Marketing begins by creating connections. We don’t create connections with technology. Technology makes it possible for us to create connections.
We don’t create connections with criticism. We create connections with ideas of what could be. We create connections with ideas that excite our imagination and interest. How we communicate with one another is as important as what we communicate with one another.
We create connections with stories. Stories are our media and our contribution. Stories create connections with experiences, with information and ideas about how things are, and with ideas and opportunities that contribute to how things could be.
We create connections with opportunities which contribute to the communities of interest we are creating who benefit from the contributions of our enterprise.
We create connections with stories, ideas, and opportunities that contribute to creating possibilities.
Creating connections is how we learn, how we create, how create successful enterprise, and how we create possibilities for ourselves.
Creating connections is about integrity and contribution. Integrity and contribution creates trust and appreciation and relationships. Relationships create community and successful enterprise.
Creating connections with ideas and creating connections with one another is how we create possibilities for our future and the future of our enterprise.
Creating connections is about learning how to talk to one another and with one another. Creating connections is about learning how to communicate to one another and with one another.
Creating connections is about imagining possibilities and learning the arts of creative expression, creative storytelling, creative contribution, and creative enterprise
Life is about becoming connected. Creating relationships and community is about creating connections with one another.
Who do we want to have relationships with? Who do we want to be part of our community? What communities of interest do we want to contribute to creating?
Creating connections with our technology makes it possible to create connections with our ideas, and to create connections around our possibilities as Canadians
“I think viewers are looking for content, entertainment and a good story, and that’s what we’re striving to achieve,” said Jacqueline Loch, Rogers Media’s vice-president of client solutions, about the company’s first online-only feature series. “Obviously, L’Oreal brands are present in the context of that storytelling, but nobody is holding up labels.”
Telling stories, creating experiences, and communicating ideas and opportunities that contribute to creating connections and relationships for communities of common interest creates connections and relationships with communities of common enterprise.
It’s also part of a wider media trend, which has seen newspapers and broadcasters twist the traditional relationships between content and advertising, using corporate money to produce material that otherwise would never have been created.
L’Oreal contends overall viewing numbers don’t really matter – what does matter is the precise targeting of its advertising dollars.
“This is very different from traditional advertising because the marketing of the future is more about branded content that communities of people can talk about,” said Marie-Josée Lamothe, chief marketing officer at L’Oreal Canada. “It’s not so much about logos and products, though there is some of that. It’s about generating content that is relevant to a particular community.”
Creating connections in the new world
What we know about the plight of the Chief Marketing Officer, and about marketing in the new world, and about the opportunity for creative enterprise.
What we know
Technology is changing the way we do things.
How we see and feel about things and how we are doing things is changing with new technology and with our ability to do things differently.
The digital world, – our internet, – gives us the ability to see and say more about the enterprises in our communities of interest and how they are contributing to our interests
We expect companies to behave in a socially responsible way, – to make a social contribution
We are drowning in data and starved for insight. We have not connected our information, our ideas, and our opportunities around our interests.
We can now be held accountable for what we say and do and how we say and do things, – and we will be held accountable in a world of ongoing and proliferating online conversations. We are known by what we say and do and how we say and do things. What we say and do and how we say and do things is how we are known, – our brand, – and our culture. Our story creates our enterprise, and our culture.
We are averse to risk when creative contribution, creative ideas, and new ways if seeing and doing things are the only safe response to our accelerating rate of technological and social change.
Who speaks on behalf of our enterprise? Everyone who understands and contributes to creating our story, – in the community that contributes to creating our enterprise and the communities of interest who benefit from and are affected by our enterprise.
More than half of Canadians no longer pay attention to ads. Only 11% of Canadians say they buy products because of ads. Decisions are created by crowd opinion, – and crowds are created by word of mouth
Our language is militarized creating behaviour and ways of seeing and doing things that contributes to creating us and them instead of contributing to creating we and to creating connections and community around our common enterprise and our enterprise as creative contributors.
Marketing in the new world is about creating community, – about creating branded experiences, – experiences brought to us by a contributor to our community interests and the interests we have in common, – and which create opportunities for learning, for contribution, and for creating connections and relationships.
Marketing in the new world is about contributing and communicating stories, experiences, information, ideas, and opportunities that contribute to the communities of common interest and common enterprise we are part of.
Marketing in the new world is about creating trust with our communities, – the communities we are contributing to and the communities we are creating around our enterprise.
More information is created in two days than we have collected from the beginning of time to 2003. So the trick is to create the connections that create the insights and the ideas and the opportunities that contribute to our ability to create relationships and community around our enterprise, – around our contribution to creating possibilities for the people and enterprises in our communities of common interest, – and understanding the evolving interests and ideas about how things are and how things could be in our communities of common interest, – and giving people and enterprises the opportunity to contribute to improving our ability to contribute.
Marketing in the new world is about creative enterprise, – creating connections, contributing to, and creating relationships with the communities of common interest and common enterprise we are part of and creating.
Our corporate culture, – what we say and do and how we say and do things, – is the foundation of our ability to be successful in creating community around our enterprise.
Our story, – our enterprise, – our brand, – what we do, why we do, and what we contribute, – must have a purpose which we can connect with and which contributes to the interests we have in common as a community, – and connect with the ideas we have about how things are.
Marketing in the new world is about creating connections with people. It is more about exciting imagination and interest rather than persuading, – contributing rather than selling, – creating relationships rather than transaction activity.
In the new world we want to feel and be more connected, have the opportunity to express their point of view and contribute their ideas, and feel excited by the imagination of possibilities.
Marketing in the new world is the pursuit of new insights about who we are and how we are, new ideas about what could contribute to our interests, and new agility in being able to respond to what we learn and what we could do to increase our contribution to the communities of interest we serve.
Marketing in the new world is about doing the right thing, – contributing to the communities of interest we serve, the communities of interest we are part of, and contributing to our common interests as a community.
Marketing in the new world is about creating connections, relationships, and community.