Meaningful Marketing in Business Jurassic Jargon
I was called out by Tom Dixon for using fluent jargon in my meaningful marketing riff. Tom, who is seemingly blogless, makes a valid point. But at least the Marketing 2.0 jargon I used is easier to understand than this Business Jurassic 1.0a jargon-rich translation:
Meaningful marketing is about delivering impactful strategic multi-dimensional, best-in-class customer-focused marketing initiatives to deliver against the holistic mission of the enterprise all the while synergistically aligning with the brand’s signature DNA. It’s about capitalizing, in full totality, on consumers as being stakeholders in the monetization of the enterprise. It’s about expertly exploiting consumer mindshare opportunities; it’s about empowering consumers with value-add proprietary propositions; and it’s about maximizing results-driven customer relationship management infrastructure to elicit a seamless sustainable revenue competitive advantage.
For conversation purposes [Doh! … “conversation” is a Marketing 2.0 jargon-ish word -- sorry Tom] … below is my original definition for meaningful marketing which Tom Dixon called me out for.
Meaningful marketing is about designing marketing activities to deliver on the vision of the business all the while being smart, savvy, and authentic. It’s about treating consumers as being everyday explorers who seek to be interesting and interested. It’s about building preference more than awareness; going beyond capturing attention to soliciting intention; and it’s about fostering loyalty beyond reason from customers.