Marketing as we know it, has changed.
Not because we said so. Consumers have said so. They fast-forward through TV commercials. They’ve put down their newspapers. They don’t have a landline. They can choose which marketing messages they receive, when, where, and from whom. And increasingly they choose to receive those messages on today’s online and relationship based channels—email, mobile, social, display and the web. The best marketing companies in the world, what we refer to as New School Marketers, are reshaping their entire strategies and marketing mix towards online and relationship-based marketing.
Today’s leading marketers are moving their resources from broadcast and acquisition-based marketing to relationship-based marketing on the digital channels consumers are embracing.
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It’s time to put the relationship back into marketing.
Since we started selling products out of the local corner store, great marketing has always been built on great relationships. But along the way, as technology evolved, marketing turned into a volume game. Each new channel was a new opportunity to broadcast to the world en mass. And somehow the individual relationships that were so highly valued were pushed aside.
But New School marketers are doing things differently. They’re using technology not only to extend reach, but also to build lasting, individual relationships with consumers. And they’re being rewarded in the market.
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The world is going digital. Your average twenty-something will never own a land line and likely stopped paying for Cable TV years ago. And that mobile device in her pocket is not only many times more powerful than the computer she learned to type on, but it’s her digital hub for checking email, updating Facebook, and surfing the web.
As a marketer, if you’re not thinking digital first, you may find yourself going the way of the cable box. It’s no wonder that budgets are shifting, in dramatic fashion, away from offline channels and towards the digital world. Are you?
When was the last time you did business with a random name out of a phone book? Or fast-forward to 2012, the last time you mindlessly bought something from the top paid Google search result? It’s obvious. Today, a relationship is a prerequisite for doing business. So why do so many marketers still pour money into “acquisition first” programs, hoping to convert people they simply don’t know?
New School Marketers embrace a “relationship first” approach. That means investing in data and programs designed to speak to consumers on an individual basis, across their preferred channels, and throughout their entire customer lifecycle. Because when you focus on building the relationship, opportunities for conversion emerge again and again. It’s no wonder relationship-based programs outperform acquisition-based programs 3 to 1. Start marketing to the people that matter most.
You can’t expect to do great relationship-based marketing by sending one-off generic campaigns. New School Marketers understand that marketing needs to evolve in real-time, across multiple channels, changing instantly in response to customer behavior and intent. The only way to deliver marketing that is really relevant is to leverage a technology solution that allows you to automate and individualize these customer interactions. Millions at a time.
Marketers have always wanted to get a better handle on what works and what doesn’t. And in a world of one-off, single channel campaigns, the few that had the resources could get by testing things out manually but most just hope and pray they got it right the first time.
But New School Marketers aren’t content to sit back and hope. They’re embracing the opportunity to learn and evolve, drawing more and more revenue every step of the way. They’re obsessed with testing everything, from subject lines to content to message frequency to channel and cadence. They’re finding ways to optimize their campaigns. Automatically.
Consumers today don’t see the world through the lens of “the channel”. It’s all just digital as we move seamlessly between our inboxes, our Facebook pages, and our mobile web browsers. But old school marketers still haven’t figured it out. There’s one platform for email, while the display team sits on a separate floor and uses a different tool, and the social marketing team is still evaluating the right app to use. It’s no wonder the dream of true cross-channel campaigns is still out of reach for so many.
But New School Marketers realize going cross-channel only makes each channel stronger. They’re re-structuring teams to be cross-channel, allocating budget to be cross-channel, and looking at technology platforms designed to be cross-channel.
It’s time to move to where marketing is already headed.
One day very soon, every marketing touch point will be fully automated, individualized and optimized across every digital channel. That’s our vision of great relationship-based marketing. Helping brands usher in this new paradigm is why we’re here. Welcome to The New School of Marketing.
