changing world of marketing…
New concept is emerging, that marketing strategies should be based on swarm intelligence. Swarm intelligence is the offshoot of artificial intelligence. In simple terms, we can describe this field of study as “Collective Wisdom”.
Ant Colonies inspire this subject, which exhibits fascinating behavior of teamwork and intelligence. In individual capacity, they are raw but when they socialize and work as team then they become intelligent. In Ant colonies, there is no leader and no one dictates any rules to the masses, rather everyone is doing very simple tasks of sensing scents of the preceding ant and just thinks about the obstacle in front of them. They interact with the obstacle in a collective manner for example by making bridges of ants over obstacle or following shortest routes etc.
There are mathematical formulas, which prove this behavior as strategic in nature. Most of us are familiar with the concept of “Integration” and “Derivation” in mathematics. Since, this is not a math’s lecture but the point I am trying to make is that logical understanding of these two formulas is that divide complex problem in smaller manageable parts with the help of “derivation” and solve them. Once you get the answers then “integrate” all results to get complete solution to the problem. Therefore, ant colonies collectively achieving complex and strategic outcomes but individually they are performing very simple tasks which are connected in the shape of a swarm and produce said result.
In marketing, we have to replicate this model and it cannot be so easier than right now with the advent of social media. All social media users are ants of the colony doing small things like postings, updating their status, liking posts, sharing posts and commenting on posts. We need to attract this digital human swarm to our brands so that they start contributing in achieving long-term objectives. There is a need to have members having different traits and specialties like musicians, bloggers, artists, scientists, journalists and to name but a few. When they start interacting with your brand, then your value proposition will viral in 360 degrees on social media and will gain rapid popularity.
Although to share all thoughts regarding swarm intelligence in marketing is not possible through single blog. Therefore, I will be trying to cover this topic in more detail in times to come. However, coming to the end I would like to thank you on taking time out of your busy routine to read this blog and it would be icing on the cake if you leave a comment to share thoughts on the subject.