I’ve been thinking a lot about marketing lately and how marketers need to evolve with current customer needs.
The Internet has shifted human behavior and people are not just customers but consumers and users. Consumers, as they consume the marketing media we create, and users, as they use digital services we create media for. So what does that really mean for marketers?
Traditionally, media that marketers and respective teams created were separated into three categories: paid, owned and earned. The advancement of the Internet has drastically changed the way we communicate and it is no longer a one way street. People — our customers — require more than one way megaphoning in order to be interested, feel involved and most importantly, delighted.
So what are we — the marketers — to do? How do we elevate our messages?
The first and most important step is to toss all the marketing jargon and tactics aside. The necessary skills to successfully digitally market, comes down to traditional marketing methods: how do we get a message across, while capturing emotion. As emotions, are what ultimately converts someone from knowing a brand to liking the brand. The what and the how are simply tactics to deliver our objectives.
I always recommend those interested in learning how to become a social media marketer, content marketer, digital expert or what have you, to step back from the noise (ex: How to Write Headlines that Convert, How to Become a Social Media Guru, 10 Ways to Get Re-Tweeted, etc., etc.,) and re-learn the fundamental principles of copy writing and marketing.
Internet or print or television or film, the people that we create media, write copy and deliver our media to, are human beings. And fundamentally, humans haven’t changed that drastically in 100 years — only the mediums and how humans react to the mediums we have.
David Ogilvy’s “Ogilvy on Advertising” is a great resource for any marketer. The context is still very relevant.