1850-1900: Production era

1900-1950: Sales era

1950-2000: Marketing era

2000-Today: New Marketing era

Today it’s full of agencies applying traditional marketing techniques to online content. This doesn’t work.

There are few thoughts I would like to share about this:

Viral

The new marketing era in which we are living in is not about hiring agencies with the desperate intent of making something going viral. Going viral is a consequence of innovative, great, sharp and pioneer concepts. Applying traditional marketing techniques to online content is not going to work anymore. Period.

Online = Free

I already talked about why I think that branding is more than just ‘free goods’. Today you often see online 60 years old ‘free sliced water melon strategies’. Contests, free goods, free free free. Hey but wait a minute… ‘Brands’ I’m talking to you: “what does this have to do with your product and your organizations?”. Nothing. Let’s be frank and realistic, the ‘free fever’ doesn’t move nothing anymore in terms of sales.

UPDATE (after reading comments): With ‘free’ I’m exclusively referring to traditional marketing strategies applied online. I’m NOT referring for example to the open-source universe or to free access to information… these are actually factors that play an essential role in the innovation process.

So, how to move?

The environment in which we are living and closing our business deals keeps changing everyday. People, consumers, prosumers and their needs are changing too. This means that if you choose to embrace the digital space you have to ‘reshape’ and ‘upgrade’ the way you move (and you have to keep doing it…)

1. Today the point is to create an idea that makes sense to be spread. Your aim doesn’t have to be ‘viral’ (consequence) or ‘free’ (old).
2. Keep in mind the environment and how to engage with it. How to join the conversation and establish a new connection with your target audience.
3. Make it worth something. Today a really interesting content CAN be outrageous, informational, funny.
4. Step in and do it. You have a countless number of ways to do it:  videos, photos, ebooks, online charts, interactive tools….etc.

It’s a different concept. It’s a different age. It’s a different strategy.

What’s running in your mind right now? I’d love to hear it… here on my blog or also via Twitter / Jaiku / Friendfeed

Andrea

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