The advance from mass marketing to individualized marketing is about to take a quantum leap to the next big thing — the move to Entangled Marketing™.
A new business model for the digital age is the subject of an innovative book titled "Release the Power of Entangled Marketing™" by Stan Rapp, co-founder of the RAPP agency and Sebastian Jespersen, CEO of the global Vertic agency.
Any company of any size does its utmost to create engaging online content. Something more is needed. We must go beyond mere engagement. The problem is that engagement in the here and now – the next click, “like,” retweet or uploaded video – is easily followed by disengagement in a click-obsessed society. Much more is needed to keep the connection between brand and consumer alive, the kind of enduring, mutually beneficial relationship that delivers robust ROI year-in, year-out.
Stan and Sebastian share how they came to realize that pairs of particles in the quantum world, famous for never letting go of one another, are a metaphor for the intertwined brand and customer relationship made possible by unrelenting advances in digital technology. It’s a closeness 95% of companies fail to achieve.
This new route to business supremacy is likely to prove as important in today’s business world as the revelations of quantum theory were to physicists in the past century.
When the authors wrote the book, they were well aware of the irony in presenting what they see as the next digital frontier – Entangled Marketing™ – in a text-based format that is over 1500 years old. It is why they decided to combine the traditional book format with an online extension that constantly updates the content. The book's concepts become timeless. For updates on each of the book's major themes you can access new developments by clicking the "Read More" buttons below.
In the digital age, the Internet behemoths battle to increase "Share of Life". Hardly a month goes by without a new announcement from Amazon, Apple, Google or Facebook about moving into another aspect of people's lives.
As the Internet’s influence over our behavior intensifies, hit-and-miss engagement is less likely to result in a lasting relationship. Supportive, value-added entanglement is what is needed to forge an unbreakable connection with your customers.
In an interconnected society there is no winning when your customer loses. With transparency run rampant, buyer and seller are a twosome bound at the hip in an ongoing relationship that works for both parties.
What you do with your customer to increase the likelihood of remaining connected for decades is far more powerful than what you do to the customer in ringing up a few more sales. Take the "to" out of One-to-One. Win with a One-with-One relationship.
Digital technology has taught us more about our customers than ever was thought possible. Modern marketers are armed with insights allowing them to close the separation between brand and consumer from “arm’s length” to “zero degrees.”
Internet E-commerce adds affordability and accessibility to direct marketing's classic addressability and accountability. The 4 A’s of the powerful new iDirect model are driving an explosive boom in digitized direct marketing.
The enormous waste built into traditional advertising has now been joined by wasteful online advertising. Often half of the online and offline advertising budget goes down the drain as what the authors describe as “Nonvertising.”
Sebastian and Stan are inviting interested advertising and marketing professionals to be part of their LinkedIn group.
If you choose to join, you become part of a community which shares great examples and personal experiences dealing with entangling the brand and the consumer in a mutually beneficial relationship. Along with the other "insiders," you can gain a decided advantage in the fierce online competition for market share.
Click here to join the Entangled Marketing™ community on LinkedIn.
Feel free to contact us with any inquiries.