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Bored with traditional album marketing, Beyoncé released her new self-titled album as a surprise midnight last Thursday. Clearly, she would have had no problem selling her album, but the unannounced release is telling of what’s happening in marketing.
The trend of “anti-marketing” is on the rise – businesses and brands appear to deliver messages and products directly to the consumer, without media.
In the same vein, Anchorman 2’s cast has promoted the new film by engaging fans with unusual marketing techniques – and it seems to be working.
To try anti-marketing, consider what customers want and what their social behavior is like.