The Nature of Marketing Marketing to the Swarm as well as the Herd

by Brymer, Chuck

• ISBN13: 9780230203365
• ISBN10: 0230203361
• Format: Hardcover
• Copyright: 2008-11-15
• Publisher: Palgrave Macmillan

Summary

We live in a digital world where a small number of people ' sometimes even one person ' can quickly become the voice of one hundred, one thousand, or one million and more. This is having a profound influence on marketing and the need that brands have to tap into and build social communities. The Nature of Marketing is a unique perspective on how digitally linked populations behave as a single organism, similar to a swarm of fish. These human swarms are fueled by the connectivity and speed of the social networking generation, and are replacing the rules of marketing with principles that are fundamentally different from anything before. This book helps put trends like social networks and Web 2.0 in a larger and more timeless context. As brand communications move from monologue to dialogue, a new marketing plan is needed to engage the community and start a conversation with people who can help expand upon the brand message and experience. Chuck Brymer lays out a well-documented case that traditional marketing and branding are as important as ever. However, the doctrine of herd marketing ' one-way mass communications ' must be adjacent to the new realities of swarm marketing ' the power of people communicating with each other in unprecedented speed and numbers. We now have the potential to dramatically grow the value and influence of brands using an approach that is as fresh as Web 2.0, but as enduring as human nature. The Nature of Marketing is your guide to the next great revolution in how we reach our customers to gain their loyalty and advocacy. Watch Chuck Brymer speak at ANA: http://www.youtube.com/watch?v=6zYz9apIyfM

Author Biography

DDB WORLDWIDE is one of the largest and most creative advertising and marketing companies in the world. DDB has been ranked Number One by Creativity magazine and is the most awarded advertising agency in the world. This book will include contributions from Chuck Brymer, the President and CEO of DDB Worldwide and Jeff Swystun, formerly Global Director of Interbrand.

Table of Contents

Acknowledgements	p. vii
Preface	p. ix
The Power of One and the Power of Many	p. 1
The Anatomy of a Digital Community	p. 17
Welcome to the Age of Reference, Not Deference	p. 35
Why Speed Is the New Big	p. 55
The First Law of Engaging a Community: Conviction	p. 73
The Second Law of Engaging a Community: Collaboration	p. 91
The Third Law of Engaging a Community: Creativity	p. 111
Attracting the Swarm	p. 137
The Chief Community Officer: A New Agent for Your Brand	p. 157
A Blueprint for a Consumer-Driven Society	p. 177
Notes	p. 191
Index	p. 197
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