Profipoly: Marketing’s Fourth Wave and Final Frontier (Part 5)

First Three Waves

I asked ChatGPT (based on my core thesis) to summarise marketing’s first three waves.

  1. Branding: The Birth of Modern Marketing

The first wave of marketing, largely prominent throughout the 20th century, was centred on branding. It was the era of television commercials, billboards, and print advertisements, aiming to ingrain a brand’s image and messaging into the minds of consumers. As TV viewership soared, commercials became the centrepiece for many marketing campaigns, with iconic jingles, mascots, and taglines entering popular culture. Companies like Coca-Cola, Nike, and McDonald’s emerged as giants, largely thanks to their strong brand identities.

Branding was about creating a feeling, a connection between the consumer and the product. The right brand could assure quality, evoke emotions, and drive customer loyalty. Products became more than just commodities; they became statements of personality, class, and choice. With limited channels to communicate, marketers focused on creating impactful and lasting impressions with every advertisement.

  1. Performance Marketing: The Digital Transformation

The turn of the millennium brought about the second wave of marketing: performance marketing, fuelled by adtech. As the internet became ubiquitous, marketing avenues multiplied, giving rise to platforms like Google, Facebook, and Instagram. Performance marketing was characterised by its focus on measurable actions and results. No longer was marketing just about creating an impression; it was about driving a direct response – clicks, shares, purchases.

Tools and platforms started offering precise targeting options, allowing businesses to reach specific demographics or even individuals. The use of cookies and pixels meant that advertisers could track a user’s digital journey, optimize ad spend, and maximize ROI. Automated bidding, real-time analytics, and a plethora of ad formats became standard. The introduction of search engine marketing further enhanced the scope of performance marketing, making advertisers pay only for the tangible results they desired.

  1. Martech: Nurturing Relationships in a Digital Age

While still in its infancy, the third wave of marketing, martech, is poised to redefine the landscape. With the saturation of digital advertising and increased concerns about privacy and data protection, martech emphasises retention, engagement, and growth. It’s no longer about just attracting customers but nurturing and maintaining relationships with them.

Platforms and tools under the martech umbrella provide insights into customer behaviour, segmenting them based on their interactions with brands. Email marketing, CRM systems, and automation platforms enable businesses to send personalized messages at scale, improving customer loyalty and lifetime value. The emphasis is on creating a seamless customer journey, ensuring that each interaction is tailored and relevant.

Martech recognises that in a digital world, consumers are constantly bombarded with messages. The key to standing out isn’t merely attracting attention but cultivating relationships. With the aid of artificial intelligence, predictive analytics, and machine learning, martech platforms can predict future behaviour, allowing businesses to address customer needs proactively.

Conclusion

The progression from branding to martech illustrates the journey of marketing from broad strokes to fine-tuned, data-driven approaches. Each wave has built upon its predecessor, incorporating previous lessons while introducing innovative methods. It’s essential to recognise that these waves don’t entirely replace each other but often coexist, each contributing unique value to the marketing mix. As we transition into the next era of marketing, one thing remains constant: the importance of connecting with customers, whether through memorable branding, direct online interactions, or personalised digital experiences.

Thinks 1058

WSJ: “AI-driven large language models trained on massive amounts of voice, text and video conversations are now smart enough to detect and mimic emotions like empathy—at times, better than humans, some argue. Powerful new capabilities promise to improve interactions in customer service, human resources, mental health and other fields, tech experts say. They’re also raising moral and ethical questions about whether machines, which lack remorse and a sense of responsibility, should be allowed to interpret and evaluate human emotions…The benefits of the new technology could be transformative, company officials say. In customer service, bots trained to provide thoughtful suggestions could elevate consumer interactions instantly, boosting sales and customer satisfaction, proponents say. Therapist bots could help alleviate the severe shortage of mental health professionals and assist patients with no other access to care.”

