We've heard it all before. We are an overly-communicated society. There is so much communication clutter. We are seeing the death of advertising as we know it.
Because of the above, concepts such as out-of-home media, intercept marketing, personal media networks have gained favor among marketers.
I was struck though when a few years back I spotted an article on the online community of fans of the Grateful Dead. (Sorry, I don't have the link to that right now.) The piece sang the praises of a community of like-minded individuals as a marketing dream.
Fast forward to 2006, and my resume now contains stints as broadcaster, advertising suit, PR practitioner, radio and TV producer, recruitment guy, media salesman and payment solutions strategist.
From this mixed bag of experiences, came the question: wouldn't it be great if you could bring together buyers and sellers in one place, and get them to meet, interact and transact?
And my new fascination with Marketing Ecosystems was born. The idea, I'm sure, is not original. Heck, marketplaces have been in existence for thousands of years.
But given the complexities of commerce in a technology-driven world, the need to look at fostering Marketing Ecosystems seems timely. Using the debater's argument, employing the concept is Practicable, Necessary and Beneficial. At least for the Philippines and for Filipinos, I see some applications. Now, whether that's just a third-world aberration, I have yet to find out.
This blog will take you through my own journey, as we try to experiment with the concept in three marketing ecosystems that are within our influence: the mass rail transit system here in Metro Manila, our Internet radio station and our video portal.
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