The Scariest Word In Business:
C H A N G E
In 1995 when Amazon went online people were skeptical about using a credit card to make online purchases. Fast forward to the most recent Black Friday: in-store sales were eclipsed by on line sales. Now, that spells change.
Change can come from politics, natural disasters or luck (good or bad) but over the past several years every business leader has had the experience of hearing about a new technology and wondering what is coming next and how to react. This is equally true for marketing.
Let’s look at some of the ways technology has affected marketing.
1. Access to information
2. The way we communicate
3. Data, data everywhere
The More Things Change…
With the changes technology has brought to marketing, the challenge for companies is:
- To incorporate digital marketing as part of overall marketing.
- Embrace a new set of tools to market effectively.
- Understand the skills required for new marketing hires to be effective.
- Implement training programs for existing staff on new marketing technologies.
- See your marketing department as an Education Department. What used to be a ‘Sales cycle’ is now an ‘Engagement cycle.’ The customer experience begins with their first interaction with you as a prospect — and that usually takes place online. Creative marketing exemplifies what the customer experience ahead will be like.
- Identify the need for outside experts with skills you don’t have in-house. For marketing that may include: strategy, content creation, web design, video production, blog posts, copywriting, podcasting, social media, and more.
The More They Stay The Same…
Yet for all the changes, these marketing basics remain the same:
- Identify what makes you unique/different
- Focus on the value you bring
- Customers still come first
- An educated consumer is your best customer
One thing in business is for sure — the only constant is change. Marketing will continue to change and successful companies will embrace these changes either by seeking outside help or figuring it out on their own. Either way, they’ll leverage change to improve their bottom line.
What have you done to address the changes in marketing? Let us know in the comments section below. A real person reads and responds to all comments.
Need help incorporating new technology into your marketing? Click here to schedule your free 30-minute marketing evaluation now.
At Crest, we help companies:
- Create content that separates them from their competition
- Become subject matter experts in their field
- Measure the effectiveness of their marketing $$
- Generate a consistent pipeline of high-quality leads for less
- Turn clients into evangelists