Occasionally publishing professionals may tend to view books as commodities rather than the individual works of value that they are; especially with the onslaught of nearly 1,000 books being published every day. The sheer volume can make marketers lose focus. And if that challenge isn’t enough, today’s market is demanding more and more personalization and customization. Marketers must appeal to consumers needs in more personal and social ways.
The above video offers a lesson in innovative “custom mass-marketing” from the marketers of the vodka brand, Absolut. Engineers and designers created rules that allowed machines to behave randomly to create 4 million uniquely designed (“personalized”) bottles.
What can we learn and adapt from this marketing approach? Write your comments below.
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