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I'd like to challenge the way you think and see the world; not because you are wrong but because the world is changing. The future will look very different regarding marketing. One to one marketing is here to stay. Businesses want to track their return on investment when they launch a campaign. Real entrepreneurs don't start businesses with traditional advertising like billboards. It's easier to track the impact of a text message marketing campaign with specific short codes. Consumers want to control their busy schedules. New technology helps consumers become the center of their own universe. Just look at video recorders, text messaging, online video etc... All these new mediums create flexibility for customers while allowing them to take control over the media. And newer mediums enable people to input and create. Future winning brands will help their customer's become more creative and free. Companies don't give out gold watches any longer because time belongs to the individual. Customers love choice and want to choose the brands they promote. It's in businesses' best interest to let customers choose the brand. That way, the company knows the customer supports their message. Instead of companies trying to choose customers, let customers choose the company. How is this accomplished? Interactive media places customers at the helm of their own ship. People don't like advertisements slammed down their throats. Peoples' brains are already too noisy thinking about how they are going to pay their gasoline bill. They want to feel like they have control over their destiny. Ever hear the saying, "I'd rather be a big fish in a small pond, than a small fish in a large pond"? I have a better viewpoint. Imagine a ripple in a pond. Dinosaur companies believe in dropping big boulders in the pond. The ripples spread out and through chance, some people carry on the message, usually existing customers. And some new people receive the message. Now imagine, dropping a pebble in the same pond and producing better results. By letting people choose you, you communicate too many more people who are willing to carry on your message and perpetuate the ripples in the pond. The future is leading to hyper individuality. Technology is empowering social influencers. People don't need industrial age pyramid structures to feed their social needs. People are self organizing with the help of great tools like web 2.0. social websites and text messaging. Technology is enabling the self democratization of communities and social circles. A paradox has formed. People are becoming more disconnected while more opportunities for interaction rise. Those who communicate a message of integrity will win the hearts and minds of the masses. Popularity won't be controlled in the future but influenced by creativity. People don't obey copyright laws which exhibit a lack of integrity to the whole system. So how do you profit when everyone is copying your intellectual property? Can you live a life of integrity when everyone else isn't? Can you still profit? Yes, you can. Individuals want products and information tailored to their own personal experience. People will always attend mass marketing events like concerts. However, imagine a more creative world where there's a musician on every block. You might happen to know this person. But how is that musician going to communicate their next concert to you? How about through a text message? That's the future of hyper individualism and one to one marketing. In the industrial age, those who controlled natural resources like oil profited greatly and they still do. In the information age, those who create individually tailored experiences will profit even more. The key to your dream house lies in acquiring new information. Knowing how to create unique experience for people will have them stampeding to your doorstep. Knowing how to communicate one on one will keep them in your house. People are waking up in their own ways!
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