Non-Obvious Marketing Techniques

Posted: June 27, 2023

Authentic marketing versus advertising can be a challenging concept for marketers as consumers' feeds are inundated daily with variations of both. Hannah Carvalho of Associations Now dissects a keynote address by Rohit Bhargava in the article below.

#MMCCon Keynote: Build Trust With Marketing and Communications

Being able to access a wealth of information comes with a lot of skepticism. How do you know if a piece of mass media is authentic, or if an advertisement does what it claims? In this environment, it’s not only hard to trust but also to earn trust from others.

According to Rohit Bhargava, founder of Non-Obvious Company, embracing non-obvious thinking can help organizations create stories that stand out and ring true for current and potential members. “Sometimes there are more important things than what everyone else assumes is important,” Bhargava said during the opening keynote at ASAE’s 2023 Marketing, Membership, and Communications Conference. “We need to be able to do more, and we need to see the world and pay attention to what really matters.” Read, "#MMCCon Keynote: Build Trust With Marketing and Communications."