NYTimes on prediction markets: “The basic idea behind Manifold Markets and similar platforms, such as Kalshi and Polymarket, goes like this: Markets aggregate information. The more information they aggregate, the more accurate they tend to be. And if enough people make enough bets, with enough information behind them, markets can tell you something useful about the future…In the Rationalists’ view, prediction markets are an essential part of a healthy civic ecosystem, and a necessary check on experts and mainstream authorities. They believe that prediction markets work because they harness the wisdom of crowds, and filter out noise and bias by reducing contentious debates to simple yes-or-no questions. Good forecasters win more bets over time, while bad ones lose money and influence. And everyone learns by watching prices move in real time, as more information is added to the market.”

Adam Mastroianni: “How do you make sense of a world where the scientific sands are always shifting and where so much remains unknown? It’s taken me a long time, but I’ve made my peace with it by learning to hold everything loosely, to remain ever humble about what we do know and ever optimistic about what we will…What sustains me now is neither certainty nor hopelessness, but a determined, humble optimism. The right answers are often simply unknown, and I might die without getting to know the truth. And yet the truth will be known one day. Just as we solved many of the mysteries that befuddled our ancestors, our descendants will solve many of the mysteries that befuddle us. Our ignorance is profound, forgivable and temporary. There are only two true errors: One is believing that we have no errors left to make, and the other is believing that those errors are permanent and irreversible.”

FT: “For Bonnie Quinn, a cash payment of £25 a week has proved to be a lifeline during the UK’s cost of living crisis. A single mother from Polbeth, south west of Edinburgh, the Scottish child payment has enabled her to afford packed lunches for her son, who rejects school meals because of his autism, and travel to her job as a catering assistant. “[It] has really helped just for me to be able to get to work and make sure that my little boy had everything when I was at work,” Quinn said of the government assistance she has received since 2021. “It has definitely been a lifesaver.” Supporters of the programme say the money is reducing deprivation among Scottish children to levels below the rest of the UK. They also say the initiative could act as a model for cash disbursements in combating poverty globally.”

Shankkar Aiyar: “Characteristically, young India views a government job via quota as the way out of the rut of doles and poverty. The aspiration is challenged by a curious Indian paradox—the coexistence of joblessness and vacant government posts—perpetuated by political apathy. It is estimated that there are over 2 million posts vacant across central and state governments. This July, the government informed Rajya Sabha that there are 9.64 lakh posts vacant across departments in the central government. Add to this over 12 lakh teacher posts—there are 117,285 single-teacher schools across India—and those of healthcare workers and police personnel left vacant across states. It is true that addressing asymmetries of opportunity and income calls for a reconfiguration of the current paradigm of reservations. It is equally true that the exercise cannot stop at merely identifying those in need. Diagnosis alone is scarcely sufficient to heal the polity. The parties chorusing the demand for enumeration must present a credible policy prescription—for modernising agriculture, for investing in human capital, for employment generation—to propel growth and harness demographic dividend. The quest for equity must be enshrined in the altar of an ambitious plan for growth without which quotas will at best represent a post-dated promise.”

Profipoly: Marketing’s Fourth Wave and Final Frontier (Part 4)

Marketing Defined

Investopedia: “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.” == Official definition from the American Marketing Association, approved 2017. Product, price, place, and promotion are the Four Ps of marketing. The Four Ps collectively make up the essential mix a company needs to market a product or service. Neil Borden popularized the idea of the marketing mix and the concept of the Four Ps in the 1950s.

Wikipedia: “Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator, Philip Kotler has evolved his definition of marketing. In 1980, he defined marketing as “satisfying needs and wants through an exchange process”, and in 2018 defined it as “the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return”. A related definition, from the sales process engineering perspective, defines marketing as “a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction”.”

Marvin Amm: “Probably one of the most famous quotes in marketing comes from Harvard Business School Professor Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” What Professor Levitt wanted to describe with this statement is just as true today as it was when he first said it. In fact it could be argued that it is indeed more true today than ever before. People want “bundles of benefits”. Your marketing mix should not be centred around your product, nor your company not even your customers. It should be centred around your customers’ needs and wants. Every product, no matter what it is, basically provides a service or a solution to a problem a customer is facing.”

Here are some more definitions compiled by Jeff Slater.

