Marketing Paradigm Shifts

Many of us don’t remember a time when we were more bombarded by advertising and marketing. Instead of choosing between Brand X and Brand Y, we now have Brands 1-50. We’ve reached a saturation point and it’s overwhelming. How many of you – in your personal lives – ignore most of the marketing that comes your way?

Image: Newscom

You throw away sales letters, store circulars. You get up during commercials on TV, or use a DVR to fast forward. You delete newsletters, sales offers, and promotions. You might hold on to a coupon, but you hang up on sales calls.

It is harder than ever for marketers to get their message across to consumers. The old styles aren’t working like they once did. You must find something new. A better way of communicating your brand.

You must create an authentic conversation with your audience. Offer them what they need. What they want. Do it in a genuine way. Of course, that will vary by customer and by the type of product or service you offer. But make it feel customized. Genuine. Let the customer know they are not just another number, but a valued individual.

My old hometown bank has been taken over by a large banking group. Some of the same people work there – those who have been there since it opened twenty-five years ago. But it feels different. They toe the company line. They don’t treat people as real individuals with unique needs.

When did it become so wrong to look at people as individuals? With their own set of needs? Why are we still pushing one-size-fits-all?

Marketing has changed. You need to change with it. On your way up, though, just don’t forget the little guy who helped grow your business. You’ll need him.

And if you want to see a great representation of this paradigm shift in marketing, see this terrific video, “Dramatic Shift in Marketing Reality” by Berlin-based Scholz & Friends.