Marketing today has some affinities to sell in the past, with one major difference. The customer entrusted with responsibilities! What happened? Is there a marketing rebellion at hand?

The Third Marketing Rebellion

Mark W. Schaefer, in his journal Marketing Rebellion( pick it up, it’s a custodian ), argues that we’re in the midst of a third market resistance. In this uprising, the truth is paramount. Authenticity isn’t really a buzzword, and today’s customer wants to feel a real connection with the companies from which they buy.


Today’s consumer is someone who wants to feel like they’re a part of something. In fact, the word “consumer” isn’t an accurate name to describe them anymore. To deplete means to acquire something.

Your customers are done with mass consumption, acquiring things really to have them. They no longer want to buy produces from faceless arrangements because of an ad on TV.

Your customers crave a reason to buy from you. If they just wanted another commodity, they can go to Wal Mart and buy whatever their little soul inclinations. But these buys hamper no real value or future for them.

You’re not rivalling with Wal Mart or even Amazon. You’re competing with scrutiny and patriotism. Your customer, if they can get it, wants to buy something unique, store, and something they can believe in and tell their friends about.

They are rebelling against consumerism.

Is Analog the New Digital?

Maybe in some ways, your patron is praying something more tangible. They miss something they can hold, figuratively and sometimes literally. So what , now you have to start pitching your services on street corners( that didn’t sound liberty) or deliver your produces in some hand-crafted package?

Not really, let’s be real here. Digital marketing is not going away. In fact, digital marketing is more powerful and effective than ever, even within this rebellion. So, how do you use the tools available to deliver your purchaser a meaningful knowledge?

Don’t vacate digital market, be smarter about it. Now a few digital marketing tactics/ tools of the past that should die if you haven’t killed them already…

Websites that are all about you Email marketing that does nothing but sell Social media uprights that are more like ads or lurches Marketing automation endeavours set to “stalk”

Getting the picture. It’s time to do digital market with an analog mindset. Make your marketing weigh, make it real.

All This Machinery Making Modern Marketing Can Still Be Open-Hearted

If you’re not a Rush fan that ability will seem rather odd. Forgive me. My point here is that we are awash in marketing technology obliging it easier than ever to connect with our audience.

That said, so many companies are using things like retargeting, marketing automation, and sentiment analysis to stalk their clients. I declare it’s difficult to time retargeting without coming across a little creepy. All I’m saying is that with every bit of marketing you do, you need to think through the customer experience.

If you’ve never heard the period client knowledge, here’s a great definition from Blake Morgan, a critic at Forbes…

“Customer experience considers everything the customer goes through–it’s everything the customer touches, savours, aromas, hears, insures throughout the experience with the symbol. What are they going to feel or fantasize? It’s being almost obsessive about the experience the customer has with the brand–the attitude of’ I want to be here, ’ rather than’ I have to be here.’”

Marketing Automation the Right Way

I think this sometimes comes lost in the programmatic side of sell. We start preoccupying about quantities and metrics and forget about parties. Marketing automation, for example, has been a game-changer for marketers.

Companies can get their messaging in front of patrons at every stage of the sales funnel and workmanship meanings specifically to get consumers to ” achievement .” Can this be shady or macabre? It depends on how you do it.

You need to move the needle. Your bottom line is at stake. And I’m not saying you must abandon all efforts geared toward that discontinue. That would be crazy. Just think it through. If you focus on every aspect of the customer experience, you’ll win in the short term and long term.

Let’s Rethink Digital Marketing

Just because you can, doesn’t mean you should. Smart marketing signifies belief through each tactic you put in place. This isn’t a post about how to do market automation or email marketing.

And this isn’t a review of Mark’s book. This berth is a plea to marketers everywhere. Join the rebellion or get left behind!

Marketing Efforts that Support the Customer Experience

Digital marketing can still support a positive customer experience. Here are some examples of what I mean…

Company Website- instead of an online corporate resume or a transition machine, make it a holistic customer reserve. Yes, you want them to buy, but, retain, your customers crave more than simply a transaction. Try mixing in useful resources and a community feel. In their travel to do business with you, give them a sense of belonging. Not exclusively will they are most likely to do repeat business, but they are able to too talk about their enormous client knowledge to friends, online and off. Social Media Marketing- this is a channel where you can either annoy, sanction, or entertain. Patently, you want to avoid being annoying( I’m looking at you people who message me on LinkedIn the second we connect ). Whether you empower, like add useful berths for followers on Twitter, or entertain, like posting funny videos on Facebook, make sure these efforts are not only in line with your marketing aims but also in line with the type of customer experience you are fostering. Email Marketing- the inbox is sacred. The quantity of spam people get is obscene. Don’t add to the clutter. Make sure your emails are helpful, informative, or otherwise support the customer experience. Email marketing works best when it’s consistent, helpful, and respectful of the recipient’s time. Market Automation- HubSpot, SharpSpring, Marketo, and the like are all useful and powerful sell implements. These implements allow you to programmatically be participating in your target audience all through the sales funnel, from awareness all the way to purchase. Marketing automation is also an opportunity to further improve and enhance the customer experience. Yes, you demand your customers to buy what you’re selling, and no one is saying you shouldn’t. Just take some time and be reflective about these efforts.

These marketing travels or purchaser passages are just as important to consider as is that final shift quality. And then move all of this and adjust as needed to improve your customer’s experience.

Our Clients Know We Want Their Data

In a recent AdAge article by Mathew Sweezey,” Accenture found that 83 percent of purchasers are happy to let you track them as long as you are using that data to create better knowledge for them .”

So, you may be asking yourself,” this is great, but how do I know what that excursion should look like in the first place ?” Well, according to Mathew, you should ask your customers what they want and expect.

They want a better ordeal of doing business with you. If you induce that the focus of a targeted interview with them, the insights you’ll get will be worth their weight in gold! Just be open and listen.

Then, as you implement your sell strategies, move those jaunts against real data exercising marketing automation and other tracking implements. Remember, they don’t mind you moving them as long as the endgame is an improvement in the customer experience.

This is a win-win and hitherto so many marketers insist on being deceitful. Why is that?

The Marketing Rebellion is Real!

I could go on but I think you get the idea. If you get nothing else from this pole, retain these two things…

Marketing Rebellion is a bible worth checking out. All commerce campaigns are supportive of a positive customer knowledge.

What do you think? Am I being too peace, desire, and unison? Or is this constituting some real ability? Let me know in the comments below.

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