A marketing thought leader luncheon this week began its discussion with two points.

1. Everything is direct marketing.

Many direct marketing traditionalists still don’t get it by claiming bragging rights to call to action and response. Then begins a diatribe about scientific method when the “blue ocean” of target audiences is no longer blue, given the influence of peer-to-peer, social media and let’s not forget the circles of Google and Facebook.

2. The Big Idea: Creating Shared Value (2011)

Here’s where the discussion got and held my attention — but not in the way the speaker intended.  In their January 2011 HBR Magazine article,  Michael E. Porter and Mark R. Kramer  talk about the connectivity of all business enterprises. This, in turn, creates both a fiscal and a marketing responsibility (yes, responsibility when it comes to marketing) to develop and maintain value with through all aspects of a business enterprise.

The speaker was “on” to something when describing engagement and its historical value to direct marketing. Yet, he lagged behind in not bringing the message to the Web 3. level that reads clearly in the article.  It’s no longer about engagement at all costs. That’s how direct marketing and sales promotion tarnished their image. Instead, the current Web 2.0 culture — and everything to come — seeks to empower a fully and pre-engaged agora of people ultimately shopping for an exchange of ideas in ways that connect aspirations, empowering each individually and collectively.

Which lead me to tweet my takeaway shown above.

What are your thoughts?

What circumstance, advance, or strategy has lead to the new empowered global consumer nation?

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