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The Next Evolution of Marketing
The Next Evolution of Marketing
What does it all mean? This age-old question is taking on new meaning for marketers as traditional marketing models and thinking are transplanted by campaigns that focus on the practical, tangible benefits of products and services. The Next Evolution of Marketing author and ad executive Bob Gilbreath says today’s marketing success stories are all about “meaningful marketing” that adds value to people’s lives.
“Most traditional advertising is meaningless,” says Gilbreath, citing the best historical example of marketing with meaning as Michelin’s car-travel guide to France, the first of its kind.
“The attitudes of aging boomers and Gen Y coupled with the new recessionary behaviors demand that marketers find a higher level meaning to connect with consumers beyond push advertising,” says one reviewer. We second that and recommend getting in the know about this sea change in marketing and advertising. It’s a change that underscores the growing relevance of direct marketing, as opposed to mass marketing approaches: To get a response, make the offering look useful — not just shiny.