Communication + evolution = From marketing to engagement
Marketing as changed a lot since its debuts back in early 20th century; after the move from local newspapers to national one and the need of print advertising localization (that has created the communication and marketing agencies), TV has largely moved the needle providing to marketers a 30 sec spot of attention. Since then all has gone the same until 2005 and the rise of the Internet due to the change of who’s to be the attention decision-maker between brands and consumers. Tom Fishburne has well defined it in this following cartoon.
That state has lead to the sudden need for companies to redo their strategies and the vagueness of the objectives they can and want to achieve using this communication channel. From the company that owns the consumers attention to the consumer who chooses what he wants and is the one relevant to market the other consumers, the gap to fill is complicated since meaning modification of strategies and then of organization within the company as well as relationships with partners and channels of communication.
This new state opens new opportunities for companies to grow faster and better, for the ones that have an interesting product, and more communication costs for big companies that want to avoid new competitors to join their business area. More communication costs because of the many communication holes big accounts have created not following the Internet development and not caring about their customers as they should have.
As you can see on the cartoon, the latest trend in marketing is the real people; they’re leading the new era of communication: some turning into human filters for others, some rising as influencers in the web environment, and most of those people acting instead waiting, which finally change the deal TV had set up. Appealing, attracting, looking for customer loyalty instead of recruitment, and finally engaging with people is the new challenge companies are facing. To get some answers on how to make the right moves, look at companies such as Dell, 37Signals,Threadless, Facebook…
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[...] Communication + evolution = From marketing to engagement: Marketing as changed a lot since its debuts back in early 20th century; after the move from local newspapers to national one and the need of print advertising localization (that has created the communication and marketing agencies), TV has largely moved the needle providing to marketers a 30 sec spot of attention. Since then all has gone the same until 2005 and the rise of the Internet due to the change of who’s to be the attention decision-maker between brands and consumers. Tom Fishburne has well defined it in this following cartoon… Read more. [...]