Inclusive vs Exclusive Marketing

  By Tac Anderson | June 20, 2007 - 7:42 pm | Biz

I’ve written before about what I think is wrong with Marketing. Often times when people are talking about New Media Marketing vs Traditional Marketing, what people are usually talking about Inclusive vs Exclusive.

  • Advertising is exclusive
  • Blogging in inclusive
  • Mall Intercept surveys are exclusive
  • Online forums are inclusive

But really it’s more about the approach than the medium.

  • A blog that doesn’t allow comments is exclusive
  • Doing a press release about a customer is inclusive
  • Posting your TV ad on YouTube is exclusive
  • Running an unsolicited customer made commercial on prime time is inclusive

The *act* of Marketing puts an artificial barrier between you and your customer. You are saying “I don’t have time to engage with you, look at the pretty picture instead.”

Consumers today want to engage, not with the brand, but with the people inside the company. The user wants to define what the brand is, not be told what their user experience should be.

Don’t Market to your customer. Include your customer in the business process. This includes feedback, product development, even business operations. Listen, watch, engage and communicate.

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About Tac Anderson

Social media anthropologist. Communications strategist. Business model junkie. Chief blogger here at New Comm Biz.
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  • Dave

    Wow… that’s something to chew on! I’m a little confused though, isn’t the “traditional” marketing somewhat important to get the customer there in the first place? I mean, how can you include them if they aren’t around to include? This sounds to me like a dumb question, but I really am curious….

  • Dave

    Wow… that’s something to chew on! I’m a little confused though, isn’t the “traditional” marketing somewhat important to get the customer there in the first place? I mean, how can you include them if they aren’t around to include? This sounds to me like a dumb question, but I really am curious….

  • http://www.alimadzi.com Patrick Lee

    Good post, Tac. I’d also add that customers want to engage so much that if you don’t provide an appropriate forum for it, they’ll go and make one on their own. Most companies are probably better off providing a space for engagement with customers even if it means some negative things are posted.

  • http://www.alimadzi.com Patrick Lee

    Good post, Tac. I’d also add that customers want to engage so much that if you don’t provide an appropriate forum for it, they’ll go and make one on their own. Most companies are probably better off providing a space for engagement with customers even if it means some negative things are posted.

  • http://www.newcommbiz.com Tac

    Dave, what makes you think that advertising will bring you any customers? How often do you use a business because of their advertising vs hearing about them from a friend?

    Patrick, you’re exactly right and there are so many examples of that all over the web.

  • http://www.newcommbiz.com Tac

    Dave, what makes you think that advertising will bring you any customers? How often do you use a business because of their advertising vs hearing about them from a friend?

    Patrick, you’re exactly right and there are so many examples of that all over the web.

  • Dave

    Well, word of mouth is a form of advertising. You have to plant the seed somewhere don’t you? I do agree that the best advertising does include the consumer. You can’t just bombard them with imagery.

  • Dave

    Well, word of mouth is a form of advertising. You have to plant the seed somewhere don’t you? I do agree that the best advertising does include the consumer. You can’t just bombard them with imagery.

  • http://www.newcommbiz.com Tac

    I think we’re having a difference of definitions.
    Advertising is paid media placement.
    WOM is the result of creating a great customer experience.
    Not all Marketing is Advertising. Advertising is one piece of promotion, which is one piece of Marketing. Advertising is one very small part to everything that goes into Marketing. Unfortunately it gets most of the attention and money.

  • http://www.newcommbiz.com Tac

    I think we’re having a difference of definitions.
    Advertising is paid media placement.
    WOM is the result of creating a great customer experience.
    Not all Marketing is Advertising. Advertising is one piece of promotion, which is one piece of Marketing. Advertising is one very small part to everything that goes into Marketing. Unfortunately it gets most of the attention and money.

  • http://www.checkabiz.com J.

    Amen!

  • http://www.checkabiz.com J.

    Amen!