Selling to the experience economy
August 19, 2008 |
Today, marketers must deliver something more than commodities that are replaceable for a price, goods that are made irrelevant by technology, and services that are mere conveniences. Businesses that will succeed in the new experience economy are the businesses that will provide an experience and not just goods and services.
Traditional business thinking has lagged far behind the sophisticated psychological desires of the experience-economy consumer. Business schools have produced a cadre of bean counters and statistical idiot savants whose grasp of this new experience-driven economic reality has been outpaced by Web-savvy mavericks bent on delivering the essential emotional need of consumers to gain some measure of satisfaction in a hectic, demanding, frustrating world.
The Web is not without its own version of mindless number crunchers, selling the search engine optimization snake oil of Web-traffic nirvana. These new-age carpetbaggers play on the conventional wisdom and comfort food of spreadsheet statistics. Like Texas Hold'em poker, you can play the math or you can play the man, and it's the latter who generally walks away the winner.
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