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The information economy is dead: What CMOs should do now

Author

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  • Raj, Zain

Abstract

We are entering the third wave of marketing. The Attention Economy gave us the rise of brands and mass advertising. The Information Economy provided technology and big data. Marketers who want to be successful in the Insight Economy™ cannot rely on the strategies and tactics that were effective in those times. They must focus on six areas. One, continue to put customers first by understanding what they really want – not just what they say – so they will take action. Two, build trust, respect and loyalty on both sides. Three, create innovations that disrupt customer expectations and the market. Four, develop hyper evolutions of products and services, not just incremental improvements. Five, share authentic values with customers. Six, combine business and brand – truly bonding with customers. TXU Energy offers a unique example of how this model works, while Weight Watchers presents a cautionary tale. Markete

Suggested Citation

  • Raj, Zain, 2015. "The information economy is dead: What CMOs should do now," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(4), pages 315-321, December.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:4:p:315-321
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    More about this item

    Keywords

    big data; future of marketing; insight economy; Mad Men; Jeff Bezos; branding; strategy; digital; advertising;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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