Six Principles of New Marketing

Many people ask me what is "New Marketing" and how it differentiates from Old Marketing?

Below are some of the key principles from Harvard Business Review. It's important to note that New Marketing ideas have been around for a very long time (Peter Drucker was one of the pioneers). But it's only in recent years with the saturation of ads, noise, and a time starved world, that this ideology is finally coming to fruition.

1. Marketing is everything and everything is marketing, suggests that marketing is like quality. It is not a function but an all-pervasive way of doing business
2. The goal of marketing is to own the market, not just to sell the product," is a remedy for companies that adopt a limiting "market-share mentality." When you own a market, you lead the market
3. Marketing evolves as technology evolves." Programmable technology means that companies can promise customers "any thing, any way, any time." Now marketing is evolving to deliver on that promise
4. Marketing moves from monologue to dialogue - argues that advertising is obsolete. Talking at customers is no longer useful. The new marketing requires a feedback loop--a dialogue between company and customer
5. Marketing a product is marketing a service is marketing a product." The line between the categories is fast eroding: the best manufacturing companies provide great service, the best service companies think of themselves as offering high-quality products
6. Technology markets technology," points out the inevitable marriage of marketing and technology and predicts the emergence of marketing workstations, a marketing counterpart to engineers' CAD/CAM systems

The key cornerstone of modern marketing is the integration of marketing into all business activities. This means marketing is placed at the fore front of the production cycle - that is, make solutions for what people demand not what the business demand. All and then promoting your activities to your target audience after you've gained their permission.

Yes it's hard, and yes that's why very few organizations adopt this approach. But then again very few companies are remarkable. Remarkable people recognize the effort is worth it. That the long term success is worth the short term pain.

Are you looking to be remarkable or just average?