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kshannon
Member Since:
26 Apr 2006
Posts:3
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26 Apr 2006 6:20 PM |
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This is borderline shameless plug, since I am starting an integrated marketing firm called The Darwin Group where we are applying evolutionary theory to marketing.•That said, I'd love to start a discussion on what we're calling evolved marketing. As a conversation starter, here are some things we believe evolved marketing involves:•• The business ecosystem is channging faster than any time in history... and this speed of change will become the new norm.•• Those who ADAPT will survive.•• Those who adapt MOST QUICKLY will thrive.•• Businesses must adapt to: - Hyper-Connected consumers - Can find out anything at any time... and share it with anyone, anywhere. - Competitors are everwhere and many non-obvious - Channels are ambiguous and fluid - The blinding speed of change•• Integrated marketing is (should be) a given and must be: - Fast - Iterative - Drawn from trends beyond the target market - Rooted in a brand's collective history
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Blissfulpain
Member Since:
25 Apr 2006
Posts:17
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26 Apr 2006 8:26 PM |
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Posted By kshannon on 4/26/2006 1:20:41 PM This is borderline shameless plug, since I am starting an integrated marketing firm called The Darwin Group where we are applying evolutionary theory to marketing. That said, I'd love to start a discussion on what we're calling evolved marketing. As a conversation starter, here are some things we believe evolved marketing involves: - The business ecosystem is channging faster than any time in history... and this speed of change will become the new norm.
- Those who ADAPT will survive.
- Those who adapt MOST QUICKLY will thrive.
- Businesses must adapt to:
- - Hyper-connected consumers
- - Can find out anything at any time... and share it with anyone, anywhere.
- - Competitors are everwhere and many non-obvious
- - Channels are ambiguous and fluid
- - The blinding speed of change
- Integrated marketing is (should be) a given and must be:
- - Drawn from trends beyond the target market
- - Rooted in a brand's collective history
- http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
- check this out for more insight into what the new web is about (applies to marketting/bussiness models the more indepth you look into the article)
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kshannon
Member Since:
26 Apr 2006
Posts:3
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26 Apr 2006 9:48 PM |
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Posted By Blissfulpain on 4/26/2006 3:26:08 PMI think your comment about adapting quickly to change needs revising. Adapting to changes as fast as recent times require, becomes a huge burdon on companies... what is required is to incorperate the changing environment into your model so that your 'brand' is amplified by the fluidity of the market... e-bay anyone? (others include wikipedia and google of course) I take your point, though will likely add it as an addition rather than a revision. For those businesses that can live entirely "in the Matrix," your change works, but for those welded to the atomic world will need to adapt... but I love the thinking and can't wait to check out the article.
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Frymaster
Member Since:
23 Mar 2006
Posts:32
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27 Apr 2006 3:59 AM |
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Trust. Trust. Trust. If you don't trust the brand, the speaker, the message, whatever -- no marketing will work. All the examples you site are based on an implicit trust. Some brands win trust (GOOG, AAPL, EBAY) and others do not. It is the consumer who is adapting, constantly raising the stakes for what constitutes a 'trusted' brand. Companies merely keep up. Or fail to.How? Cluetrain...
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kshannon
Member Since:
26 Apr 2006
Posts:3
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03 May 2006 3:05 PM |
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Frymaster, I totally agree with the notion of trust. I think what you are also pointing to is the fluid nature of trust in our hyper-connected ecosystem. Customers have the luxury of being able to immediately find a surrogate brand if their current trusted brand fails them in any way. That's the bad news, I suppose.
The good news is that the ebb and flow of trust runs both directions and if a company is losing customers for a specific reason, they can address the issue, communicate the truth (this is VERY hard for most companies) and bring many of those customers back in the fold.
I think brand trust has ALWAYS been a fluid thing, but historically the ocean was made of very thick goo which ebbed and flowed over years if not decades. Today's trust ocean has the viscosity of moonshine in the hidden tank of a "runner's" souped up Buick.
Companies need to be extremely aware of where they stand with their customer base and react to it transparently in real time... or ALWAYS be on their heels.
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Frymaster
Member Since:
23 Mar 2006
Posts:32
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09 May 2006 1:03 PM |
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Just like on the Progressive Business thread, I see an emerging rift in the marketplace. In this case, it's between organizations and companies that develop inclusive (read: evolved) marketing/CRM regimes and those that seek to limit customer feedback and customer access to information.
- Long story short: markets know too much, too quickly for companies to control the flow of information.
What you say: "VERY hard for most companies...to react...transparently in real time..."
Just as Yahoo and MSN still don't understand why Google is devouring their market shares, major players in virtually every sector are susceptible to an organic, inclusive, evolved marketing strategy in which the barrier between customer and company is semi-permeable.
- The evolved CRM spectrum goes beyond the traditional Prospect-Lead-Customer to include Advocate (viral/WOM) and even Sales Rep.
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Frymaster
Member Since:
23 Mar 2006
Posts:32
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15 May 2006 2:25 PM |
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Enforced Usability
It is well known that increasing usability increases use and efficiency. Duh. Standardization, like the symbols for play/pause/ff/rew/rec on all media devices (iPod, Flash player, DVD player, CD player), create a common language that speeds consumer acceptance of a technology platform.
- But many manufacturers seek to differentiate their products by making their interfaces 'unique' or by shoehorning in features with very little thought to how they actually work, much less how they work together.
Real innovation, really great products are great at their inception, or before. At their inspiration. Like this here Apple computer I'm writing with. Hands down, Apple sets the international gold standard for product design and execution.
- FM-ku
- they have but don't see
- innovation. a GUI
- apple at the parc
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Frymaster
Member Since:
23 Mar 2006
Posts:32
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02 Aug 2006 3:31 PM |
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| Q: |
| Will customers Reward or Punish Cingular Wireless for forcing customers to upgrade their cell phones? |
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| Reward (upgrade and stay) | |
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| Push (equal numbers stay and leave) | |
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| Closing Date: 01 Sep 2006Total Votes: 7 |
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Boldor5959
Member Since:
31 Oct 2006
Posts:1
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31 Oct 2006 8:53 AM |
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Hey great idea (applying evolutionary theory to marketing), something that I have thought a lot about as well (having studied evolutionary theory in the past). Your thoughts on evolved marketing are interesting, but I'll comment on the general approach. Have you considered applying some of more nuanced thinking on evolutionary theory to your models, such as developmental influences, trait analysis and many others.
It might be quite powerful to analyse the environment of evolutionary adaptiveness of market players/competitors (the conditions that spawned their growth) in order to assess why their traits (adaptations) exist and what can be done to overpower them in the new environment.
I'd be interested to hear how far you plan to take the application of evolutionary theory to marketing.
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johnnyrocket7
Member Since:
20 Aug 2007
Posts:2
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20 Aug 2007 1:53 PM |
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From past experience viral marketing is a great way to promote through e channels but as long as its supported by somthing like PPC. It's a very effective way of marketing through other sites and gaining a better sales conversion to visitor ratio. Thanks
Johnnyrocket7
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One man's spam is another man's art. I saw this article about a computer artist who took unwanted spam emails and created art based ...
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