The principals of marketing don’t change. It’s still getting people to know, like, and trust you. But what works for marketing today has changed a lot, and continues to change, as technology levels the playing field and companies and people intermingle on even terms. Here’s what I see working:
Sparing
Winners are sparing their target markets the tedium of old-fashioned slogan-based value proposition shouting, like a hack with a megaphone. We’ve been immunized. We fast forward, mute, unfollow, or – the worst case for marketers – ignore. Nobody clicks online ads, and millennials don’t even see them. We have to spare people the self-serving one-way shouting.
Sharing
The technological change makes us all channels, all publishers, individuals, small business, and big brands alike. We’re competing for attention. We won’t get any attention if we’re just boring. We have to legitimately share something useful, funny, or interesting. Otherwise we get ignored. Everybody has lots of choices. The informercial is boring and obvious. We have to offer something real.
Caring
It’s a great big conversation and people sense self interest and turn it off. The winners in a competition for attention are the ones that actually care about the people they serve. Participate. Engage. Have presence. Or you are irrelevant.
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