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20 Ideas For Marketing In A Network Economy
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20 Ideas For Marketing In A Network Economy


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With an audience of multi-tasking, digital natives who don’t want to be sold to or interrupted by marketing messages. In a world of abundant choices where authenticity matters. At a time when people …

With an audience of multi-tasking, digital natives who don’t want to be sold to or interrupted by marketing messages. In a world of abundant choices where authenticity matters. At a time when people can connect and engage around the most specialised of interests.

How can marketing and product development evolve to meet these ever increasing challenges?

Here are some thoughts, ideas and keywords to stir the imagination.

Published in: Business, News & Politics

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  • 1. 20
    ideas for
    in a network economy
  • 2. 1. Attention
    People don’t wake up thinking about your brand
    The human brain processes about 5% of the information it receives. What makes your message worthy of that 5%?
  • 3. 2. Authenticity
    What is your story and is it important enough to care about?
    Do you really care about what you do? If it matters to you, it will matter to your audience
  • 4. 3. Tribes
    The Beatles didn’t invent teenagers, they merely decided to lead them
    Find a group that is disconnected but already has a yearning rather than persuading people to want something they don’t have yet
  • 5. 4. Crowdsource
    There are a billion great ideas out there
    Work with your customers to innovate and create better products that people want
  • 6. 5. Ethnography
    Get watching. It’s not about focus groups anymore
    Get out there and see exactly how people use your product in the real world
  • 7. 6. Features & Benefits
    People buy on benefits and justify their decision through features
    Are you selling on features or benefits? What’s in it for your audience?
  • 8. 7. Opportunity costs
    All consumption is an opportunity cost
    In a world of abundant choice, what are people actually spending their money on?
  • 9. 8. Integrated channels
    Think holistically – integrate don’t isolate
    Do you separate or do you integrate your approach across mobile, web, TV and print?
  • 10. 9. Metrics
    ‘What gets measured gets managed’ (Jack Welch)
    Do you see metric analysis as a chore or is it part of your company DNA?
  • 11. 10. Nomads
    Always looking for the best deal in a buyer’s market
    How do you build loyalty with the fickle, discount seeking, nomadic customers? Do they matter to you?
  • 12. 11. Existing behaviours
    We have always listened to music, but the iPod made it easier
    Successful technologies enhance existing behaviours rather than expecting customers to follow new ones
  • 13. 12. The 10%
    Find the 10% of your market already sold on your product
    Involve them, respect them and treat them well and they will care about you
  • 14. 13. Grass roots
    Your best fan club is the one that you didn’t start
    Take action and be your best and people will love you for what you do
  • 15. 14. Marketers
    Your best marketers are your current customers
    Are you marketing ‘to’ your customers or ‘with’ your customers? Work with them to give them what they want
  • 16. 15. Customer service
    Excelling at customer service is your best marketing strategy
    Give your customers a good reason to talk about you and to come back for more
  • 17. 16. Ecosystems
    Throw away your pipeline, live in the real world and be agile
    Don’t look for customers for your products, instead, create products for your customers
  • 18. 17. Leave a legacy
    When the advertising campaign stops, the attention evaporates
    Outlive the campaign by creating a legacy. Don’t sponsor an event - create the event
  • 19. 18. Transparency
    Your customers want to trust you. Your values should be their values
    Be open about where your products are made, ecological footprints and what you stand for
  • 20. 19. Social fabric
    Sell more by not selling. Be their social fabric
    Help your customers connect to one another. Provide them a sense of belonging and feeling significant
  • 21. 20. X-Factor
    Be remarkable. Be with your audience. Become the conversation
    It’s not about social media marketing. It’s about leading a community, building an ecosystem and creating a legacy
  • 22. For more ideas & insights visit