Tags: anthropology, Business, Forrester, Marketing, Online marketing, Social Media, trust, Web 2.0
I’ve had a little case of writer’s block this week, so I started with the basics: I read the definition of “marketing” in Wikipedia.
The impetus of this was a comment I wrote on a recent Brazen Careerist article in which I boiled down marketing to selling stuff. Really? That’s the business I’m in? I get up at 5am to write because I love making crap fly off the shelves?
Listen to Wikipedia’s definition: “Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.”
Bleh! Sure, there’s creation and desire (positive), but there is also directing and willingness to consume (negative). It’s almost like it’s not enough for them to buy it; you gotta make them want to buy it. Make ’em beg.
Frankly, this doesn’t sound like the business I’m in at all. I find marketing these days to be customer based – where are they and what do they want? – and less, well, skeezy. Ideally, marketing these days isn’t invasive or worthless or annoying. In fact, marketing these days sounds a lot more like anthropology than marketing.
What do you think? Are web 2.0 marketers really anthropologists of the present time? Don’t we study why certain people behave a certain way (and how to influence that behavior)?
Tags: Business, Facebook, Generation Y, Groundswell, Marketing, millennials, Net gens, Online marketing, ROI, Social Media, Tweens, Web 2.0
Generation Y – roughly those aged 13-29 – are among the strongest consumers and influencers. And while social media like Facebook, delicious, and Flickr have garnered media attention, many businesses are still wary of dipping a toe in the social media water.
I argue that we can gauge return on investment (or influence) for Gen Y by looking at their buying power and online behavior and therefore that it is imperative that (most) businesses participate in social media. Plus, I will give you the research to back up these assertions so you can prove it to your boss.
Growing up in pre-internet Ohio, I spent a good chunk of my allowance and lawn-mowing money on comic books at the local pharmacy. If they were sold out of my usual books, I was SOL until the following month. Scarcity of goods required that I go where they were (and quickly!) or I would miss out.
Now, post-internet, these stories sound quaint. Given a bank account, any kid can get any comic book from anywhere in the world. So what does this have to do with social media and Generation Y?: proximity to resources.
Today, consumers expect businesses to come to them. Long gone are the lazy summer bike rides to the pharmacy – today, young people expect to be able to spend their money just about anywhere. And where are they? Online, in general, and on social media, specifically.
Maybe this shift isn’t a surprise to you, but let me prove it with research (easily printable for timid bosses or humbugs).
Email updates via Feedburner:
Subscriptions via RSS:
What Folks Are Saying About OnlineMarketerBlog…"I do so love this piece. Great threading of lots of interesting points...Great view here so thanks."
-Chris Brogan, ChrisBrogan.com
"I like to read smart blogs. So when I started looking for bloggers to review my book, Toy Box Leadership, one my first choices was DJ Francis at onlinemarketerblog.com."
-Michael Waddell, author of Toy Box Leadership
"I've enjoyed your posts...Keep up the good work."
-Myles Bristowe, President-elect, American Marketing Association - Boston Chapter
"Thoughtful response to my Fast Company column..."
-Rob Walker, Murketing blog
"...I think we agree on solutions."
-Chip Heath, Co-author of Made To Stick
"If marketing is viral, you are the pathogen — and I mean that in the positive, cutting-edge sense of the word."
Vote!If you like this blog, please vote for it at the Blogger's Choice Awards
Thanks for visiting OnlineMarketerBlogOnline marketing is easy. Well, as easy as real-life marketing is. It's not about widgets or flashy gizmos - it's about relationships, trust, and transparency.
Everyone will have to be an online marketer at some point. So jump on in; the water is fine.