An interesting post at MarketingProfs compares some of the principles of improv comedy with aspects of marketing (and the idea-generation process so critical to it). Though I’m more of a stand-up (comedy) guy myself, I certainly get what the author is saying.
But the post made me take an even broader view of marketing and the way it has changed in the last two decades. We’ve heard plenty about things like one-to-one selling, consumer control of channels and content, the “relationship” aspects of social media and interactive. To me, here’s a simple way to describe what’s happened.
Up until about 20 years ago, marketing was a lecture. Sometimes it was an interesting one, of course, but more often boring, and occasionally just awful. But basically, the advertiser (through a commercial, print ad, whatever) was the lecturer, and consumers were the captive audience in the lecture hall.
Today, the whole business of marketing no longer works in the “lecture” model. College students may not always have a choice about sitting through that lecture (though I seem to recall finding better things to do on a few occasions myself). But in the real world, you don’t have to sit through anything you don’t find enjoyable. So marketing that is not enjoyable has no chance.
But it’s not enough to think of marketing Read the rest of this entry »