  • Scott Galloway: “The act of creating value for an organization by delivering a unique message to a target audience and building a relationship with them.” He believes marketing is not just about advertising but about creating a relationship with customers and delivering value to them. Galloway’s focus on the importance of customer relationships in marketing sets him apart from many other marketing experts.
  • Simon Sinek: “Marketing is not the art of finding customers, but the science of creating value for them.”
  • Steve Jobs: “Marketing is not just about selling what you make, but about making what people want.”
  • Jerome McCarthy: “Marketing is getting the right goods or services to the right people at the right place and at the right time at a profit.”
  • Chartered Institute of Marketing: “Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.”

For me, marketing is the art and strategy of creating a profipoly, a profits monopoly, by identifying the most valuable pool of customers for a product, and maximising revenues from them and their network. I echo this insight expressed by Fred Reichheld in his book, “Winning on Purpose”: “There is only one way to grow a business profitably. You make sure your customers are treated so well that they come back for more and bring their friends.” This should be marketing’s definition and purpose. In light of this, marketers need to rethink themselves as Chief Profipoly Officers.

Thinks 1057

Edward Luttwak: “As far as American power abroad goes, you have identified one-half of the phenomenon; the other half is Asia. The United States is now in a confrontation with China, for which it will need allies. But the United States finds itself possessed of very good allies – seriously good allies. You have India, which has all kinds of shortcomings, but practically speaking, it is the only ally we have that ties down PLA forces. There are at least 80,000 PLA troops active on the Indian border. India was trying desperately hard to stay neutral in this conflict, but the Chinese had to kick the Indians in the face until they became our allies. So China gave us India.”

WSJ: “Hardware can’t work without software. While chip companies typically don’t produce user-facing software like the apps on PCs and smartphones, they are typically responsible for providing the software tools that enable developers to write applications that can run on their chips. On that front, Nvidia put its AI stakes in the ground very early. In 2006, the company announced Compute Unified Device Architecture, or CUDA—a programming language that allows developers to write applications for GPUs. This turned out to be a key building block for the company’s AI business. It allowed engineers and scientists to program GPUs “to solve mathematically-intensive problems that were previously cost prohibitive,” the company said in its annual regulatory filing in early 2007. Over time, CUDA has grown to encompass 250 software libraries used by AI developers. That breadth effectively makes Nvidia the go-to platform for AI developers…CUDA gives Nvidia a competitive moat that competitors will find difficult to cross.”

WSJ: “In the contest to knock China off its perch as the world’s factory floor, countries such as Mexico, India and Vietnam face a formidable rival: China’s vast interior. Low-cost manufacturing is expanding away from China’s bustling coast as companies hunt for cheaper land and labor in central and western provinces. The migration has accelerated in recent years as U.S. tariffs push up costs for factories, and China’s coastal megacities focus on high-tech electronics, electric vehicles and other advanced industries. The result has been an export boom for China’s inland provinces that dwarfs the acceleration in overseas sales enjoyed by would-be rivals to China’s manufacturing crown.”

Sarah Ebner: “No real replacement [for email] has emerged. Email has not only usurped letters as the main means of communicating news — it is also a source of education and inspiration, a way to promote events and even a tool for verifying your identity. Plus, its archives live on in your inbox, remaining eminently searchable. Newsletters are just one way in which email has evolved…Email’s success lies in the seamless way it has embedded itself in every life stage: a school address is followed in quick succession by a university one, and then a professional one. In other words, email isn’t dead. It’s everywhere.”

Profipoly: Marketing’s Fourth Wave and Final Frontier (Part 3)

Marketing 101

At its core, marketing is the bridge between a product or service and its potential customers. It’s both an art and a science, merging creativity with data-driven strategies to communicate, persuade, and provide value. As Peter Drucker aptly put it, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Marketing is, first and foremost, about understanding value: the value a product or service brings to a customer and the value a customer brings to a brand. It’s about identifying needs and fulfilling them. As the renowned advertising executive Leo Burnett once said, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

In every marketing effort, the central objective is to translate the essence of a product or service into something relatable and desirable for the consumer. This requires an innate understanding of the market, a deep dive into consumer psychology, and an effective communication strategy that resonates with the target audience. To quote Drucker again, “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”

Marketing is as much about listening as it is about communicating. In the words of David Packard, co-founder of Hewlett-Packard, “Marketing is too important to be left to the marketing department.” This quote underscores the pervasive nature of marketing; it isn’t a function that operates in isolation. It’s intertwined with product development, customer service, sales, and virtually every other aspect of a business.

