According to the world’s best marketer and thought leader Seth Godin, the traditional means of marketing and advertising, mass production and the TV industrial complex idea from the late 1940’s, is dead.
“Today, Marketing is the product. Marketing is the way you answer the phone. Marketing is your perspective on who the market is. It’s not the advertising part, it’s the doing, it’s everything. And this notion that it’s everything is really disruptive.
A lot of small people look at the Internet and say ‘o good, FREE ADVERTISING, o’ good, I can run ads on youtube, or I can run ads in other places, for free. How can I use twitter to interrupt people to get them to buy my product. How do I use facebook to trick people into liking my page. How do I run ads on facebook that use pictures of other people to trick them into clicking.”
And that is not working. And I’m (Godin) glad it’s not working, because it’s polluting something that wasn’t built for you.
TV was built for advertisers. The Internet doesn’t care. The Internet was not built for you. The Internet was built for people who use it. The only people who get talked about online, reliably and scalable, are not people who are spending money. They are people who are putting their money into the product and service, so that people will choose to talk about it.”
Moral of the story: Don’t try to compete with Big Box Stores. The Industrial Revolution is dead and the Connection Revolution is here and now. Your (membership) support of the (RLC) community should be the real topic of discussion here.