13th
what is marketing? campaign or conversation?
marketing… what is it, really?
in the world of advertising, marketing is often thought of as a campaign. there’s a start date and an end date to some type of promotion. it could be a week long effort or designed for a year. if it goes much longer than that, the tendency is to then refer to the effort as branding.
yet, is a “marketing as a campaign” mentality or approach still appropriate in today’s fragmentation and diversity of media, instantaneous spread of messaging around the world, informal interactions caused by social media, consumer influence of brand through user generated content, and the linkage of the physical world and the digital world through mobile devices?
is it not more advantageous for both marketer and consumer to engage in conversation? as individuals we thrive on relationships, even in the digital realm. having implemented mobile solutions for thousands of needs, we’ve seen individuals decide to interact with the technological system with messages that are personal in nature…not something a computer is going to normally understand.
therefore, it is now essential for agencies and marketers within brands to adopt a conversational tone to marketing strategies and tactics.
