10 responses

  1. Mark
    October 27, 2013

    Thank you and this is the money shot on this:

    “Today technology is transforming marketing once again. Although up to this point, most of the impact has been tactical, over the next decade or so there will be a major strategic transformation. This, of course, will be a much harder task because we will not only have to change what we do, but how we think. ”

    Tactical vs. strategic.

    Reply

    • Greg
      October 27, 2013

      Thx Mark!

      Have a great week!

      – Greg

      Reply

  2. Mark
    October 27, 2013

    Greg

    In light of this post on marketing I saw the following “What the ad box needs is to exorcize direct marketing” at Doc Searls Weblog.

    http://blogs.law.harvard.edu/doc/2013/10/06/what-the-ad-biz-needs-is-to-evict-direct-marketing/

    “Operating within the soul of every marketer is the ridiculous assumption that people want or need to be bombarded by advertising, and that any invasion of their time or experience to “pass along” an attempt to influence is justified. If this were true, there would be no looming fight over DVRs, which allow viewers to skip ads. You have no inherent right to my eyeballs, and it is precisely this axiom that makes today’s instruments and gadgets so powerfully disruptive to the culture.”

    I hope you find this of value?

    Reply

    • Marcus Osborne
      October 28, 2013

      Great read Greg.

      In the social economy, customers not companies define brands. Whilst the company can develop elements of the narrative, the consumer, who is also the author, determines its direction and success.

      I also completely agree with what Mark said. Marketers still believe it is possible to develop a position, communicate it and find a space in the consumers mind and relentlessly carpet bomb them with corporate driven messages until that message sticks in the poor sods mind. They still think the consumer will then go out and search for the product, buy it and become a customer for life. Ludicrous.

      Reply

      • Greg
        October 28, 2013

        True. Nobody likes to be sold, but everyone likes to buy:-)

        – Greg

        Reply

    • Greg
      October 28, 2013

      Thanks Mark. Great quote!

      – Greg

      Reply

  3. Andrew
    October 28, 2013

    I couldn’t have said it better – and believe me – I’ve tried. I clicked for the headline and stayed for the content. I think this trust-based relationship economy is better for both sides. I like to think things are improving not just for marketers, but for those who are marketed to (which is all of us).

    Reply

    • Greg
      October 28, 2013

      Thanks Andrew! Hope to see you back!

      – Greg

      Reply

  4. Mark
    November 1, 2013
    • Greg
      November 1, 2013

      Cool! Thanks for pointing it out.

      – Greg

      Reply

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