An answer in non-techie, laymens terms. Something my boomer parents would understand, well my mother definitely, pop on the other hand shuns computers so I guess he’s a lost cause.

Rather than create an explanation from scratch, I’ve posted an excellent video made by Lee and Sachi from Commoncraft. Plus the theme of the clip coincidentally gels with the fact that I just got back from a walk to the Abbots icecream shop. Enjoy the scoop!

The new definition reads: “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.”

The previous version: “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

Why the change? The new definition does not limit marketing to an organizational function. It recognizes that consumers’ are increasingly becoming involved in steering the conversation and creative efforts around brands. A good example is Nick Haley’s iPod Touch commercial for Apple which can be found on Youtube. In the world of Web 2.0 we’re all brand ambassadors.

Stayed tuned for more on the good and the dark side of consumer created content.