Marketing: Old School vs. New School
September 1st, 2005
I found this chart about New School Marketing compared to Old School Marketing on the Creating Passionate Users weblog. It was a graphic and I converted it to text (with a few edits) so it can be more easily incorporated into other things.
| Old School Marketing | New School Marketing |
|---|---|
| marketers/advertisers do it | everyone does it |
| focused on how the company succeeds | focused on how the user succeeds |
| marketers have the power | users have the power |
| advertising | evangelizing |
| tightly-controlled “brand message” | brand hijacked* by users |
| one-way broadcast | two-way conversation |
| company-created content | user-created content |
| he who outspends wins | he who outteaches wins |
| mass markets | selective, focused users |
| one-size-fits-all | personalized, custom-tailored |
| focus groups | user feedback & contributions… betas |
| deception | transparency |
| bullcrap | authenticity |
| development often independent from marketing | impossible to separate development and marketing |
| the story must be compelling but can be fiction (“buy this and people will like you”) | the story must be compelling, and must be real** (“buy this and you’ll take better photos”) |
| 30-second spots are king | word-of-mouth is king |
| get the customer to believe in it | YOU believe in it |
* Alex Wipperfurth, author of Brand Hijack, defines the co-created hijack as, “…the act of inviting subcultures to co-create a brand’s ideology, use, persona, and pave the road for adoption by the mainstream.”
** Real is relative to the desires and perceptions of the user.
September 1st, 2005 at 1:23 pm
Great! Not sure why you tamed it down though ;-)
September 1st, 2005 at 1:37 pm
I plan on using this in another setting, where some of the words in the original wouldn’t have been appropriate to use. I think the meaning is still in tact.
September 2nd, 2005 at 8:26 am
You’re right. Cheers, shared it around the office.