Marketing used to be about the destination.
We have ‘x’ weeks to interrupt as many unsuspecting strangers who fall into our demographic as possible with ‘y’ message.
This kind of Industrial marketing starts from scratch every campaign – a new strategy, a new execution, new strangers to interrupt – the digital equivalent of ‘cold calling’ every campaign cycle.
Connection marketing changes that.
Instead of interrupting the masses of strangers, we now use our ‘x’ weeks to leverage and catalyse our existing fan relationships we’ve already built beyond our campaign window so they share ‘y’ message with friends and family – effectively having our fans make a ‘warm call’ on our behalf.
The reason fans will do this is because they’re excited about the journey we’re taking them on.
Today, the journey *is* the destination.