Marketing is a Social Animal

Marketing is a Social Animal

Tired of inauthentic and annoying marketing? You and us both. In this episode, Dave and Justin discuss the evolving nature of marketing (it’s social!), how it should be approached (humans at the center!), and what Paul told the Corinthians (keep it real, yo!). Here are the notes from the show:

  • The millennial generation despises being “marketed to”; authenticity is critical
  • Marketing is way more than promotion/advertising, though that is often how it’s characterized
  • It took the telephone 75 years to connect 50MM consumers, it took the Angry Bird game 35 days
  • Millenials don’t respond to advertising, but they respond to authentic content, social media, apps
  • Daniel Pink in his book To Sell is Human states that we’re all selling – all the time. It just is much more social now with an emphasis placed on building authentic relationships.
  • We’ve always been social – consider Tupperware parties! But, it’s different now because digital networks allow for real-time social connections to happen.
  • Paul told us to be authentic and honest in our evangelism in 2 Corinthians 4:1-2
  • Marketing needs to be human-centered. In 1 John 3:18 we learn that actions speak louder than words. Human-centered marketers do the following:
    • Begin by understanding their consumer’s needs – via research and observation – they use the “sensory” systems available to them
    • They co-create with their consumers
    • They create “marketplace solutions” that go beyond the product. The entire experience and all touchpoints are considered and designed. This is the Nike+ story.
    • They price based on value to the consumer – not based on what the cost of production is
    • They create impactful stories through content that are centered in meaning and provide utility
  • In the end, the constants have changed. You still need a great product, a brand story that appeals to a transcendent emotion, and great service. It’s just the channels and modes of engagement that have significantly changed.
  • Ask yourself these questions:
    • Is your marketing production centered or human centered?
    • Are you standing up and shouting messages to customers or inviting two-way dialog?
    • How can Paul’s call to authenticity influence marketing in your organization?

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