What Is Generative Marketing?
Generative Marketing is a way of looking at entrepreneurial business that focuses on returning humanity to our experience of interacting with those we serve.
Marketing in general, and digital marketing in particular, has a powerful set of tools and technology at its disposal, all focused on connecting the producer of some widget or service to their prospective buyer. Numbers matter and they are tracked ad nausea, but somehow traditional marketing has lost sight of the fact that human beings buy things. Only after human beings, not merely prospects, assess that the business offering actually takes care of something important will they even entertain a relationship that extends past trivial transactions.
Likewise, organizations can produce goods and services with ever greater efficiency and automation, but the ones that matter still know that it’s human beings that keep the wheels spinning, and that people who care about what they are doing produce higher quality and quantity of whatever it is that they’re working on.
So Generative Marketing is about making the connection between human beings who genuinely care about what they are producing, and the people – real human beings – that they hope to serve through the relationship created by coming together in the context of a fair offer that addresses a customer’s real concern. More simply, it’s about making the connection between what you care about as an entrepreneur and those you serve by taking care of their concerns.