In my first marketing class, many years ago, I learned about the principles of marketing. What I remember most was that a marketer defined their marketing strategy around the 4Ps: product, price, promotion, and place.
As today’s marketers define brand positioning, value propositions, and go-to-market campaigns many say that marketing has changed. Things like automated media buying, social media, big data and digital and mobile technologies have changed the face of marketing. I contend that if these technological advances have changed your brand you merely have a facade on the face of your marketing. You are still trapped in the same marketing I learned about in graduate school.
There is a Marketing 2.0. Marketing 1.0 at the core is about defining your product or service in terms of the 4Ps. It is very “us” centric. Marketing 2.0 looks at the target market customer or client at that core. It is very “them” centric. Steve Jobs once said, “You’ve got to start with the customer experience and work back to the technology – not the other way around.” I would say the same thing except replace the word technology with the word marketing. “You’ve got to start with the customer experience and work back to the marketing – not the other way around.” Marketing is about winning the hearts and minds of targeted segments. You have to know your audience and have empathy for how they receive brand communication, advertisements, outcomes of PR, and how they get positive and negative information about your product or service.
Something struck a chord with me this week. I viewed an article/video this week that highlighted one of the panels at the Changing Media Summit on the topic of whether there was a reinvention of marketing. Whether it was fact or fiction. The panel was discussing whether marketing technology had changed the way we do marketing. A number of the marketing leaders on the panel talked about the way they were using new technology. In my view, only one panelist nailed the issue. Mark Evans, Direct Line Group said, “programmatic can get in front of the right people, potentially at the right time, but what it doesn’t have is the human intelligence and the storytelling ability to engage you with the right message.” This is the fundamental piece of Marketing 2.0. Human intelligence and empathy for your audience is the core of Marketing 2.0.
We talk about storytelling as if it is something new. Marketers have been telling stories about brands forever. Think about the Marlboro Man, Mr. Clean, and the Service Master Repairman. These are stories made up by advertisers. But are they true stories? Do they resonate with the audiences they attempt to attract? Do they show up in a manner that is acceptable to their audience or are they intrusive?
Customer and client behavior has changed because technology has allowed it to change. People can skip over ads and if not, they have conditioned themselves to ignore them. The way you get a brand message, awareness, consideration, loyalty, and advocacy through to your target audience is driven by their behavior. Not your brand agenda. This is what Marketing 2.0 recognizes and achieves.
So we go back to the title of this article … “Marketing 2.0 – Is There Such a Thing?” The answer to the question is yes … there is definitely a Marketing 2.0. But that doesn’t mean that the vast majority of marketers have evolved to a Marketing 2.0 mentality. Many are still stuck in a Marketing 1.0 mentality. Maybe the “new marketers” are using new marketing technologies, but if the approach is locked in a Marketing 1.0 mentality, they are not going to capture their target audience. Successful Marketing 2.0 must be driven by a customer/client centric approach. It is about them, not you.
Make It Happen,