Aim Quote by Mark Schaefer
“You can't keep putting the same stuff on all these channels, or it's going to get annoying. We need to aim for 'distinctive ubiquity,’ so we need to be everywhere but we need to continue to surprise and delight our customers in a relevant and consistent way wherever they are.”
About This Quote
Source Speech: Marketing Talk, 2023
Repeated identical content across platforms leads to audience fatigue; brands must balance widespread presence with fresh, relevant experiences.
In simple terms: Same content everywhere bores; be everywhere but stay fresh.
Key Takeaway
Create varied, context‑specific content.
Themes
marketing
branding
audience engagement
content strategy
Mood
strategic
creative
optimistic
Type
advice
inspirational
When to use this quote
- social media campaigns
- email newsletters
- website copy
- in‑store displays
- advertising
Key Concepts
ubiquity
delight
relevance
surprise
Questions to Reflect On
- How can you keep core brand voice while tailoring messages?
- What channels need the most fresh content?
A Different Perspective
Too much novelty can dilute brand identity if not aligned.
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