The “listening” part of marketing involves market research, consumer feedback, and trend analysis. By staying attuned to consumer needs and preferences, companies can better position their offerings in the marketplace, innovate more effectively, and pivot when necessary.

One of the constants in marketing is change. With the evolution of technology, especially the rise of digital platforms and social media, marketing strategies have had to continually adapt and evolve. Philip Kotler, often hailed as the “father of modern marketing,” stated, “Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” In today’s digital age, creating value means meeting customers where they are, be it on social media, search engines, or email, and providing them with personalised, timely, and relevant content.

More than just transactions, marketing is about building long-term relationships. Maya Angelou’s words offer profound wisdom in this context: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” For brands, this sentiment is crucial. Effective marketing isn’t just about a one-time sale; it’s about creating a lasting impression, fostering loyalty, and building a community of advocates.

Marketing, in essence, is a dynamic dance between brands and their audiences. It’s a multifaceted discipline that requires a balance of creativity, analytics, intuition, and strategy. As Seth Godin, a modern marketing guru, succinctly puts it, “Marketing is a contest for people’s attention.” In an ever-evolving landscape, the brands that truly understand their customers, embrace change, and focus on building genuine relationships are the ones that will thrive. In the grand tapestry of commerce, marketing threads weave narratives, emotions, and value propositions, creating a colourful mosaic of interactions, impressions, and connections.

Thinks 1056

WSJ: “The 20th century belonged to the unruly minds at 3M. From its early days, the American manufacturing giant gave its researchers a long leash to chase ideas, many to dead-ends. The hits, though, were indelible: Scotch tape. Masking tape. Videotape. Post-it Notes. N95 masks. Artificial turf. Heart medication. 3M patented adhesives and abrasives, as well as proprietary coatings and films that reflect light, repel water and insulate against cold and heat—materials at the heart of highway signs, weatherproof windows and stain-resistant clothing and carpets. Its optical film brightened the screens of millions of laptops, smartphones and flat-screen TVs. A cautious air has since settled on the 3M headquarters and research campus in Maplewood, Minn., dampening the restless ambition that built the company, according to some investors and company veterans. There are fewer new products and fewer still have been blockbusters, a dry spell that couldn’t have arrived at a worse time.”

WSJ: “As AI becomes capable of taking on more work that is now done by humans, people will need to more aggressively upgrade their skills to stay productive and employable. “Reskillers,” a new type of teacher, will help people stay one step ahead of the machines. As AI evolves, companies will put growing value on specialists who can guide such critical human development. “Teachers had it bad under the industrial revolution. Look at what they are paid,” says Stephen Messer, co-founder and chairperson of Collective[i], which has developed a foundation model that produces insights around revenue forecasting and growth. “Now, I think teachers are about to go through a revolution because of AI.” Reskillers will need to understand the talents that organizations require as technology marches ahead. “This puts an onus on employees and companies to stay relevant,” says Keith Peiris, co-founder and chief executive of Tome, a startup with a generative AI-native storytelling and presentation platform. “In the ‘old world,’ pre generative AI, maybe you needed 100 people to build a company…With AI, maybe you could build that company with 30 people.””

Ilya Somin: “The popularity of political misinformation is indeed due primarily to demand, rather than supply, which is why the problem long predates the rise of modern social media, and might well have been as bad or even worse in earlier eras dominated by what we today call the “legacy” media of newspapers and radio. The lies and disinformation that promoted fascism, communism, and other enormously harmful ideologies spread without the aid of Twitter and Facebook…This demand for misinformation is the real root of the problem. If it were lower, the supply would not be much of a danger, and at the very least would not affect many voters’ political decision-making.”

Arnold Kling: “When I finish writing a book review, I will often say to myself, “There! Now nobody has to read the book. I’ve boiled it down for them.” We would be better off if authors did that work themselves…Books and magazines evolved when printing and distribution costs were high. This meant that consumers had limited amounts of material to read, so that as a writer you could take your time getting to the point. Computers and the Internet get rid of printing and distribution costs. The most important scarce resource these days is the reader’s time. You can complain about that all you want, but I recommend adapting to it instead…Your aspiration should be to condense your thoughts into a good substack essay.”

