Whilst tweaking copy for our Co-creation Rules Manifesto with James, I found myself riffing on the Cluetrain notion that marketing should no longer be done to people... and combining it with our interest in social objects or ooze. I came up with this paragraph which in my vain way I quite liked.
Marketing 1.0 treats customers as objects of communication: marketing is done to them. In co-creation, everyone is a subject - an initiator of action, a creator - and your brand, and your promotions, are the objects everyone gets to play with.Kind of puts brands in their place, I think.
Technorati tags: co-creation, open+source+marketing
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Comments (1)
Johnnie
There is more to it than just inside-out and outside-in dimensions.
I always think about it terms of:
Marketing 0.0
Brand-level marketing broadcast AT entire markets. The brand is controlled entirely by the company.
Marketing 1.0
Direct marketing targeted TO individual customers. The brand is more granular (mass customised, even personalised) but is still controlled by the company.
Marketing 1.5
Social marketing transmitted THROUGH customer advocates to other customers. This is a half-way house towards Marketing 2.0 as it generally involves pre-existing products that just happen to be easily communicable (memes). The company often doesn't even know that social marketing is taking place. The brand is real, in that it is what customers say it is. It is not at all controlled by the company.
Marketing 2.0
Customer generated marketing developed BY involved customers. The brand is directed by customers but (ideally) enabled by the company. This is perhaps the best world of all for sustainable brands.
Of course, the challenge is not just in marketing, but in involving appropriate customers throughout the value chain; from customer-driven innovation all the way to customer-managed relationships.
Graham Hill
October 18, 2006 16:38 Permalink for comment