The New Approach to Customer Marketing

The New Method to Customer Marketing


There has actually been a lot of buzz over the previous couple of years about a new kind of marketing for a brand-new marketing world.

Marketers such as Seth Godin have led a high profile attack on standard marketing.

The reason is simple– the customer landscape has changed radically over the previous 10 years and will continue to do so, since mass markets are fragmenting into niche markets.

This suggests that mass advertising ends up being badly targeted, and recording a significant niche allows for less expensive and more productive marketing.

With the modification in practice comes a shift in mindset, as “old” marketing gives way to concerns of the brand-new.

In their book Radical Marketing, Glen Rifkin and Sam Hill set out their own set of rules for exactly what they describe Radical Marketing:

The company CEO is the primary marketer
Simplify marketing management
Direct interaction with customers
Don’t depend on the averages of market research
Usage just passionate marketers
Deal with clients as people, not numbers
Consent build a neighborhood to market to
Reconsider your targeting methods
Use good sense
Keep focused on your brand name identity

This has the tendency to show a more business view– that larger companies need to keep things simplified, and use personnel who take a real and enthusiastic interest in their work.

However, extremely niche market targeting is ending up being the required life-blood for small company, where brand-new marketing isn’t merely about rearranging within new markets, however instead about recording a spirit of entrepreneurial enterprise– where small remains most profitable where companies remain consumer focused.

In short, brand-new marketing is as much a rejection of corporate marketing, with it’s impassionate image, disdain for the customer, and focus on numbers, not people.

New Marketing is therefore concentrated on a passionate customer-focused marketing concept, which is especially typified at Developing Passionate Users:

Focus on how the user kicks ass
Evangelize
Users have power
Users “own” the brand
Two-way discussion
Individual service
Word of mouth over advertising

In short, as the marketing environment modifications, so marketing techniques need to change– the mantra of New Marketing is that as markets end up being more vertical, then marketing need to invest first in individuals.