In order to become a more central component of business strategy the vernacular, thinking and application of communication needs to mature – from a content and media tool to a more versatile business instrument.
There are certain marketing tactics that drive me nuts, and one of them is using any excuse to capture attention. So I regularly rail against stunts like Old Spice’s viral videos, which I liken to purposeful car wrecks on the side of the purchase funnel road. Its latest — Muscle Music, which features a guy getting his muscles shocked as if his body were playing a song — has accrued 7 million views on Vimeo and almost a million on Facebook.
The other day, I was trying to explain to my six-year old son what I do at Marketo, and he asked “what is marketing?” I thought for a second, and said “Marketing is what you do in business when you want to help convince people to buy what you have to sell.”
Now that we’re starting to see the first class of major brand CMOs who embraced the inanity of non-marketing marketing via social media bite the dust, their former employers are acknowledging the fundamentals of smart marketing…albeit with new twists and technologies.
“Bob Thompson shared the results of research he had been involved in some years ago. When customers were asked what constituted ‘customer-centricity’ they came up with: product quality/fitness for purpose; customer service excellence; being treated fairly; and price. Bob made a big play, as do others, about price only being fourth on the list. I will be writing a post on the price myth soon.”
Dopamine-driven marketing sounds scary, but it’s more common than one might expect. Dopamine is a key element in the brain’s reward system, and when marketers trigger that system they can reinforce behavior and create positive associations.
What happens when marketing becomes a part of, or eclipses, the product? In a world were products and brands become more and more similar, will products end up as commodities, as invitations in to differentiating services and added value offered through the marketing relationship? And how will this affect marketing?