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Everywhere consumers go, they are inundated with products and services – both local and global. We live in a time where everything is available all the
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Scooped by Martin (Marty) Smith |
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Discover Marketing
This is an interesting article on "new to me" marketing channel. Discovery marketing creats a "buzz team" of people willing to see things first, provide feedback and start the word of mouth train. I couldn't tell if the people receiving the goods are on a subscription or are receiving the goods free.
This idea of a "buzz team" isn't completely new. We created a team of trained reviewers when I was a Director of Ecommerce. Amazon has thousands fighting to be one of the top 1,000 reviewers because you get free books once that status is achieved.
Malcolm Gladwell discussed Mavens, Connectors and Salespeople in The Tipping Point. He also discussed how not everyone on your customer list is equal. Some have the ability to help DEFINE your messaging (Mavens), some can SPREAD the word (connectors) and some can help you WIN hearts and minds (Salespeople).
Discovery marketing is an interesting idea that, here I agree with Bazaar Voice, needs more study and thinking before it is ready for prime time, but may be all kinds of startup fodder in here.