The Future of Marketing

Marketing podcast with Brian Solis.


photo credit: peasap via photopin cc

The more things change, the more they change. That’s my take anyway and it seems like we are in the middle a significant change once again when it comes to marketing.

Search revolutionized the way we find things and altered how companies are chosen.

Blogs and social networks shifted the playing field dramatically once again just a few short years ago.

Today, you can’t open up an RSS reader without bumping into a torrent of content on, well, content.

Marketers get it, they need more content. The problem is, consumers don’t need more content, they need a better experience.

And that’s the future of marketing. Now that we have mastered a new tool set my gut tells me we are preparing for a trip back to the future.

My guest for this week’s episode of the Duct Tape Marketing podcast is Brian Solis, Altimeter Group analyst and author of What’s the Future of Business?: Changing the Way Businesses Create Experiences.

Solis and I discuss the coming fusion of innovation, leadership and engagement.

Our presence in the lives of our customers is approaching a saturation point. The only thing left to invest in is creating better experiences using data, access, culture, sharing and community.

I interviewed Lee Odden for an upcoming episode and he plainly stated – “The best investment you can make in marketing is the quality and experience of your product.”

This is where we are headed and many will continue to play catch up – I’ve been saying this for years now and I believe it’s simply come to pass.

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  • Robert Stover

    And….There’s the money shot… “Consumers don’t need more content, they need a better experience.”

    And Lee Odden’s quote “The best investment you can make in marketing is the quality and experience of your product.”

    I’ve got an old copywriting book from the ’50s that stated, “The gifted product is mightier than the gifted pen”.

    I think the new objective shouldn’t be a lead or a sale. But, The Second Sale. IF you get that you’ve got a viable business, proven products and great experience. Lacking that, the first sale just puts one out of business faster.

    Thanks for bringing the great content John…even if some may not want to hear the message yet.

  • Jared Latigo

    Looking forward to this one. I write about something I call connection branding that believe is the future or what brands need to be. We are seeing it already with companies that connect with us on a really deep level.

    The next several years will oust the ones that don’t build advocates. Existing clients are the future of all business transactions since word of mouth is now on steroids. That’s my take anyway.

    Thanks for the awesome content. Always love to hear about what’s to come!

    • ducttape

      Jared, I think anything that’s addressing connection is on the money

      • Jared Latigo

        Just wanted to say thanks for introducing me to Brian. Incredibly insightful and helped flush out some thoughts I’ve been working on. Thanks for your art.

        • ducttape

          You are most welcome Jared and what a wonderful world it would be if more people thought of whatever work they do as their art!