Wednesday, December 03, 2008

post-messaging: value creation versus value subtraction

This is a great article by Jay Rosen around the marketing-in-a-post-messaging-world theme. This is a better articulated version of stuff i'm saying every day.

'But now being a bulk message sender via the media is like the guy in the street trying to get you to take a handbill. He may have motivation for delivering the message, you have none to take it.
They are the people formerly known as the audience. And they do not want your message.'

Success in the new web, and the world for that matter, for brands is now increasingly dependent on their culture, philosophy and values, as ultimately the networked world will enforce total transparency of business practices.

As you and I, the people formerly known as consumers, gain more and more control of our experience and data, we pull down the shutters on brands and marketing that assumptions on what we want, based on demographics and generations instead of actually asking - and even more importantly, listening to and acting upon our answers.

To paraphrase David's Power of the Network:
'As we become the connections and the way the connections are made we are reconnecting with our human selves and accordingly what we are demanding from brands is more human interaction.'

A new marketing about doing things for people, being good. Helping them get to where they want to go. Creating real value. The Lotus Economy - 'thinking in straight lines, digitally or otherwise, will keep you going round in circles.'

Ive been banging on about the language of advertising for a bit here. About replacing words like audience, targeting, consumer, campaign etc with personalisation, relevance, transparency, authenticity, humanity.

There's a lot of us thinking the same way.

found via david cushman and gapingvoid.
pic from Reuters.

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