Did Beyoncé's album just prove marketing is dead?
Some people say Beyoncé's surprise move, releasing her latest self-titled album on Apple's iTunes with no hype or advance notice, was brilliant.
Others, like Saatchi & Saatchi CEO Kevin Roberts, said it shows that marketing has forever changed.
"Marketing as we knew it is dead," Roberts said in an interview with Bloomberg.
What people will quickly forget about is how long Beyoncé has been working her butt off in the music industry. How long? How about since the early '90s when Destiny's Child was formed and landed a spot on the talent show "Star Search."
That's a couple decades of brand building and growing a fan base. So yeah, when you work that long and perform at big events like the Super Bowl, have 17 Grammy Awards, and are married to one of the biggest names in music (Jay-Z), it's easy for you to drop an album unannounced and see it become wildly successful.
I wouldn't so much say that "marketing as we knew it is dead" but rather that marketing is reverting back to what it was in the 1960s — relationship marketing. Artists, authors, Fortune 500s, entrepreneurs, and everyone inbetween is learning that social media and online marketing can only get you so far. Building great relationships with your customers (or fans) is the single greatest form of marketing you can do. Beyoncé's new album isn't successful because she kept it a secret and dropped it out of thin air, it's successful because she has a huge fan base, has poured her life into her brand, and is an incredibly talented human being.
(Read more: Beyoncé's stealth albums shatters iTunes record)
Beyonce is touring the country engaging with her fans. She's creating real-life interactions that people will never forget. Yes, she uses Twitter and retweets a few fans here and there.
Yes, she posts updates on her Facebook page. But those interactions don't compare to her staring you in the face at a concert and singing "All The Single Ladies." You don't create a memory about someone from an interaction on Twitter, you create it when you are engaging with them in-person and you have a moment that impacts your life (even if you're hundreds of feet away watching Beyoncé on a stage).
The culmination of all those moments with fans is what gives Beyoncé the ability to drop the mic on the music industry and see incredible success. Oh, and it helps that she's amazingly talented, too.
(Read more: He's busting the model again—this time with a book)
— By Jason HeadsetsDotCom
Jason HeadsetsDotCom, soon to be Jason SurfApp (he sold his name again for 2014), is the brainchild behind IWearYourShirt.com, a marketing company he created where businesses pay him to wear their shirts and then promote the brands via interaction on social media. Jason is currently crowdfunding a book titled "Creativity For Sale" at http://sponsormybook.com. Follow him on Twitter @IWearYourShirt.