Tag Archives: ethics

The Marketing Funnel – Are We Falling Down the Rabbit Hole?

Marketer Lynn Serafinn challenges the ‘hunter’ approach to the marketing funnel, and explains how adopting a ‘farmer’ approach is more ethical and sustainable. Nearly everyone who has studied marketing—especially Internet marketing—is familiar with the idea of the ‘marketing funnel’. The … Continue reading

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The Pied Piper of Marketing – Getting Hooked Without Knowing It

Author and marketer Lynn Serafinn examines how Deception and Distraction played a part in a recent advertising campaign for a major UK mobile network provider. (The image on the left shows a stamp printed in Germany that depicts the medieval … Continue reading

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Vision, Innovation, Trust, Ease – 4 Qualities of Collaboration

Many people use the word “Collaboration” to describe their business or marketing partnerships, but how many of these are actual collaborations? Author and marketer Lynn Serafinn talks about the 4 essential qualities of the Grace of Collaboration. In my book … Continue reading

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B2B, Superstars and Irresistible Force – Directness in Marketing Pt 4

In this 4th and final part of our series on Directness, author, marketer Lynn Serafinn discusses the importance of understanding our relationship with our audience, and how our marketing should reflect this. Back in the early 1990s, I was a … Continue reading

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Directness in Marketing Pt 3 – The Case of the Invisible Brand

Author, marketer Lynn Serafinn discusses how the “distractive” marketing techniques of top advertising campaigns can be worse, not better, for brand identity. Part 3 in this special series on the Grace of Directness. In Part 1 of this series, we … Continue reading

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Social Media Marketing – Using Twitter to Connect With the Media

Author Lynn Serafinn discusses ethical and organic ways social entrepreneurs can get media gigs through Twitter, using the 7 Graces instead of glitz or schmooze. Back in the 1960s, rule-breaking artist Andy Warhol coined the term “15 minutes of fame” … Continue reading

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