Tiny Points = Huge Change
This post is dedicated to those companies who leave their web sites to rot and the entrepreneurs who tell me, “The web won’t work for me.” The times, they are a’changin. And, it’s (almost) never too late to change with them.
Doc Searls has been writing about the Intention Economy (and by extension Intention Marketing) for a while. As the BCCs (Big Clueless Companies) and CBSs (Clueless Business Schools) keep churning out hoary old marketing techniques and outdated textbook tactics, the world is changing at the customer synapse snapping, wallet opening level.
We increasingly aren’t waiting for companies to come to (yell at) us – we’re actively looking for them (or rather the solution to our problem, the scratch for our itch.) Thanks to the Web, even the tiniest businesses can be found and succeed, without obnoxious “Hey, Hey! Look at ME!” marketing hoo-ha. And, if the company can deliver for us, we couldn’t care less where they are on any list. (Fortune 500? Yawn. Their size also means they’ve got to load 30 to 50% overhead on any product or service they sell me. Ouch!) In fact, many of us in the ever-growing bedouin work culture prefer dealing with small, lean companies. They talk our language, understand our need for speed and don’t try to sell us junk we don’t need or want.
Here’s an intriguing example from Doc re Tiny Points (and TinyURL.com which David Berlind calls a stealth intention engine.) Also, be sure and read Doc’s thoughts re the waste involved in advertising. (Logos seen from space, anyone?)
My Bottom Line Perspective: Marketing, advertising and PR aren’t dead in their present incarnations (yet). But, all three are changing radically in both definition and execution. The successful companies in the Intention Economy will be the ones who realize marketing is everything you do – not just a department, glossy brochure, or goofy advertising campaign. Who needs hard copy slicks and dead wood media ads when you have millions already looking for (and finding) you? Will you be ready when they do? Can you communicate (and thus compete) effectively?
Other Fun and Educational Reading: Tim O’Reilly on “Who 2.0″
Related Post: The Beginning of A Beautiful Friendship
Tags: business development, Intention Marketing, marketing, marketing troubleshooting, web marketing
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[...] Mary Schmidt posted today about corporations that abandon their websites. A truly prescient post, one all of us in corporate marketing should read…twice. My Bottom Line Perspective: Marketing, advertising and PR aren’t dead in their present incarnations (yet). But, all three are changing radically in both definition and execution. The successful companies in the Intention Economy will be the ones who realize marketing is everything you do – not just a department, glossy brochure, or goofy advertising campaign. Who needs hard copy slicks and dead wood media ads when you have millions already looking for (and finding) you? Will you be ready when they do? Can you communicate (and thus compete) effectively? [...]