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Don’t think “And we got here with no marketing!” is impressive

A Founder's Notebook

Edited excerpt from “No Marketing” Isn’t as Impressive as You Think by Ben Yoskovitz:

Almost every early stage startup that pitches me these days talks about the traction they’ve had with absolutely no marketing whatsoever. When you tell me that you’ve done no marketing what I hear is: “I don’t really know who my customer is yet. I have no idea how to find them. I don’t really understand my value proposition. But trust me, when we do start marketing everything will be awesome.”

Marketing is about genuinely understanding your customer and the pain they have. It’s about reaching out through many channels, multiple times and building relationships with people such that they immediately recognize that you get them. It’s about speaking the right language and using the right messages.

If a smattering of users show up at your website and sign up you don’t know anything about them…

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Where to watch the 2015 Super Bowl live online

Gigaom

You may watch it because you’re a football fan. Or for the ads. Or simply because it’s tradition. Regardless of the reason, when the Super Bowl begins on Sunday, you’re going to want to be watching — even if you don’t have cable, or maybe not even a TV.

That’s because just like last year, the event is going to be live streamed online. Super Bowl XLIX is being broadcast by NBC, and the network decided to do away with its usual requirement to sign in with your cable subscription and instead it plans to let everyone watch; cord cutters included.

The basics: Super Bowl XLIX features the New England Patriots facing off against the defending champion Seattle Seahawks. The game will be played at the University of Phoenix Stadium in Glendale, Ariz., and kickoff will be at 6:30pm ET (3:30pm PT).

NBC.com is streaming the Super Bowl in its entirety on its…

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Emily Bell: Social networks and journalists need to work together

Gigaom

As we’ve described here a number of times, one of the biggest disruptions in the media industry has been on the distribution end — the actual creation of journalism and other content has also changed, but even more important is the shift from media outlets controlling the channel (newspaper, magazine, TV network) to relying on outside platforms such as Facebook, Twitter and Google for distribution and attention.

That has brought with it a host of challenges, including ethical ones around how free speech and freedom of the press are handled by social networks that have no journalistic motivations or constraints whatsoever.

This is the landscape that Emily Bell, the director of the Tow Center for Digital Journalism at Columbia University, recently tried to outline in a speech to journalists in Britain given in honor of Hugh Cudlipp, former chairman of the Daily Mirror newspaper group. In a nutshell, Bell —…

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