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For the rare few who may have missed the most “human commercial,” Nathan Apodaca of Idaho Falls posted a TikTok video featuring him skateboarding to work, drinking Ocean Spray Cranberry Juice, and singing along to “Dreams” by Fleetwood Mac.

Although this happened a few weeks ago, I’ve been unable to get this quirky little video sensation out of my mind as an example of the radical industry transition I described in my book Marketing Rebellion: The Most Human Company Wins.

In this book, I explained the inevitable decline of traditional marketing/advertising and the rise of the consumer as our marketer. Already two-thirds of our marketing is occurring without us. Marketing today requires a new mindset — how do we get invited to that two-thirds? …

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I was minding my own business when, unprovoked, these digital marketing statistics snuck up and attacked me the other day. The nerve!

After I dusted myself off, I realized that these were harmless and rambunctious numbers meant to educate, and possibly amuse me. Perhaps you will have a similar reaction.

A few digital marketing statistics that made me go wow:

1. 93 percent of U.S. traffic comes from Google search, Google Images, and Google Maps.

If you think about the competitive nature of business in general, it’s hard to believe that one company owns 93 percent market share of anything.

There is an interesting dichotomy of human nature. We demand choice but love convenience even more. The concentrated nature of search concerns me, but not enough to use something other than Google! …

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In 2008, Kevin Kelly wrote one of the most famous blog posts in the history of the web: “1000 True Fans.”

This famous treatise has been quoted hundreds of times on the web and has even become the core idea behind books about audience-building and monetization. Here is the core idea from his famous post:

“Here’s how the math works. You need to meet two criteria. First, you have to create enough each year that you can earn, on average, $100 profit from each true fan. …


Mark Schaefer

Chieftain of the blog {grow}, strategy consultant, educator, podcaster, author of Return On Influence, The Content Code, and The Tao of Twitter.

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