Donald Boudreaux: “The basic rules that all good parents teach their children aren’t convoluted, dense, or esoteric. Nor are they unfamiliar. They’re unassailable and obvious, and in their simplicity provide indispensable guidance for the pursuit of success and happiness in our enormously complex world: Don’t hit other people (unless they intentionally and without provocation hit you first). Don’t take other people’s stuff. Keep your promises. Be honest. Don’t envy others’ good fortune. Don’t make excuses for your mistakes and failings.Respect other people’s peaceful habits and characteristics, even when these are unfamiliar. Work hard. Mind your own business. Might does not make right. Don’t think yourself entitled to be excused from any of these rules.”

Profipoly: Marketing’s Fourth Wave and Final Frontier (Part 2)

Crossing the Chasm

Marketing is close to fulfilling its ultimate vision – the maximisation of lifetime revenue and therefore exponential forever profitable growth, resulting in the creation of a profits monopoly (“profipoly”) for the successful implementers. Marketing’s first two three waves focused on brand building, performance marketing (adtech), and retention and growth (martech). The rise of ‘Profipoly Marketing’ is marketing’s fourth wave. Anchored in data, tech, and AI, it will enable businesses to maximise revenue and profits once they’ve built the brand, acquired customers, and retained them.

This wave will bring mutual benefits for brands and customers. Brands will be able to build deep relationships with their existing customers and thus reduce the need for continuous and costly new customer acquisition. Customers will experience omnichannel personalisation and frictionless funnels where their attention is not wasted on generic or useless product recommendations.

This harmonisation of the brand-customer relationship is the promise of profipoly marketing. While we have glimpsed some of its promise, tomorrow’s world of inbox commerce, digital twins, green journeys, atomic rewards, velvet rope marketing, and earned growth will herald a Generative AI-like transformation in marketing by fixing the customer journey frictions that have long plagued brands in their pursuit of sustainable growth and profitability.

Modern marketing’s journey began a century ago with brand building. It then entered the digital world with targeting based on interest (content viewed) and quest (search terms). Martech is helping brands retain and engage customers. It is now set for its next logical and revolutionary leap. Knowing more about one’s own customers, decoding their digital genome, predicting their next actions, maximising their lifetime value, and leveraging their friends and family network for referrals will slash cost of acquisition and grow revenues thus creating a surge in profitability. This is a $200 billion unlock opportunity for brands because that is the spending which is being wasted today on wrong acquisition and reacquisition. This elimination of AdWaste will bring a flywheel of innovation as brands and martech solution providers benefit – brands will be able to invest more in innovation, while martech vendors will be able to create even better platforms for smoothening the brand’s journey into an era of profitable growth.

This is the world I have described over the past three years in my writings. It is a world that can now be brought to life. Just like artificial intelligence progress happened slowly and then suddenly, marketing’s chasm between acquisition and retention is about to be crossed with a flurry of ideas and innovations. Think of this as marketing’s version of the ‘singularity’ concept – where brands can maximise revenue and profitability, and can differentiate between their customers to enable their best customers to get amazing experiences. As customers, we will welcome this world where our time and money are not wasted, where the right products are showcased at the right time on the right channel, and where our experiences match not just our current spending but also long-term potential with brands.

In this series, we will discuss marketing’s past, present, and future. We will delve into the breakthrough technologies which will bring this new world to life. It is a world of interest to all of us. While some of us are marketers and others are vendors, we are all customers.

Thinks 1055

Reason: “”The direct use of physical force is so poor a solution to the problem of limited resources that it is commonly employed only by small children and great nations.” This spicy little sentence is typical of the zingers littered throughout David Friedman’s The Machinery of Freedom. The anarcho-capitalist classic turns 50 this year, and it’s worth revisiting for both its spirit and substance…The appeal of Friedman’s anarchism is not that he has the answer, but that he has dozens of them and he’s not at all bothered by the idea that none may be the perfect one. “It is fashionable,” writes Friedman, “to measure the importance of ideas by the number and violence of their adherents. That is a fashion I shall not follow. If, when you finish this book, you have come to share many of my views, you will know the most important thing about the number of libertarians—that it is larger by one than when you started reading.””

