Grant explains that marketing used to be the art of interrupting someone else’s audience – be it an advert in a trade magazine, on the TV or in the cinema. Now, you have to get it yourself…
Marketing is no longer about winning customers.
Now, if I were to stop there, you’d probably have some concerns.
You see, marketing used to be the art of interrupting someone else’s audience. You would pay to leverage an audience normally owned by a media company. So, for example, you may take an advert in a trade magazine or put an advert on the TV or in the cinema. But that audience belonged to someone else. You were ‘borrowing’ it momentarily to get your message across.
Today, however, your major channels to market are your website, your YouTube channel, your Facebook page. But these don’t have an actual audience. No one wakes up in the morning and says, “I’ve just got to go on your website.” Therefore, today marketing has fundamentally changed, is no longer the art of interrupting someone else’s audience but rather building your own and then retaining it.
Today, you have to provide the content to encourage the audience to come to you. So is marketing about winning customers? Well, of course. Whereas in the old days, it used to be direct, today you have to win the audience first and then, once you’ve got their attention, you can create customers from that audience.
There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English