Difference: The one-page method for reimagining your business and reinventing your marketing by Jiwa Bernadette

Author:Jiwa, Bernadette [Jiwa, Bernadette]
Language: eng
Format: epub, mobi
ISBN: 9781494842710
Publisher: The Story Of Telling Press
Published: 2014-02-03T00:00:00+00:00

THE P THAT MARKETING FORGOT

So, if we wanted to sell anything in the last half-century, the four Ps of the Marketing Mix were there to guide us. It was pretty straightforward, really. Decide what you want to sell at what price, tell prospects what they should think about it, and keep finding more ways to tell them over and over again.

The P that the old Marketing Mix forgot, one that no business can afford to forget nowadays, was people. Where were we, the people who were putting our hands in pockets, our money on the counter, and our loyalty on the line in all of this? It turns out that our wallets were the thing that was part of the mix. We were seen as a homogenous group, prospects, consumers, targets and traffic—anything but human.

We were demographics outside the brand’s circle of influence, disconnected from the activities of Monstrous Corp., with no thoughts or feelings required. We were worker bees who transformed into walking wallets at the weekend.

Today we are powerful influencers who discern and care, and want and choose.

Because we can.

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