The social stream is the new search box. It’s your replacement inbox. Instead of focusing on search terms, placement and CPMs, marketers who win will focus on friend outreach, viral sharing and social engagement.
From a marketer’s perspective the focus has to shift from influencing the technology tools, system or channel to influencing individuals. This calls for a total shift in the way marketing is planned and executed.
Clearly, the focus on ‘human side‘ of marketing, especially branding, has to increase by leaps and bound. The marketing paradigm has to shift from today’s manipulative frame that tricks customers into buying your product to being transparent and become an attempt to connect with genuine care for a cause.
As customers become the primary marketing channel, marketing has to focus on creating messages that are with high 'share' value, packaged in a way that makes them easy to share.
To find its success, marketing of the future, has to be ‘for the people’ that can be shared and further advanced ‘by the people’. The days of doing ‘broadcast friendly’ messages for the masses might be over soon!
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