New frontiers in customer engagement
Following my meeting with Adriana a couple of weeks ago, I have started to see VRM coming up in others’ blogs. JP has some fantastic points here.
and I wrote a comment to follow
Matteo, you are right that the advertising industry faces a huge challenge and will splinter off, in my view, so that this ‘new world’ of positive, permission-based communication runs parallel with the old world of mass advertising.
What is curious and doesn’t seem to have bene mentioned yet, is the fact that brands *should* only want to advertise to people with money.
This will be the main discriminating factor. The old-style advertising and direct marketing will increasingly have money-less audiences and those with money will protect themselves digitally and start to strike the sort of ‘bargains’ that you and JP describe.
Roll on the new future!
PS I used to work for Don Peppers, the man who coined the phrase 1to1 marketing. His first book was the 1tot Future. I think it’s here. Now. Finally!
At a meeting yesterday, I was told about an exciting interview that in-house has done with Don. It’ll be released as a series of 3 minute videos on their site shortly. What I want to see is whether his views have moved on since 2000. And whether he has actually *done* any of the smart things he talks about. I note that he doesn’t seem to have joined in the blogging conversation, and surely, Cluetrain should have been part of the development of the 1to1 business model….. but I fear it hasn’t / isn’t.