Every year I try to get a handle on the marketing trends for the coming year and beyond by reviewing the marketing and advertising media. This is the scenario for the coming year.
First, it is important to note that we are living in interesting times where anyone can now create, distribute and consume an infinite amount of media nonstop from anywhere in the world. That is a big change and it will have a long term impact on marketing
Most of my public-sector career involved directing social marketing and the marketing of products and services. However, early on I had the opportunity to use my marketing skills to market major policy, program and legislative initiatives. I have written a number of blogs on social marketing and the marketing of programs, products and services but have never written a blog on what is called “Policy Marketing”.
In 1969, Levy and Kotler co-authored a paper in the AMA’s Journal of Marketing titled “Broadening the Concept of Marketing.” They laid out the idea that marketing was about more than goods and services, it was about places, people and ideas. Instead of simply focusing on soap, toothbrushes and televisions, they wanted to expand marketing to cover cities, ideas and policies.