What is changing around us is not just internet. In fact internet is actually just reflecting the demographic shift thats occurring.

Consider the age 25 - 44 segment. In 2005 the youngest of that group had grown up with internet. As soon as 2011, the oldest of that segment, were in their 20’s when internet took off. The 25 year olds of 2005, who listened to their ipod at their desk, sat quietly in meetings, made the odd comment that makes others frown - they will be be the senior managers in 2011, making decent money, and their aspirations and needs are what matter.

They want to be part of something (MySpace, blogging, Instant Messaging), but they want to be unique and individual (ipod, “my” music, my.del.icio.us, my blog, attention tags). Most of all they want to interact on their terms.

They aren’t going to the "store" if they can avoid it, email is essential, not important, essential, and if its important, its on the web. They don’t read newpapers, or notice TV ads. Its on the web!

This from the communist maniesto is highly relevant to the disucssion.

When, in the course of development, class distinctions have disappeared, and all production has been concentrated in the hands of a vast association of the whole nation, the public power will lose its political character.

That same concept applies to marketing, and marketers. As power devolves to the "proletariat", the character of centralised power, in our example, the need for traditional marketing dissolves. From the Manifesto:

Commie Marketing is about the end of the Marketing Manager, Director and anyone else who thinks they have control over the message, market or ‘brand’
and

The commons…the producers…will decide what makes it ‘to market’, what flourishes, what dies, what is ignored, what is celebrated…whatever.

What was vertical, is now horizontal. The way that consumers determine what they need, is dramatically changing, and peer advice is gaining over traditional media communication.


Page Information

  • 2 years ago [history]
  • View page source
  • You're not logged in
  • No tags yet learn more

Wiki Information

Recent PBwiki Blog Posts