MARKETING v2.0.
Unless you’ve been pulling a Rip Van Winkle over the past decade, it’d be awfully hard to miss the vast changes in the process of Marketing. Thanks in great part to the explosion of the Internet, the most pointed change has been the shift of control from the marketer to the marketee.
Twenty years ago, marketers had total control in the marketing relationship. They controlled the entirety of the “4 P’s”: what the product/service was, how and where you learned about it, where you had to go to find it, and for the most part, how much you paid for it. Contrast that to the present day, where the tables have been turned big time. Consumers now hold the upper hand. The internet has helped them find out what they need to know from sources of their choice (not necessarily the marketer). With a few mouse clicks, shoppers can comparatively shop literally dozens of places. Blogs and consumer forums have even enabled customers to have unprecedented input in the way of product improvements and design.
The essential premise of marketing has changed. It used to be marketers would say “What do I have to say to sell my product to this group?” Today, a more relevant question would be “If I want this group as my customers, who do I have to be?” Today’s consumers are smart and well-informed. And if they discover the inconsistencies between what you say you are and what they see you as, you will lose all credibility.
Similar Posts:
- Leveling the Marketing Balance of Power.
- You No Longer Control the Communication
- The two kinds of online consumers.
- The Rise of the Citizen Marketer.
- Creating a Community, Part 1.
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