Prémisses d'un nouveau modèle de consommation responsable

If we envisage the end of advertising, what would be for you the best new marketing tools? Web
only? Or all the tools that can focus on “brand experience?” (events, etc.)
Do you believe that the future of marketing would be focused on consumers experience tools?
A brand is a story, told by both its makers and the people who come into contact with it. The
greater people’s experiences with the brand, the greater the brand will be. However those
experiences occur and where ever they occur is where marketing truly happens. So, to answer
one of your questions, the best new tools are all of the tools available for where a product or
service comes into contact with people, or information about that product or services can reach
them. We shouldn’t limit ourselves to one tool only.
Traditional advertising is the medium for the maker’s story, told how they want it told,
where they want it told, and when they want it told. If that goes away, as you’re suggesting with
this question, then the maker is forced to focus more on the experience people have with their
product in all other places.
The ideal future for marketing is one where the makers of the product or service focus on
making their product or service the absolute best it can be, according to their beliefs for what
that means and is. They then let people know in a truthful way, what they have made and why
they believe it is the best. From there, people do the rest to either validate or discredit that
through their experiences with it.
For instance, what do you think of the creation of “consumers brands”?
(Products would be chosen and tested by voluntary consumers. Production would be made by
local manufacturers, and controlled by a “consumers comity”. Prices would be determined by
the comity and marketing would be managed by consumers and diffused by consumers media
(blogs, social networks, forums..). Consumers would be rather suppliers, members, medias,
retailers, ambassadors and buyers).
I think part of this is a reality and is already beginning to happen. Consumers are being
asked more about what they are interested in seeing produced and are being invited into
product development earlier. I think that is about as far as you can go though. People are
already far too busy with their own lives and work to become as involved as this proposes. I can
see an “advisory board” of consumers who provide strong input. But anything beyond that is
asking people for too much.
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