Mike Peck, president of OSD, shares his thoughts on the changing marketing world.
I watch with interest as the world becomes more social, more connected, more transparent and more mobile. Yet, with the advent of so many new devices and on-line communities/trends, are we really more engaged as customers? Are we more in-tune as marketers? Perhaps. However, many things from the ‘old days’ of marketing and advertising are still worth remembering.
Let’s review the basics:
- You have a product or service
- Your product or service has proven benefits to a target audience
- You have insights into this target audience
- You present your case to this audience
- You seek share of mind and share of market
- You measure, rinse and repeat
This approach works today just as much as it did in the late 50’s and beyond. The primary difference is we are paying more attention to the medium than the message and the tools before the targets. Shiny objects of modern technology have created a new mobile and connected day. Yet, the most important thing to consider is your story and how it connects with your audience.
Be selective in the way you use technology today. Don't use a particular tool just to be a part of something new. Resist the temptation to create messages and contribute to the noise of the day. Represent something valuable and let the appropriate tools tell your story.
It is a new day. The songs of old still play, however.
What do you think? Does this make sense? Share your thoughts.
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