In the 20th century, with the rise of mass media came a time when companies could broadcast their marketing messages far and wide to millions of people. It didn’t matter if the message was relevant to each person, because as long as a small percentage of people bought the product, it was worth it. Companies also figured out that they could convince more people to buy their product by playing on people’s fears and insecurities. Inadequacy marketing was born.
In the digital age of today, things are changing fast. Many choose the internet over television or radio (for example, I haven’t had a TV network subscription for over 10 years), and tech-savvy internet users install Adblock Plus to get rid of ads. I have heard “experts” say that this will be the death of marketing as we know it, and I agree. Yes, I am saying this as someone who works in the marketing field. It’s time that companies became more human and started making their messages attention-worthy and share-worthy.
In this episode, Mike and I talk about the future of marketing, the end of the broadcast era, and the dawn of empowerment storytelling in the digital age.
In this episode of The Future Thinkers Podcast:
- The oral tradition, the broadcast era, the digital age
- Why people buy purpose
- Authentic brand storytelling: what it is and what it isn’t
- Disempowerment vs empowerment marketing
- Looking inward instead of blaming external circumstances
- Company ethics: cleaning up your act
- Why companies should fund non-profit projects (and I don’t mean charities)
- The importance of making relevant, interesting, and honest content
Mentions & resources
- Dove Real Beauty Sketches
- Tom’s shoes story
- US Airways tweets very NSFW picture to customer
- #MyNYPD Twitter disaster
- How advertisements convinced Americans they smelled bad
- Teenagers recognize Pewdiepie more than pop stars
- The Future of Work and Entrepreneurship, with Jon Myers and Terry Lin (FTP008)
- Our multimedia marketing company, Giant Supernova
- The jewelry brand we’ve been working with, Equalli
Mentioned & Recommended Books:
Winning The Story Wars by Jonah Sachs
The Hero With a Thousand Faces by Joseph Campbell
Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
Listen & Subscribe:
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