In Beyond Advertising you will get to read a lot about how marketing should work and how marketers should think. The book offers an optimistic view of the possibilities that marketing and brands can offers us in a time when we are always connected and on the move. The main problem that the book points out is that marketing today is focused on pushing the brands products/services to everyone even if they do not need it.
If marketing will develop in the way the authors recommend and predict we will have interesting experiences but then again each of us should ask ourselves if we are willing to pay the cost of having exactly the “right kind of information” at the “right time” popping up on our email social media phones tv even car etc…? In short I expected more currently feasible measures/information on how to use/intertwine all touchpoints to make a better customers experience. I fell like I did not get that in this book.
Here are some of my notes from the book 📖Hearing what the customer is saying will be more important than trying to devise a break-through creative idea. Answering customer questions filling their needs. Right now not tomorrow. 📖Mental models are deeply held internal images of how the world works images that limit us to familiar ways of thinking and acting. 📖People want the following things from advertisers customization community convenience competitive value and tools for choice. 📖The only asset that gets built online is permission. Permission to talk to people who want to be talked to.
You can find more book bites/notes at www.purposefocuscommitment.com
See you there.
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