I’m No Angel (#ImNoAngel) by Lane Bryant is a good example of Movement Marketing
In today’s “hyperconnected, ultra-competitive, and supercluttered marketplace,” doing more of the same big idea advertising on mostly mainstream media channels isn’t going to work anymore.
Consumers are getting jaded and overloaded with information – much of which has little or no relevance to their lives nor their interests.
Marketing is broken. At least in the traditional sense.
Focused on customer acquisition, promotions and sales volumes, traditional marketing views customers as “targets” to be arrowed.
Bigger, bolder and flashier campaigns are launched to attract their rapidly diminishing attention while carrots like discounts, freebies and lucky draws are dangled to coax them to open their wallets.
According to the latest post on Church of the Customer, the most important platform for consumers to talk about brands isn’t on Facebook, Google +, Twitter or even SMS! Rather, it is good old person-to-person communication in the flesh (well at least in the US).
Have a look at this chart here from eMarketer:
Source: eMarketer.com
Sometimes, the best folks to market your brand are not advertising agencies, publicists or sales persons.
Just ask Ben McConnell and Jackie Huba, stalwarts of the highly popular Church of the Customer blog and founders of Ant’s Eye View.