KiwiSaver and The UK Pensions Recommendations
Know Your Neighbourhood

Understanding the new marketing environment

This article should be required reading for understanding the new marketing environment. Any company which does not have a strategy for:

  • Integrated content creation and re-use infrstructure
  • A porous knowledge management structure (because without allowing itself to be refreshed and regenerated knowledge becomes old too fast...)
  • CRM's that record all interactions with client's  allowing a conversation to develop
  • Distributed content creation (staff, managers, clients)
  • Plans to engage content creators in the new media space
  • An understanding that the game in communications has shifted from the precision of the 'mass media' 'set piece' to 'open-ended' and 'fallible' - yet self-correcting - 'conversations'.

The critical point might be summed up by this quote: [mainstream media] “don't get how subversive it is to take institutions and turn them into conversations”. That could apply just as well to financial services marketing.


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Absolutely. But they don't get it, do they.

I can say "they" now.

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