This was written in response to a question posed by Dan Bobinski for his weekly article over at Management Issues. Dan’s article can be read in full here.
The future of Marketing is both scary and exciting.
It is scary if you are set in very traditional ways. It is exciting if you can see all of the possibilities that lie ahead.
It is scary if you rely on reach and frequency. It is exciting if you like personalization and conversation.
It is scary if you rely on brand building. It is exciting if you realize that your customers own your brand.
The future is now.
Consumers are no longer content with media made for the masses. They want media made for them, individually. And if you aren’t willing to give them their own personalized message, they’ll create it themselves. (Checked out YouTube lately?) Then they’ll share it with their friends and a few hundred thousand people.
The best thing that Marketers can do is participate. Not participate like that little league baseball dad who got kicked out of games for yelling at the kids because they weren’t “doing it right”? Participate like the team mom who always showed up with orange slices and threw the pizza party at the end of the year.
If you’re one of those Marketers who is a little afraid or not quite sure where to start; start small. First look at your customers as a community. Then identify what it is you could do that would be the most supportive to your community. As a Marketer your job is to support that community. They are your brand. Your product or service only exists to makes their lives better.
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