Disruptive Marketing
Geoffrey Colon,
is a communications designer. Specifically, he studies the correlation between
marketing, technology, and pop culture. He has a wide range of experience which
includes, podcast production, public speaking, and working with Microsoft. He
also speaks about how the traditional kind of marketing is dissipating, and how
“disruptive marketing” has become more popular.
Disruptive
marketing is the spread of ideas to people, from people, and it’s based on
purpose, according to Colon. With the popularity of mobile devices, marketing
is no longer limited to radio, television, etc. We are all “media”, considering
how easily we can spread news and ideas by word of mouth. Another main idea, is
that we live in a post-remix world. Companies no longer create their own
messages, they reinterpret information being sent out by other companies. Next,
Colon says to put people first, and remember technology is only a tool.
Marketers usually make decisions that have to do with empathy, emotional
intelligence, connectedness, motivation, and passion. This is a focus on
behavior, rather than technology or other platforms. With the growth of
technology, Colon also brings human connection to attention. He says that people
crave it now that we are extremely technology based these days. Also, it’s
important to remember that personalization is a must. Since it would be
difficult to know exactly what everyone wants to buy, it’s useful to stay away
from using stereotypes to determine the wants and needs. Artificial
intelligence is helpful to uncover those wants and needs. Lastly, Colon says
that the Internet of everything is on its way. It has transitioned to enhance
digital content with huge companies, and soon it will transform into something
that isn’t defined by software, but by partnerships. This promotes more and
more collaboration, which will help companies share ideas and stay connected.
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