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Marketing Through People

Engagement through most channels is shrinking, but people are consuming more content than ever before. In this article, I explain how to make sense of this and how to thrive as a company.

The most recent Q3 earnings of Tech companies herald the end of a 14-year boom. Alphabet’s profit dropped by -27%. Meta’s net income is down 52% Year over Year. Amazon lowered its Q4 outlook, leading to a -20% crash in stock price. And with its end, the nature of getting attention changes as well.

The last recession in 2008 was the birthday of social networks. In 2009, Pew Research reported, “69% of all Americans have used the internet in the past year for help in coping with the recession and understanding it”.

The current recession is a point of maturity: attention moves away from companies and toward people – as it was always intended to.

I see three trends as symptoms of that shift: influencer marketing, communities, and podcasts. All three go back to the principle that people trust people. They don’t want faceless corporations selling them things. They want tastemakers and honest reviews.

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Πηγή: kevin-indig.com