I wrote about Taylor Swift’s smart marketing skill the other day. I also found that Apple or even Nike use a similar strategy in their marketing. They all put a serious focus on their true fans, their influencers.
Taylor flew to surprise one of her super fans on her bridal party. Of course, the content went viral. Apple partners with their fans by allowing them to get their hands on the product before the public. Apple also encourages their fans to use the products in creative ways. All of these went viral.
The era of selling stuff to people has gone. The role of marketers has changed. My role as a marketer has changed. It’s exciting and very challenging. My biggest challenge is how to turn a direct marketing approach to a brand marketing mentality. The direct marketing approach would never yield a successful inbound marketing. Unfortunately, not many people understand.