Grown Up Thinking

We are in a constant state of tension between two opposing poles: our uniqueness as individuals and our need to unite with the collective. Too much on one side and the teeter-totter tilts. In economics, the theories behind Capitalism and Socialism each gravitate to one end of a spectrum. But in practice, each theory learned to include elements of the opposite to help keep society in balance.

The evolution of marketing must also obey the evolution of opposites. Both sides have to grow in order to maintain a center. Broadcast media is a communal form – everyone sits down together and receives the same message. To counter the form, the message is often about individuality.

The same goes for how the development of products. We may all buy the same iPod, but because you think different, the ubiquitous becomes individual thanks to almost infinite ways to accessorize it.

Social marketing is continuing to push the opposites even further. On one hand, it’s about the power of savvy influencers to lend authenticity to a brand by sharing it with their friends. On the other hand, it’s about the brand conversing with a loyal community of brand advocates.

But both examples also embrace the opposite. The influencers are seeking connection with their community and use their insider influence to maintain their uniqueness. And your risk backlash if your don’t listen to the needs of your  community.

As trends in social marketing develop, our two-fold desire to be both an individual and a member of a community will continue to pull us in both directions. The further your campaign touches both ends of the ends of the spectrum, the more dynamic the center point will be.

How do your campaigns harness these opposites to drive greater effectiveness?

This entry was posted on Thursday, January 21st, 2010 at 1:29 pm and is filed under Trends, social media. 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.