in a nutshell….
The Facts:
- consumers have moved from passive to active (from ignorant to inquisitive)
- retailers have moved from passive to active (from real estate to community service center)
The Current Situation:
- marketing is still mainly about messaging and bribing, not about engaging
The Disconnect:
- consumers (and retailers) don’t want messages or bribes, they want more
The Result:
- ‘marketing’ has devolved to ‘marketing services’ (from business-building to budget-allocating)
Further Result:
- the CEO looks outside Marketing for growth ideas
The Solutions:
- define and execute a consumer engagement model (closed loop? open loop? etc)
- define and execute a retailer engagement model (segmented? portfolio’d?)
- define and implement a broad-based and sustained innovation effort
Hi Jim. Nice blog…good stuff. Defining solutions as engagement models vs. messaging exercises makes a lot of sense.
Tom, thanks… marketing and messaging are different… or maybe messaging is a subset of marketing… marketers end up being ‘messagers’ because it’s easier…. Jim