By Naseem Javed Founder, ABC Namebank International | May 04, 2010
Here Comes Circular Marketing
When the earth becomes almost like a digitally formatted platform for the net and e-commerce savvy to skate on, then its time for marketing to become circular. Marketing is now what a wrapper should be around a chocolate bar. Yummy. Where, all aspects of marketing are being delivered to the customers at their destination of choice, simultaneously competitive, homogeneously synchronized, interactively managed in Technicolor with real touch & feel along with extensive support and services available round the clock. Totally wrapped around. Creating chain of events leading to circumstances, anticipated reactions and a circularity of service and deliveries of the selling proposition. Repeated around the globe and all over the circumference. Totally circular.
Today, going global means going circular, or circumnavigating this shrinking globe in search of new electronically accessible villages, digitally connected cites and interconnected cyber-continents on an hourly basis. This is now the normal hourly routine, repeated 24-7-365. Wow, a big dizzying change, a real culture shock from having an architecturally twisted booth displayed at a yearly trade show or few executives hopping on a few jet-lagging global trips. The old methods are now replaced by taking marketing messages and wrapping them around the entire markets, hidden in the various global markets all in a constant circular navigational format. As new markets and customers are discovered they too get full wrap around services and comfort level. Circular all the way.
We are being forced to re-design to a new level of "micro-nization" of business units, a "wireless-izing" of mass communication and a "voip-izing" of populace conversations in marketplaces, under a massive globalization with highly localized customization to fit the demands of consumers. This subject is very hot and research on these issues is still being drafted.
The laws of circular marketing clearly points to a very different approach and a dramatically different system, altering the old corporate thinking based on the big image formation and delivery of an overly repeated message to now a sophisticated range of ideas via exclusive name identity expansion, digitally supported by an image and followed by real brand delivery. A great cost saving and high profit strategy.
Executives must explore the new laws of building global name icons and cutting edge trends; create new standards to operate in a small yet very 'Multi-National-Formation-Micro-Unit-style. Thinking extremely big in terms of name functionality in the global arena while operating extremely micro in terms of graphical overloads and traditional campaigns are now the new standards in circular marketing.