Make Marketing History

The views of a marketing deviant.

Sunday, February 03, 2008

Free Don't Pay The Rent.

There is a reason why Kevin Kelly's post about the alternatives to free is being quoted everywhere. I make no apology for joining in. This is about as important a business post as you can get and will be in your top ten reads of the year come December.

If you don't spend endless time focussing on how to ensure your product/service delivers immediacy, personalisation, interpretation (comprehension), authenticity, accessibility, embodiment (sensual tactility), patronage (loyalty) or findability - and preferably any number of those factors, then you will be toast.

2 Comments:

Blogger David Hawksworth said...

I see what you mean. I just read the post. The bit that caught my attention as something that seemed important is the collective description of these qualities as generative properties. The generative economy sounds like one of those ideas that even though you don't know exactly what it looks like you can see that its implications could stretch a very long way.

5:08 PM, February 03, 2008  
Blogger john dodds said...

I agree David, it's why I think product development is the starting point of all marketing. Building in excellence from the starts generates increasing returns via user experience and consequent word of mouth on an iterative basis that no ad campaign can hope to do.

8:50 AM, February 04, 2008  

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