Marketing warfare, Guerrilla marketing, Red-blue oceans; these terms ruled the corporate boardrooms for a long time. Now relationship is coming to the core and world needs a softer approach to marketing which includes more listening and implementing then telling people what the brand owners think is right.
| Old | New |
| Interruption | Permission |
| Spam | Opt-in |
| Customers | Community |
| Budgets | Ideas |
| Competition | Collaboration |
| Mass | Niche |
| Push | Pull |
| Outbound | Inbound |
| Launch and recall | Create quality first and save on recall |
| Customers | 1000 true fans |
| Features | Experience |
| Secret product development | Include potential users in product development |
| Mass + Web | Web + Hand-held Devices + a little bit of other media |
| Pitch | Story |
| 1 message – everywhere | 1 message, same soul but tone varied as per platform |
| Everything needs to look perfect | Real is better than perfect (think customer testimonials in studio vs. in real life environments) |
What would you like to add?
