This is a great find as far as looking at how marketing should be done today vs. previously. Today’s environment truly requires relationship building regardless if you are selling a product or service, people are not as trustworthy as well as having the ability to research who you are very easily before spending. Time to invest in relationship building if you want to get ahead…
There are some new buzzwords in marketing going around, everything from “Collaborative Marketing” to “Relationship Marketing,” and even “Branded Content.” But what do those phrases really mean and how can today’s businesses take advantage of them?
Well, we all know that consumers are becoming more and more contemptuous of push advertising, which has traditional marketers scrambling to find a magic bullet to replace it. But with what? When social came along and marketers mistakenly tried to force push advertising messages there, the failures were huge.
What we’re seeing is a gradual shift away from advertising in general, and back towards communication, which has always been the human strong suit. People want to get information when they want it—not have it thrown at them, and they want to have conversations about and with brands. I read an article recently at retailcustomerexperience.com that quoted Scott Olrich, CMO of the relationship-based marketing software company, Responsys. Olrich sums up the shift pretty nicely:
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