Marketing: Creating Content for the Right People
Marketing is changing.
I have been a marketer for over 18 years and marketing is changing with the influence of technology. It is changing with the impact of social media. I am of course not the only one who feels this way. Bill Seaver at MicroExplosion Media wrote a blog post yesterday titled Why Insourced Marketing is the Future of Marketing. Bill says:
“Today, the marketers in many corporate marketing departments are mostly project coordinators. Most of these professionals have both the knowledge and tools they need (or could get them very quickly) to be a great social media marketer, but their time is filled with all the projects they’ve outsourced. Their role is more like an air traffic controller than a professional marketer.”
I have experienced this in the corporate world. All too often traditional companies in traditional industries gravitate to traditional marketing. They want their marketing people to do what they have always done. They want them to do what they think works, what is safe, and what they know. Most leadership in these companies are afraid of social media because they do not understand it. They have a hard time putting a value on it and can’t figure out how it works – so they choose not to try. They would rather their marketers do what they understand than wade into the zone of the unknown. Just keep coordinating the same old marketing tools that everyone in their sales and management teams expects.
As Bill concludes, social media is
“It’s not about getting to as many people as possible anymore. It’s about getting to the right people.”
Focus.
Social media allows you to focus on a targeted “real” customer, prospect, or demographic. It gets you engaged at a personal level with people who really are interested in what you provide…they just need you to take the time to convince them through the building of the relationship that you are trustworthy and the best provider of services to genuinely meet their need. Social media takes the “blast” out of marketing and inserts the “last”. Once you develop the relationship with the “right” people, it will last because they will be loyal to the n-th degree. Now that is a successful marketing campaign!
What do you think? Are the tasks and responsibilities of good marketers changing? Will traditional companies get it before its too late?
Thanks for the inspiration Bill!
-
David
-
Bill Seaver
« Marketing Socially to Boomers | Home | Willow’s A+ Social Media »
