For the longest time, the marketing challenge was: How do we sell the product we have? How do we come up with great positioning? How do we come up with a good message? How do we find the people that find our message and product/service relevant? Trying to answer this question has created an enormous marketing and advertising industry.
What if we reversed the paradigm?
What if we asked: How can we deliver a product/service that people want? We could stop the insane guessing game all of us are engaged in. We wouldn’t have to battle for the attention of people; they asked for our attention. That’s the basic idea of Vendor Relationship Management. I’ve written many times about VRM before.
What baffles me is that many people believe this is an utopian dream. “It’ll never happen.” They tend to forget, it’s already happening. Not in the marketing world yet but it happened to the publishing industry. The desire of people to get customized media whenever they want it lead to the sale of Newsweek for $1. And the sale of Huffington Post for $315 million. It changed the recording industry forever. Or, rather, wrecked it. People revolted against getting their information top-down. They wanted customization, filters and control. It was a quick transformation because Web 2.0 made publishing so easy for everyone.
What makes you think the same won’t happen to marketing and advertising?
uwehook 
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