Marketing is a changing creature, and in the past ten years that’s painfully obvious to some and enthusiastically cheered on by others. There’s a million and one buzz words and phrases used to describe various evolutions of marketing from inbound to outbound, push to pull, and so on and so on.
As a former broadcaster turned advertiser turned back to broadcaster turned to PR guy turned marketing dude, I’ve been in and out of a few of those phases and seen them from a myriad of angles. But I think we’ve emerged into a new reality for marketing, one I don’t see changing anytime soon. I humbly submit for this new era the following term: Opportunity Marketing.
What is Opportunity Marketing?
Before we get to my working and evolving definition of opportunity marketing, it’s important that we both be on at least the same plane for a moment.
Agree or disagree: Technology, the Internet and the mobile web have initiated a seismic shift in the way businesses connect consumers to products and market to the masses?
Disagree? You can stop reading and thanks for visiting. If you agree read on.
Agree or disagree: Social media and connected devices (tablets, smartphones, game consoles etc.) have changed the essence of communication between brand and consumer creating more “intimate” experiences?
Disagree? Again, you can stop reading and thanks for visiting. But if you agree, then lets get to my definition.
Opportunity marketing is leveraging web, social and mobile technology to find and connect with a market in a less intrusive and more consultative way. Messaging designed for many, but delivered in a personalized intimate manner.
Now that we have a definition, I’ll expand on this thought more in post to come. But for now, it’s out there.
The merger of NBC and Comcast is unprecedented in American media. While contrary to President Obama’s campaign pledges to stop corporate conglomeration of American media, the merger delivers to Comcast/NBC ownership of one fifth of the time Americans spend watching television, an alarming proportion. Arguments presented against the merger raise concerns over the diversity of choices for Americans seeking information about their affairs domestic and abroad. The merger was passed by a 4-1 vote of the FCC.The merger is the largest of it’s kind in U.S. media history.
Several scholars and authors have raised concerns over the hyper-conglomeration of American media. Among them and perhaps most recognized is Ben Bagdikian author of the book The New Media Monopoly. Bagdikian writes of the conglomeration effect stating that “the awesome power of the contemporary mass media has in one generation been a major factor in reversing the country’s progressive political, social and economic momentum of the twentieth century.” (pg. 11)
Paul Kivel the author of You Call This a Democracy? writes, passionately, that “the media is not neutral, it reflects a clear ruling class agenda.” (pg. 125) Kivel’s concerns along with Bagdikian’s observations have been topics at the core of significant debate over media conglomeration over the past two decades.
There are volumes of quantitative and anecdotal reports that would suggest that Bagdikian and Kivel are on the right track. But let’s suppose for a moment that the research didn’t exist and we look merely at John Milton’s argument for the freedom of expression. The blind poet used an historic notion, the marketplace of ideas, to argue for a vibrant and diverse public forum on issues, with the “cream” essentially rising to the top, that is the opinions shared most by the public.
With that premise, media ownership in the hands of fewer than half a dozen corporations can’t possibly incubate the necessary debate for the marketplace of ideas to succeed.
What is to become of the American media is unknown, but it would be wise of a prudent citizen to at the very least, acknowledge the dangers of a shrinking pool of media owners.
It’s resolution season. We’re all resolving to break off the shell of an old self and emerge , mastering new challenges, taking on greater risk and seeking more balance.
At the top of my resolution list: read more. In the waning months of my formal education, at least until I move beyond an M.S. and pursue my J.D., I’ve resolved to read more of what I want to read.
The first book I finished off also happened to set a great foundation for me going into 2011. Carmine Gallo’s The Innovation Secrets of Steve Jobs was a natural selection for a lover of all things Mac. I had no idea how easily I would be able to implement the book’s seven principles into my professional and personal life.
- Do What You Love
- Put a Dent in the Universe
- Kick Start Your Brain
- Sell Dreams, Not Products
- Say No to a 1,000 Things
- Create Insanely Great Experiences
- Master the Message
A fantastic read and a page turner. I would highly recommend it to anyone looking to inspire their next decade. The Chinese have animal names for their years. I prefer to channel Steve on applying some sort of label to 2011.
In an address to Stanford University students, Job uttered a phrase that sends volts of inspired electricity through my being, it seems the best way to stage 2011:
2011: “Stay Hungry, Stay Foolish.”
Do yourself a favor, take a weekend and plow through the book for some great reminders and new discoveries.