No..not as far as I am concerned.
It is about providing value. Full stop.
Value can be created by either, both or a combination, let's take a look
- Simplicity can provide value. Think about drive through restaurants and how they remove the need to sit at a restaurant table, or a mobile phone that needs no cord.
- Complexity can provide value. So a camera on a simple phone adds value.
I find it better to ask this question..
Does what we propose to do, add value?
- Is the complexity valuable, does it add something that will bring value to people's lives...not merely justify a higher price?
- Does the simplicity add value by making the consumer's life easier...not merely take cost out of the product?
Social marketing is then creating the conversation around that value offered.