Marketing Framework

You hear alot about frameworks these days in light of the dynamic explosion of social media and networks and how brands and services are tapping into this new wave of consumer-driven media.  It's imperative you as a marketer have a great snapshot of your playing field - and revisit that framework everyday.  No matter how you set up your landscape - it must involve a social media aspect - that ENABLES your customer to participate.  That is the biggest shift form textbook Marketing 101 - taught years ago in a PUSH advertising world.  Today, marketers must embrace some form of "C" component in your marketing framework.  C, as in Consumers.  C, as in CURRENCY, CONVERSATION, CONTENT & COMMUNITY - all driven by your CUSTOMER (CONSUMER).  How are you enabling currency?  How can you create a value exchange with people?   How can you start, foster and develop an on-going conversation with people and your brand?  What is your content?  Equity?  Story?  How can you extend and share your brand story & heritage using content?  And finally, how can your brand join, build and nurture people's communities?  This is a great framework to engage your marketing dollars and creative processes.  In the end, we hope for meaningful experiences and conversations across all media.  A great starting place - each and everyday - is your ever-changing Marketing Framework.  Enjoy the ride!