Interrupt Your Prospects Carefully, Or Better Yet, Not At All

Advertising will soon be done being impolite. That’s the word from futurist, author and strategic advisor, Gerd Leonhard, who weighed in recently on Harvard Business Review about the massive changes underway in MarCom.


His point about content’s centrality and gravity is pivotal:

By 2020, most interruptive marketing will be gone. Instead, marketing will be personalized, customized, and adapted to what I have expressed as my wishes or opt-ins — which essentially means that advertising becomes content.

As a big believer in this vision, I am pleased to see it so eloquently expressed.

Advertising itself must undergo a thorough rebranding, which results from a massive operations overhaul. We can use communications to reach people and help people, or we can waste everyone’s time and the client’s money — which is it going to be?

Leonhard also says, “the companies of the future will have one big job: to make sure that the customer feels cherished and safeguarded.”

I often say Relationship Marketing is the big tent, and that everything we do for our clients needs to add brand value for the customer. We are saying the same thing, I think.

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