The Future of Marketing: How to Engage Consumers in a Demand-Scarce World
In the golden age of advertising and marketing, families wouldgather around the television to watch one of just a few availablechannels, a captive audience to the big brands that paid to reachout to them. There was no remote control and no way to fast-forwardthrough those advertisements. Today, media gather aroundus--on television, but also via mobile devices, websites, email, and social networking. No longer are consumers captive toadvertisers. Instead, advertisers are captives to fickle consumers, fighting over limited time, attention, and purchasing power.
In Embedded Marketing, Jeffrey Rayport argues that thefamous marketing framework of the Four P's--Product, Price, Promotion, and Place--is no longer a framework for success inthis new marketing landscape. Effective marketing is no longerabout figuring out where and when consumers are available toreceive brand messaging, but rather figuring out how to make yourbrand an invited guest in domains already controlled by customers.As a result, marketers must engage consumers in the four primaryspheres they inhabit--public, social, tribal or familial, andpsychological. Embedded Marketing shows marketers how todeploy programs and campaigns mapped to these spheres, creatingmore relevant and engaging marketing messages.
Offers updated marketing principles that can engage customerseven in demand-scarce world of fragmented mediaIncludes powerful insights on current consumer habits and howmedia and marketing must adapt to fit themWritten by a marketing strategy consultant and former HarvardBusiness School professor who taught the first e-commerce course inthe United StatesMarketing has changed, as have consumers. EmbeddedMarketing offers an update on marketing practices that willunlock scarce consumer time, attention, and dollars.
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