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Allen Fuller
Founder @ Flat Creek. Helping leaders mobilize their networks @ ContactDrive. SDG
Experienced, creative product leader with a background in technology, marketing, and advocacy. An unhealthy obsession with leveraging digital strategy and technology to advance freedom and opportunity. Seasoned entrepreneur & operator. Award-winning writer. Global PR firm escapee. Former legislative staffer in the U.S. Senate and communications director in the U.S. House. Passionate about effective management and execution of digital projects.
Specialties: Digital strategy, marketing, application design, UI/UX, digital product management, digital advocacy, analytics, communications, marketing, application development, crisis management, and observing football games.
Highlights
AI is amazing and powerful, but despite some Hollywood glitz it will never replace human-to-human relationships. The future is known, tangible, and local.
These are indeed wild times, but this very well might be the tail end of Old Marketing & Campaigning. Let me explain.
Back in the days before the internet, Marketing & Campaigning were mass media driven. TV ads and paid media drove the message of the day. You were as good as your budget to get your message out.
Then the Internet came along, and ultimately Internet 2.0, which made user-generated content mainstream. Blogs, social media, and YouTube allowed anyone to build an audience on the cheap. Email was personal and engaging. For a moment, the audience was empowered.
Then Old Marketing & Campaigning came roaring back to life, infused with new tools to manipulate these digital channels with the same mass messaging playbook.
Only… it hasn't quite worked. There are simply too many channels to own them all. In an attempt to gain attention, the messages have become more and more shrill. Between the hyperbolic fundraising and the rise of data privacy regulation we're seeing a downward spiral of attention and engagement, ultimately - hopefully - leading to the end of Old Marketing & Campaigning.
What happens next? The next phase of Marketing & Campaigning is personal. Local. First party data. House parties, phone calls, and word of mouth. A return to authenticity and relationship-driven engagement.
Although it may seem too labor intensive, we're seeing large organizations execute highly personal, relationship-based Marketing & Campaigning at scale so long as they have the right tools. Which brings us to ContactDrive.
I'm immensely grateful for our rapidly expanding community of users and partners. From big Senate races to local campaigns, grassroots organizations, and consulting firms -- your feedback and belief in ContactDrive means more than you will ever know. And we're just getting started!
