Consumers have all the control now
Instead of pounding on deaf ears with all sorts of creative marketing and sales development campaigns to “drive leads” – marketing and sales should focus on building preference
The traditional marketing model has been flipped on its head, and buyers have all the control now. They took control when information became ubiquitous on the Web. No longer dependent upon marketing for information on trends or new ways to solve problems, and equally no longer dependent on sales to navigate the pros and cons of solutions they were considering – buyers threw off the shackles and rewrote the rules.
Today, buyers engage in a self-directed, trust-based, social purchase process for everything from commodities to software and trains.
They no longer buy products or solutions – they purchase outcomes. With their new-found freedom, they have redefined vendor relationships and interaction expectations. They are fully in control and know it.
That means your marketing needs to dramatically shift its focus – it requires a mindset shift. It’s not about the type of relationship you want to have with your target markets but about aligning to the expectations buyers have of you.
Reputation and trust matters more than ever
That means you need to get inside the minds of your prospects and understand their world. It means that you need to provide them with information that helps them better understand their own world. It means you have to deliver them value, and you need to start now, because “preference … is built over time.
In today’s highly technological world where information is at consumers fingertips via the internet, online reputation is a very important factor that can and will help a business grow or affect it negatively.
Marketing new role has to support the journey towards “The Trusted Company”:
Traditional marketing may be dead, but the new possibilities of peer influence-based, community-oriented marketing, hold much greater promise for creating sustained growth through authentic customer relationships.
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The traditional marketing model has been flipped on its head — http://www.torbenrick.eu/t/r/dpa
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Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement and development and change management. International experience from management positions in Denmark, Germany and Switzerland. View full profile