Cartea raspunde la intrebarea: “ How we become an organization that thrives because of the New Marketing?” Old Marketing e definit ca intreruperea maselor de oameni cu reclame ale unor produse medii/comune.
Noul Marketing:
– Comunicarea directa si comertul dintre producatori si consumatori
– Amplificarea vocii consumatorului si a autoritatilor independente
– Nevoia de povesti autentic pe masura ce cresc sursele de comunicare
– The Long Tail
– Outsourcing
– Google si dicing of everything
– Canale infinite de comunicare
– Comunicarea directa si comertul intre consumatori si consumatori
– The shifts in scarcity and abundance
– Trimful ideilor mari
– The shift from “too many” to “who”
– The wealthy are like us
– New gatekeepers, no gatekeepers
Organizatiile se potrivesc cu mediul. Producem ceea ce putem vinde (you made what you could sell, and you sold what you could market). Producem ceea ce cumpara oamenii. Daca nu se vinde, nu se produce. Organizatiile puternice sunt construite in jurul tacticilor de marketing de success (si a strategiilor). De ce ai vrea sa folosesti tactici gresite cu tehnici ok sau invers? Evitati compromisul.
– „Marketing doesn’t support the organization. The organization supports marketing
– New marketing is about fashion and stories and permission and promises”
– In Old marketing avem: features, advertising as a major expense, large overheas = stability, customer support, focus groups. In New Marketing avem: stories, innovation as a major expense, small overhead = low risk, community support, launch and learn
– In a world of choice, compromised solutions rarely triumph
– Omul care a inventat marketingul: Josiah Wedwood (bunicul lui Charles Darwin, zice Seth Godin :D).
Nascut in 1730 el a devenit cel mai de success olar din toate timpurile. Activitatea lui poate fi considerata un fel de prima revolutie industriaal – the idea that a business could be more than a craftsman and a few assistants or arrpentices. In 1730 oamenii obisnuiau sa manance dintr-un bol invechit. Ceramica, de orice tip era considerata un bun luxos. Wedgewoods a ramas un nume important in istoria comertului. In 1771 a investit 2,7 milioane de dolari trimitand mostre de ceramica (fara perisiune) unor mii de oameni bogati din Germania. Mai mult de jumatate dintre ei au comandat ulterior ceramica lui. El a inventat practic ideile standardizate de control al calitatii, de design inovativ si produse utilitare (ceainicul cauliflower a facut senzatie). Wedwood n-a angajat oameni nepregatiti pe care i-a invatat ulterior meseria de olar. It was easier to teach someone than to unteach them first.
In opinia lui Thomas McCraw, autorul cartii “Creating modern capitalism”, au existat 3 revolutii industriale:
- 1760-1840 – momentul in care lumea a trecut de la afacerile individuale si de familie (sau feudale) la ferme intr-o lume pe care ne e usor s-o recunoastem si astazi. Inainte de asta, inclusiv ideea de a fi angajat era ciudata. Motoarele cu aburi si apa au facut posibila productia. Capitalul disponibil presupunea ca antreprenorii puteau sa imprumute bani pe care sa-i investeasca in afacere. Si munca insemna ca organizatia putea avea in jur mii de angajati, avand la dispozitie avantajul oferit de masinile care produceau textile, ceramica si fier. Josiah Wedgwood a fost unul din acei CEO ai vremii.
- 1840-1950. Reprezentativ e Henry Ford. Fabricile au devenit mai eficiente. Mai multi angajati erau disponibili si erau mai bine instruiti. Capitalul era mai ieftin, deci antreprenorii puteau investi mai mult.
- Mass marketing (angajatii erau platiti mai bine si deci puteau cumpara mai mul). Coordonarea si comunicarea au fost conceptele cheie in aceasta revolutie. Furnizorii puteau sa se contacteze mult mai repede si mai ieftin. Comerciantii puteau comunica cu consumatorii si furnizorii. Noi produse luau nastere pe baza celor vechi. La sfarsitul celei de-a treia revolutii industriale, mai mult de jumatate din oamenii lumii industrializate si-au trait existenta intr-un mod neindustrializat – a dominat sectorul serviciilor. Services – connecting people and ideas with things that are being made – were the cornerstone of this era.
