The Future of Marketing 1
Anita Sharpe on Business
In this age of Tivo, satellite radio and limitless websites, what's the most effective way to reach an audience?
I'm curious to know what's on the minds of some of the innovators of the marketing world, and over the next few weeks hope to tap a number of their brains.
Today, I put the question to John Moore, who writes for brandautopsy and was the director of national marketing for Whole Foods Market and a retail marketing manager for Starbucks.
Here's John's view: \n\n'The answer to the question of marketing needing reform may be as simple as marketers TELLING THE STORY and not MAKING UP A STORY about why their brands/products/services are remarkable.\n\nTELLING THE STORY is about designing marketing communications to deliver on the promise all the while being clever, savvy, authentic, and true to the brand. It's about treating consumers as being interesting and interested. (Apple always tells the story.)\n\nMAKING UP A STORY is when marketers engage in outrageously gimmicky attention-grabbing antics that over-promise and woefully under-deliver. These marketers treat consumers as being boring, indifferent, and brainless. (Burger King seems to always make up a story.)\nIt's no wonder consumers have become jaded, cynical, and distrustful of marketing --they're forced to endure fairy tale marketing from marketers.' \n\n\n\n\n