It doesn’t seem like the term “modern marketer” would need a definition. After all, we all live in the 21st century, we are computer literate, and we know how to use digital technologies. However, having a knowledge of these things doesn’t mean we are automatically modern marketers. You can’t claim to have joined the modern era unless your strategies and techniques are modern too.
Switch from “selling” to “engaging”
If you haven’t gotten the memo that engagement is the key to marketing, you haven’t become a modern marketer yet. Today’s consumers expect more than an infomercial or a blank-eyed billboard ad. They want to feel as though you care about what they think and know who they are as individuals.
John Ellett, a marketing consultant writer for Forbes, explained, “By shifting the lens of your organization from pushing products to engaging customers … you can become purpose-driven and stop focusing purely on product positioning.” Listen to customer feedback and strive to meet their needs, rather than trying to convince them they don’t know what they need.
Create positive brand experiences
If you’re still relying on ad campaigns which have concrete beginning and ending points, you still aren’t embracing the modern preferences of your customers. People don’t want to look at your brand or product, they want to experience it. Whether they have a negative or positive experience, you can be sure their friends are going to hear about it, and every good marketer knows how vital a good customer review is and how damaging a negative one can be. Making sure customer service representatives are well-trained and websites are well-maintained is key to making sure your customers’ experiences are good.
Utilize personalization tools to the fullest
Personalization isn’t just inserting some code to an email that puts the customer’s name at the top of the message. Being personal means knowing your customer’s likes, dislikes, and shopping habits. Ellet explained, “Brands with which we have relationships have information about us that, when used properly, helps those brands deliver superior experiences.”
This should happen no matter what device the customer is using—a feat which few companies have yet to achieve. Yet modern marketers know how important it is to strive towards this goal, that their customers might consistently receive the right information about the right products at the right time.
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Source: ..forbescom/sites/johnellett/2014/11/19/accelerate-your-success-with-these-five-tenets-of-modern-marketing/
Tags: modern marketing, marketer, engagement, key to marketing, brand experiences, personalization tools, good marketers, customer review**