The Baking of Idea Ingredients

It’s astonishing—the ability of Blogs to infect me with ever-evolving ideas. For example … the other day I read Hugh riffing off a line he picked up from Doc Searls.

”Is the ‘Attention Economy’ just another way for advertisers to skewer eyeballs? And why build an economy around Attention, when Intention is where the money comes from?” [source: Doc Searls]

Dang Doc, that is chewy. Now I get to mash-up that tasty marketing morsel with other idea ingredients to help better bake my take on meaningful marketing.

I think I’ll add a dash of Sergio Zyman’s thinking that “awareness doesn’t sell—preference sells” with David Polinchock’s notion that instead of trying to hold audiences captive, we should strive to be captivating to audiences. Oh yeah, I should sprinkle some Lovemarks lingo atop of this mess as well. And after heating these idea ingredients in my marketing oven for thirty minutes at 425 degrees, this is my newly baked take on meaningful marketing …

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. [source: Me and said influences]

Comments

[Tom Dixon]

Maybe if you didn't write it in fluent marketing jargon, it might be more useful?

I don't mean to be flippant, but it just sounds like every other textbook. And once you translate it to conversational English, it doesn't say much at all.

[Geno Church]

I know it's be said by many including one of my marketing professors. Instead of worrying so much about being interesting. Be interested.