15 21 Slides 95 Theses
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1) In the future, the formal and artificial language used by businesses to communicate with their markets will seem outdated as connections between businesses and consumers increase through the internet. 2) Companies that still use traditional marketing approaches like advertisements are no longer effectively communicating with their markets. 3) Many companies do not understand that today's markets are highly connected through online networks and social media, making them more knowledgeable than companies may realize. 4) The internet now allows companies to directly communicate with consumers, but they need to effectively engage with markets or it could be their last chance to connect.
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![15.) In just a few more years, the current homogenized “voices” of business --- the sound of mission statements and brochures --- will seem as contrived and artificial as the language of the 18 th century French court. ,[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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The document discusses how companies need to change how they communicate with their markets. It states that current mission statements and brochures will seem outdated and unrealistic. Companies that continue using mass media like television to reach markets are missing opportunities because markets are now connected through social media. Companies can now communicate directly with their markets but need to do so in a natural, uncontrived way. They also need to be more interactive, know their markets better, and lighten up in order to build good relationships and not be laughed at.
95 Thesis(15 21)
Companies need to change how they communicate with markets. The current language used in mission statements and brochures will seem outdated as markets become more networked and intelligent through online conversations. Companies that still view markets as passive television audiences are misguided, as online markets can easily see through unrealistic pitches. If companies fail to directly and honestly engage with these empowered and skeptical markets, they may lose opportunities to connect with them. They must lighten up and develop a sense of humor to avoid being laughed at.
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In the next few years, the current homogenized "voice" of business communications like mission statements and brochures will seem as artificial as the language of 18th century French court due to the evolution of the world. Companies that do not engage with their markets in a networked person-to-person manner are missing opportunities, and those that communicate directly risk failing if they do not do so carefully. To connect with markets, companies need to lighten up, develop a sense of humor, and get in touch with their humanity.
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Companies need to change how they communicate with markets. The current language used in mission statements and brochures will seem outdated as markets become more networked and intelligent through online conversations. Companies that still view markets as passive television audiences are misguided, as online markets can easily see through unrealistic pitches. If companies fail to directly and honestly engage with these empowered and skeptical markets, they may lose opportunities to connect with them. They must lighten up and develop a sense of humor to avoid being laughed at.
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29 35 Slides 95 Theses
The document discusses the need for companies to build trust and loyalty with their customers/markets. It makes three key points:
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2) To be successful, companies need to learn how to communicate with their markets in a human voice by caring about their communities and experiencing things from their perspective.
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The document discusses how companies need to adapt their communication strategies to the new networked markets enabled by the internet. It notes that the traditional top-down broadcast marketing approaches used in the past, such as ads and brochures, will no longer be effective. Companies must realize that their markets are now globally connected and conversing online, and they need to find ways to directly communicate with customers in a human voice. If companies do not adapt to these new networked conditions, they risk losing opportunities and customers may laugh at their outdated approaches.
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The document discusses how markets have transformed from mass media to networked conversations online. It argues that companies need to recognize that their markets are made up of human beings connected through the internet. To be successful, companies must engage in open and genuine conversations with their markets and employees using a human voice rather than corporate rhetoric. They need to get rid of outdated command-and-control styles and recognize that networked people have access to more information and can quickly change suppliers if not satisfied. The future belongs to companies that participate in human communities and discussions online through humility, honesty and care for what people actually want.
Compilation 1 to 56
The document discusses how markets have transformed from mass media to networked conversations online. It argues that companies need to recognize that their markets are made up of human beings connected through the internet. To be successful, companies must have genuine conversations with their markets and employees using a human voice rather than marketing speak. They need to get rid of outdated command-and-control management styles and recognize that networks allow for new forms of organization and knowledge sharing. Companies risk failure if they do not adapt to seeing their markets as intelligent, networked people.
1 to 56 theses
The document discusses how markets have transformed from mass media to networked conversations online. It argues that companies need to recognize that their markets are made up of human beings connected through the internet. To be successful, companies must have open and genuine conversations with their markets and employees using a human voice rather than corporate rhetoric. They need to listen to what their markets and employees say rather than imposing a top-down control structure. Having authentic conversations and getting rid of the fear of open communication is key to building trust and relationships in the new networked environment.
1 to 42
The document discusses how markets have changed with the rise of the internet and networked conversations. It argues that markets are now made up of human beings connected through online conversations rather than isolated demographic groups. Companies must recognize that their markets are smarter and more informed due to their online connections. To be successful, companies need to engage with their markets as communities of human discourse rather than as demographic targets. They need to converse with customers in a genuine, human voice rather than corporate rhetoric.
Vertsol Ppt 1 21
1) Markets now consist of conversations between people online through new technologies which allow for easy and powerful new ways of communication.
2) These networked conversations enable new forms of social organization and knowledge exchange to emerge, making both markets and employees smarter.
3) Companies now have the opportunity to directly communicate with markets through these new conversations, but risk being seen as artificial if they do not adapt their voice and strategies to the open, natural conversations between people in networked markets.
The Image - The Generali Group and the Art of Advertising - II
Generali and other companies it would later acquire, such as Toro, Alleanza, and INA, began producing posters and other advertising materials in the late 1800s and early 1900s to promote their businesses. These early advertisements featured illustrations in styles popular at the time like Art Nouveau. Notable artists such as Plinio Codognato designed posters for these companies that helped increase their visibility. INA in particular produced many posters after its founding in 1912, some of which featured their iconic symbol of a sower designed by Andrea Petroni.
Clutrain Ppt
1. Markets are now conversations between networked individuals rather than demographic sectors. Companies need to participate in these conversations to understand customers and survive.
2. Intranets enable similar conversations between employees that could benefit companies if they overcome their fears and let conversations flow freely.
3. Companies that view markets as targets and see conversations as threats rather than opportunities will not survive as markets increasingly organize and communicate independently of companies.
Cluetrain
1. Markets are now conversations between networked individuals rather than demographic sectors. Companies need to join these conversations to understand their markets and create genuine relationships.
2. Intranets enable similar conversations between employees that could benefit companies if they overcome their fears and legalistic rules to encourage open knowledge sharing.
3. Smart companies will help the conversations between their internal and external networks intersect rather than try to control them, as these conversations want to directly engage with each other and the company.
Cluetrain Manifesto: 95 Theses (15-22)
The document discusses how companies can better connect with their markets. It suggests that companies should avoid using outdated or inauthentic language, as people can see through advertising without context. It also recommends that companies listen to understand what their markets want, rather than just talking at them, and that having a sense of humor and putting themselves in customers' shoes can help companies appear more human.
Creative Industries (DAPS 5)
The creative industries contributed 5.6% of the UK's Gross Value Added in 2008. Exports of services by the creative industries totaled 17.3 billion in 2008, equaling 4.1% of all goods and services exported. There were an estimated 182,100 businesses in the creative industries in 2010, representing 8.7% of all companies. Software and electronic publishing make the biggest contribution to GVA and make up a large number of total creative firms.
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