All signs point to this one marketing mega-trend

By Mark Schaefer

I’m not a great singer or athlete. I can’t dance (my kids pay me to stop) and I can’t repair a car to save my life. But one thing I can do is discern how trends are coming together, see where the world is going, and where we need to be next. Dwelling in a vision of the future is where I am most happy! For the last two years I’ve been doing research for a new book and it has been an illuminating experience. I can see where we’re going next and I’d like to talk about it today.

The ad agency with no ads

The end of the easy button

  • Giant Spoon is not interrupting anybody. Through their epic activations, they are organically appearing in the streets and neighborhoods already filled with their ideal customers.
  • People wait in line — some times for hours — to experience their activations.
  • The success comes from creating something so great that people want to share it. In essence, the customers do the work, they become the marketing department. And really, this is the only thing that works any more because people don’t trust companies, they only trust each other.
  • Tying a successful activation to more sales is virtually impossible. The farther we get from traditional advertising, the harder it is to measure.

The era of human-centered marketing

Mark Schaefer is the chief blogger for {grow}, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant. The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak to your company event or conference soon.

Illustration courtesy Unsplash.com

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Originally published at businessesgrow.com on December 18, 2018.

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.