How to Win Tomorrow’s Marketing
Marketing is competitive. Are you in it to win it?
If the goal of marketing is to create awareness and demand then what is the point of using conventional tools, mediums and messages.? In a world that’s always on, packed with omnipresent messages pushing me-too products, classical and traditional marketing is increasingly being switched off or tuned out. People are looking for a different kind of engagement with providers of products and services. They are rewarding companies that deliver value, provide meaning, and engage with them on a personal level.
So what is a marketer to do? First thing is to throw out the old rule book. What they taught you in school or college 20 or even 10 years ago is not going to work today. Widget selling, using printed brochures packed with features and benefits or glossy print ads is just not going to get you where you want to be anymore. Classical marketing is about as relevant today as Latin is to our daily conversations. It’s at the root of many languages but it is no longer used outside of academia.
What marketers need today is to take risks and continuously adapt tone, channel and content to jockey for a privileged position in their customer’s mind. The old tricks aren’t going to work as well anymore as they become overused by other rivals and as the intended audience develops an immunity to a barrage of similar sounding messages. The shelf life of a successful tool, message or campaign is getting shorter everyday. The winners in this rapidly-evolving & competitive landscape will be the ones that can create, adapt and evolve on the fly, very often using emerging digital marketing platforms (e.g. chat bots, AI, social media,…). They will not rest on past successes for fear of being overtaken by others and especially because tastes and trends can change in the blink of an eye. In a networked, competitive, highly social and dynamic world, conventional thinking is not just the enemy, it is a recipe for outright failure.
Tomorrow’s Marketing winners are the dare devils, the passion-fueled creators and the challengers of conventions. They are the bold ones who will engage with customers (internal and external) to stimulate them and push them to look at the world in novel ways. But tomorrow’s marketing is also going to be rewarding for customers because it teaches, entertains and builds. As relationships get established, the successful marketers will promote more holistic, value-based solutions that may even challenge the customers’ own conventional thinking. Not because it is a bad thing but rather because even customers are often unaware of what is possible. Integrated, agile, value-driven solutions will become the winners in tomorrow’s economy. The marketers who adapt and embrace this new thinking will reap the rewards and secure an exclusive place in their customer’s mind for years to come.
2 comments on “How to Win Tomorrow’s Marketing”
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Parifornia
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Parifornia 
Hi Andrew – I agree that new platforms can be great tools to connect with your influencers/disciples and communicate with consumers at large. Big data can be great to help in substantiating who does what and what seems to work best. But I think, the importance of what your brand is all about BEYOND making products and money and the resulting content continues to be central for successful brand building. You can hop on every latest platform and be the first to shout. If what you say is not relevant and does not resonate it all doesn’t matter (to consumers and to your sales)… but it might cost you (in money and foregone equity building).
Hello JP. Thanks for your very pertinent comments. I couldn’t agree more. Relevant content is always king because it’s what creates a privileged space in the customer’s mind for your product or brand. The platform or technology used for the delivery can change and be adapted as needed but it is always there to serve the (meaningful) content and how the customer wishes to receive the information being provided. In the past it was ads, spots, brochures, even apps (all rather uni-directional). Today it is migrating towards messenger-based communications which can create a near friction-less two-way conversation – dare we even say an ongoing real-time relationship? – between customers and brands. Interesting to see where this leads to…