Today we were pleasantly surprised to return from the long weekend to see a great piece from Advertising Age about our Marketing with Meaning concept. What a great way to start the week!
The purpose of this blog is to start a discussion about where we believe the future of digital – and the future of marketing overall – needs to go. Although we’ve been working on this concept for nearly two years, our blog is barely a week old. Going forward, we will post examples of meaningful and not-so-meaningful marketing, as well as share the progress of this overall idea. We invite you to subscribe, comment, and submit your own examples and stories.
Thanks for visiting, and we look forward to sharing the cause with you.
Congratulations on elevating this meaningful conversation via the nice Ad Age article. It’s a conversation worth raising in the advertising world.
marketing with meaning or avoiding obsolescence? I am a massive proponent of this drum that I have been banging for a couple of years based on this exact premise – meaningful experiences. We know that the consumer off/avoid button is always poised to fire. If we don’t add meaning we risk spewing irrelevance.
I work on Dove in Canada and fully understand the walking the talk mentality of delivering meaning. On top of the Evolution video we have just run a play based on pro-age, and have a national sleep over for self-esteem upcoming.
When done well, it is good for consumers, employees and the bottom line – and that is a rewarding trinity!
I think you (and your brand) hit it on the head, Geoff. At a time when the consumer can (finally) turn us off, the only way to survive is to build services, experiences, utilities, etc. that they truly find valuable.
AND you get bonus points for realizing that this makes our jobs as marketers a hell of a lot more fun and rewarding, too.
Geoff, you have done some amazing work with Dove.
Bob, I was very intrigued to see your concept. I am an academic (stop laughing) who researches cause marketing and teaches marketing & advertising. I completely agree with your concept … best of luck …