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Coke may have fired one of the first shots across the bow with their very recent announcement that they have killed the CMO position.
Is this a cost-cutting decision, as many pundits declare?
All this and more will be developed into a complex defined manufacturing process and will be woven into the next stage—the fusion of marketing, manufacturing, and…?
What are your favourite – most hated manufactured marketing programs?
Long ago, you went to a local craftsperson, a shoemaker or cobbler, and had that innovator make and even customise shoes for you and your family.
(Here are in my opinion some examples of manufactured marketing, Programmatic advertising, Advertorials, Sponsored content, many Facebook programs, pop-ups, pop-unders, forced trends such as “Keep Calm and Carry On”, most recently Delta Airlines/Tinder Dating Wall, as well as the endless e-mails from brands AFTER I have purchased a product or searched for a product, junk mail, many of the printed catalogs that are sent to you are also for manufactured marketing..
Yes, many of these campaigns are creative, unique but they seem to me and many others to be forced – a heavy load placed on the shoulders of consumers who cannot wait to shake them off?
In the past, and probably before most of you were born, newspapers replaced the town crier, radio supplemented newspapers, and TV introduced and then revolutionised broad-based “big” media, driving newspapers and radio to reinvent themselves.
The Internet brought the world to a single degree of separation and at the same time started the conversion of marketing into manufacturing.
Yes, the scale and scope has changed, but the industry still involves manufacturing via a time-tested, cost/profit-driven process, even if the process has undergone significant changes to reach the level of effective shoemaking we see today. It is only a matter of time that products like Shapescale, 3D scanning scales, will be offered to consumers for free and the data will be gathered and sent (via Wi-Fi, of course) to the brand, resulting in your next home product, clothing item, or healthcare service being customised and manufactured directly for you.