The best marketer of 2008 reads us the ROI act

You think the best marketer of the year is Tom Peters? Guy Kawasaki? Seth Godin? Sorry guys.

It’s Gary Vaynerchuk. He owns a sizeable wine store in New Jersey. Sells $50 million a year. And he reads all other marketers the riot act.

Er, the ROI act.

Why do I say he’s the best marketer? He’s taking his local brand, which is quite profitable, and turning it into a global brand. It’s impressive what he’s doing, but he’s also matching what I’m seeing happen in the media world. Advertising ad buyers are telling me they are looking at online and will be increasing their buys (after they get over being freaked out by the economic downturn).

I find it fascinating that my friends on FriendFeed are saying to buy Apple. I think buying Google makes more sense. Apple has exposure to a fearful market because we’re not going to buy new gadgets while we are in hoarding mode. Google will get hit down (already has been) and will have a couple of quarters of bad numbers, but will remain stronger than Apple through the storm.

Plus, long term, who is better positioned to take off after the economic downturn ends? I think Google is. Why? ROI baby. ROI. (You have to watch Gary’s video to get the ROI story).

Comments

  1. Totally agree: Gary’s awesome. To extend on the pt he makes wrt ROI and social media marketing, etc, here’s an interesting quote from Harvard Business Review:

    “It is well documented that brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

    (via PR Squared)

  2. Totally agree: Gary’s awesome. To extend on the pt he makes wrt ROI and social media marketing, etc, here’s an interesting quote from Harvard Business Review:

    “It is well documented that brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

    (via PR Squared)

  3. Scoble – are you nuts? By considering either Apple or Google at this point — and publishing it — shows your ignorance to the instability of the markets out there.

    As for Vaynerchuck – again you show ignorance on marketing.

    What I appreciate most about you is that you get technology and you have the pulse of the industry. Keep up with that and stop talking about investing or marketing. PLEASE!

  4. Scoble – are you nuts? By considering either Apple or Google at this point — and publishing it — shows your ignorance to the instability of the markets out there.

    As for Vaynerchuck – again you show ignorance on marketing.

    What I appreciate most about you is that you get technology and you have the pulse of the industry. Keep up with that and stop talking about investing or marketing. PLEASE!

  5. Thanks for the intro to Gary V and it seems your accolades are warranted, but in the two web videos I watched I saw several direct references to Seth Godin’s long tail concept….good content but perhaps a bit of a chicken and the egg debate on material source.

  6. Thanks for the intro to Gary V and it seems your accolades are warranted, but in the two web videos I watched I saw several direct references to Seth Godin’s long tail concept….good content but perhaps a bit of a chicken and the egg debate on material source.

  7. Ive been following some of your post and like what you have done, i had a question/comment on your resent blog, personally i agree online advertising will go up. As a marketer im finding its harder to reach people in traditional methods like print,mail,radio tv and find that email, blogging, and banners seems to work way better.

  8. Ive been following some of your post and like what you have done, i had a question/comment on your resent blog, personally i agree online advertising will go up. As a marketer im finding its harder to reach people in traditional methods like print,mail,radio tv and find that email, blogging, and banners seems to work way better.

  9. Robert,

    Nice post, (and some great comments too!)

    I would just like to draw attention to the last paragraph in your post – where you refer to the fact that this is a ‘downturn’ and that it WILL end.

    This might seem like an obvious point, but from reading the mainstream media, you would think that this had never happened before and that it will never end.

    The people and businesses who succeed in the long term, are those who use ‘long term thinking’ – just like the ideas you are suggesting. Those who fail often fail because they can’t see beyond the next set of shocking headlines.

    Great post and please, spread the word that this is going to turn around.

    Jim Connolly

  10. Robert,

    Nice post, (and some great comments too!)

    I would just like to draw attention to the last paragraph in your post – where you refer to the fact that this is a ‘downturn’ and that it WILL end.

    This might seem like an obvious point, but from reading the mainstream media, you would think that this had never happened before and that it will never end.

    The people and businesses who succeed in the long term, are those who use ‘long term thinking’ – just like the ideas you are suggesting. Those who fail often fail because they can’t see beyond the next set of shocking headlines.

    Great post and please, spread the word that this is going to turn around.

    Jim Connolly

  11. I love it. Gary’s enthusiasm is infectious and he’s right. People will see it. We will get through this and the folks online and paying attention to what their customers and partners are saying are going to come out on top.

  12. I love it. Gary’s enthusiasm is infectious and he’s right. People will see it. We will get through this and the folks online and paying attention to what their customers and partners are saying are going to come out on top.