Arnold Kling: “I think that artificial intelligence is in that same chaotic, high-potential state in which the Web found itself in 1993. Yes, the field of artificial intelligence in computers has been around a long time. By the same token, as of 1993, the Internet had been around for a quarter century. But the release of NCSA Mosaic did for the Internet what the release of ChatGPT did for AI. The newest buzzword in AI is “multimodal,” meaning combining text, images, and possibly other sensory inputs as well as data. Today’s text-only chatbots may soon look as primitive as the text-only Web of 1992. Tim B. Lee’s recent essay foresees powerful results from combining AI’s with cameras: “Until recently, computers needed human help to understand what was in an image. Now computers can glean a ton of actionable information directly from images. And that data can then become an input to other software.” My advice is to set aside time to play with AI’s now. But imagine directions that the technology might take in the future. We’re in early days.”

FT: “Studies by McKinsey, the CFA Institute and others consistently show that companies that invest less in long-term growth relative to their peers end up underperforming over the medium or long haul. The bonus is largest for companies that continue to invest during difficult periods like the one we are in now. So who is to blame for this short-sighted short-termism? Corporate executives finger sellside analysts and greedy investors. The former, who dominate on earnings calls and at conferences, ask for quarterly targets for use in their models and punish those who fall short. Activist investors are accused of seeking to profit from short-term moves in a company’s share price and demanding that earnings be spent on dividends and share buybacks. While there is some truth to these complaints, corporate leaders and chief financial officers in particular also need to take a hard look in the mirror.”

AIER: “[Thomas] Sowell’s insightful angle on this is that “the more other things there are, influencing outcomes, the lower the chances of all of those things being equal.” That is critical because “At the heart of the social justice vision is the assumption that, because economic and other disparities among human beings greatly exceed any differences in their innate capacities, these disparities are evidence of proof of the effects of such human vices as exploitation and discrimination,” but “we can read reams of social justice literature without encountering a single example of the proportional representation of different groups in endeavors open to competition—in any country in the world today, or at any time over thousands of years of recorded history.” In other words, given zero real world examples where other things were equal enough that proportional representation made any sense at all as a standard from which any deviation can be judged proof of malfeasance requiring coercive redress, buttressed by mountains of evidence to the contrary (much of which Sowell cites), the central assumption or premise of much of social justice discussion is false. And that faulty core premise cannot establish the truth of the conclusions so many wish to reach…In Sowell’s words, “We might agree that “equal chances for all” would be desirable. But that in no way guarantees that we have either the knowledge or the power required to make that goal attainable, without ruinous sacrifices of other goals, ranging from freedom to survival.”

Profipoly: Marketing’s Fourth Wave and Final Frontier (Part 1)

The Delta Change

Mid-September, I got an email from Delta Airlines. (Postscript: Since then, Delta has modified some aspects of their loyalty program.)

For the first time, SkyMiles Members living outside of the U.S. will now earn Medallion Status via Medallion Qualification Dollars (MQDs). Starting January 1, 2024, all you will need are MQDs to achieve Status. No need to keep track of miles (MQMs) or segments (MQSs) flown. All currencies convert to USD at the standard exchange rate at the time of ticketing and/or purchase and will then convert from $1 USD to $1 MQD.

With many more ways to earn MQDs, this is what you will need to achieve in 2024 to earn 2025 Medallion Status:

Silver Medallion: $6,000 MQDs

Gold Medallion: $12,000 MQDs

Platinum Medallion: $18,000 MQDs

Diamond Medallion: $35,000 MQDs

Wall Street Journal explained the move:

Travelers won’t need to step on a plane to earn status in frequent-flier program—if they spend enough money.

Delta had been a holdout in keeping its SkyMiles loyalty program closely tied to flying even as rivals had shifted to reward credit-card spending more richly.

Now, the carrier is shifting to a model that ties status exclusively to how much people spend, either on travel with the airline and its partners, on co-branded credit cards, or by booking hotels, rental cars and vacation packages through Delta channels.

