The times have changed, our lives too as we follow technology and internet modern trends. We communicate, interact and purchasing products and services online. There is plenty of information available with a few clicks of a mouse. Search engines, social media, communities, forums, networks, and brands, companies, websites and last but not least the marketers are part of this “New” society.
Has Marketing Changed?
Marketing has changed and evolves constantly. As with technology, science, business, and society. Everything evolves and what worked in the past might be obsolete right now. But one thing is for sure, we improve, even if we don’t want it. Improvement comes naturally as a result of human relationships, curiosity, and knowledge.
In the early stages of marketing “Hard Sell” techniques were applied with great results for the companies. Broad messages through TV, Radio, street advertisements generated millions of dollars for the owners and the marketing agencies.
Insane investments in printed material (flyers, postcards, cards, brochures …) was a reason for an ad consuming paranoia. Post mail, direct mail or even phone calls were a guaranteed way to sales and conversions.
But people, you and me, we’re sick of all this advertising hurricane where every new company was entering the market bombarding us with ads and “pushy” sales letters.
Now we have the option to choose among millions of different choices. We can read reviews online and determine if a product is fulfilling our needs. We can discuss with people on social media and follow websites that entertain us. We have knowledge offered for free, we hold the power as consumers. Our word of mouth can help a company rise or fall.
A Modern Marketing Definition Approach
Modern marketing is a multi-level process. More than ever before marketers have to analyze customers behaviors and attract them through genuine and helpful channels. They need value and quality, so this is where “Content” marketing comes into play.
According to the e-book of Act-On that is delivered through Social Media Today … “Content marketing is a strategy for attracting and retaining customers by creating and distributing valuable, relevant content that engages, assists or informs clearly defined target audiences.”
The successful content marketing appears when a company manages to complete the modern needs of consumers. To inform, educate or entertain them in order to build awareness, trust and at a later time be rewarded with sales. Although this modern technique seems very difficult, with unsustainable results, the companies that remain helpful will be compensated by loyal and long-term customers.
Wikipedia defines marketing as the procedure of communicating the value of a product, service or brand to customers or consumers for promotion and sales. In this modern era, marketers define that communication through strategies that build a relationship with the prospects and potential customers. We can call it “Relationship” Marketing.
The customer becomes a friend, a real partner that has a voice, an opinion that can be heard and analyzed. Modern people don’t want to over-consume low quality or cheap products and services. They need quality and quantity comes last.
They want to interact with the companies and other consumers, they want to be a living part of this new age. So I guess this is where “Social” Marketing knocks the door. Now all the companies develop a strong online presence through social media platforms and sub-communities. They offer value, engage and discuss with customers, they listen
…At last customers are the most important part of this Chain, this sales cycle.
No More Mass Channels
Jon Miller from the Marketo’s blog made a great point in his article …“Buyers cannot be reached through traditional channels and media outlets. They will quickly tune out any mass message that’s not immediately relevant to them.”
New customers are not satisfied with cold emails, ads or messages that are not in a complete alliance with their needs, purchasing history and communication preferences. They expect from the companies a constructive dialogue, personal conversations.
How Modern Marketing Works
We live in an era of an economic recession, people in my country can assure you for this situation. Even giant corporations and brands cut their marketing budgets. But there is no need anymore for all these useless marketing material that belongs to the past.
In the same article inside Wikipedia, the author defines this new marketing approach as “Holistic” marketing, where everything matters. There are four main components that characterize this “Holistic” definition, relationship, internal, integrated and socially responsive marketing.
“Content” or “Social” or “Relationship” Marketing work together as a team in the hands of a marketer. Unique and engaging content has to be delivered every day to these new customers, that are hungry for quality and communication. But in order to distribute such huge amounts of content companies need personnel, software or other technological practices are not able to produce that content.
It is content by people for the people.
A modern marketer must be able to satisfy the final customers by every possible angle.No matter if a customer is using a mobile phone, a desktop or a laptop the marketer has to be there and offer value. A marketer has to diversify his sources more than ever before.
Every social platform requires different techniques and material. There are visually oriented mediums, like Pinterest, Facebook or YouTube…Fancy infographics, beautiful illustrations, images, and appealing videos are consumed on a daily basis. Other communities need written and informative material. Blog posts, presentations, surveys are produced to satisfy these needs.
A marketer’s job is to present a company or a brand as an authority. Must be able to offer various types of content that can maximize a brand’s status. That is why a big percentage of companies offer material like podcasts or webinars or any other form of modern marketing.
A marketer’s or a marketing’s team job is to innovate and discover new channels to attract prospects, leads, and buyers. There are marketing teams solely devoted to that direction, experimenting with new ideas and this is where improvement comes. Hopefully, the internet has changed our lives in a positive way, but…
What Does the Future Bring? – Conclusion
Let’s think for a moment and analyze this whole situation from the start. How long do you think this “Content” Hunger will be continued? What the future is hiding for companies, customers and marketers? Where are we going?
As marketers we have to stay alerted and informed, we have to educate and be educated continuously, we have to predict the future and understand any changes in the customers’ behaviors in order to stay updated and dynamic.
Humans evolve, so is marketing
That’s it, another article has finished, here on Web Market Support. I am welcoming your comments and thoughts as always. Till next time.