I am old. These eyes have seen many marketing campaigns in many boardrooms over the years. One thing that doesn’t change about marketing is that it’s based on human emotions and responses. However, a lot else has changed about the world of marketing and how to effectively get your message out to your customers. Here is a look at the old vs. they new way to market.
The Old Rules
Here’s are the rules for marketing that are taught in most business courses, and are common inside most companies (many of whom are struggling):
- Step 1. Create a product that has a broad appeal to a large number of consumers or buyers.
- Step 2. Reach as large an audience as possible with a message that appeals to many of those potential buyers.
- Step 3. Create a recognizable brand name that can be extended into additional product categories.
The New Rules
- Step 1. Create a product that addresses a very specific type of consumer and buyer.
- Step 2. Target your initial messaging at that audience in order to “convert” them into your advocates.
- Step 3. Have those advocates define your brand name and the future of your offerings.
“Why the change?” you ask. It’s because thanks largely to social media and new media, people are consuming information differently. There are many subsegments of very specialized clusters of consumers you can reach more effectively by becoming laser focused on your niche. So please stop printing thousands of leaflets and blanketing neighbourhoods, stop buying bus shelter ads or newspaper inserts. Get focused and targeted and intercept the world of your specific target customer instead. You’ll get a lot more mileage for it.
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- Mobile Marketing: Tips And Tricks For Beginners (hector4g.wordpress.com)
- How to Create a Successful Content Marketing Strategy (stateofsearch.com)
- Everything You Need To Know About Marketing You Learned In High School: 6 Rules (forbes.com)