Better marketing in the future will depend on unlearning some of the best practices of the past.

We now need to imagine there’s no real hierarchy, no processes and no way to control the media, if we are to work out what marketing should look like. There are several key changes that have made a world of difference to how we, as marketers operate and behave – creating the need for us to unlearn marketing.

Why now? Here’s a few good reasons

  1. We have access to more: the global availability of information and our collective familiarity with brands has changed the way we view companies
  2. Freedom to choose: consumers now have permission to abandon traditional conventions and no longer conform if they don’t wish to
  3. Ability to create, without boundaries: we can experience more brands, with greater diversity and increasing variety; and if it doesn’t exist, consumers can create it as a crowd
  4. Financially unlimited: there is an eroding connection between controlled financial resources and collective financial resourcing, helping to enable this
  5. New consumer capital: consumers have ever-growing social and cultural capital, long before they develop their economic capital. Brands that prioritise social and cultural capital are winning in the longer term

Many traditional tools often have less relevance to the modern ‘us’ and to our future ways of working (consider the recent election predictions)

  1. Loyalty reimagined: loyalty is a function of having linear benefits as well as surprise and delight benefits. If your brand can go further and embrace ‘fairness’ then you’ve got great potential. Start thinking about consumer co-creators who want a partnership
  2. Market research can be outmoded: many traditional tools often have less relevance to the modern ‘us’ and to our future ways of working (consider the recent election predictions). ‘Netnography’ now tracks consumer’s digital behaviour and can be the lead indicator of online and offline buying behaviour, with an influential voice that’s being used and listened to. Google predicted the US election result to within a 2% margin (what’s most remarkable is that they asked only two questions)
  3. The power of anonymity: consumers say what they want with no social repercussions. Tell the truth, or they will tell it for you
  4. Better modes of measurement: our ability to measure more through better models and the accumulation of more immediate data means that we can revisit our business basics and understand more about whether it still does or does not work
  5. Collabo-creation: real strength lies in collaboration – companies that do are twice as likely to achieve profit than those that don’t – helping each other deliver more value for our clients and customers and for society

If you would like to unlearn marketing and set new measures for marketing success, get in touch – we’d love to hear from you.