Marketing is no longer a department – it is a state of mind.

I awoke with a start this morning with a single thought on my mind. It is a concept I heard randomly in the halls (or maybe on Twitter) from the company, ExactTarget. I’m not sure who said it (or typed it) but it was on my mind at 2:30am this morning. Stupid, I know.  At first the concept sounds easy to understand. “Yah… Kyle this makes complete sense! Do not think of marketing as a department with a CMO and a staff but think of marketing as an overall experience!” Easy.

However, there is a deeper meaning to the idea of marketing being a “state of mind.” It is more than your department or advertisement. It is everything under your brand… your structure that supports and influences the customer’s buying decision…. and their experience.

First, let’s explore the meaning of something being a “state of mind.” In researching for this blog post I ran across the teachings of Mihaly Csikszentmihalyi (I know… it is a mouthful). Mihaly is pretty much the master on the idea of the flow of the mental state of mind.

“Mihaly outlines his theory that people are most happy when they are in a state of flow— a state of concentration or complete absorption with the activity at hand and the situation. The idea of flow is identical to the feeling of being in the zone or in the groove.”

Each individual can have their own understanding of what it means to be in the zone (or groove). When it comes to marketing it is extremely important to keep the customer or the potential customer in the groove. The groove is the process of captivation… a state of concentrating and complete absorption in an activity.

Your story is what makes you captivating. Your client’s success story is what throws people in the groove.
Can you imagine a customer being completely absorbed in your product and brand experience? You can look at any big brand and discover slivers of this idea worked into the product design, store design, marketing and employee training.

Tell the story and captivate your audience. Want a good example? Check out this marketing/recruitment/employee interation video from Twitter.

You may be reading this disgusted because you are the ONLY marketing professional in your company. Hell… you could be the only person in your company! But guess what? It is easier than you think to create a positive state of mind with your clients and potential clients. Tell your story and create the content that pulls potential customers into your mix. You are creating an experience to captivate them.