Changes in Marketing

The traditional approaches to marketing are being forced to change.

Previously, it was sufficient to shout louder than the others, or come up with a cute, interesting or quite frankly bizarre advert to get noticed. The theory was that when the buying public were in the mood to spend their hard-earned cash, their subconscious would remember the loud, the cute, the quizzical and this would be a push towards a particular brand or product.

Marketeers would focus on demographics to try and understand what message to shout, what would appeal to the majority. Customers were the unwitting recipients of all this clever marketing and it was all, to be honest, a bit one-sided.

Traditional marketing is dead! Long live marketing!

Now, if someone is thinking about buying a product they can quickly consult with their friends and colleagues online. They can see what others they've never met (and likely never will meet) think of the company, it's service, reliability and how well the product works. Amazingly, they trust the opinions of people they do not know over the message the company is trying to convey. Sure, there is brand loyalty but if you could get the same product at a lower price from a company who everyone rates, why wouldn't you buy it from pileithighandsellitcheap.com?

Of course, many companies have recognised the power of the people shift, including the oft-quoted Pepsi with their dumping of advertising at the Super Bowl and investment of $20m in its CRM driven Refresh Project.

Now is the time to recognise the monumental shift in approach to marketing, whatever your goals and embrace the fantastic opportunities available rather than bemoaning the death of marketing as you knew it.

If you'd like to talk to Unified Solutions about how to more effectively engage with your customers, whatever sector you work in, please call 01753 775050 or fill in our contact form.