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Posted by Vishal Kapadia - @vishkap at 15:10 - 3 Comments
Having recently completed the Master in Marketing and Creativity at ESCP Europe, I have been exposed to many industries and marketing best (and worst) practices across many different companies. The models, frameworks and approaches of the programme are no doubt valuable for integrating marketing with strategy in many industries, ranging from hi-tech, to cultural and fashion-forward organisations.
Posted by Tom van Laer - @tvanlaer at 10:13 - 7 Comments
Tom van Laer answers the question posed after his post of 17th October, 2012 Thank you, Abhijin, for this interesting question. Depending on your age and memory, developments in the modern marketing industry seem radically new or reassuringly old. To me the past five years have seemed like the former. I perceive a new deal: Whereas in the past 150 years, media have been pushed to people, today consumers get to be part of the conversation. Using a Facebook-inspired approach, I argue that companies can piggyback on social actions by online users, because people ultimately influence people.
Posted by Tom van Laer - @tvanlaer at 10:11 - 3 Comments
150 years ago, Uncle Tom’s Cabin of Harriet Beecher Stowe played an important role in galvanizing public opinion against slavery. That is a novel written by one individual. However, in the past 150 years, communication was mostly one-sided from the company to the customer. Today, the power of the narrative returns as consumers get to be part of the conversation. Marketing communication has become symmetric. Lots of Internet users update their profile pages on Facebook, Twitter, or other social media sites. Whether in the form of status updates or tweets, they share creatively written stories or photos and videos about themselves and their experiences and narratives have the power to change our beliefs.
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