December 20, 2006Drag and Drop
Filed Under: Pithy Conversation Catalysts
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Michael Donnelly was the inspiration behind this thought..
We're all familiar with the notion of "Command and Control" with respect to the traditional or mainstream way of doing business. Here's another way of thinking about it from a new marketing positioning point: Drag and Drop.
That's exactly what marketers do. They disrupt consumers and take them away from what they were doing. Conceptually, this is exactly what is being expected of viewers of television commercials. Practically, in the case of web banners, expecting them to click (through) and do something completely different from what their original intentions were.
And then comes the "drop" part. Use and Abuse...and move on. Isn't that exactly what happens with all these brands looking to establish lifetime relationships with us, but instead treats us as a series of dsyfunctional one-night stands (the ones where they only call with they're drunk!)
Not sure what the New Marketing antedote would be to D+D. Perhaps you can come up with it...
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Comments
Keeping it alphabetical, I say it's Engage and Enrich.
A good message engages an audience, making the audience *want* to stop what it's doing. But even empty messages can engage. The good New Marketing messages are truly offering something valuable. Something that enriches the hearer (or reader, or viewer). If you can engage people, then enrich their lives, you've taken the first step toward establishing a real relationship with them.
Posted by: David Brazeal
Care and Share.
Help a user in some way, demonstrating that you care about them, and then help them to share the message that you care.
Posted by: Brian Keith
From CareBears to CareShares :)
I like it...I'd tweak your last statement to say, "...help them to share the care"
Meaining - at that point, it's not about you anymore...but no doubt, the halo effect (brought to you by) will be self-evident and infectious.
Posted by: jJ
In keeping with the technology mojo, I might describe it as "point and click". To drag is to imply an unwilling consumer, not a good way to start any business relationship.
But to point someone in a certain direction is to give them the feeling- real or not -that they made the decision to take an action. You empower the consumer, not force your will upon them.
You become Sacagewea to the consumer's Merriweather Lewis. You point, they click.
Pax,
Matthew
Posted by: Matthew Ebel
