FedEx, Verizon, World Wildlife Fund, GTE (now Verizon), and AOL. He holds a bachelor’s in political science from Syracuse University and an MBA from Georgetown University, where he graduated with honors. He is based in Charlotte, North Carolina (USA).

IVAN AGUILAR is Chief Technology Officer and co-founder of MSIGHTS. Previously, he was the founder of Enlista Corporation, an award-winning software company, and a founding member of tech incubator Iron Street Labs and MicroStrategy. Aguilar holds a computer engineering degree from ITESM CEM in Mexico and an MBA from the Thunderbird School of International Business. He is based in Monterrey, Mexico.

Table of Contents

Acknowledgments ix

Introduction 1

Chapter 1 The Twenty-First-Century Marketer 5

Chameleons-or Cuttlefish?

Chapter 2 Trait #1: Be Agile 17

Run Your Marketing Department as a Hypergrowth Business

Chapter 3 Trait #2: Direct Your Technology 41

Understand the Important Role Tech Plays in Marketing

Chapter 4 Trait #3: Activate Data 79

Embrace Transparency and Accountability in Order to Learn and Move Fast

Chapter 5 Trait #4: Don't Outsource Your Leadership 111

Be an Active Player in Your Own Success

Chapter 6 Trait #5: Build a Different Kind of Team 129

Bring New Skill Sets to the Table

Conclusion: The Focused, Modern, Marketing Executive 147

Endnotes 165

Cuttlefish Drawings 183

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