David Wolfe at Agelessmarketing posts on engagement marketing mentioning our book, Communities Dominate Brands
The new way is engagement marketing, very much a reflection of The Experience Economy’s authors Joe Pine and Jim Gilmore’s dictum that “the experience is the marketing.” Moore and Ahonen clearly understand that provider and consumer can each better meet their respective objectives when they are co-creators in product development and marketing processes. Bilateralism versus unilateralism marks the differences between postmodern engagement marketing and modern interruptive marketing.
Yet, the marketing communications industry is still overwhelmingly wedded to the one-way kind of thinking that underlies the interruptive marketing model. And the more that marketers working in that old school way of thinking try to make interruptive marketing work, the more apparent the poverty of their thinking is.
An astonishing number of big name brands are in trouble: Coke, Disney, GM, HP, Daimler-Chrysler, Wendy’s and even Playboy are leading examples. Some may argue these brands are suffering more because of management missteps than because of poorly executed marketing . However that only emphasizes a core weakness of modern management: placement of functional specialties in different silos.
Had the management of those brands kept their companies in alignment through and through with changes in consumer behavior they would not be on everybody’s short list of troubled brands.
It is very insightful about the state of the nation of marketing, business and media. Putting the customer first requires more than lip seervice to that notion.
Also worth a read cognitive paparazzi by Adriana Cronin-Lukas
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