|I gave the book a view at the Matterhorn,|
during my stay here..(but the Matterhorn is
sometimes "entangled" with clouds as today :).
I never could find a word for it, but now I have read this book, I know what it is called: “Entangled Marketing”, moving beyond engagement. Engagement is no longer enough. As a brand you have to go beyond engagement. And that you do with "Entangled Marketing"!.
The authors describe the word entanglement as "the quintessential quantum effect". In the sub atomic world, a pair of entangled particles never let go of one another.
It’s a perfect metaphor for what business management would like to see happen in our digital environment. What if the brand entity and the customer entity could be entangled in an enduring, supportive relationship? One to one is yesterday’s news, it is time to take the “to” out of one to one.
The book describes a few examples. About John Hancock insurances, who entangles the insured person by giving the customer a fitbit and rewarding him for his healthy lifestyle, or the companyChick-fil-A who organises special entanglement for the animal toys children often take with them to a restaurant. They even let them sleep over in the restaurant and share all kind of pictures the adventures the childs animal toy had during its sleepover! Great for the kids, and thus great for parents, who keep on returning to the restaurant. I found a video about this sleepover and experience.
Back in the old days, in the analog era, the direct marketing business model, selling directly to the consumer or a business consumer, represented about 10% of the economy. The vast majority of the companies did not know much about the behaviour of people buying their product or getting their service.
Now in the online era, marketers have so much data, they know what the customer wants before he knows he needs it.
Think about Spotify, Netflix or Dollar shave club and all those subscription services from nowadays. This is the way forward. The still rapidly growing world of connecting services and products (IoT), will only speed things up. It makes sure you can entangle consumers with your brand.