"You market when you hire and when you fire. You market when you call tech support, and you market every time you send a memo." This is the perennial face of marketing. It transcends culture, community, space and time.
What has changed today, is the different streams in marketing. We have a garden variety of choices. Google, Facebook, Twitter, Instagram, You Tube; just to name a few are the channels through which our messages are dished out. "Inbound" is the refreshing concept in digital marketing, engagement is the sustenance of it and delivering delight is the ultimate target of todays' marketers. Digital marketing dominates our lives. We are inundated with never-ending stream of emails, instant messages, text messages, and tweets that has given way to mediocrity leading to diminished creativity and stifled critical thinking. Keep in mind, these are the marketing messages that we have all opted in. The result: We all suffer from this new disease called, digital distraction.
One of the articles published by moz.com Offline is the New Online Link Building Strategy talks about a physical event that was hosted by a high-end European fashion retailer and how the event was designed to draw attention to their brand and distributed across the social channels. Today, these events are considered offline link building, but prior to the internet it was simply called public relations. Back in the 1920s when the PR genius Edward Barneys was hired to rally more women to smoke, he devised the NYC Eater Sunday Parade-"Torches of Freedom". Today, instead of having a photographer taking the pictures and then distributing around the world; he would have used the technological eco-sphere of hashtags and Instagram.
Today, we have the infinite space of the internet. [Our finite minds are finally starting to grasp the concept of infinity.]
But, we miserably fail to draw people's attention. Partly because, we are all swimming in the sea of sameness. Making advertising messages stand out is the scorching challenge of marketers today. The life span of your twitter message is 90 mins and your Facebook update is 3 hours. Hence, the dire need for your messages to strike an emotional chord. Your Facebook updates, your tweets need to have triggers built in so that people take action. It should be no different than putting an ad in the trade magazine that prompts one to take action. In fact, you can do better than that. Follow the 10:4:1 Rule. [For every 15 of your social media updates, 10 should be pieces of other people's content, 4 should be your own blog articles, and 1 should be a landing page.]
What is the Key Differentiator in Marketing Today: It is You, the Marketer
It is no longer the few, the powerful and the furious who shapes our collective destiny as a species. It is you who choose the destiny of your tribe. With so much marketing data available at the click of your mouse, targeting the right buyers at the right time is of key importance now. "Marketing was inefficient without the intelligence that is commonplace with most marketing and advertising platforms. When marketers began to decrease their print ad spending, it wasn’t because print advertising was a bad idea; it was just less intelligent compared to most digital platforms." Today, the ability to target individuals based on their behavior and interests is the key difference between then and now. Today, you have the option to use Cloud2You or MarketSync, which deliver mail to individuals based on behavior. The keyword here is behavior.
Fusing the Old and the New
While we have established that the kernel of marketing is essentially the same amidst the changing media landscape, we now have to focus on the creativity and the strategy of the content that we put on line. We have to craft our messages with the same delicacy and intent as a high-end print ad or that of a Super Bowl Ad. If you’re creating blog posts, eBooks or look books for content marketing purposes, you need to advertise these materials just as you would a free demo or sale. "You need to market your marketing". As C.C. Chapman says: People always seem to forget that little part. Have to prime the pump for those first eyeballs.
It is about time that we move into a mind set that fuses the old and the new paradigm thus ushering the age of post digital fusion marketing. Here we use the different marketing tool sets as and when needed.
Above all, "Our job is to make change. Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go. Every time we waste that opportunity, every page or sentence that doesn’t do enough to advance the cause, is waste." Seth Godin
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Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly. Franz Kafka