There has actually been a great deal of buzz over the previous few years about a brand-new form of marketing for a brand-new marketing world.
Online marketers such as Seth Godin have actually led a high profile assault on standard marketing.
The factor is simple– the consumer landscape has altered significantly over the past 10 years and will continue to do so, because mass markets are fragmenting into specific niche markets.
This means that mass marketing becomes poorly targeted, and capturing a substantial niche allows for cheaper and more efficient marketing.
With the modification in practice comes a shift in attitude, as “old” marketing gives way to priorities of the brand-new.
In their book Radical Marketing, Glen Rifkin and Sam Hill lay out their own set of guidelines for exactly what they term Radical Marketing:
The business CEO is the main marketer
Simplify marketing management
Direct interaction with customers
Don’t depend on the averages of marketing research
Usage just enthusiastic marketers
Deal with clients as individuals, not numbers
Permission construct a community to market to
Reconsider your targeting approaches
Usage common sense
Keep focused on your brand name identity
This tends to show a more corporate view– that bigger companies need to keep things streamlined, and use personnel who take a real and passionate interest in their work.
Nevertheless, extremely specific niche market targeting is ending up being the necessary life-blood for small company, where new marketing isn’t just about rearranging within brand-new markets, however instead about capturing a spirit of entrepreneurial enterprise– where small stays most profitable where business remain client focused.
In short, brand-new marketing is as much a rejection of corporate marketing, with it’s impassionate image, contempt for the consumer, and concentrate on numbers, not people.
New Marketing is for that reason concentrated on an enthusiastic customer-focused marketing idea, which is particularly typified at Creating Passionate Users:
Concentrate on how the user kicks ass
Users have power
Users “own” the brand
Word of mouth over advertising
In other words, as the marketing environment changes, so marketing techniques have to change– the mantra of New Marketing is that as markets end up being more vertical, then marketing need to invest initially in people.