Marketing: Interruption to Engagement

Following up on yesterday's post concerning the definition of marketing, here's an interesting piece that describes a transition from 'selling them what they don't want' to 'spreading ideas they fall in love with'. The essence is that interuption used to work, but not it doesn't so 'brand marketers' need to change tactics.

There's a lot of good thinking and summazation of ideas here, and I particularly like the nods to user participation and conversation. But there are some important ways in which this alone doesn't answer Seth's question or satisfy my 'problems with Marketing'. For one, I'm not yet convinced that the concept of 'brand marketing' is or should be at the center of marketing (not that the author necessarily makes that claim). And the goal of 'becoming part of the fabric of entertainment' (even with the disclaimers provided) is also limiting. Finally, I don't think the article makes the final leap to 'spreading ideas.'

But it is a great start to the search for a definition, or re-definition, of Marketing.