The New Rules of Marketing
The challenge is to motivate buyers in this age of media overload and customers demanding a better experience.
Most small businesses I advise still rely on traditional advertising models, assuming they can create enough media “noise” to get customers attention and sway them.
You don’t realize that person-to-person noise now dominates all channels through social media, effectively hiding business marketing messages. You now need a personal context in your marketing to get results.
For example, the company GoPro makes cameras, yet now rarely ever talks about cameras in its marketing. Instead, it publishes actual customer “Photos of the Day,” highlighting the customer’s thrill of adventure purpose.
This cuts through the competitor marketing noise, as well as social media messages and creates deeper, more contextual customer relationships.
The challenges of traditional marketing, and the key elements of the new marketing approach are highlighted well in the new book, The Context Marketing Revolution, by Mathew Sweezey, who has lived in both of these worlds as Director of Marketing Strategy for Salesforce.
He points out, and I agree, that people now look for experiences rather than noise or product features: