We now live in a world where everyone has the opportunity to own their own media channels. Utilising Twitter, Facebook, LinkedIn, YouTube or any of the multitude of platforms that exist today, provide every individual with the opportunity to get their opinions and thoughts heard, in a way that most people could never have imagined twenty years ago.
There is no doubt that in a web enabled digital age the role of a salesperson has to change. Quite simply, in most markets, prospects now have more access to choice and information than ever before. This has altered the way buyers access choice and make decisions. Simple logic would, therefore, dictate that sellers have to react and alter their own behaviour.
We used to live in a world where everyone knew the places to go for information. In the main, people would obtain their news from the same few newspapers, radio stations and TV channels. Specialist knowledge, whether in business to business or the consumer marketplace, would then be delivered through particular trade or consumer magazine titles.
Too many businesses are ignoring mobile. While up until now many companies have ‘got away with it’, this situation is becoming increasingly untenable. Over a third of the UK adult population now use smart phones, with a similar percentage in the US, and the market is growing existentially.
Watching television, for many, used to be a solitary activity. Some people would obviously watch programmes, at home, with family members or friends. The following day, shows would also be talked about at the office, but that was as far as it went.
Just hours after the death of Whitney Houston two of her albums, ‘The Ultimate Collection’ and “The Greatest Hits’ were increased in price on the UK version of iTunes; one from £4.99 to £7.99 and the other from £7.99 to £9.99.
The seven ‘deadly’ or ‘cardinal’ sins are commonly thought of as envy, gluttony, greed, lust, pride, sloth and wrath. However, in marketing today, there is another sin being committed by companies the world over. This offence creates so much dissatisfaction for prospects and customers alike, the punishment for committing such a crime is becoming increasingly severe.
I was on a three hour train journey the other day. The staff were perfectly friendly but the way they worked was quite farcical.
Marketing is no longer purely transactional. Historically, the major measure to assess whether a company’s marketing was effective, or not, was Return On Investment (ROI). A company would undertake, for example, a direct mail campaign and the metrics they would look at were the number of responses and deals done.
For a vast majority of companies Social Media is still new. However, because many of the customers a business would like to reach, spend an increasing amount of time on these platforms, companies have come to recognize the importance of being involved. Therein the frustration starts to build. Businesses recognize the importance of social media and yet are struggling to make it work in any tangible way.