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Tuesday, August 30, 2011

Get off my lawn – The new rules of marketing

I am old.  It’s official, I don’t understand music today.  When I turn on the music video channel or listen to the radio, I hear myself saying the same things my father used to say.  Then I saw this.

“There’s nothing quite like the feeling, when you’re listening to a song, written by someone you don’t know, who you’ve never met, who somehow manages to describe exactly how you felt at a particular moment in your life…”

What a wonderful introduction to a modern hit that I actually like.  I was thinking about this quote in the context of what I do for a living.  I’m a marketer.  As a marketer perhaps I should aspire to something greater.

Traditional marketing was about interruption.  Interrupting your favorite TV shows, interrupting the newspaper articles, interrupting the landscape you see on your commute to work.  Surveys will say that people hate marketing.  Marketing interrupts your day and yells at you.  Marketing tries to sell you things that you don’t need.

As long as I can remember I’ve been fascinated with technology, and fascinated by what it can do.  I believe that innovation in technology can make people’s lives better.  Even something as frivolous as social media has proven this year, that it can transcend simply being just a medium to distribute lolcatz images.  That new channel for communication showed that it could be a catalyst for revolution and real change.  That’s pretty amazing if you think about it. 

I think perhaps the new marketing can be about that.  It can be about teaching the world the value of new innovation.  Teaching the world about how tomorrow will be a better place and the role technology can play in paving that road.  Maybe the new marketing can be like this song by Adele and deliver messages that resonate with people beyond a catchphrase and help them understand how something simple might just make the world a bit better…


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