Internet Marketing Strategy 2.0
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Bottom-up, consumer-centered online marketing strategy news
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The Flawsome Trend: People Embrace Humanized Brands That Are Brilliant While Admitting Their Flaws

The Flawsome Trend: People Embrace Humanized Brands That Are Brilliant While Admitting Their Flaws | Internet Marketing Strategy 2.0 | Scoop.it

Robin Good: Trendwatching.com focuses this month on a new interesting emerging trend: FLAWSOME.


A growing number of people cannot stand anymore the idea of buying services and products from companies that sell themselves through a facade of superhuman perfection and infallibility.


What many consumers are looking for increasingly, are brands capable of admitting their faults, and being humble enough to come down from their traditional branded pedestals.


From the article briefing: "Consumers don't expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME*:


a) Brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome.


b) Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.



The two key drivers fueling the FLAWSOME trend:


1) HUMAN BRANDS: Everything from disgust at business to the influence of online culture (with its honesty and immediacy), is driving consumers away from bland, boring brands in favor of brands with some personality.


2) TRANSPARENCY TRIUMPH: Consumers are benefiting from almost total and utter transparency (and thus are finding out about flaws anyway), as a result of the torrent of readily available reviews, leaks and ratings.


Great examples included.


Recommended. 9/10


Full article: http://www.trendwatching.com/briefing/ 

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Trend: Interest-based Social Networks Are Next

Trend: Interest-based Social Networks Are Next | Internet Marketing Strategy 2.0 | Scoop.it

Jay Jamison writes on Techcrunch: "Interest-based social networks have a markedly different focus and approach than Facebook.


The Pinterest, Thumb and Foodspottings of the world enable users to focus and organize around their interests first, whereas Facebook focuses on a user’s personal relationships.


Facebook offers us a social utility to deepen social connectivity with our existing social graphs, while these new interest-based social networks enable users to express their interests in new, engaging ways and offer authentic, high value connectivity with new people we don’t already know.


...


So if interest-based social networks focus first on an individual’s interest graph and Facebook centers on an individual’s social graph, which service will be the winner?


Both.


Humans are inherently social creatures, and we define ourselves both by the people we know and our interests. We make decisions about where to eat, what to buy, where to visit, etc. based on a complex matrix of social relationships, past experiences, location, long standing interests and future goals. Today’s platforms approach our lives from different angles but both are integral to how we define ourselves and interact with the world around us."


Truthful. 7/10


Full article: http://techcrunch.com/2012/02/18/beyond-facebook-the-rise-of-interest-based-social-networks/

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