How to Respond to a Change in the Market Place

If you are going to launch an effective marketing campaign, you must understand that the rules have changed. The old rules of marketing and advertising are ineffective. This online world of marketing requires a different strategy.

In times past, you would bombard your prospects with TV ads. You would direct them in a way to get the customer to purchase today, now. That worked fine maybe five years ago; but today’s buyers are looking to ‘shop’ a little bit. Check out the competition; see what your competitor is offering before making a commitment.

One of the other issues with old school marketing is that it was too broad. It focused too much on displaying items or products that you were not even interested in. It attempted to reach a broader audience this way. However, today’s buyers are interested more in a specific product. When they shop, that is the product they expect to have presented to them.

Another issue with marketing in times past was personality. What do I mean by that?  You never felt like you were dealing with an individual but more of a ‘sales person’.  The sales person was there to make the deal. That was it, period. Although there were exceptions to this rule, this was the norm.

Marketing in this new age of an abundance of information via the internet requires more than a superficial understanding of customer’s wants or needs. It’s more than just ‘jumping on’ the new product on the market. Marketing must be more targeted. It must be able to produce encounters that provide more opportunities to sell. It must be able to develop deeper and more valuable insights.  It also must be able to take advantage of singular points of difference.

In today’s marketing industry, you must know exactly what area you are targeting. You must establish a platform to build upon once you have determined your targeted area.  Make sure your customers are able to see your products value. You also want to make sure you have support structures in place. This insures continued progress.

Always do what’s right. It’s not just about the ‘bottom dollar’. You want to show leadership in all areas: that includes trust and credibility. These character traits will help insure future growth and establish you as a leader in your area of expertise.

While change can be difficult, it is none the less necessary. The world has changed; therefore the rules have to change. Web marketing addresses this change by delivering useful content. New age marketing is about providing a customer with what they need when they need it. We now live in a Web-enabled marketplace. We must adapt our ideas and concepts to conform to this reality.