Scholz & Friends: “Dramatic shift in marketing reality” - aka “A short history of marketing” from Michael Reissinger on Vimeo
I saw this video on Jeremiah’s Owyang blog (click to see his post and the comments). I’ve seen this type of message many times, but it’s always good to see new ways of present it. At this point if you are in marketing or related field and you don’t get that advertising to people doesn’t work, you’ve been living under a rock!
But the real question that we need to tackle are: What does this mean for the way I conduct my operations? (note I didn’t t say just how we advertise) Do we need to stop advertising? And if we do so, how do we get our brand out there? How will people find me?
Honestly, if I had my own empire I would completely consider not advertising. I would spend all my money:
1. Actively advocating for a larger movement, belief system or view of the world that is the backbone and reason of my product(s)/service
2. Developing a great product/service that people need
3. Co-creating it with my public
4. Striving for servicing my public where ever they are whenever they want it
What would you do?
January 17th, 2009 at 7:04 pm
Great post, and I get a sense that you dont like advertising. Then how does a new and upcoming company promote their product/service without a viral video, flyers, etc.?
Also I think your post are very informative and actually give alot of key points to people who are seeking alternative ways to inform their audiences. Hope you are compiling all of this into a mini book!
January 17th, 2009 at 7:23 pm
Hi Alvin,
My profession is advertising/marketing/PR so it’s not that I don’t like advertising, it’s that I recognize that we need to do things differently. I’m willing to let go. Advertising is just communicating information, so if we’re changing the way we communicate, we must change the way organizations communicate as well. And as Shirky says, when we change the way we communicate we change the way we’re organized.
So to answer your question, I think a small business would promote their brand in the same way that I suggest above. Start by thinking of ways of participating in a larger movement that you believe in, and create content that speaks to that. Share your beliefs + vision. e.g. what drives you to develop your product or service? What is the need you are solving? And find connect with people that share that belief (this is both offline and online!)
Thanks for your comment!
January 26th, 2009 at 11:58 am
[...] No wonder advertising doesn’t work [...]
January 26th, 2009 at 11:58 am
[...] No wonder advertising doesn’t work [...]