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The Next Evolution of Marketing

"Connect with your Customers by Marketing with Meaning "

Why You Need This Book

This book is your guide to surviving and thriving in this marketing revolution.

WHAT IS MEANINGFUL MARKETING?

When your marketing is meaningful, people choose to engage with you in an exchange that they perceive as valuable. But engagement is only the beginning. Whatever your product or service may be, when your marketing is meaningful, the marketing itself adds value to people’s lives, whether or not they immediately buy what you’re selling. The marketing itself is if of value to consumers independent of the product or service.

Make no mistake: meaningful marketing is not pro bono marketing, nor is it cause marketing (although cause marketing can certainly be meaningful). To be sure, moving products and making money are still the goal and usually the result. If they aren’t, it’s not marketing.

WHAT MARKETING WITH MEANING CAN DO FOR YOU

Direct marketing was widely adopted in the 1950s, thanks to bulk postage rates, cheaper mailing materials, and the use of some of the first computers available to businesses. For consumers, direct marketing by mail or phone brought some added value – it provided more relevant messages and offers, along with some freedom to ignore the sales pitches altogether. But the industry also abused people’s phone lines and mailboxes at an early stage. No wonder the term junk mail was first used way back in 1954.

Permission marketing represents a distinct improvement over the tradition “tell and sell” approach to marketing, but in many ways it has made our jobs harder, as it has fuelled consumers’ desire and motivation to opt out of marketing altogether.

Marketing with meaning is the antidote to opting out; it adds value to people’s lives independent of purchase – which, as it turns out, is far more likely to win their business and their loyalty. It’s marketing that is often more meaningful than the product it aims to sell.