Friday, August 26, 2005

Table for Two: The Perfect Marketing Environment

Contextual marketing is a discipline that spells an end to white bread marketing. Instead of advertising jingles selling shelves and shelves of products, each screaming for an identity, think of dinner for two. Your product and your customer, across the table from one another in a personal conversation over a glass of wine. In the end, markets are nothing more than conversations.

Unfortunately, most of these conversations are entirely one-sided. Think how bored you get at a party when you run into someone who wants to talk all night about his or her life and never even once stops to let you talk. What a relief to get away from these arrogant, self-centered people.

Is that picture clear enough for you?

Why, then do we run our marketing communications like we're the center of the party?

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