The Cloud Marketing Mantra
Trust in traditional institutions has plummeted. Trust in corporations, government, and media are at all-time lows. And, of course, people don’t trust advertising.
People don’t believe what you have to say. They believe what others have to say about you.
We have to retrain people to understand that in the digitally generated worlds (including social, w3, VR) marketing as a practice no longer exists.
People exist. Products themselves are merely objects intertwined within people populated moments shared across social, digital and traditional platforms. Sometimes these products become positive puff points on our shared streams. Sometimes not.
If you must advertise (via online video ads, digital out-of-home, video streaming, digital media story ads, sponsored events or good ole linear tv advertising), fix your strategy. Don’t advertise to get new customers — advertise to keep the customer you already have.
That customer is singular, individualized, personal. Keeping that customer means advocacy, and advocacy — talking about you, suggesting you, embellishing you, waving their arms in your direction, means new customers.