- Acum intram in a patra revolutie. La doar 10 ani de la nasterea Webului, Noul Marketing are reguli noi care nu mai corespund celor din a treia revolutie. Noul Marketing presupune un alt mod de-a face afaceri si alte modele de organizatii.
– ” Marketing has always been about discovering what people want and need, and telling them a story about how they can get it (from you).
– Trend: organizations can create products for their customers instead of searching for customers for their products (in the real world, a retailer understands that making customers wait leads to lost opportunities)
– Knock, knock: the job of marketing is to grow the organization, and growth comes, obviously, from putting yourself in front of people who didn’t know about you before you got there. Which means advertising
– The sea change: you have the chance to go from finding customers for your products (the meatball way) to a new way – finding producs for your customers. The simplest example of this is the difference between a book publisher (who always seeks new readers for his new writes) and a magazine publisher (who commissions articles for his existing readers). A magazine makes far more money than a typical book publisher because of this difference. Desteapta treaba, asta! 🙂
– Despre permission: when I give you my permission to follow up, we’re making a deal and you’re making a promise
– Ads are about you, a blog is about your readers (many forget this)
– The Long tail & more is usually better (as simple beats hard): in the long run, more variety always leads to more sales. The Long Tail, a brilliant term coined by Chris Andreson in his book and blog of the same name is a simple idea that starts with this: given the choice, people want the choice. In any normal marketplace, if you give people more choices, revenue goes up.”
– In The Dip, Seth Godin accentueaza ideea ca orice piata mica, oricat de mica e ea il rasplateste pe lider, pe cel mai bun. Castigatorii inca castiga si ei castiga tot mai des deoarece exista foarte multe piete in care ei pot castiga. Your challenge is not to ignore the long tail. Cele 2 intrebari care se ridica:
- Ce procentaj din timpul si resursele tale ar trebui investit in creating short-head blockbusters? si
- Cum ne putem reorganiza eforturile pentru a sustine mai bine the long tail?
– ” The rejuvenetain tail: nu e vorba despre ceea ce TU crezi ca vrea piata, ci despre ceea ce vrei TU ca piata sa vrea, ci e vorba de a crea bunuri si servicii care capteaza atentia (si comertul- vanzarea) celor cu adevarat interesati.
– What the web is turning up are the interests that we didn’t expect or plan”
– 3 provocari: 1. Gaseste o piata neexplorata inca, 2. Creeaza ceva remarcabil astfel incat oamenii din acea piata sunt constransi sa te gaseasca, 3. Leaga cele 2 piete ca sa le poti transforma intr-un business
– Un subcapitol: “Understanding the zen of Venn” (diagramele Venn, stiti) spune ca exista 2 lucruri care trebuie sa se intample pentru ca un consummator sa ia o decizie: 2. Decizia ca merita banii, timpul si riscul de a initia actiunea (de a cumpara) – do it, 1. Sa stie despre oportunitate (notice it). Notice it ar fi un cerc reprezentat de media si in acest cerc ar fi un altul in care proportia ocupata de DO IT (e reprezenta de cei care cumpara ceea ce tu promovezi). Si scopul e ca acest cerc din interior sa devina cu timpul cat mai mare. Si asta prin creare de produse/servicii care sunt cumparate de majoritatea oamenilor (adica do it matters in the end :D)
– „Attention must be earned, it cannot be now demanded. Make something worth talking about and make it easy to talk about.
– Advertising no longer matters. Instead, market belongs to companies offering products that are either a remarkable values or remarkably weird (asta mi-a placut 😉 )
– The New Marketing demands that you enter the public square and enable conversations, not isolate people from each other”