Powerful New Business Promotion Tools

 

New Marketing is about a power-shift to the prospect

Fragmentation of the media

• It used to be 4 TV channels and some newspapers

Information and choice overload

• Millions of pages online about any product or service

Information transparency and democratisation

• Anyone can publish an opinion or complaint about any provider, no matter how large
• Anyone can compare price, performance and reputation of any product - in seconds

New Marketing is about efficient filters

• Search, recommendation and word of mouth are the key marketing skills
• Humans are programmed to use mental short-cuts to avoid being eaten – you need to fit one of these mental short-cuts

New Marketing is about giving value

• All content tends to free
• If you’ve got someone’s attention by being a great filter then you need to provide value to retain their attention
• ..and more value to build engagement...
• ...so you need to understand what represents value to your clients – and where it lies – and what they will and won’t pay for
• Post-sale you need to build their satisfaction with your product back into the filters and the attention/engagement process