Elite status has long been highly sought after—and hotly pursued—by frequent fliers who cherish perks like early boarding, free checked bags, seat upgrades, and bonus miles to spend on award travel. Delta is the latest carrier to decide that flying is no longer a prerequisite.

Washington Post had this:

While the airline says its revamped system has “simplified” the SkyMiles program for repeat customers, it’s actually dealing a significant blow to the middle class of travelers, inciting outrage on social media and promises from some to quit flying Delta altogether.

… It’s all part of a massive shift from years of luxury travel perks for the masses, repeated status extensions resulting from the pandemic, and credit card acquisition tactics that sold unfettered entry into airport lounges. As airlines continue to benefit from a high volume of travelers, it looks like the beginning of the end for a golden era of status hacking.

By linking rewards and status to spending, Delta is ushering in the next wave in marketing: where customer value isn’t just about loyalty, but about actual monetary contribution, a shift away from simply retention to maximising revenue and profits. Welcome to Profipoly Marketing, where brands don’t just seek to retain customers, but actively strategise to optimise and maximise their revenue streams from existing customers and their networks. Such shifts, while potentially polarising, underscore the evolving nature of brand-consumer relationships in the digital age. As brands prioritise profitability, consumers will need to recalibrate their expectations and loyalties. In this series, we’ll unpack how the transition to profipoly marketing – the fourth wave in marketing and its final frontier – will redefine industries, challenge long-held beliefs, and shape the future of eCommerce.

Thinks 1054

FT: “In business, bad timing can be as disastrous as a bad idea. Many will remember the first dotcom bubble. In many cases, businesses went wrong not because they did not foresee the future but because they did not understand how long it would take for that future to arrive. This was particularly true in the media. Visionary execs predicted smartphones, streaming and broadcast opportunities. And they were prescient. But what they didn’t factor in was how far off decent broadband, high-end mobiles and so on, were. So vast amounts of money was wasted. Moving too quickly was an expensive mistake. Bad timing is another way of saying that you have misread the circumstances…Moving too fast can be as catastrophic as moving in the wrong direction. It is not a forgivable frailty.”

Andy Mukherjee: “Should India double down on software services, where it has proven prowess and strong outsourcing companies? Or must it follow the successful East Asian model and bet big on factory work to generate mass employment? Maybe there is a third way…It may not lead to the 70 million new jobs the economy needs over a decade, but it could help garner much more value per employee than either assembling electronics or selling software as a remotely produced service. This third way is software products.”

strategy+business: “Change begins to scale when people are given resources to help them achieve things they already believed in. The method succeeds because it empowers people to see themselves as heroes within their own story. In the hospital example, the tally of lives saved was incentive enough. The success of the new initiatives, in turn, shifts the perceptions of those around them, opening up new possibilities, and achieving even greater impact. This approach—convincing, not coercing—can be used in all areas where companies seek to introduce new ways of working, be it new technology or simply new procedures. Though it may be tempting for managers to impose change on everyone simultaneously, a better approach is to start small and give change enthusiasts the resources they need. In the final analysis, successful transformation is about empowerment, not persuasion. By designing a resource that those who believe in change can co-opt for their own purposes, you can unlock powerful forces that enable change.”

Economist: “A radical alternative really is taking shape. Some call it “global resilience” or “economic statecraft”. We call it “homeland economics”. The crucial idea is to reduce risks to a country’s economy—those presented by the vagaries of markets, an unpredictable shock such as a pandemic, or the actions of a geopolitical opponent. Supporters say this will produce a world that is safer, fairer and greener..It will, in large part, create the opposite…Homeland economics will create billions of losers. Beneath the apparent reasonableness, there is a deep incoherence. It is based on an overly pessimistic reading of neoliberal globalisation, which in fact held great benefits for most of the world. The benefits of the new approach are at best uncertain. Meanwhile, attempts to break free economically from China are likely to be partial, at best. The benefits of green subsidies for the fight against climate change are also less clear than their proponents admit.” More: “Homeland economics will ultimately prove to be a disappointment. It misdiagnoses what has gone wrong, it overburdens the state with unmeetable responsibilities and it will botch a period of rapid social and technological change. The good news is that eventually it will bring about its own demise.”