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Loading ...When I hear the word “marketing” I get something of a fright. What is it about marketing that on one level repels people and on another level seems to be such an integral part of our lives. The other day I came across a cartoon published in the San Francisco Chronicle - it was a spoof on a large neon billboard right as you get off the Bay Bridge in Oakland.
We make fun of it - but it is there and it stays there. People complain about commercials on TV - but we get free TV (or if you like “subsidized”) because of all the money that the station makes from commercials.
This is your classic experience of advertising - tv commercials, billboards, print ads and now the infamous world of online advertising. Online advertising is another one of those mediums that we have come to accept - though at times begrudgingly and for those in the blogging world “thankfully”.
I say thankfully because, for the blogger, if there was no online advertising (google adwords etc) who would “pay” you to read your ramblings (or mine for that matter). It is those little ads on the sides of every page that are paying the person who is writing about their dog, or car, or cat, or kid. It is not what they are saying necessarily that is getting them paid. It is the propensity of humans to explore - “ooohhh what is this. let me click here and see what I find” kind of mentality.
Now, don’t get me wrong. I am not passing some sort of judgment I am just sharing my observations.
So, here we are in a new world of marketing - at least that is the idea (that it is new) - it is sometimes called “conversational marketing”. Is there an essential difference between conversational marketing and any other type of print/billboard etc advertising?
It is this question that I am struggling with. In a famous book written by Naomi Klein, No Logo, (yes I am sure some of you have heard of her) she talks about this type of marketing - a type used by the big boys (Nike, Addidas etc) - the spreading of the word, creating coversations about your product.
It is as if you want your product to become part of the normal conversation. You want people to talk about it, to share their excitement or even trepidation. You just want the word out!
In the world of blogging this seems to be all about tagging, linking and commenting. It is this type of connecting that is so interesting in the online world. It is this community of connections that everyone is trying to dig into. It is here that we can make or break brands. It is here that we can create multiple “hundredth monkey” phenomenons.
For me it is about how we use our network and to what ends.
Filed under: Brand Promotion, Marketing Strategy, Markets are Conversations, New Marketing
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