Let’s face it. All marketing stems from evangelism. And all evangelism from religion. The King of all Marketing today is undoubtedly Apple with their demo-god Steve Jobs firmly at the helm. One of my recent posts, focused on the fact that Apple currently doesn’t have a team of evangelists as they did during their Mac times. Looks like Apple has slipped into the old school style of evangelism
Here’s what I mean — the 2 schools of evangelism:
1. Old testament/Old School evangelism: This is about the power of miracles that is announced by prophets. Life changing commandments or the iPhone that you better believe in for your own good. Here the non-believers are converted en-masse before even trying the service (I can’t tell you how many of my friends & myself are already raving about the iPhone service and the products is still not released) and we in turn go about spreading the message converting other non-users by sheer enthusiasm.
So it’s God -> prophet -> masses
2. New testament/New School/web 2.0 evangelism: This focuses on the community and considers all as equal members of the viral marketing message that each user takes from one to the other. What’s key here is that users are more rational, interested in trying out the service and they in turn evangelize the benefits of the product/service to people they care about a.k.a the community via the blogosphere and other tools at their disposal.
So it’s user -> user -> user
I bet pre-iPod Apple would have definitely engaged in an evangelist like Guy Kawasaki to spread the message. So,
Is the blogosphere/community marketing only for startups and Not-so-Hot large companies?