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The future of marketing spelled out loud and clear

August 31, 2005

Kathy Sierra over at the blog Creating Passionate Users, has written
a truly brilliant post about the new world of marketing It contains lots of great links, examples and one perfect chart that sums it all up. Everyone and we mean everyone, needs to read this post and think carefully about what they are doing to deliver to everything on the right hand side of the chart.

Here is the chart repeated.

Old World …………………………………New World

Marketers do it………………………………..Everyone does it

Focused on how the company kicks ass.. Focused on how the user kicks ass

Advertising………………………………………….Evangelizing

Tightly controlled brand message…………Brand hijacked by users

One way broadcast…………………………..Two-way conversation

Company created content………………….User created content

He who outspends wins…………………….He who outteaches wins

Mass markets……………………………………Selective focused users

Focus groups…………………………………….User feedback and experience-betas

Deception…………………………………………Transparency

Bullshit……………………………………………..Authenticity

Development often independent from…..Impossible to separate development
marketing

The story must be compelling…………….The story must be real

30 seconds spots are king…………………Word of Mouth is king

Focus on branding…………………………..Focus on passionate users

Get the customer to believe in it…………You believe in it

It’s worth blowing this up large and sticking it to a nearby wall and looking at it every now and again. It’s a powerful tool that can help anyone separate the good from the bad and the future from the past.

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