macroorganism marketing

daily exponential growth in
marketplace complexity requires a
new method…

you are finding it difficult to brand, market, communicate or build relationships with
people in the marketplace today
why?
because the marketplace exponentially increases in complexity every day
what should you do?
embrace the change, stimulate more of it and regain some level of control
how?
create strategies that anticipate the complexity’s evolution and market to the
system as a whole obtaining results greater than the sum of its parts

macroorganism marketing
slice the internet into strategic groupings
your grouping is created by defining a category or view that is driven by your business goals
all the elements of a grouping will have a shared trait (subject, point of view, belief, need, etc)
this grouping of elements with shared traits would be a smaller microcosm of the bigger internet
all the complexity remains, even in this smaller grouping
by determining the size and shared traits of this system you are controlling at a high level
this smaller strategic grouping or microcosm is an ecosystem
think of an “ecosystem” as a box that you have labeled
you can’t control the dynamics that occur in the box
you can control what you put into it and the reactions you create based upon it
open the lid of the box
put a engineered marketing based element (image, video, article, forum post, comments, emails, website, etc.) inside,
close the lid, step back and observe the box as a whole and see the reactions your stimulant creates
the stimulant should be designed to take the ecosystem toward the edge of chaos
it is here where emergence and innovation occurs via self-organization
these emergent properties morph the ecosystem toward the direction you desire
see the box as an ecosystem
see linking boxes as your view of the internet or your macroorganism

ECOSYSTEM MARKETING ARCHITECTURE
business
disequilibrium
(marketing inputs) emergence
components:
components: goods, services (marketing results)
strategy, messaging network:
components:
network: business
sales, growth,
marketing
innovation
digital network:
information
components:
website/apps/social
network:
technology
socio-economic
components:
digital is coupled to socio- people (users)
network:
economic layer through knowledge
people being users

MACROORGANISM MARKETING ARCHITECTURE
brand: awareness need consideration search buy evaluate experience advocacy
OBJECTIVES
strategy crm: acquisition winback retention cross-sell up-sell loyalty evangelist
social media: create new relationships strengthen existing relationships repair broken relationships re-build old relationships
MARKETPLACE
exponential
complexity
ATTRACTORS
strategic groupings
& self-organization
generation
emergence
ECOSYSTEMS business
interconnection
creates the digital
macroorganism socio-economic
business networking
NETWORKS
marketing stimulants are technology networking
injected into these knowledge networking
networks
information networking
innovation @ edge of chaos
DISEQUILIBRIUM
strategic order
disruption
for renewed
self-organization
& new innovation

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me@C37.com