Original Post: Marketers Must Embrace the New Marketplace
By J. Walker Smith | June 18, 2012
Today’s driving force is the newly ascendant importance of people relationships over brand relationships…What matters is process, i.e., how people are treated. It’s ‘the getting’ not ‘the get,’ so to speak. Relationships are front and center.
My Quick Take:
A few weeks ago, I talked about Relational Advertising on the Strategic Propositions blog, and this post adds a great point to the conversation. Increasingly, people want to connect with other people (hence the Twitter and Facebook presences of companies) when using a product – not only because they want a connection, but also because they are interested in the process of building relationships. As always, it’s about trust – and in this current branding market, trust is about what sort of process the consumer experiences.