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Great post on Hee-Haw marketing. Comforting to see more are seeing the change..
Please read it!
Here are some great parts out of that post:
So, the picture should be even clearer. Advertising is dead, but marketing isn’t. We’ve started to adapt to this new environment by doing the only thing we could do, stop advertising, and just embrace the humanity of it all.
Now, we’ve become conversationalists, trying desperately to elicit some response where before we simply ignored it. And that’s a good thing. The implication is that we no longer own it or control it. Now we earn it.
While “targeting” the right consumers is more important than ever, our focus is expanding to trust, to improving the lives of our customers. It’s evidenced when you hear ad:tech attendees like Carver say, “The first question that should be hardwired in our product skulls is how will this help someone do something better, or faster or with more enjoyment…my mom, myself, my friends, etc. If we didn’t believe in our technology and the effort then there would be no enjoyment in bringing an app to market. In the end today’s market and media should be about many levels of choice and the opportunity to participate at whatever level a person finds most rewarding.”
As Harold Mann of Mann Consulting said, “But those that definitely work to improve people’s lives tend to make money more easily. When the money is the byproduct of the work and not the reason for it, it is easier to sustain one’s career.”
My proposal for a ChangeThis Manifesto was approved. Currently my proposal is up for voting. When I have enough votes(I have no idea what enough is) it will be published.
Here is my proposal:
Value Creation: The RIGHT way
The coming years competitive advantage for corporations is created purely by right brain activities: creativity, intuition, emotion, communication and a holistic view of the world. This manifesto is about releasing the strength of the right side brain within businesses. It shows ways to create new value in an emotional driven world. This manifesto has the ambition to support companies to reach their true potential. Not through growth but through self actualization. “A company at best can be itself”
Thanks for voting for this manifesto!
I will start this blog with an ever evolving Manifesto.
Why Contribution Marketing?
People are getting connected. The world is getting flat and transparant. Connected people create their own markets. A new democracy is rising. The power of the collective will start to influence us beyond the boundaries of Media/ICT.(web 2.0). People seek sustainability, contribution to their life and that of the community, transparancy and intrinsic product values.
Companies still live in isolation. Focussed on growth, input/output, brands, advertising and profit. There is no dialogue. They don’t serve the public.
These two worlds are clashing. Growth versus Contribution. Old marketing and new marketing. This is the time of the people..They will create their own economy if needed.
In order to survive companies need to know how they can contribute. Contribution Marketing is the process to manage the transition from a growth strategy to a contributing strategy. From an isolated strategy to a connected strategy.
Traditionally companies consider themselves as a money making machine(input/output). In the future a company sees itself as a part of a bigger “machine”. Where the company fulfills a certain purpose to contribute to a larger meaning( e.g. a better planet)
Contribution marketing is focussed on the improvement of basic human values in your selected market and for your selected people.
Products are positioned around intrinsic values: healthier, cleaner, cheaper, greener but also entertaining, creative and visually pleasing.
It is the purest form of marketing..
Truely listen and act..
Customer drives the business..