A New Media And Marketing Proposal
May 28, 2013
I have been thinking a bit about media and marketing recently. Why? Because it appears to me that as the world continues to shift, now is the time to start thinking about these two foundations of communication and commerce with a greater depth.
Media is defined as the means of communication, as radio and television, newspapers, and magazines reach or influence people widely.
Marketing is the management process through which goods and services move from concept to the customer. It is based on thinking about the business in terms of customer needs and their satisfaction.
However, to reach and influence a large number of people today, you no longer need access to the traditional mediums of TV, radio and/or newspaper. The ME in media is empowered through mobile technologies and social platforms in such a way that anyone can reach and influence a large number of people at any moment.
When it comes to marketing, it seems that the urgency to generate a quick result and launch the concept to get a customer to take action immediately has turned this discipline into something I would call rketing (racketing). Most is nothing more than a loud noise or clamor to create an uproar with no long-term sustainability.
In a race to drive revenue quickly, most have only launched tactic after tactic simply based on getting people, both inside and outside, to take an action and get a result.
The opportunity in my opinion lies in breaking down the two and building greater depth around a strategy that truly aims to drive a long-term plan for success.
The ME in media is about FIRST knowing yourself and what you want to accomplish in a way that builds possibility for others. It is the authentic purpose of why you exist and it can be articulated and felt on a level that offers an experience like no other.
The marketing piece should focus all of your time, money, people and energy to be aligned around making a MARK – it's the "ping in the universe" that Steve Jobs stated so well. If you can answer the ME question, it won't be easy, but will become easier to activate this plan.
In this direction, you are not in danger of becoming just another rketing company, because you will have built a culture and/or movement that deliver on a true promise for a deeper experience for everyone. I call it arketing – it will be a place of protection or security; a refuge from the noise. It's an experience-based focus and one that will build anticipation for people to engage with again and again and again.
It's the new media for now and one the truly great people and companies already understand ... how about you?