The Marketing Renaissance?

The “Marketing Renaissance” is a beautiful term that I began using after hearing it in CC Chapman’s podcast Manageing the Grey. The term really resonated with me, it seemed to sum up all the changes that free and open media is bringing about. But having only a basic understanding of the renaissance I decided to explore it a bit further and see how applicable it actually is for describing what  we’re going through. So what was the renaissance? – vid explains it well.

“Renaissance” literally means “rebirth.” So is this really a renaissance period? Is this the rebirth of marketing?

If so what are the changes that are to live for the next hundred years? And who are our people?

Improvement?

Much of the debate around the Renaissance has centered around whether the Renaissance truly was an “improvement” on the culture of the Middle Ages. How will this period of change for marketing be seen in 100 years from now? What do you think?

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  • socialsammy
    Hey Dan

    I agree with all your points, but I'm not sure about renaissance being too stronger a term. If you like the Praptap Singh post you'll probably like this: http://www.socialmediatoday.com/SMC/141874

    On the renaissance - I believe that the co-creative nature of modern marketing where consumers are actually brought into the value creation process is possibly enough for it to be considered a "rebirth" but time will tell. What interests me greatly is how this period will be seen in 20, 30 100 years from now. I don't think we'll be able to judge whether this is truly the start of the "marketing renaissance" for quite some time. But one thing is certain (as you mentioned) it is certainly a significant correction!
  • Dan
    I found this interesting comment about marketing still being the same as it's always been, just the mediums are changing.
    http://pratapsingh.typepad.com/pratap_singh/200...

    Arguably Partap is right. The end result required is the same as it always has been (selling product), but the journey there (eg. the way a marketing budget is spent) has changed due to the proliferation of mediums and the importance of brands creating WOM through delivering experiences.

    However, we can't argue that the ways companies communicate with consumers has changed - truth, transparency, value and service are now more important than they have ever been, thanks to the internet allowing consumers spheres of influence and community involvement to be almost limitless.

    I think renaissance is too strong a term - stealing a phrase from the finance world, I think we're in a 'correction' albeit it a very significant correction. Marketing principles will remain the same, mediums will continue to change as they have always done, but the power has shifted from corporations to the consumer, where it should be.
  • Dan
    I found this interesting comment about marketing still being the same as it's always been, just the mediums are changing.
    http://pratapsingh.typepad.com/pratap_singh/200...

    Arguably Partap is right. The end result required is the same as it always has been (selling product), but the journey there (eg. the way a marketing budget is spent) has changed due to the proliferation of mediums and the importance of brands creating WOM through delivering experiences.

    However, we can't argue that the ways companies communicate with consumers has changed - truth, transparency, value and service are now more important than they have ever been, thanks to the internet allowing consumers spheres of influence and community involvement to be almost limitless.

    I think renaissance is too strong a term - stealing a phrase from the finance world, I think we're in a 'correction' albeit it a very significant correction. Marketing principles will remain the same, mediums will continue to change as they have always done, but the power has shifted from corporations to the consumer, where it should be.
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