In the wake of the most recent market slump, many business who survived have learned to market in a whole new way. The status quo no longer produces the desired results, and big, slow companies are feeling the affects of antiquated marketing thinking.
Marketing in the new millennium means discovering what your potential clients, customers, patients or whatever, want and need and then addressing those issues specifically. It means reaching out to your customers with customized, individualized marketing messages that they can relate to and speak to. It means being part of a discussion, not just blasting out your marketing until people are tired of seeing it, praying that someone will respond. Marketing for today and tomorrow means crafting a message and targeting your audience, interacting with your audience, and providing solutions that work. Your marketplace will expect it and if you don’t deliver, you may end up with numerous bad reviews about your business that people read before they choose to do business with you.
David Meerman Scott, author of “The New Rules of Marketing and PR” crafted his very successful book based largely on feedback from the marketplace he exists in. While he was writing the book, he would post chapters and ideas to his blog which can be found here:
The results is a book that is a composite based on many individual thoughts, ideas and criticisms. It’s a fluid experience that would not have been possible had he not had the insight to have his book critiqued by what became it’s readers and supporters. If you haven’t already, I highly recommend you read his book and check out his blog. He is a great example of an entrepreneur who has been very successful at leveraging the internet and social media to market his message.
Marketing in the new millennium means understanding, or hiring someone who understands, the ever-changing world wide web and how to harness it’s power for the benefit of your business. Intrusive marketing is out, thoughtfully crafted, individualized marketing is in, and your website, along with it’s other online components, is the hub from which all of this marketing can resonate.
Take time to revisit your marketing strategy, both online and offlline. Revisit opportunities to connect with your clients and customers, and start listening to what they are saying. There may be a hidden opportunity for growth, and the creation of your own blue ocean.