A New Marketing Idea

May 7th, 2008   •   6 comments   

In the age of increasing emphasis on individual preferences, coupled with the prevalence of social media, the traditional rules of marketing would need to change. We are no longer talking about market segments that aggregate themselves neatly into discrete demographic groups, or consumer preferences that follow neat patterns. Information is available fast and free, and the general levels of trust in advertising has descended to an all-time low.

How do marketers hope to thrive in this landscape? Enter the concept of I-Marketing.

I-Marketing (or iMarketing if you prefer) is centred on the inherent quality of social relationships and consumer culture in the age of new media. The word “I” represents a clear focus on the singular person and what makes him or her tick in this day and age. It also reflects a sea-change in thinking, and moves away from the mass-produced age of television commercials and newspaper advertising to strategies that are more natural and organic, which flows better with people’s behaviours and wants.
Most of the ideas behind this isn’t new. Readers of Marketing 1to1 (a great idea by Don Peppers and Martha Rogers) would be familiar with some of them. In fact, they also have a 5I, although the emphasis is slightly different.

What are the dimensions of I-Marketing?

Marketing 101 tells us that ultimately, the buying decision is largely made by individuals as opposed to groups of individuals. Tailor make your strategies and tactics to the level of the person that you envisage will buy from you as much as possible, and get under his or her skin. Map out how such a person would live his or her life, and the occasions where he or she would have a chance to interact with your brand.


People are not going to move in unison in a singular direction. They are increasingly going to pander to their whims and fancies, preferring to take a serendipitous, disorganised stroll through a garden as opposed to a purposeful drive from point A to point B. To cater to this trend, marketing must make allowances for individual idiosyncrasies, and have the flexibility to accommodate our messiness.

Why do more and more steamboat restaurants pop up in Singapore? Why do “Operation Raleigh” type travels gain increasing traction? The answer is involvement. People want to be a part of the action and are not satisfied with becoming a mere bystander. Satisfying customers may mean getting them involved in the building and creating process before your product rolls off the line.

Influence boils down to gaining one’s respect and trust, and it involves achieving some degree of authority in a specific subject matter. With such an ever increasing diversity of choices, price or product features alone isn’t going to cut it. You will need to establish your credibility as a leader in your market space, no matter how large or small it is.


An aura of mystery and a veil of secrecy never fails to stimulate interest. Far too many marketers adopt a blatant, in-your-face approach in advertising, which does hardly anything for their brands. Bring back some romance and enchant your customers, because they will love you for it.

Ok maybe this doesn’t sound good in the age of HFMD, SARS and Bird Flu, but you do need your customers to pass it on. The greatest form of marketing is actually in your customer’s hands, not your own, and you need to be so remarkable that they will tell others about it. You also need to equip them with the tools for this.

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  1. eStee
    posted on May 07, 2008 at 11:55 PM

    Hi Walter: definitely your post was a good read in the morning. Thanks for sharing!

  2. posted on May 08, 2008 at 1:23 AM

    HAHA 🙂 Morning Walter!

    HMMM, I am starting to have this feeling that ur good understanding of human behavior as well as your marketing skillsets may IN FACT make you a very good salesperson 🙂

    Is that how you court your wife back then?

    Haha, alrights! Joke aside. Enjoy your day of work!


  3. Vivienne
    posted on May 09, 2008 at 5:40 AM

    Very good 5-I… especially intrigue and infection. You are right that marketers like to do the to-the-face blatant advertising. You cannot imagine how I must slow the clients down on this aspect. Many are so afraid that the clients could not get the message. Marketers must learn to give their clients more credits!

  4. posted on May 09, 2008 at 1:22 PM


    Thanks for the encouragement. Just trying to get my grey matter up to speed again, after an overload of firefighting!

  5. posted on May 09, 2008 at 1:24 PM


    Hmmm… maybe its time to consider a career switch? Haha… only thing is that I enjoy marketing a lot more than I do sales.

  6. posted on May 09, 2008 at 1:27 PM


    Yeah I know exactly what you mean. The only trouble is that many Singaporeans are still very literal I suppose. But I firmly believe that marketing and advertising must go towards a different direction. Heck they may even be irrelevant in future, because we are not talking about pushing a product or service, but spreading an idea and a philosophy. Kind of religious even!

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