IT's Personal Stuff

Just reading or going through so many different marketing or PR companies website can be an exhilarating experience. These websites are actually written by professional copywriter and top notch marketing personalities and their words are like pure gold. DDB and their yellow papers ( http://www.ddb.com/ ) have fixated my eyes recently. One yellow paper that particularly caught my interest is “Swarm Marketing”.

In this yellow paper, I found the following paragraph (page 4) to be very insightful:

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The human swarm phenomenon is fundamentally changing marketing, because instead of just relying on authority figures, ‘expert sources,’ mainstream media and mass advertising, people are relying on members of their own swarm – such as friends, family, peers, and fellow online community members – to guide their decisions.

This means that we control our brands, but we no longer completely control our brand message. Today what a mother in Minneapolis or a businessman in Bangladesh thinks of your brand now carries equal weight with the best-crafted marketing strategy. We are entering an age of reference, not deference.

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We as marketers or PR personalities should in fact change our perspective and start thinking for the digital world to do marketing for swarms instead of herds. Swarm here means a swarm of fish that follow each other and herd means a herd of sheep that needs a leader to follow. Our job as marketer is to pinpoint the influencer in the swarm and convert him or her to become the brand advocate or we get into the swarm itself.

I am still recommending reading all the yellow papers at http://www.ddb.com/ and getting more ideas and inspirations for the next marketing campaigns.

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