If it’s not obvious by now, we’re in an environment of utter turmoil and revolution.
Think victory at sea with waves and wind chop creating massive swells with peaks and troughs of ominous proportions. Think Bethlehem steel workers in the 70’s. Typesetters in the 80’s. Travel Agents in the 90’s. GM/Chrysler UAW workers today. Upheaval is the order of the day.
In an environment where business and marketing complexity are rising, expectations for measurable ROI is accelerating and compensation for services is on the exact opposite trajectory, providers of marketing communications services need to address the economic reality of the day: The more you invest in technology, and the more you learn, the less you make.
So as these interesting, pressing and unresolved trends continue to unfold, I offer these 12 guiding principles of marketing for the new world order.
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1. TV has been replaced at the front end of the sales funnel (for generating brand awareness through broad reach) by the browser search box.
2. High volume yelling with maximum frequency has been dismissed by a transparent, respectful and engaging conversation.
3. It’s not about finding your target. It’s about them finding your value.
4. Adwords have been replaced by your words on Twitter.
5. Your campaign flight has been eclipsed by a 24/7 opportunity to build your brand.
6. The episodic event of market research has been replaced by all day, everyday insight on your customer.
7. If it doesn’t register on the dashboard, it didn’t register with anyone else.
8. Turns out, it really is all about you.
9. If you don’t engage your suspects, prospects and customers with meaningful or relevant content, your brand value is diminished.
10. Navigating the growing complexity with efficiency and simplicity enables success.
11. Open, pervasive platforms are the starting point to add your value.
12. Every impression matters in every cross integrated media—make sure each one adds value to your brand.
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