Think audience first
That social media is transforming marketing is beyond doubt. That the majority of companies out there are still thinking ‘customer’ first is also beyond doubt. That’s the way thousands and thousands of professional marketers were taught, including this writer.
Yet the sea change that’s happening is this shift toward content and engaging audiences, one person at a time. In the ’90s we had one-to-one marketing, the new and brilliant recognition by Peppers and Rodgers that marketing power was shifting from share of market to share of customer. In the 2000′s we witnessed the tipping point of one-to-one technology. Now in the ’10s we’re seeing marketing power and profits accrue to those who can engage one-to-one, not just find.
What does that mean for marketing? There’s no hiding any more. Marketers who do not understand all marketing channels and technologies will be replaced. Marketers who cannot elucidate their firm’s value in 25 words or less will be replaced. Marketers who cannot prove audience engagement to the CEO will be replaced.
The good news is that it’s easy. There’s plenty of information available on how to do all of this and more. The big challenge for marketers today is to shift company resources from old to new rapidly enough to stay ahead of the competition.
As we emerge, however gradually, into economic recovery the very best a marketer can do for his/her employer is to think ‘audience’ first and be able to support the mindset with a keen understanding of content and technology.