Nov 2, 2010 0
“To me, marketing is about values. This is a very complicated world, it’s a very noisy world, and we’re not gonna get a chance to get people to remember much about us… no company is.
So we have to be really clear about what we want them to know about us.” – Steve Jobs describing the biggest problem that marketing squares off against, even today in 1997.
It hasn’t gotten better for marketing departments in the last 13 years — this problem has gotten much worse. The world we live in is far noisier and far more complex with every passing year, and this trend is continuing.
As our society progresses technologically, the amount of things vying for our attention grows exponentially. It gets progressively harder for marketers to get our attention; to tell us the stories about their brand that they want us to remember. Today, consumer attention is currently split across so many places that it’s even harder to do this on any one channel.
This trend works to decrease the value of marketing contact databases across time. People are paying less attention to their inboxes over time, less attention to their feed readers, less attention to ad spaces — so the relationships you build with consumers on any channel decays naturally. Consumers are moving to Facebook, Twitter and Mobile right now, but in time they’ll move on from there too.
Consumer attention is no longer captive — it floats free, between a flotilla of competing locations. Welcome to the Splinternet.
Marketing in the Splinternet era requires making sure your paid and earned media is unified to tell effective stories to your target audience across multiple channels.
Investments will be required in building audience relationships with consumers on multiple channels. Because we’re in the splinternet, each new channel you invest in acts as a hedge against the eventual dwindling attention in pre-existing channels.
I believe in the future of marketing, and embrace opportunities like this every day at Involver for marketing ourselves, developing our products, and educating our customers. In that vein, here are two examples you can emulate from companies who have developed fantastic marketing campaigns that embrace splinternet marketing: Dropbox and the Golden State Warriors.