A good friend of mine exposed me to Seth Godin who is the author of several incredible books on the subject of new marketing and how it is significantly different from the old models most of us know. He has an incredible blog and I would encourage you to visit Seth Godin.com and click on Seth’s head to read his blog.
In his book Meatball Sundae he writes, “New marketing leverages scarce attention and creates interactions among communities with similar interests. New marketing treats every interaction, product, service, and side effect as a form of media. Marketers do this by telling stories, creating remarkable products, and gaining permission to deliver messages directly to interested people.”
One of his incredible insights is that Old Marketing was all about interrupting people with ads that may have no interest whatsoever to the person involved. Can I hear click the remote control?
New Marketing is about connecting people with similar interests so that when they get your information there is already a high degree of buy in because of the products and services involved and the relationships that already exist within the community.
As a matter of fact, the relationships within the community will initially be a stronger selling point than any brand loyalty to your company. Failing to see the power in this human dynamic will position you with a competitive disadvantage the in new economy.
Marketing has always been about knowing what people want and providing them a way to get it. That basic dynamic will probably never change. What has changed forever is how and when people get their information and what they do with it to make sure their friends know about it as well.
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