Ask any random person you run into at a casino what reason they had for coming out that day and you’ll get any number of answers, but the two answers you’ll get most often are to have a good time and to win some money. There’s a perfectly good reason for that: That’s what casinos are for. A weekend trip to the casino is designed to help you put your worries behind you and have some fun in an exciting environment with a chance to walk out a little richer than when you came in. So why do so many casino marketing programs gloss over that broad appeal of a trip to the casino in favor of pushing the same tired and overused giveaway-of-the-month promotions instead?
The best book I’ve read on the subject of inbound marketing is The Zen of Social Media Marketing, by Shama Hyder Kabani. Since our most-trendy of industries is great at renaming things, she informs us that the paradigm of Traditional v. Social Media has changed already, at least by name. Hipsters now call it Outbound v. In- bound Marketing.
During the last few months, national sites have been ripe with discussion about the primary role social media played in the Tunisian and Egyptian regime changes. While people started these revolutions, it was social media that dramatically helped speed the process along. Facebook and Twitter helped protestors to organize at warp speed. These social media vehicles also circumvented state-controlled media outlets to distribute details of revolution efforts and events to a waiting world.
Thanks to the never-ending, always-evolving information revolution, our collective attention spans can now be counted in nanoseconds while our collective “bovine excrement” detectors are highly sensitive. The Internet has leveled the playing field, leaving us in a world Darwin could appreciate, where only the strong survive.
No longer dependent on what news editors deem “newsworthy,” we can reach our audiences directly. And they can reach us. The filters are now gone and we are solely responsible for telling our story. The question “Should we respond?” is now seldom asked, having been replaced by “How do we respond?”