Comments on: Marketing and convergence http://cultureby.com/2007/10/marketing-and-c.html This Blog Sits At the Intersection of Anthropology and Economics Wed, 23 May 2012 20:32:12 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Adam http://cultureby.com/2007/10/marketing-and-c.html/comment-page-1#comment-2542 Adam Tue, 16 Oct 2007 12:19:21 +0000 http://localhost/wp_culture/?p=417#comment-2542 The challenge for brands is to say something about people. It's a data problem. Data translated into personal stories. The challenge for brands is to say something about people.

It’s a data problem. Data translated into personal stories.

]]> By: Adam http://cultureby.com/2007/10/marketing-and-c.html/comment-page-1#comment-2541 Adam Tue, 16 Oct 2007 12:19:13 +0000 http://localhost/wp_culture/?p=417#comment-2541 The challenge for brands is to say something about people. It's a data problem. Data translated into personal stories. The challenge for brands is to say something about people.

It’s a data problem. Data translated into personal stories.

]]> By: Adam http://cultureby.com/2007/10/marketing-and-c.html/comment-page-1#comment-2540 Adam Tue, 16 Oct 2007 12:19:04 +0000 http://localhost/wp_culture/?p=417#comment-2540 The challenge for brands is to say something about people. It's a data problem. Data translated into personal stories. The challenge for brands is to say something about people.

It’s a data problem. Data translated into personal stories.

]]> By: Adam http://cultureby.com/2007/10/marketing-and-c.html/comment-page-1#comment-2539 Adam Tue, 16 Oct 2007 12:18:43 +0000 http://localhost/wp_culture/?p=417#comment-2539 The challenge for brands is to say something about people. It's a data problem. Data translated into personal stories. The challenge for brands is to say something about people.

It’s a data problem. Data translated into personal stories.

]]> By: srp http://cultureby.com/2007/10/marketing-and-c.html/comment-page-1#comment-2538 srp Thu, 04 Oct 2007 17:04:49 +0000 http://localhost/wp_culture/?p=417#comment-2538 I think the fundamental issue here is attention scarcity and individual choice about what deserves attention. In the old days, Wisk could put those hated but effective "ring around the collar" ads on TV and people found it difficult to avoid them. Pre-remote control, pre-digital tuning, pre-100 channels, pre-DVR, changing channels or skipping over ads incurred high frictional costs. Now, no one would listen to two seconds of those ads. So the advertiser has to figure out ways to get people to pay attention so the brand message and meaning can diffuse. One way to do that is to court audience involvement, but making funny or inteesting or sexy ads that people want to sit through is another way. I think the fundamental issue here is attention scarcity and individual choice about what deserves attention. In the old days, Wisk could put those hated but effective “ring around the collar” ads on TV and people found it difficult to avoid them. Pre-remote control, pre-digital tuning, pre-100 channels, pre-DVR, changing channels or skipping over ads incurred high frictional costs. Now, no one would listen to two seconds of those ads.

So the advertiser has to figure out ways to get people to pay attention so the brand message and meaning can diffuse. One way to do that is to court audience involvement, but making funny or inteesting or sexy ads that people want to sit through is another way.

]]> By: Fabrizio http://cultureby.com/2007/10/marketing-and-c.html/comment-page-1#comment-2537 Fabrizio Tue, 02 Oct 2007 11:42:18 +0000 http://localhost/wp_culture/?p=417#comment-2537 The 2 stage description of marketing is brillant and shows the challange of contemporary marketing. I wonder if it could be possible to say that the fundamental difference between the two stages is in the final goal of marketing. In stage one marketers work to provide a solution, to ease customers from burdens of some kind: better products, with new and implemented features to work less; better images to build a more powerful self, etc. In stage two the main goal of marketing is to make people "work more", i.e. to give them the "superpowers" to achieve things thay could not do in everyday life: create an advertising message, design products and services, show their skills to an audience of some kind, etc. Could it be possible to say that in stage two marketing is engaged in providing customers with all the tools they need to create and share experiences instead of directly providing them with a pre-built the solution? The 2 stage description of marketing is brillant and shows the challange of contemporary marketing. I wonder if it could be possible to say that the fundamental difference between the two stages is in the final goal of marketing. In stage one marketers work to provide a solution, to ease customers from burdens of some kind: better products, with new and implemented features to work less; better images to build a more powerful self, etc. In stage two the main goal of marketing is to make people “work more”, i.e. to give them the “superpowers” to achieve things thay could not do in everyday life: create an advertising message, design products and services, show their skills to an audience of some kind, etc.

Could it be possible to say that in stage two marketing is engaged in providing customers with all the tools they need to create and share experiences instead of directly providing them with a pre-built the solution?

]]> By: Richard http://cultureby.com/2007/10/marketing-and-c.html/comment-page-1#comment-2536 Richard Mon, 01 Oct 2007 17:14:34 +0000 http://localhost/wp_culture/?p=417#comment-2536 I wonder if an analogy to the current retail environment might be apt. Today there are those who market products, those who consume them, and those who design them. I wonder if a convergence of these three very different spheres is about to take place and what this might look like. As a designer of products it is certainly worth speculating about. I wonder if an analogy to the current retail environment might be apt. Today there are those who market products, those who consume them, and those who design them. I wonder if a convergence of these three very different spheres is about to take place and what this might look like. As a designer of products it is certainly worth speculating about.

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