Alternative marketing thinking

iCONTRACT

Marketing’s Missing Impact

We’ve typically thought about marketing as the creation of moments – communications, events, spectacles, launches, etc. These moments, however make up only a very small part (less than 15%) of the view customers have of a brand. Instead the vast majority of what informs a person’s view of a brand is the day in, day out usage of the product/service. While the world of marketing and advertising has focussed on this 15% newer and more sophisticated marketers are looking to creating products and building services around them so that the brand has the opportunity to make a more deeper connection. Nike+ is an such experience, and one that is spoken of as the product + service that is showing marketers the way into the future. Another interesting product that starts as a simple, ubiquitous product and then moves into a service is Wattson from DIY Kyoto Wattson is a simple device that helps you monitor energy use in your home or office. With the world walking up to energy conservation, this product can also store up to 4 weeks of energy-use history which can be downloaded to your computer and viewed using software. The community section of the Wattson, still under construction will let users share and review their electricity usage and conservation statistics. Read more from Zeus Jones. The new Amazon reader is being pushed as a service and not a just product by Jeff Bezos.

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