Marketing is shifting everyday. It seems we wake up and discover some type of new marketing tool that is going to change advertising, as we know it. Before you purchase that cool new digital software or that $99 monthly website they say has all the SEO capabilities you will ever need. Take a step back and think about the way you and your consumer interact, buy things, and even think about things.
What did you think about? Did your mind go directly to products, price, place, and promotion? The new way of marketing isn’t about getting rid of what you have done in the past. It’s about taking what you have done great in the past and creating marketing shifts that change the way you communicate with prospects and customers.
As you start to think about how to communicate (advertise) to your customer keep in mind the approach of how to combine new marketing techniques with old marketing techniques.
Consumer wants and needs (vs. Products)
You can’t advertise products and then expect consumers to walk right through your door. You have to study consumer wants and needs and then attract consumers one by one with something each one wants.
Cost to satisfy (vs. Price)
You have to realize that price – measured in dollars – is one part of the cost to satisfy. If you sell hamburgers, for example, you have to consider the cost of driving to your restaurant, the cost of conscience of eating meat, etc. One of the most difficult places to be in the business world is the retailer selling at the lowest price. If you rely strictly on price to compete you are bringing yourself into more long-term competition.
Convenience to buy (vs. Place)
You must think of convenience to buy instead of place. You have to know how each division of the market prefers to buy – on the Internet, from a catalog, on the phone, using credit cards, etc.
Communication (vs. Promotion)
You have to consider the communication instead of promotion. Communication requires a give and take between the buyer and seller (that’s nicer). Be creative and you can make any advertising “interactive”. Use phone numbers, your web site address, etc. to help here. And listen to your customers when they are “with” you.
It takes a combination of all the above to connect, build trust, and drive sales.