We recently touched on the subjects of the many forms of web marketing tactics that could potentially be utilised as part of your digital marketing arsenal as well as the effectiveness and increased use of these online tools. So while we are on the topic of integrating innovative techniques into your marketing plan, let’s consider this from a broader, more strategic perspective, rather than a pure tactical point of view.
Today, marketing is exploding with possibilities but also complexities as it reaches out into new forms of communication channels and increasingly engaging media. Marketers have an exceptional opportunity to use these new tools to reach their audience, even in a fragmented world. It is becoming essential for marketers to understand the context of the “new marketing”, and prioritise what they need to do to develop customer engagement, build communities and maximise profit in a time of marketing confusion. Online and interactive marketing initiatives should indeed be considered as an effective divergence from traditional marketing mediums as marketers have the opportunity to engage customers in a “conversation” that is not just steered toward standardised product messaging.
I echo Larry Weber, global communications entrepreneur, that “The customer is in control” or “Web 2.0 will change marketing as we know it” could be considered as neo-platitudes. I would simply argue that few marketing professionals, even if growing by the day, embrace these new concepts and adapt their marketing approach accordingly.
An excellent excerpt from his recent book “Marketing to the Social Web: How Digital Customer Communities Build Your Business” is highlighting 12 steps to the interactive future that marketers should take to recalibrate their efforts and change their mindsets on how to improve their marketing effectiveness. This 12-step approach is a great way to organise your thinking about the differences between the traditional marketing of yesterday and the new marketing of today and tomorrow, and includes the following recommendations …