In a recent article in the Harvard Business Review, The Content Marketing Revolution, I was finally vindicated to what I have been preaching for the last 2 years: We are going through a major transformation in business marketing.
And what has ushered in this change is that ordinary people now have an extraordinary access to information and choices, and they know it. Like the American Revolution, when the spark of freedom ignites in one’s mind, one soon fights to loosen the shackles of slavery.
For the last 100 years of marketing and advertising, Mankind has been the slave to marketing tactics that was founded on the Edward Bernays’ school of thought. That was to manipulate and covertly shape the minds and urges of a target audience though PR and marketing.
“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.
“We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized. Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society.” – Edward Bernays, from Propaganda
Content Marketing, Harvard Business Review & The New Reality
The new reality, as pointed out clearly in the article by the Harvard Business Review, is that consumers now have power and that they want engaging and/or entertaining content. The statistics prove this. Numerous studies have shown that the majority of consumers are now conducting a vast amount of due diligence before they decide to purchase any product or service. Mobile devices, access to blogs, YouTube videos and reviews from fellow consumers and friends, have shifted the power from brands to consumers.
Brands that recognize and embrace this shift with enthusiasm and creativity will eventually win. Brands that attempt to push their message with traditional efforts, that try to mold the minds of their consumers, will lose ground and wither. The BS radar is quite sensitive these days with consumers. Marketing that lacks a genuine effort to enlighten will generate lack of interest, or worse, contempt for the brand.
Mobile Marketing + Content Marketing = The Future
When one understands the shift in how brands need to communicate with their content, there is another major factor that needs to be rapidly embraced: mobile marketing. This video sums up how these two factors are now working in tandem.