Marketing is Changing (and What to Do About it)

      WHAT'S IN?                                             WHAT'S OUT?

One-to-one marketing               "Dear customer" letters


Permission marketing                 Spam in your e-mail
                                   or regular mailbox

High quality, creative papers        Boring, impersonal or
with a handmade, hand-touched       mass-produced looking
         look                        direct-mail pieces

Community involvement                Thinking your cheque 
beyond your cheque-book.                 is enough. 
    

Personalized, anticipated,           "Take a number..."
relevant service           

Long-term branding              Short-term product movement

Customer retention                Customer churn and burn

Marketing to consumers who     Focusing all your marketing
care about your product;      efforts on the mass consumer.
who can easily spread your    People that hardly care about
message to others               you; who are only with you
                                 because of price.

Notice how the selfish top down approach to marketing was so yesterday?

That's because consumers are fed up of being told what to do. They
don't believe the lies anymore (and they are lies).

Think of it as dating. Would you randomly go up to someone in a noisy bar, interrupt
what they doing, and shout to them why you're such a great person?
Throw in alcohol, drunken behaviour and selfish idiots; you can
see why online dating has become so popular.

Despite what the cynics say, the ideas listed above aren't fads. Far from it.
Think of them as a return to making people feel human again - like the good old days when you knew who you bought from and the story behind it.

And that my friends, making certain people feel good about themselves, is what it's all about. By delivering anticipated, personalized, and relevant results, you are on the way to
remarkable marketing.