What do we do when everything is interactive and people are the media?
The view from a CMO's office must look quite hazy given the impact technology has had on the distribution and consumption of messages: billboards now interact with cars as they drive past, we use a bar code reader to check reviews and prices while standing in front of a shelf, we seek out and trust the recommendations of people we don't know. It seems that the traditional hope of a natural order to stimulus, consideration, purchase is actually quite messy.
"Marketing in the Fluid Fog" is an attempt to understand the new reality and rethink basic marketing tenets. Rather than create an essay on the topic I tried to identify a number of specific points that deserve discussion and consideration. So, here are a series of statements - some broad, some specific - each with a link to something I found interesting and on point – you'll find slideshares, research, blog posts, books, etc.
Hope you enjoy the story....
5. When the shifting sands of technology and consumer preferences collide any marketing plan is at risk. TT
10. Developing channel specific strategies raises the risk of failure; channels support a strategy. TT
14. Publishing and facilitating a decision require different form factors and delivery strategies. TT
19. In the age of quantum marketing we think in terms of probability rather than cause and effect. TT
21. Too many product options freezes the brain; recommendations reduce the effects of hyper-choice. TT
23. People make 3 brand decisions. Try, Repeat, and Make it a Habit. Each deserves its own strategy. TT
25. People are the media so the message is theirs not ours. We are not sure what is said if anything. TT
26. CRM was right message, right person, right time. Social CRM is some message to someone at some time. TT
27. The next big thing will come from social technology not social media. That is constrained by revenue. TT
28. Content influences choice in different ways, but we’re not quite sure how nor are the academics. TT
29. Relevance is not relevant, interesting is, that is how the brain works. We share the unexpected. TT
31. To increase the odds of getting through we need to surround the consumer with interesting content. TT
33. Four types of content influence decisions: Emotional, Promotional, Informational and Communal TT
36. Informational Content lets us compare and contrast features to give a rational defense to a choice. TT
42. Radio was the first streaming content from the cloud – just needed to overcome technical issues. TT
44. TV is a large display device for new forms of interaction as well as defining a type of content. TT
45. Social commerce and social TV present new ways to think about the relationship with consumers. TT
51. If you insist on traffic then use a ‘share button’. Tweet if you have constant content FB if not. TT
52. The browser celebrated its 20th birthday this year; no wonder apps are the new kid on the block. TT
58. Links shared on line have the half-life of a mayfly; they get half of their clicks in < 4 hours. TT
62. Marketing and customer interaction mgt are not functional roles; they are business processes. TT
I'm sure a number of points and good sources were missed - share them if you have one.