What Matters Now: Marketing

Now, more than ever, you need to understand marketing, and what things to shake up and stir up.

Now, more than ever, you need a different way of thinking, a new way of doing business and marketing, and a new perspective.

Marketing has changed.

The question is: “Did you?”

Marketing will continue to be the lifeline of any organization. It is what keeps it progressing, growing and moving forward. It provides meaning to the day-to-day challenge of “how am I building awareness with my prospects and clients?”

It’s time to focus on what matters now: marketing.

What Matters Now: Prospect Engagement 

If we’ve learned one thing over the last few years, it’s that all media is now optional – no one is going to engage your status update, blog post, discussion, tweet or open your junk mail unless they want to. Having this insight means that marketing and sales must inject this desired behavior (engagement) into all communication in order to even get an invitation into the prospect’s decision making world.

What Matters Now: Customer Experience

Traditional lead generation is dead.

Okay, maybe I am overstating my case.

Traditional lead generation may not be dead, but, in a noisy and short-attention span world, it has morphed. Dramatically.

A remarkable customer experience is the new lead generation.

If being found offline and online by prospects is the new form of lead generation awareness, then trust is the new form of lead conversion. Trust happens rapidly when people choose to talk about you. They have an experience worth making a remark about. A remarkable customer experience is the most effective form of lead generation

What Matters Now: Collaboration 

The Internet has enabled a business world where we can work in partnership with everyone in ways that make the experience for all, very personalized. It’s reshaping how we go to market, who we partner with and how we find new customers.

What Matters Now: Fusion Marketing

Another powerful insight gained over the last few years is that offline marketing activity is enhanced, rather than replaced, by online marketing activity. That what matters now in your marketing is embracing not the concept of competition, but the beauty and advantage of cooperation. The purpose of a fusion marketing arrangement: Mutual profitability.

About the Author: Patrick McFadden is a marketing consultant/coach for small businesses and organizations. He is also a featured marketing contributor to American Express Open Forum and has been named a marketing thought leader for small businesses.