{"id":185,"date":"2010-02-06T20:26:04","date_gmt":"2010-02-06T20:26:04","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=185"},"modified":"2010-03-20T22:53:51","modified_gmt":"2010-03-20T22:53:51","slug":"are-you-ready-for-the-temporal-rift-in-marketing","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2010\/02\/are-you-ready-for-the-temporal-rift-in-marketing\/","title":{"rendered":"Are you ready for the temporal rift in marketing?"},"content":{"rendered":"

In the opening episode of sci-fi blockbuster Torchwood, Captain Jack says, \u201cIt\u2019s the 21st century; that\u2019s when everything changes<\/strong>.\u201d Though we\u2019re not experiencing a temporal rift in the space-time continuum, we are undergoing a seismic shift in the locus of power in commercial communication\u2014a marketing temporal rift. Branding legend Tom Asacker, in A Little Less Conversation<\/em>, describes five major trends painting the edges of this shift:<\/p>\n

    \n
  1. Today\u2019s consumer is supersaturated with choice<\/li>\n
  2. Today\u2019s consumer is bombarded with overwhelming amounts of information thrust upon them from an endless array of media<\/li>\n
  3. The marketplace is influenced by radical transparency and message amplification<\/li>\n
  4. Not only are consumers well informed and savvy, they want to participate in marketing (in the past, consumers were content merely to consume marketing with no expectation of co-creating it)<\/li>\n
  5. Customers do not trust businesses or the people who run them<\/li>\n<\/ol>\n

    What do these trends mean for marketers? For starters, it means that marketers are not in charge<\/strong>. Public relations pros of yesteryear admonished corporations and political candidates to \u201ccontrol the message.\u201d Even if that ever was possible, it\u2019s impossible today. There are too many people creating their own messaging on too many platforms for anyone to control the message.<\/p>\n

    Secondly, it means marketers simply must focus on the people<\/strong> in the marketplace. Getting the message IN is a first step toward overcoming the pervasive skepticism in consumer\u2019s minds. Could be that what you HEAR is far more valuable than anything you might possibly SAY.<\/p>\n

    Third, old notions such as economy-of-scale just don\u2019t matter any more. The marketplace IS a level playing field for anyone willing to forget old habits, humbly engage with human beings person-to-person, and give people an opportunity to co-create the experiences they seek.<\/p>\n

    Chief Marketing Officers have their work cut out for them. The marketing temporal rift changes everything. The world \u201cout there\u201d has already changed radically. The question is, can CMOs handle the change required \u201cin here\u201d to even survive?<\/p>\n","protected":false},"excerpt":{"rendered":"

    In the opening episode of sci-fi blockbuster Torchwood, Captain Jack says, \u201cIt\u2019s the 21st century; that\u2019s when everything changes.\u201d Though we\u2019re not experiencing a temporal rift in the space-time continuum, we are undergoing a seismic shift in the locus of power in commercial communication\u2014a marketing temporal rift. Branding legend Tom Asacker, in A Little Less … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,54],"tags":[114,116,117,115],"class_list":["post-185","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-treypennington","tag-communication-shift","tag-message-amplification","tag-participatory-marketing","tag-radical-transparency"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/185","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=185"}],"version-history":[{"count":7,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/185\/revisions"}],"predecessor-version":[{"id":189,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/185\/revisions\/189"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=185"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=185"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=185"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}