A few posts ago I wrote about the new generation e-reader and I got a comment telling me that I needed to wait just a few more days… not realizing that this was all about the Ipad coming out. Now I have to admit, I like the Ipad and I especially like the idea behind it. But I don’t think it is something that can be compared to an e-reader… yet. It’s, in my view, a lot more like a laptop with no keyboard. What I like about e-readers is that it’s simple and that, just like reading a book, I don’t get distracted all the time by all the other things it can do… Maybe there is a middle ground…?!
People are all egoists. This is something that is not only something we see in our daily lives but its also something that comes back in every marketing theory I have been reading. Then there is this thing that I heard somewhere… I don’t remember where but it goes something like;
What people want most in their lives is that they are missed when they are no longer there.
So even though this is a selfish thing, it only works if the person is part of a group! The group feeling, or ’we’ feeling is something that also comes back in a lot of my reading. I always thought this was a bit strange. The contrast between selfishness and wanting to be part of a group. But this sentence kind of put it all in perspective for me.
So, when working on a marketing campaign, it is important to look at groups (Tribes) and then look at how you can create a form of competition within that group.
This notion is something that I might have known for a long time and is something that happens around us all the time, but it was for me like as if the quarter fell into place.
Where did I get the contrast from?
Selfishness:
- Persuasion marketing talks about hoe people are attracted to scarcity witch I believe to be a selfish trait.
- Speaking is gold talks about how people are attracted to exclusive products this again is something I perceive as a selfish trait.
- Neuromarketing (the book) talks about the old brain. One of the 6 ways into the old brain is selfishness.
The group feeling:
- Buyology speaks about reflective neurons and on how companies use this. This is a ‘we’ thing
- Speaking is gold literally uses the ‘we’ factor as one of the driving forces for people.
- Persuasion marketing uses ‘social proof’ something that had everything to do with the ‘we’ idea.
- And then there is Tribes. This book is entirely dedicated to the ‘we’ feeling.
Ben Parr gave his vision on the internet of tomorrow. In my view he is describing what I think will be (is) called internet 3.0. I’ve already done some work concepting for Heineken (http://hovanos.wordpress.com/2009/06/02/heineken-web-3-0-concept/) on the matter but here is his view;
1. The web will be accessible anywhere: Anywhere you go internet will be there for you & your devices
2. Web access will not focus around the computer: All objects will communicate with the web (think RFID for example)
3. The web will be media-centric: Text based interaction will diminish
4. Social media will be its largest component: Social media usage is growing dramatically!
It’s not the first time that I have heard of SellaBand’s concept or of the company its self. The business model has also been tried in Holland… with less success than that of SellaBand. It’s the ‘logic’ step when you think about Tribes, massclusivity, and individualization. Giving musicians not only the production tools in hand to make the music, but also the way to publish their work and get rewarded for it. These days you only sign with a label if you have a fan base and this is one of the ways to do so and get a lot of the perks that come with the label as well!
For the Dutch amongst you here is a link where you can read a lot more about the company (thanx Pauwe!)
Google has been advertizing madly the last few weeks to get people to use their new browser, Google Chrome. Aside from the fact that they have been using ‘push marketing’ something I am not used to them doing… I have been thinking about whether to start using it or not. One of the main reasons for this is that Googles mission is het collect all the information known to mankind. So I thought they started this browser to be able to track my every move. It might be a silly argument as I use google anyway to find more than half of the sites I go to anyway. The thing is that this ‘push campaign’ has made my skepticism even larger.
Don’t get me wrong I am a great fan of Google and the work they do, but I think this might be an issue for a lot more people and it might be am idée to do something about this ‘image’.
I have been using an e-reader for the last few months and I really enjoy it. I have been thinking that this is not enough. It would be a lot easier if you can combine different laptop elements with the e-reader system… here might be a solution:
This is a amazingly funny French designer talking about the way he looks at design and thus his job. Looking at the future and the way he thinks people should look at design and what it is meant for. Don’t design for now but design for later…
When working with Trezzle (the company I am setting up at the moment) a consumer is designing…
This can be connected to the ‘fun theory’ (http://hovanos.wordpress.com/?s=the+fun+theory)- when doing something fun, people will do it more and have a good time (satisfied) feeling when having done it and finished it…. and receiving it.It’s about the visualization of happiness… this is something that can be accomplished very easily…
