When the marketing becomes the product
by Helge Tennø on Oct 06, 2009
- 20,751 views
As technology immerses into our daily life and disappears, value based marketing becomes available through new behaviors, inside situations where it is meaningful and useful. ...
As technology immerses into our daily life and disappears, value based marketing becomes available through new behaviors, inside situations where it is meaningful and useful.
This turns marketing into the experience surrounding the product - and in some instances becomes the experience people connect to and build relationships with. The marketing becomes the product, and the product becomes the marketing.
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Jeroen Meens
There is a lot of market space. We need new positioning perspective, to re-define marketing & R/D functions. R/D need a sense of emotional engagement, marketing may play a role of user experience architect.
This is just awesome. 1 year ago Reply
عقار http://www.3qarsa.net
حكايات نواعم http://www.nem-stories.com/vb/ 2 years ago Reply
aradhana goel of ideao speaking at idea 2008
http://www.slideshare.net/whatidiscover/from-individuals-to-the-collective-presentation
i think he is talking about providing a context which invites people to an action. whatever it may look then. (it's from the recent monocle podcast - he is actually talking about a more holistic experience of products at the example of a new car)
i think he is not at all talking about providing a paint-by-numbers set.
let's say if people have a canvas of 1m2 and there is a bucket of wonderful red colour close to them you still can not predict what they are gonna paint. but the more beautiful and pure the colour looks the more it is probable that some will paint pictures that may even use some of this red colour. still the value of each picture will come from the participation of the one person and what it means to them in their situation.
we don't provide a picture but we allow people to live a more colourful life - and they actually have a lot of colours in their life...
(so: life is a canvas and we should be a very nice to have colour in their palette...) 2 years ago Reply
Love the quote by Mr. van Hooydonk, especially the ’Things that people then can also experience as they live with the product.’.
But I am uncertain if there has to be a story around it - if that means a narrative in his mind. I find people connect with ideas, and then create their own stories.
Would appreciate it if you had the link to Goel’s presentation, I can’t seem to find it here.
Again, thank you fr these most valuable extensions to the presentation.
Best
Helge 2 years ago Reply
stunning presentation again. the post-digital presentation (along with Aradhana Goel's presentation) is really a great way to understand the nature of communication value and the reason behind the new currencies.
your thinking in this one goes really along with my analysis of the shift of our work which is going from doing product marketing to creating marketing products. (5th chapter)
great time for brands to be real personalities and stop shouting lukewarm messages in the age of demystified communication but offer value.
Here's a nice quote of Adrian van Hooydonk (Head of Design, BMW) on the experience economy:
Life has become more about experiences than about collecting things.
As the customers think longer and harder about what they buy, we have to think longer and harder about what we create. I think there has to be a better story around it. Things that people then can also experience as they live with the product. 2 years ago Reply