Traditional marketing doesn't work for us

In this episode of the REWORK podcast, Kimberly Rhodes, Jason Fried, and David Heinemeier Hansson discuss the challenges small businesses face with traditional marketing methods like social media ads and billboards, noting that these strategies haven't been effective for 37signals despite multiple attempts and significant investment. They explore why traditional marketing may not work for their type of software, Basecamp, which requires organizational adoption rather than impulse buying. They emphasize the importance of testing marketing strategies, analyzing product types, sales cycles, and customer lifetime value, while also cautioning against the pitfalls of branded advertising and the need to assess incremental customer acquisition. The discussion shifts to alternative approaches, such as cultivating an audience through consistent, authentic content creation, and the potential impact of AI on marketing, with a preference for genuine human interaction over AI-generated content.