- Thursday
- 03rd July 2008
- Category
- Up for Debate
- Author
- Phil Lewis
Is marketing democratic?
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Now it's time for a chat. Is marketing democratic? Was the Yes or No answer correct? Did we miss the point altogether? Is it an important question?
In my view, the answer is yes, it is an important question, one that cuts to the heart of not only what brand owners and agencies do on a daily basis, but also how the consumer experiences our work, its relative profitability, and ultimately the cultural impact that it's able to have. Another question in this context is whether marketing should be democratic. And the answer to that question will help determine to what extent consumers drive brands - and how much direct control over communications we might offer to them.
Anyway, over to you...
Comment
Fri 04th July 2008
at 11:02
I disagree in terms of online. Facebook is a prime example of a service being chosen despite the original site being built without funding. At the time its competitors such as Friends Reunited had funding and marketing in place however the USERS chose Facebook because they preferred the platform provided. There are many examples online, artists releasing singles and albums via Myspace and You Tube, Sandi Tom built up her own fan base without funding.
I think it very much depends on the product or service but online marketing can lead to a mass buzz without funding, granted it is more difficult and the product needs to be unique or superior, but if you hit your target right it can work.
Comment
Mon 07th July 2008
at 15:00
You can throw as much money around as you like but without validation from the public would a campaign go anywhere?
Surely not.
You can manufacture hype but can you buy ‘buzz’, word of mouth - to float an idea successfully in the social medium? Just because a brand is being pushed in your face doesn’t mean you’ll love it/buy it/believe in it.
So the sooner brands twig on that quality (of ideas) is more important than quantity (of cash) the better.
Comment
Tue 08th July 2008
at 12:22
I’d say marketing is democratic. Sometimes grassroots movements flourish in a calculating big money system (the Green movement let’s say) but they usually get co-opted by the system or they’re ideas get stolen and watered down.
Re marketing and the internet, until the product gets to a certain size it’s almost like it’s shouting in the jungle, too many things competing for attention with hardly any way of stumbling upon them; if it’s not on a top ten of… site or run by your mate how do you find out?. Until a large group take up on a certain choice you need to have some kind of publicity, most of which are at a rather early stage (reciting the url repetitively seems to be the thing).
I think all that made sense.
Comment
Thu 10th July 2008
at 16:24
I think Dead Prez hit the nail on the head when they said, (and i quote)
“Platinum don’t mean that it gotta be hot
I ain’t gotta love it, even if they play it a lot”