Wednesday, December 20, 2006

The Manifesto

Markets have undergone a profound transformation after decades of top-down corporate messaging. As you read this, the marketing world is changing, and with it the way business will be conducted for decades to come. This change is being demanded by the enlightened and empowered consumer – the so-called prosumer – who no longer responds to a media-propelled “brand essence.” Most current advertising still relies on obsessive proliferation of the brand through mass media that seek economies of scale – the more eyeballs, the better. But consumers want more than mass messages sent to eyeballs. They want respect, recognition and relevant communication, and they've indicated that the best way to give it to them is through experiences that are personally relevant, memorable, sensory, emotional and meaningful. Consumers have changed dramatically, and the brand world must change to meet their needs and desires, or lose them to those that recognize the unique influences shaping the evolving marketplace.

“Today, customers take product quality and a positive brand image as a given,” writes Columbia Business School guru Bernd H. Schmitt in the seminal book Experiential Marketing. “What they want is products, communications, and marketing campaigns that dazzle their senses, touch their hearts, and stimulate their minds – that deliver an experience.”

The question isn't which industries will be transformed by the focus on customer experience, but only which will be first. Companies who do not recognize this change will perish. Those who see the necessity for change and embrace XM will be embraced in turn by the most empowered consumer base in the history of the world. At the IXMA, an international cadre of forward-thinkers is building and propagating the experiential marketing (XM) revolution.

Read the complete manifesto..

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