A manifesto for Community MarketingDavid Patrick
Quite simply, mass marketing picks out people by TV region, newspaper readership or postcode. But, do people really share their values, motivations and tastes with their neighbours? In the 1950s maybe. But they also had very little choice. Supermarkets didn’t exist, car ownership was limited and the majority of women were housewives.
By contrast, today’s individuals happily co-exist in a variety of communities – their gym class, fellow parents, their colleagues, the supporters of their football team, their university alumni…the list is endless.
Read more – download the Yes Agency Community Marketing Manifesto