In an earlier post, I discussed the concept of utilitarian marketing, which can be defined as marketing that is useful (in a real-world, practical way) to the recipient. Utilitarian marketing has become a hot topic in marketing circles over the past several months, in part because of the publication of two books – Youtility by Jay Baer and Ctrl Alt Delete by Mitch Joel.
The basic idea of utilitarian marketing is simple enough, but beyond being useful, what are the major characteristics of utilitarian marketing? In Youtility, Jay Baer says that there are three distinct facets of useful marketing, and that every successful “Youtility” will include at least one of these features.
- Self-service information – This means enabling people to inform themselves how and when they wish. Useful marketing allows prospects and customers to determine the path their engagement will take and doesn’t funnel information to customers…
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