…ogies and the gateway to infinite access being exposed, marketers have their work cut out for them. It is no longer about talking at customers, but rather about making customers talk. Instead of selling to customers, marketers now need to encourage consumers to become a part of thei…
…ond, marketers are required to reposition themselves to stay in the game and ahead of the customer. We, as marketers, must be able to understand their high expectation and be willing to adapt to their changing demands. Customers expect companies to know what they want, before they even know what they want themselves.
The foundation of marketing was established for the customer, the framework was structured to the specific needs and wants of the customer and the future of marketing lies with customer interests, preferences and their infatuation with experiences.
Consumers have always played a fundamental role in marketing, but today they are clinching the lead and creating new obstacles for marketers to overcome. Today’s consumer is consistently inconsistent — they have been, and will always be, here, but their demands are evolving at lightning speed. It is crucial for marketers to keep them and their dynamic desires in the spotlight.
Instead, start operating out of your brand values. Know who you are and tell people about it in the right places and at the right time. Start engaging with your customers, daily. Spend time where they spend time. Understand them. Follow them on social media. Monitor their conversations and participate in a way that is appropriate and meaningful. Collect data, glean insights, and experiment in the language of your customers. Only then are you ready to test a growth hack — one that is relevant to your brand, intuitive in its function, and truthful in its offered value.
…m like these are the same thing, but they are very different and both sprang from a clear strategy. The growth hacks of today no longer resemble those efforts—they are subversive, deceptive, and they do not keep the customer at the center. Using today’s hacks and Dropbox or Airbnb in the same sentence is destructive and unproductive.
I think marketing can become wildly effective once again when you have the ability to take into account the context of individual customer emotions, patterns, and experiences instead of following some lock-step content marketing program you read about in a blog post.
We’re moving from mass marketing to mass customization, from focusing on dashboard averages to individuals. We will build brands in market segments of one. The idea of “personas” has a limited lifespan now. We won’t have to guess at an average personality, we’ll know every personality.
We need to use technology to remove barriers between us and our customers, not build them. When technology enables you to understand how individuals interact with your brand, where they are on their buying journey, and what they’re experiencing from your digital channels in the moment, you can offer share-worthy, uplifting and even personalized experiences that can dazzle, inspire and amaze.