COMMENTS
"The future of marketing is about creating content, not buying media"
I agree that it's *A* future-- but it's not THE future.
There are a bunch of boring companies/products out there and they just aren't going earning media.
Even if we indulge in this fantasy that a huge swath of companies are going to start creating fascinating content, it seems like we'll have a supply/demand problem (too much supply).
If every brand from Clorox to Tampax creates fascinating viral Facebook campaigns, who's going to consume them? Where is this time going to come from to consume all of these more-involved marketing efforts?
I think it's a GREAT strategy... But I'll bet you a nickel it is NOT the future.
A very insightful article for the unaware. What this article is referring to is a subject that I have been writing about for quite a long time and have been building content for during equal amount of time. Check out the pontifications of the following links and sites.
superstarcase.com
superstarcase.org
http://superstarcase.blogspot.com
To the comment of Tony Wright: You may want to re-examnine your position on that. It very much is the future and it's been taking shape for more than 10 years or so. If it is not, what do you think the future is.
I'll take the bet, Tony.
Different people have different interests at different times. What is interesting to you is probably not interesting to the average 10 people you pass on the highway each day. And vice versa.
Thanks for the nice article. The video sound doesn't seem to be working.
Frank
Frank, There isn't any sound on the video. It's just a set of slides.
This is great! I am so excited about the idea of community and conversation, instead of drilling messages to consumers. It really puts the consumers in the driver's seat instead of the backseat.
at university-hq.com we promote level 5 marketing which is understanding your value--to your customer's customer. by doing this you 'earn' your attention and we actively discourage anything other than organically built reputations.
in the future, those who understand their value twice removed down the food or supply chain will be the winners.
we believe strongly that 'education' is the next big differentiator in the marketplace at any level, as the web Balkanizes competition by tilting the advantage to small swift organizations away from large deep pocketed ones.
those who don't appreciate and understand this disruptive paradigm shift are headed the way of the buggy whip or floppy disk makers....
I like that comment, Dave.
"Understanding the needs of your customer's customer."
You are right. That is the key to business.
I agree with Jami that community and conversation is key to the customer as well as educating them. They don't want to be sold by media, but by content. I only know this because of what some customers have told me. Great Post!
I have to agree that this might not be THE future, but it is A future for marketing. The fact is that trends, no matter how practical or hot can go out of style (remember the fanny pack?). Twitter and Flickr and the rest of the "r"s might ingrain themselves or they might fade away or evolve. Others seem to be more rooted like Facebook and those are the ones I'd be betting on.
Regardless, the most salient point of this whole string seems to be the one by Dave about the "custome's customer." It's all relevant - if your customer's customer is granny or a todler, neither of them are getting "tweeted" today.
Regarding
Is there a pricing metric that is kind of standard on how agencies are charging for the creative and monitoring for client utilizing social media outlets?