Scott Karp on Post-Advertising Advertising and Post-Marketing Marketing

From Scott Karp:

I think that companies need to forget about advertising as “persuasion” — in fact, they “let go” of marketing entirely.

In a post-advertising era, when the consumers are in complete control of brand perceptions, there’s only one effective way to “advertise” — create REALLY great products and services that people love and that offer an unrivaled experience, i.e. make stuff that people REALLY want to buy.

The product is marketing and marketing is the product.

Which makes me think immediately of my conversation with Tara Hunt of Pinko Marketing. After talking with Tara, I noted that "as individuals, we're less and less interested in what marketers are trying to tell us, and we'll go to great lengths to avoid their unwanted, intrusive, irrelevant attempts to capture our attention and broadcast their message. Instead, we want them to listen to us--we want them to pay attention to our needs, our desires, our interests, and respond appropriately, in the time and manner of our choosing, not theirs. And the infrastructure that will support applications of this approach to marketing will be built on attention data." [Emphasis added]

tags: attention attentiontrust attention+trust attention+data attention+economy scott+karp