Marketing is about choices – or is it? You decide

Marketing is about choices – or is it?

I recently went through a mental exercise of trying to determine what makes great marketing companies…. well…. great.   There are the obvious, and historic , iconic brands of the last 100 years – Coke,  Ford, AT&T,  McDonalds, Bud,  Chevy.  These brands have become part of the American DNA.  They will not necessarily be the great marketing giants of the next 20 years, but like that old pair of jeans, somewhat comfortable,  but  not what you will brag to your friends about.


None of these companies excelled at consumer choice.  Coke gives you with/without caffeine and  with/without sugar .  Ford and Chevy have nearly gone out of business by trying to offer too many choices, or more correctly, dictating what the consumer should choose.  Bud gives you regular or lite.  McDonalds is about the burger.  These companies have used massive advertising to direct the consumer choice to their pre-determined, limited set of options.


The companies that are dominating consumer choices now are Google, Apple, Facebook, Your Cable/Internet Providers, and Amazon.com.   They all seemingly put choice back in the hands of the consumer.  Google presents you with literally whatever you want.   Apple provides endless apps on the first really open smartphone.  Facebook opens a world of new and past friends and lets you choose who you want to be friends with, or not.   Cable television began to break up the monopoly of the networks by providing consumers 100’s (and now 1000’s) of channels of choice, coupled with video on demand.   In this era of consumer empowerment, does brand matter?


The conclusion I came to is yes , and now more than ever.  Fundamentally, marketing is about directing a consumers choice to a specific product or service.  Google only makes money when you choose to click on a product search that was highlighted via advertising.  Apple needs you to choose their marketplace for apps.  With thousands upon thousands of apps, what will be the mechanism for consumer adoption?  The featured list of apps on the iphone is really what? It is a mechanism to show you that you have unlimited choice , but then direct your choice in a specific manner.     Facebook is a huge social marketing machine that tries to influence your choices by having your friends influence you.  Influence the Influencers, and you direct choices.

Your Cable providers can offer you 100’s of channels, and as has been seen in recent days, can take those channels away.  They do however; seem to come the closest to providing relatively influence free choices. (Their advertising for paid VOD movies aside).


Amazon provides a brilliant mix of peer reviews and product recommendations.  They are really the more direct version of Google.  Search on what you want to buy, get a couple of choices.  If you don’t like what you see, they suggest close alternatives. While their marketing value proposition is about unlimited choice, their technology is all about limiting your choice, so that you will make a choice.


So, the older model had a marketing organization pre-determining a consumer’s choice through some form of market research and then marketing the heck out of those choices.  Now, companies give the illusion of unlimited choices, monitor and track the actual choices that are made and then capitalize on those choices and utilize more subtle earns to influence those choices.


Marketing is marketing.  The techniques evolve, but the goals remain the same.  Buy my product or service and not the other guys.

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3 Comments

Filed under advertising, Apple, E-Commerce, economy, facebook, mobile advertising, Mobile Application Stores, mobile commerce, smart phone, Smartphone, Social Media, social networking

3 responses to “Marketing is about choices – or is it? You decide

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