Name of Publication: growth-memo.

com
Date Issued: October 31, 2022
Title: Marketing Through People
Name of Author: Kevin Indig

Summary of the Article:

The article, titled "Marketing Through People," argues that the recent
decline in tech giants' earnings signals a shift in how brands reach audiences.
Instead of relying on traditional advertising and social media platforms, the focus
is moving towards building relationships with individuals and communities. This
trend aligns with the growing distrust in faceless corporations and the desire for
authenticity and personal connection.
Community building: Engaging with online communities like Slack and
Discord, where people connect around specific interests and share information.
Influencer marketing: Collaborating with creators, thought leaders, and
industry experts to leverage their influence and reach a targeted audience.
Podcasts: Utilizing the personal and engaging nature of audio content to
build trust and brand awareness.

Here are my key takeaways and reflections from the article:

As a career-person working in Human Resource, I find this article relevant

because it emphasizes the growing importance of building strong relationships
with employees. Similar to the "Marketing through People" approach, attracting
and retaining talent requires showcasing a genuine company culture and fostering
trust with potential candidates. Engaging with relevant online communities and
partnering with influencers within the industry can help build brand reputation and
attract top talent.

From a marketing student's point of view, this article highlights the evolving
marketing landscape and the need for adaptability. Companies need to be agile and
adjust their strategies based on changing consumer behavior. Investing in long-
term partnerships and focusing on brand awareness can be more sustainable than
relying solely on short-term campaigns. Additionally, the article emphasizes the
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importance of measuring and analyzing results, which is crucial for any
management decision-making process.

This article really gets me thinking about how marketing is changing. It

basically says that instead of just blasting out ads at everyone, companies need to
focus on building relationships with real people and the circles they're part of. It
makes sense, people these days don't trust big businesses as much, so they're more
likely to listen to their friends and family, or even people they follow online, than
some fancy ad campaign. So, the article gives us some ideas on how companies
can do this, like joining online groups, working with people who have influence,
and using podcasts to connect with people in a more personal way. This a good
way for companies to reach people and build trust in the long run, even if it might
take a little longer than just investing in advertisements.

Submitted by:
Faith S. Agpalo

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