Digital Marketing in the Age of Connection Economy
Digital Marketing in the Age
of Connection Economy
“The new era of modern
marketing is about the
- Seth Godin
(from Inc Magazine interview with Seth Godin:
Connection Economy is
creating economic reward
through building relationships
and fostering connections.
*in other words, connection economy is a marketing method
through building relationships with the customers. You don’t
just market your market your products anymore, you also
need to market your relationship with the customers.
In Connection Economy:
1. All Media is optional
No one is going to look at an article or a twit unless they want to.
2. The Mass Market is no Longer Important
Only few selected groups and communities are important.
3. The only work that matters is work that matters
Just because it’s important to you, doesn’t mean it’s important to the
Coordination, trust, permission,
exchange of ideas is the main
Before you market anything, make sure to coordinate a group
of people to carry it out.
*in the world of connection
economy. You can’t market your
products only with ads. You need
the help of other people to market
your products. Coordinate your
marketing process with creative
minds, captains of the industry,
YouTube stars, key opinion leaders,
thinkers, philosophers, content
creators, and so on.
Great product without trust from the consumer is like candy without
sugar. Earn the consumer trust, and you will rule the market.
*this one is pretty straightforward. Build trust.
Create a product that consistent with the
messages that you spread. Don’t lie.
Consumers is not stupid. Just be honest.
When you oﬀer product to people who want you to bring it to
them, that’s a resource. Without that permission, it’s an
*if you market your products to
the right people, you will
deﬁnitely get a response. Don’t
waste your time creating an ad
that no one wants to watch.
Just build something that some
people wants to watch.
Exchange of Ideas
Create a network of people who want to pay attention to one another.
This particular network is a powerful place to market your products.
Has 2 Principle:
Generosity and Art
Because no one wants to connect to selﬁsh person, or the
people that are only taking. Always oﬀer
something of value to other people, and they will gladly
connect to you.
People want things that are interesting and diﬀerent.
They’re looking for something remarkable, or something
worthy of a remark.
makes digital marketing
Reason 1: Boost Engagement
One of the main ideas of connection economy is trust. If consumer
trust your brand, they will most likely engage and participate to your
campaign and actively seeking information about your brand.
Reason 2: Insightful Feedbacks
Allow your consumer to voice their thought and mind. Create a place
that allow exchange of ideas. This way you will receive priceless and
insightful feedbacks about your product or campaign from your
Reason 3: Organic Growth
Permission, is one of the main idea of connection economy.
If you market your product to the right crowd or the people who wants
your product, they will deﬁnitely help spread a word about your
campaign or content. ‘Relevance’ is the key word.
Reason 4: Viral Spread
Connection economy requires coordination from the consumers,
brand, and key opinion leaders. If you can make them work together,
you will deﬁnitely create a viral campaign.
So how to use digital marketing in
age of connection economy?
#1 Make the Extraordinary
Don’t be average. Be creative. Take some chances. Have some
courage to create something fresh and new.
#2 Always Ask for Permission
Create an anticipated, personal, and relevant messages to people who
want to get them.
#3 Connect With Audience
Realize that nobody cares about your brand. Anyone who tweets
about a brand or favorites brand is doing it because it is a symbol of
who they are. So stop seeking attention, connect with the audience
#4 Find A Cause
One of the easiest way to connect with the audience is to ﬁnd a cause.
Center your campaign or message on a cause, This will elevate your
brand to another level.
#5 Do What Matters
Don’t ask if you’re going to succeed, ask if you’re going to matter
because that’s what’s important. And don’t ever forget that it’s your
customer that decides what matters – not you.
PT. Idea Imaji Persada
Parahyangan Business Park Blok D No. 3
The Suites Metro Jl. Soekarno Hatta No. 689B
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