In modern marketing, the options are limitless
The original headline for this article was we know nothing about marketing today. Quite a bold statement for a company founding itself on integrity and the twin totems of engagement and value.
But let’s back up and go back to where it all began, the last time it started.
I have a great virtual friend who goes by the name of Kath Roberts. She runs a company that right now is called Alchemy4TheSoul. When I mentioned it brought to mind echoes of happy faces and a thumpin’ bass for a lovin’ race I imagine I got a blank look (we were on Skype and only I was brave enough to be using video chat).
Kath is in my mind the most honest, perceptive and genuine people I have ever had the good fortune to connect with. She’s launched a life mastery programme that, through 18 weeks of videos and workbooks, helps her friends (like Word And Mouth, there are no clients here – only friends who are invited to show their delight through wallet kinesis) totally transform their lives. A bit like a real-life Tony Robbins for the 2010 generation of women.
She has a mindblowing product. Kath can change lives.
But today – November 2, 2010 – how do you market a product that is predominantly executed online?
I believe there are three armies in the online marketing world today.
- The hustlers. The every day internet marketers who punch out myriad sales letters, convince the general masses they’re about to buy The Next Big Shiny Thing, succeed through grunt and attract the same kind of folks time and again. This is a limited success principle reserved for a coveted few. Sadly the reason why most people buy said products – and most of the time, the rationale for the creation of these products – is to emulate the success of the originator. Rarely is this a recipe for any kind of success. Rinse, repeat. Shake head.
- The old school. Direct mail used to work. Scratch uncomfortably. Measurement? But how? World 2001 no longer exists, old man. But if all else fails, and we don’t truly fathom the cycle of enewsletters, we can always go back to stuffing envelopes and tired mailboxes…
- The fresh thinkers.
Kath and Word And Mouth are fresh thinkers. We know it’s important to understand traditional principles of marketing, but we don’t have the proven techniques of modern marketing to exercise and hone.
So we have to construct our own rules. Then play by them.
Truth is, we’ve never had it so good. The opportunities are abundant. But hark that clever guy who said that with choice comes challenge. Which way to turn, which tactic to employ, when the array of tools is abundant.
It’s what I call rainbow marketing. You can think of the rainbow comprising seven colours – or you can look more closely and see that each colour features infinite hues and nuances.
You can create an integrated modern marketing strategy encapsulating print, online, podcasting and video blogs. You can measure most of it. And you can paint personas identifying your ideal client.
But noone has truly figured it all out, yet. It’s too new.
Noone knows anything like enough about marketing today. We’re not alone. But what we’re doing is throwing down the gauntlet and making our way towards it using creative smarts and those twin totems of engagement and value to help us along the way.
How do you rise to the modern marketing challenge?
Photo courtesy of Troy Stoi.
