How Marketers Selective Learning has Become Consumers Selective Hearing


Is now a good time to have a Jerry Maguire moment?

To refresh your memory, the story goes when a sports agent has a moral epiphany and is fired for expressing it, he decides to put his new philosophy to the test as an independent with the only athlete who stays with him.

We say people matter, do we mean it?

A middle-aged brand consultant confesses that speaking as a consumer, I don’t believe the current “cultural model” driven by ubiquitous marketing is sustainable. Like many consumers I avoid marketing at all cost.

From wasteful packaging to drowing in consumer data without acting on what matters — people — and swimming in white noise, which is leading to the ever increasing search for what's next without enjoying what's now — nor making it happen — abundant choice is having the opposite effect — conformity.

When all the stuff available exceeds our ability to vet it all, we turn to social cues to figure out what we should do. What's "in" wins.

Confronted with all the noise, entertainment is what sells.

It didn't happen overnight.

Now, marketers selective use of social technologies just as media channels has become consumers selective hearing. A better alternative is to be human in conversation and in the moment to get the most out of opportunities with social and other new technologies.

EggBy the way, the statement in bold is not to be interpreted as dropping in with a spam egg on Twitter at the mere mention of a keyword.

Because in that case, instead of people having an engaging conversation based on common interests, you're having this here on the side.

People do matter more than money. So how do we make the "show me the money" moment work?

By making the best promises we can keep.

I showcased business people and organizations here, and I will be looking to bring more examples of organizations that are delivering.

Meanwhile, two lines of thought are emerging:

It will come from both, increasing the level of collaboration between corporations and social entrepreneurs motivated by a common desire to solve a pressing social problem, and increasing the quality of the content instead of increasing the media spend.

The caveat is — and mean it.

What do you think? Who's providing you value in the exchange?

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