The fundamental message of marketing must change from "we want your money" to "we share your interests".
Jeff Jarvis • WHAT WOULD GOOGLE DO
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The fundamental message of marketing must change from "we want your money" to "we share your interests".
Enabling customers to collaborate with you - in creating, distributing, marketing, and supporting products - is what creates a premium in today's market.
Jeff Jarvis • WHAT WOULD GOOGLE DO
We have shifted from an economy based on scarcity to one based on abundance. The control of products or distribution will no longer guarantee a premium and a profit.
Jeff Jarvis • WHAT WOULD GOOGLE DO
But I absolutely loathe the term content marketing because it sounds so contrived. It sounds like something planned and measured and designed where I don't think that's where the interesting lessons are. I do not think, what is it that the audience exactly wants to hear? That's not where you're gonna get the good stuff. I think the good stuff comes... See more
David Heinemeier Hansson • You can either buy attention or earn it
In a world with free information, abundant data, and virtually no barriers to entry, companies will succeed by selling purpose, not a product.
Sari Azout • From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework
Buying is no longer about getting things we need. It’s about reinforcing a set of beliefs we hold and share. Marketing is not about finding new ways to sell more of something. It’s about affinity more than it’s about price—feelings more than facts.
Bernadette Jiwa • Marketing
Fundamentally, marketing must refocus away from selling product and toward creating relationship. Relationship buffers the shock of change. To be sure, the specific product or service provided remains the fundamental basis for economic exchange, but it must not be treated as the main event. There is simply too much change in this domain for anyone
... See moreGeoffrey A. Moore • Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)
Once upon a time, the Internet was predicated on user-generated content. The hope was that ordinary people would take advantage of the Web’s low barrier for publishing to post great things, motivated simply by the joy of open communication. But then ad sales came into play.
That business model is still what most of the Internet relies on today. Rev... See more
That business model is still what most of the Internet relies on today. Rev... See more
Kyle Chayka • How the Internet Turned Us Into Content Machines
As consumers, our most valuable affinities will be to brands and communities, not specific products.