the virtue of selfisness, the value of selflessness

Mon, 11 Aug 2008 23:36:00 +0530

the future of marketing and advertising

a sanskrit word, seva, opens an avenue for discussion.   it can be translated as “selfless service”.   traditionally it is a powerful technique used for creating unity.

in marketing we are seeking unity with people, friends, customers.   giving, serving, opens the door to connection, and it won’t close because of one beautifully human fact …people are selfish.   and they love to be loved, they love to be respected, honored, recognized.   if you want someone to like you, make them like themselves.

it is so easy. all the marketer has to do is be selfless.   want nothing. try to get nothing. simply give.

i don’t expect anyone to believe this, or even to achieve it. but consider this …

in a hyper-connected world, advertising and marketing cease to function, because everyone already knows everything you have to say. the conversation has already begun and spread everywhere, as soon as you open your mouth to speak. you cannot guide this conversation. your intrinsic merit and value are clear for all to see.

in a hyper-connected world there is no “other” to be marketed too. so, start with giving, end up part of everything.

life is so simple.

social media and the death of marketing

Fri, 01 Aug 2008 17:50:00 +0530

@drshruti please don’t use twitter to spam people about your damn business. it is rude, makes you look greedy . no way i go to your clinic …

that was my reaction after looking at a follow request in my email from someone i did not know. i checked them out. following 1300, followed by 28. the campaign was created by a marketing professional, because the twitter page backround was an additional message, a screenshot of their homepage with an arrow drawn to a live chat window to talk with the doctor.

what did they get for their money? by pretending a friendly request they got me far enough into their world in order for me to decide, “never!” and to make an enemy.

i am sure market professionals think this is great. one unhappy target is a small price to pay for spreading the good word about drshruti. i don’t think so.

social media is going to kill marketing, and here is why….

in a hyper-connected world you cannot hide your intentions, because hyper-connectivity exposes everyone. combine it with hyperlocality, and i know where to find you if you are really obnoxious, or if i hear my neighbor consdering your service, i can suggest he seek an alternative.

marketers see social media as opportunity, and never seem to consider it will be the snake that bites them. it is the new tool that helps them get more, be more “effective”, establish “realtionships”, develop a network of “friends”.

how can marketers be so lame? don’t they know they cannot hide their intentions? if it is about you only, people see that because of…

one simple rule, energy follows intention ….

in a hyperconnected world your intention is now transparent. people know if someone is stealing their time, is hyping them. intention is what your campaign is made of, not the cleverness or strategy.

you actually truly, totally, have to forget your own self, put yourself in the shoes of the other, surrender your desire for any outcome except that which serves the customer. they at the least will remember you kindly.

if you think social media is a tool to get something, you will fail. used to give something, you will be king. ironic, eh? beautiful, actually.

post.linearity

the virtue of selfisness, the value of selflessness

social media and the death of marketing