AUG 7, 2008
Demystifying “Social Marketing”
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The first definition of “social” in Webster's new World College Dictionary states that social is “of or having to do with human beings living together as a group in a situation in which their dealings with one another affect their common welfare.”
The second listed definition of “marketing” states that marketing is “all business activity involved in the moving of goods from the producer to the consumer.”
Who would have thought that such an antiquated bound book would provide such insight to an emerging communication platform? If we take the liberty to combine these two definitions, we have exposed the simplicity of this marketing tool.
Social Marketing is a business activity involved in the moving of goods and services by involving consumers together as a group in which their dealings with one another affect their common welfare.
To expand upon that, Social Marketing is a two-way street of communicating your brand with consumers. It requires participating and commitment to engage in an active dialogue with your customers good or bad. It offers the opportunity to create advocates for your brand.
AUG 5, 2008
This business just keeps getting better.
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As a 30-year veteran of the persuasive arts, I have never seen a greater demand for new ideas, creative perspectives and insightful strategies. According to Daniel H. Pink, author of “A Whole New Mind,” we in the creative industry will rule the economic future. While the data-driven, analytic jobs are easily and cost-effectively outsourced, concept-driven design careers must flourish to meet the demands of our changing times.
It's about time! Not that marketing science, quantitative research, audience statistics, dashboards and diagnostics don't have an important role to play, but they don't “speak” to a customer the way an empathetic message can.
