Marketing, it has really changed beyond recognition and beyond what it used to be. The theory was that you developed the campaigns, you initiated the roll out of the campaign, you managed it and you accepted the kudos when you compiled the metrics to prove your campaign worked. However, it doesn’t really work like that anymore, does it?
The fact is that your marketing department doesn’t even show up for work, will probably never sit behind a desk in your offices and you probably won’t even pay them a cent. But they are absolutely invaluable to you. Thanks to the ever increasing use of smartphones and tablets in the Irish market they are now more empowered than they have ever been. The truth is that your most influential marketing people are sitting behind their screens and contemplating what value your brand brings to their lives. They are posting on Instagram, twitter, Facebook, Pinterest, Tumblr and every manner of sharing site. It is now easier than it ever has been for your market to shout about you for all the world to hear. Be careful though, they’re shouting good and bad things!
Marketing used to be the thing which led the customers purchasing decisions, now the customers are taking charge of that experience. It may be time to accept that marketing is no longer in the hands of the companies, but is now in the hands of the consumer. So what is marketing now? It’s getting people talking and getting them to recommend the experience. Surely modern marketing is about getting all your potential and existing consumers to become your brand ambassadors.
The marketing world is going to have to accept that consumers are now leading the experience and are no longer being led by it or even to it. They are listening, but have become numb to the messages from the brands, they are listening to each other. That is empowering and they are realising how empowering. Instead of trusting your word for how delicious your food is they’re checking with their friends or they’re checking what people online are saying.
Modern marketing is now more of a customer care experience than a sales pitch. Unfortunately it’s no longer good enough to simply keep shouting about how good you are. You have got to treat your customer like they are worth their weight in gold, brand gold. They are your message, they are your billboard, they are your radio ad, your TV spot and your social media marketing. Give them a reason to talk and they will talk. Make your brand worth discussing and make it approachable. Most importantly, make it for the people who are going to be involved with it. If your brand can give people a total customer experience then you are already marketing yourself. A simple hello and smile at the door, or however you greet your consumer, will pay more dividends then 1,000 leaflets dropped through letterboxes.
Modern marketing must take in the traditional ethos of the Customer being King, while remembering that they have a mass communication device no more than 30 seconds away from their fingertips. Never before has the ordinary person in the street had such a powerful voice and ability to make or break a brand. Treat the people well, get them talking, make them the brand ambassadors and they’ll even pay you for the pleasure. The power is with the people.
With all that in mind, you need to shake up your brand, your marketing department is talking!