I’m excited to share the release of a new book that I’ve co-authored with the uber talentedRobert Rose – Experiences: The 7th Era of Marketing. As anyone who’s written a book knows, it’s no small feat. We’ve spent the last year synthesizing five years of research, workshops, consulting engagements and conversations with more than 100 global brands. The result? We’ve outlined the need and path for marketers to become the driving force behind business innovation.Share of Experience: The future of marketing
Undoubtedly, your job in some way, shape or form involves communicating the value of the products or services that your company sells so that people will buy them. I’d also venture to say that you’re finding it harder to differentiate your product from the rest of the marketplace. Why is that?
Several reasons.
First, there’s the distinction between what you are doing and what you should be doing as a marketer with your eye on the horizon. An article in the Harvard Business Review outlined the responses of a study calledMarketing2020. In it, the authors put forth the notion that marketing’s role needs to evolve in order to create an organizational structure that creates a “total experience” for customers:
