For the past number of weeks, I have been reading many contradictory articles talking about the future of marketing. Some say content marketing has no future; some are bullish on it. There is controversy on programmatic ads, big data, live streaming, and many more forms of technology that are driving marketing innovation. But if you really want to know what will work you need to examine your target audiences’ behaviors. All real marketing experts recognize that the future of marketing is in the customers’ hands. By their actions, the target audience decides what are acceptable practices to gain their awareness, consideration, sale/conversion, loyalty, and advocacy.
The power of the audience and their behavior drives the success of marketing. If you can see how true this really is then take it one step further and understand the five characteristics that define the future of marketing. Here they are:
Listening – Back in 2009, I wrote an article, “I Know You’re Talking, But Are You Listening?” In it I said, … “Know your target audience and find the existing places and communities where they are talking, tweeting, blogging, commenting, etc. Spend some time there and just LISTEN to what they value and need. Understand the way they talk and their vernacular. If you want to be a valued member of the club, you got to talk their talk, not yours.” This is so true, but in today’s world add the fact that everyone wears his or her heart on a social channel. By listening you gain crucial information. People actually tell you what they want, like, dislike. What inspires them? Listen, absorb, and learn.
Understanding – In 2011, I proclaimed that empathy was “The Most Important Word for Marketing.” Empathy is ‘the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another.“ How many brands understand their audience to this extent? The successful ones do.
Engaging – I have followed the evolution of ecommerce. In the beginning, ecommerce was merely a way to purchase a product online providing no engagement with the brand. While there was a digital connection to the brand, the personal connection with the brand was as cold as could be. Then brands like Zappos redefined the meaning of engagement with their customers. Ever talk to a Zappos rep as you are trying to figure out something? Do it. Learn what it is like to have a team that truly engages and really cares. Engagement is not limited to online experiences including social channels. Think of multiple touch points and ways you can engage with your audience to deliver assistance and value with a friendly disposition to your potential and existing customers.
Delivering a great user experience – A great user experience starts with engagement, but goes much further. Have you ever stayed at a hotel where the concierge there truly helped to make your stay in the hotel the city you visited enjoyable? Companies, beyond marketing, need to take this approach. They need to cater to the desires of their target audience and make their connection with the brand as grand as a superb concierge does for a hotel guest.
Building trust – We often hear that value is more important than price when it comes to winning customers. Nothing could be more important in the value chain than having a company behind a brand that people trust. Trust is not established short-term. It comes from continually delivering a product and service that is appreciated and respected and then going the extra mile. By going the extra mile, I mean the company works to establish itself as a leader in the industry with every great intention displayed and directed at their customers, partners, employees, and general public.
So remember, the future of marketing is not in the hands of gurus. It is in the hands of your audience. The key attribute to successful marketing is having solid relationships with your target audience. I have defined the five characteristics that get you to strong and binding relationships. Keep your ear to the ground, your vision to the sky, and go drive some killer marketing results.
Make It Happen,