Modern marketing is driven by digital technology and big data.
Modern marketing practices and technology can better predict the future
If you cannot see where you are going, ask a practical person who has been there before. Today the lines between mentoring and networking are blurring. Predicting the future can be a tricky business without modern technology.
The future of modern marketing is here, especially when we consider how to approach the use of modern technology platforms. They are efficient and they help us to utilise the Internet of Things (IoT), big data and manage mobility and social media.
There will be more information created than ever before and marketers have to break through that clutter with not just more content, but better content. More efficient content that serves their chosen market segments. Content marketing has become extremely important in connecting, nurturing and servicing our customers.
New technology is common, but new thinking is rare.
“It is not the cares of today, but the cares of tomorrow that weigh a man down. For the needs of today, we have corresponding strength given. For the morrow, we are told to trust. It is not ours yet”. George MacDonald
More efficient use of technology will help us to find those new customers we crave for and find difficult finding. Technology helps us to understand our customers and potential customers and communicate more effectively with them.
In modern marketing, we need to embrace not just our customers but, prospects, employees, partners, advocates, and influencers in our communities. However, the right content must be used in the right way to achieve the outcomes you are looking for.
“Tweets may ignite a community but hashtags are the fires around which we gather. Our shared values are what hold us together”. Chris Heuer
There is always a lot of talk about lead generation. But until you create a more holistic approach to building your customer irregular sales patterns and struggles will continue. All the stakeholders of a business must be focused on doing everything they can to contribute to customer service and the customer experience.
Customer retention can be hard enough without the total engagement of all employees, and their efforts must not be half-hearted.
Modern marketing should not be about the sale, it’s should be focused on creating value and great customer experiences which will require good content marketing in particular and good communications in general.
Relationships matter. You will need to become closer to your chosen market segments in order to understand the customer’s problems, frustrations, wants and needs. If you haven’t already when will you start thinking beyond our own wants and needs and focus on the customers. If you focus on the relationship the money will usually follow?
New employees and volunteers should expect individual onboarding plans and a designated mentors to help them settle and understand the culture. Priorities should include health and well-being programs along with flexible working arrangements. This will help your people to operate with maximum efficiency and effectiveness when dealing with marketing activities and customer issues.
“Train people well enough so they can leave, treat them well enough so they don’t want to”. Richard Branson
It costs a lot of time and money to win a new customer. It is said that it can cost five or six times as much as it does to retain a customer. You need to stop focusing on your sales cycle and start focusing on your customers buying cycle and all the touch points along their journey. When your customers talk about you and become advocates, the cost of new customer acquisition drops away. Create a program that aims to address any skills shortage in your business before it happens.
With technology and content marketing, your business can now tie outcomes to campaigns, which will increase credibility and more certainty with your marketing efforts. Today there is technology, like inbound marketing and analytics which reveal information which had previously been invisible to small organisations. Good marketing demands that you use the modern marketing tools.
As the buyer landscapes shifts because of globalisation and technology, marketing is facing some drastic changes. Alignment is the key, start with a clear purpose, vision, and objectives and align all business activities with them, none the least being the marketing activities.
Not that it always wasn’t, or should have been in small organisations, marketing technology has now become central to all other business activities.
Many are still looking for the quick fix, others think technology has all the answers. Most organisations are still lacking the visibility into what years of sales experience can accomplish. You have to master the basics before you start seeing results. Technology can often give people a false sense of confidence.
A real problem for some organisations is that everyone speaks a different language. Having someone that understands all the business functions is important. If you don’t have that person in your organisation engage an advisor with practical experience.
All the functions of the business should be aligned with your purpose, vision, and objectives.
What are the new roles and responsibilities that you don’t know about, or understand? How many people had foreseen the need for a website role, a social media role, a technology role and a content management role?
Why not create flexible working spaces, for active engagement and entertainment of customers. Don’t be afraid to have a little fun with your customers and employees together, good ‘jam sessions’ often reveal better ways to approach the future.
Before launching into marketing improvement plan, invest time in reviewing your purpose, vision, and objectives. Now you are in a better position to align all your business activities in improving your customer acquisition, customer service, and customer experience.
Create clarity throughout your entire organisation by having everyone totally focused and committed to customers as the customers are the real drivers of profitable growth and sustainability.
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I believe the world has not changed one fundamental in marketing. That is the need for outstanding customer service and the customer experience being driven by all the stakeholders of a business, not just the people on the front line.
Any time is a good time to refocus your products and services, very few will maintain a growth trajectory and will need to either be updated or replaces. Is a crying shame to keep seeing the same old businesses still struggling with the same tired old products and services.