What if marketing weren’t marketing anymore? More than that, what if we abandoned some of the fundamentals of the business as well, like the old advertising standard “It’s not creative unless it sells”? What if the goal was not sales but engagement? What if we said goodbye to Push marketing and emphasized Pull marketing instead? How different would our world be?
A different way of thinking.
We contend it would be radically different and likely a good deal more successful. Today’s affluent consumer is highly sensitive to pitches and disregards most of them. “Please buy my fine product” is just not very compelling, and you’d be surprised at how many tired guises that message is delivered under.
What’s needed now.
Today the Holy Grail is engagement, a conversation, an awakening, an appreciation. The sale will come after that, naturally and easily. The aim, of course, is not just to create buyers but advocates, customers who will go on to tell others about their experience. Given that so much of life is lived online, and given that reviewing anything and everything is part and parcel of life online, the role of advocate is an important one since they will influence the next round of buyers. The education of a brand advocate begins with engagement.
Focusing on what matters.
Many of us might even consider changing our title from Chief Marketing Officer to Chief Engagement Officer, just to remind everyone in the organization what the real job is today. It will force you, and others, to rethink whether another “20% Off” deal is really the right message today. Isn’t there something deeper you can deliver, some smarter way of communicating what your brand is really all about?