Marketing is emergent once we throw away our "sales funnels" and conversion plans and realign around serving what we call the attention customer at the highest level. So the vision of e-Merg is more expansive than marketing. Consumer dynamics enabled by the internet are calling on businesses to dissolve the division between service and marketing. Marketing, done well, is becoming service: service to a broader audience that pays with attention instead of and ahead of paying with money. The attention is exchanged for value. What do attention customers who could become your monetary customers consider valuable? Are you offering enough of that to stand apart?
The Emergent Marketing Frame, with it's different purpose and measures, gives greater clarity and a stronger sense of control.
How do we make the perceptual shift necessary to enable breakthrough emergent marketing results? NLP and Systems Thinking have some relevant tools to enable more a focus on high level service in content marketing.
See outside and around mental habits.
The e-Merg system purpose is to serve our attention meta-customers. An attention customer pays attention instead of money. A meta-customer means our customer's customer. Would you like to join us in this mission? Click here to request an invitation.
The marketing results are emergent when content marketing is treated as a high level service to valued attention customers and measured from their point of view. Focusing on a model of marketing results (like the funnel) is projected marketing. Which is better?
How to move from projected marketing to emergent
You don't have prospects anymore. You have two kinds of customers: customers who pay with money and customers who pay with attention. Both have to be served at a high level.
People aren’t so willing to exchange precious attention currency for persuasion. They will, however, trade a fair amount of it for empowerment. Let's give them what they want.
Design the content program from the attention customers' point of view. Measures of success should also be from their point of view. Hint: It isn't what we are used to.
Attention customers now need to be served at a high level as they need a fair exchange of value for that precious commodity of attention in order for them to willingly give it.
The attention-customer driven content program should be aligned with the demand you also meet with paid goods and services so the relationships you develop have a migration path to monetary customers.
A new way of marketing requires a new way of thinking. NLP, along with the "double and triple loop learning" disciplines from systems thinking, provide a foundation for leaders migrating marketing to the new paradigm.