MADtech transforms Marketing Mix

The worlds of marketing and advertising are being turned upside down by digital – and in many ways, particularly for the consumer, it’s producing change for the better, says Rod Banner. Last week, I was listening to another startup explain their business. They were rightly proud of a series of customer metrics: engagements, sales, repeats, referrals, reviews etc. Then they spoke of the future. “When we raise the next round, we’re going to turn on the afterburners,” they said, referring to ‘paid’ marketing activity. Their story is fairly typical. They’re a white-hot retail fashion app. They make no fashion products. They don’t design the stuff they sell. To be honest, they don’t warehouse or pack or ship anything either. The business’s key purpose is to curate nice things, present them beautifully and bring their story to the attention of a discerning audience. A few years ago, that activity was called marketing. Today it’s an app. Marketing is changing. Welcome to madtech – a fresh combination of marketing, advertising and technology. It’s about selling to an increasingly savvy and intolerant audience, using new tools and new strategies. Read more

What is MADtech and why should you care?

Over the last few years the business of marketing has completely changed. Shoppers have wised up to a century of spin and learned to ignore hyperbole in advertising. Exaggerated claims have been further undermined by social media which applies the scrutiny of the crowd. We have entered a new era where marketing succeeds when it is totally transparent – conveying only facts coated with emotion rather than untruths wrapped in fiction. Marketers are further challenged by consumers who are now trying to have real time conversations with the brands that they love. Gone are the cosy days of throwing a few TV spots to the braying masses during the year. Now they all want to chat directly – one-to-one.   Read more

Participation Marketing - or how to Embrace Engagement

What does Participation Marketing mean to you? If you think back to your first kiss, it was probably a little awkward. You possibly even asked if it would be OK to plant your lips on someone else’s. That’s Permission Marketing. Now if you think of the best kiss you’ve ever had, chances are nobody asked anyone anything. Both parties were involved in the creation of a memorable, possibly delicious experience. That’s more akin to Participation Marketing. Read more

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