Murketing is the new Marketing! Is that true?
Within the last 100 years, marketing has completely changed.. There was a time when it was just about good customer support, then a more sophisticated brand design model, developed with companies taking a more planned approach to brand naming, graphics and packaging design. With increase in competition, a custom logo design was not enough and you needed a way of getting your brand in front of people. The rapid changes in media technology during the 20th century enabled this to happen, and lead to even greater and more aggressive marketing with radio, TV and finally, Internet marketing being added to the lot.
However, as a result of this the market is really competitive more than it has ever been. Customers are bombarded with many marketing messages each day, and so have naturally adjusted and all his by filtering out most of it. If there is more advertising, less is noticed by the general public. A new type of marketing is therefore needed in order to make an impression and grab the customer’s attention.
The book written by a business journalist “I am with the brand” explains a different type of marketing, which the author refers to as ‘Murketing’. The name murketing highlights the fact that these techniques succeed by blurring the boundaries between marketing and real life, making the modern definition of marketing very murky.
In a new marketing, brands are doing away with obvious sales messages, and instead working to become an integral part of people’s lives that people enjoy, respect and feel engaged with. The master of these techniques is the energy drink company red Bull, which has taken sports sponsorship to a very high level by actually organising and funding a variety of unique sporting events, many of which are free to the public, such as the Red Bull Air Race series and red Bull Flugtag. Also, the Innocent drinks summer fair in London is a great day out for the young, trendy city dwellers in their target market. The beauty of murketing, is that rather than risk triggering people’s natural resistance to being sold something, you actually transform your brand into an experience that they actively want to invite into their lives and which enhances their lives with no obligation.
Naturally, there is a case that people will exploit you and try to get everything from you that you are able to give. But that risk you’ll have to take and if you get it right then your target customers will value and appreciate what you do to and eventually become loyal and enthusiastic customers who actually enjoy using products.
This entry was posted on Tuesday, March 9th, 2010 at 3:58 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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