According to Koen Denolf, marketeers base their strategies on fifty-year-old methods, that are still taught in communication schools.
“I wonder what the most important thing is: to reach one million people in theory with an expensive campaign or to reach one hundred thousand people in an engaging way? Do you want to cry with the wolves in the woods and address the ‘early and late majority’, the crowd that is already overwhelmed by every brand, or are you going to look for innovators, people who you can make fans of your brand?”
Classical advertising starts from the marketing promise of the brand. markee’s advertising 2.0 model starts from a deeper insight in and understanding of the target group. What is the consumer doing, what is he interested in and how can we put brand X into his environment in order to make him undertake something.
