I have just finished reading Scott Stratten updated book – UnMarketing: Everything has Changed and Nothing is Different. He is an expert in Viral, Social, and Authentic Marketing which he calls UnMarketing. He was named one of the top 5 social media influencers in the world by Forbes and one of “America’s 10 Marketing Gurus” by Business Review USA which is particularly noteworthy because he’s Canadian (so he must be a good guy)!
In 2009 Scott and Alison Stratten wrote the bestseller “UnMarketing: Stop Marketing, Start Engaging.” In that book, they explained that the landscape of business-customer relationships was changing, and it offered up innovative alternatives to the old “push and pray” approach. The book showed how to unlearn the old way of interruptive, irritating marketing and attract the right customers and build trust through listening and engagement.
In this edition, Scott and Alison are back with all the brilliance and gut-busting laugh out loud humor of the first edition, but with new content and commentary to reflect the rapidly changing landscape we all live, buy, and work in today. So while the book is updated with new tactics like live video for instance, it brings forward all the fundamentals that have not changed, including very important concepts that can successfully transform your organization’s marketing and customer experience.
Marketing happens every time you engage (or not) with your past, present, and potential customers. UnMarketing also takes it one step further – it is any time anyone talks about your company. Word of mouth is not a project or a viral marketing ploy. The mouths are already moving. You need to decide if you want to be part of the conversation, which is why Scott and Alison Stratten call it UnMarketing – the ability to engage with your market. It is what comes naturally, it is personal, it is authentic, and it is the way to build lifelong fans, relationships and customers.
If you believe business is built on relationships, make building them your business. That is the one line you need to believe to UnMarket and make a difference to your business and your customers. Well worth a read!