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I listened to an interesting webinar from Brent Leary. You can find his Social CRM blog at www.brentleary.com. He made a very interesting comment during the webinar — “Marketing is different now.”
It was a very simple statement and it was certainly backed up by the rest of his presentation. Technology has allowed us to pick and choose what messages we WANT to get and WHEN we want to get them.
I recently went online looking to purchase a car. When I did so, I was suddenly bombarded with lots of advertisements about cars. Tons of them. However, I was ok with that. After all, I was in the market for a car and I wanted to see what people had to offer.
The point is that I haven’t purchased a car since 2005 but I have watched, listened to and witnessed countless radio, television and print ads from local automobile salesman over the past four years. Were these marketing messages wasted? Well, not exactly… I still purchased my vehicle from a local automobile salesman from which I received many of these radio, television and print ads over the years. You might argue that he had built up his brand over those years and increased his opportunity to sell me that car.
I would argue the opposite. If you tallied up the amount of money that was spent on this “shotgun” style marketing you would undoubtedly come up with a staggering figure. That money spent on building a relationship with me through social media, informational marketing and eventually targeted ads online would be money better spent.
The traditional way of building brands WAS slowly dying. Now it is rapidly dying. Some established businesses are having difficulty engaging in this type of New Media now that they have seen the handwriting on the wall. Once engaged, many of these companies are having an even tougher time using this Marketing 2.0 media correctly.
Brent Leary made another great point in his presentation:
“If you try to use Marketing 1.0 methods in a Marketing 2.0 channel, you will fail.”
Traditional marketing is very blunt and interupptive –
Marketer:
Hey you.
Prospect:
Me?
Marketer:
Buy this. Because of these benefits. For this price. Buy it now.
Prospect:
Umm…. err… But I am not interested in that now.
Marketing 2.0 is much different and takes place over time –
Marketer:
I am Mr. Marketer
Prospect:
I am Mrs. Prospect
Marketer:
What are your interests?
Prospect:
I have two children that I love very much and a second mortgage that I hate very much.
Marketer:
Let me know if you need help. You can find some information on my website about budgeting to pay off a second mortgage and if you need to refinance it, let me know I will be happy to help you with that too.
When Mrs. Prospect reads Mr. Marketers useful information about budgeting to pay off her second mortgage, she will begin to trust him. She will consume more of his content WHEN she wants and WHERE she wants. And when she is ready to refinance that second mortgage or engage in any kind of business related to the content that Mr. Marketer has produced, Mrs. Prospect will be VERY likely to do business with him.
Too often, Marketing 1.0 businesses come into Marketing 2.0 channels saying “ME, ME, ME.” It doesn’t work that way. Engage with people. Contribute. Be Patient. And you will thrive.
Image from the Marketing 2.0 blog of Dave Henderson.
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